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Part One

This module, our first, is structured around McGuire’s Communication-Persuasion Model for health communication. Modules and the broader sections to which they belong parallel McGuire’s “inputs” and “outputs”.   This module emphasizes McGuire’s central input, the Message.

The message is the ‘what’ of communication. Communication messages tend to combine both logical and factual content with emotional or artistic expression. The content is the “light” of communication: It lays out specifically how individuals can improve their health or that of the community or at least avoid or reduce risk. Content can be presented in a variety of forms but has to be adjusted to the cultural and economic context of the audience.

The emotional, artistic and expressive aspects of a message comprise the “heat” of the health communication piece. Messages often employ humor, sympathy or empathy, anger, anxiety or even fear with respect to a specific health issue. Colors, sound and other touches may be added to contribute to a multisensory and more memorable audience experience with the message. A message is a stated or implicit statement that presents a key aspect of communications destination and strategy to the target audience or a segment of the target audience. Messages should derive from key campaign objectives; without such objectives, messages may seem unclear to a target audience.  These campaign objectives represent what the source or ‘sender’ of the message wishes to do: announce, advise, activate or advocate. (Note that messages can manifest more than one or even all of these objectives…but in doing so may risk clarity!).

Brief definitions of these actions are presented below. In practice, many health communication pieces combine two or more of these objectives:

Campaign Objective: Announce

Presentation that direct individuals as to where they can obtain services, buy a product, or (in the case of health fairs) get more information about a specific health issue. They can also direct the individual to watch or read other media which will provide them with additional information and motivation.

Examples:

https://www.prostateconditions.org/outreach-programs/prostate-cancer-screening Or…

http://www.rbcdesign.net/Examples%20of%20Design%20Work%20for%20RBC%20Design%20Studio/styled-4/medical-advertising-marketing-graphic-design.html

Campaign Objective: Advise

Factual statements regarding health behaviors, risk factors, medications, etc. Information objectives are fairly simple knowledge oriented factual statements informing the target audience about the positive aspects of certain behaviors or other actions or their negative impact. Advice takes the form of information that can help address the challenge of presenting new knowledge or can help clarify misperceptions that people may have. Finally, this information may serve as “booster shots”, reinforcing existing knowledge and reminding the target audience of certain issues.

Examples:

https://gettested.cdc.gov/reasons/default.aspx

Campaign Objective: Activate

Motivating or persuading the audience to attend to and act on the advice or other information presented.

Example:

http://osocio.org/message/aids-campaign-takes-a-different-look-at-social-diseases/

Campaign Objective: Advocate

Documentaries and articles, movies, public demonstrations or ads that embrace and promote a social or political point of view.

Examples:

This current one: http://blacklivesmatter.com/

And this one from nearly 50 years ago: https://www.flickr.com/photos/13476480@N07/20510410925/in/photostream/

Campaign Objective: Combined Objectives

Pieces that attempt to achieve two or more of the above objectives.

Examples:

Research Activity #1

Advise http://www.world-heart-federation.org/press/fact-sheets/cardiovascular-disease-risk-factors/ This website’s source is the World Heart Federation. The site advises the receiver about risk factors for Cardiovascular Disease (CVD). It is effective in not only communicating risk factors, but also clearly displaying the risk factors that are modifiable, and those that are not. The modifiable risk factors can be clicked on so that the receiver can learn more information about how they can improve their health by changing these risk factors.

Activate http://www.letsmove.gov/ Michelle Obama’s Let’s Move! campaign gives the receiver facts about how it is important to exercise and 5 simple steps to being successful when trying out campaign objectives. There are 5 steps for each target audience that this campaign is addressing: parents, schools, community leaders, elected officials, kids, and health care providers.

Advocate http://www.prochoiceamerica.org/?referrer=https://www.google.com/ Pro-choice America (and additional pro-choice groups) have participated in demonstrations throughout the US, released ads and social media posts about what it means to be pro-choice, and have also saturated the internet with articles about the importance of the pro-choice movement.

Part Six: Edutainment 

“Edutainment” is defined either as education done in an entertaining style or entertainment with an educational message built in. A prime example of the former is the Soul City TV/Radio series that emphasizes sexual health, produced in South Africa, and the American PBS program “Sesame Street” that targets preschoolers. Examples of edutainment that comprise primarily entertainment but also include important health or social messages are popular songs about social issues (e.g. Bob Dylan’s “Hurricane”), and movies that focus on the power of the tobacco industry, either from a dramatic or comedic tone.

Part Two: Messages that convey motivation and persuasion

Whether the objective is to announce, advise, activate or advocate, the message’s motivational and persuasive contents emphasize change in individual attitudes and group norms with respect to a certain health issue while making the health issue (behavior, social issues and challenges, etc.) foremost in the target audience’s mind. Specific examples of applying activation objectives often derive from fear appeal messages: attempting to arouse fear in the audience by demonstrating to individuals the scary aspects of engaging in a certain behavior and not doing something to mitigate the damage that that behavior can cause. Fear appeal messages usually involve a scary or threatening image or feel to create the desired reaction and promote subsequent behavior change.

The Elaboration Likelihood Model developed by Richard Petty and John Cacioppo and Kim Witte’s Extended Parallel Processing Model provide excellent theoretical bases to frame messages that derive from motivation and persuasion objectives, especially those that appeal to fear. A problem with fear-based messages however is that they may cause maladaptive responses when an individual either does not find the image sufficiently threatening or conversely avoids the message (for example, when its images are overly gruesome). For example, The Partnership For A Drug-Free America’s campaign “this is your brain on drugs” has been criticized for engendering more curiosity than fear among teens in the target audience. Also, if the message is sufficiently threatening, the individual may lack the ‘efficacy’ or confidence to take actions that would eliminate the threat. Feelings of helplessness may actually cause the individual to avoid the message altogether. Therefore, fear messages must be used with caution.

However, other emotions can also be invoked which will help individuals remember a specific message and recall the facts and perhaps the reinforcement associated with the behavior change related to those evoke emotions. Humor, sympathy, excitement and other emotions can also create an association that may help an individual remember the importance of the behavior change. For example, contrast the “feel” of the some of the below messages, all of which have the same general purpose.

And these: http://www.bestmswprograms.com/10-brilliantly-creative-condom-ads/

Research Activity #2:

COMPARE THE FOLLOWING TWO SPOTS WITH RESPECT TO FEAR AND RESPONSE EFFICACY-RELATED CONTENT

https://jasonbiviano.files.wordpress.com/2012/04/health-effects-of-smoking1.jpg

https://twitter.com/nyc_dot/status/314067899079872514

Emotions can be evoked not only by the specific nature of the message but also by images, sounds, and other elements that have both an emotional and physical impact on an individual. For example, concordant and discordant musical notes and colors may contribute to a message oriented toward fear and anxiety on one hand or harmony and sympathy on the other. Individual colors may convey different feelings (Example 1; Example 2) though this may vary from culture to culture.  As musical chords mix different notes to create distinct feelings for different compositions, combinations of colors also vary as a function of the light or heat of a message (see here for more info about this).

In terms of sight and sound, which of the following 3 pieces do you think would create the strongest reaction in an audience?

Research Activity #3

LISTEN TO A VARIETY OF THESE SOUNDS. WITH REFERENCE TO 5 OF THE SOUNDS, GIVE A ONE SENTENCE DESCRIPTION EACH OF 5 DISTINCT FEELINGS THEY CONVEY AND COMBINED WITH 5 MESSAGES THAT SOUND AND FEEL COULD BE PAIRED WITH.

The smoking ad engages peripheral route processing, but does not appear to be a very effective ad for several reasons. If the viewer does not see smoking as a threat to their health, they will not process this message at all. If the viewer does see smoking as a threat to their health, this message may reaffirm that threat; however, this ad does not offer any advice, so it is assumed that the ad is advocating quitting smoking in order to avoid “bad health effects of smoking”. If the viewer does agree that smoking is a threat (threat level is high), but they are not confident in their ability to quit smoking (response efficacy is low), they are likely to experience a boomerang effect and smoke more out of, and to calm, their fear of this threat. If their perceived threat level is high and they are confident in their ability to quit, they may be receptive to this ad; however, they will then have to research quit options on their own as this ad does not advise on resources to quit.

The speeding ad engages central route processing, and appears to convey an effective message. The ad provides quick statistics in relation to the subtle differences that driving 40 mph versus 30 mph can have on one’s life in the event of an accident, and follows these statistics up with reasoning behind the 30 mph law. The threat level is high in this ad, as it speaks to the cost of one’s life (most specifically a child’s life). However, the response efficacy is simple – follow the speed limit. If the viewer agrees that speeding is dangerous and can lead to fatal accidents (perceived threat level is high), then this ad will reinforce a simple strategy to prevent that threat by abiding by speed limits. This simple strategy should provide the viewer with confidence in avoiding the threat (perceived response efficacy is high), making the viewer more likely to process, accept, and respond to the message by following the speed limit.

Although the speeding ad demonstrates a fear-based message, it is much more effective than the smoking ad, as it is a clear, relatable message, with a simple solution to avoid the threat.

Research Activity #3:

1.   ELECTRIC BASS IN E DISCO BASS LINE DISCO DAYS (page 7): This sound conveys an upbeat, positive feeling of confidence and could be used in a spot related to STI prevention and building self-efficacy to get tested.

2.   STRUM AM 91 3 1 (page 9): This sound conveys a pleasant and upbeat feeling of happiness and could be used in a spot promoting the importance of communication and consent when engaging in sexual activities.

3.   PIANO 117 AM 3 1 (page 10): This sound conveys despair and could be used in a spot to engage volunteers and build donations toward a food and clothing drive for the homeless.

4.   PIANO 117 GM 19 1 (page 11): This sound conveys determination and could be used in a spot to promote counseling resources for survivors of domestic abuse.

Capstone: Save the Salton Sea

The rapid deterioration of California’s largest inland body of water has implications for the health and well being of our neighbors, ourselves and other species that inhabit the region and the hemisphere. Although this problem has been recognized for more than two decades, it has continued to grow.

So…

What health communication messages would you suggest for taking this issue on?

Who would your target audiences be, and how would vary messages by different audience segments?

How would you brand your effort?

Health Communication Messages: The Salton Sea started out as an environmental issue, but is quickly becoming a public health issue due to the rapid drying of the lake releasing toxic chemicals in the air. The Salton Sea currently has no outlet to which the water can be released and with the lack of water being restored to maintain proper levels (and mitigate toxic air pollutants), the neighboring population dense regions are at risk, thus we have a public health concern. Messaging will include health risks because individuals are more inclined to take action knowing the negative consequences (perceived severity/perceived susceptibility). Messaging will also include a proposed solution, for the meantime it seems like resorting water will counteract salinity. If individuals are provided with a solution rather than just hearing about a problem, they may be more inclined to support as they see progress.  

Audience Segmentation: The target audience would be individuals in the Imperial Valley and San Diego County responsible for supplying water, potentially the Imperial Irrigation District who serves as the intermediary between the federal government and deliverers water based on agreements and City of San Diego. The reasoning for targeting the organization responsible for allocating water is to gain support for water restoration for the Salton Sea, given that is the best solution for targeting the health issue. Segmentation would be based on geographic region and level of authority.  

 Branding: I would frame the issue to present a benefits gained perspective, if we’re asking these companies to reconsider how they’re allocating their water and want them to allocate it to the Salton Sea, then framing in a philanthropic effort may be effective.  

“Don’t be salty, share your water, and support the cause!”

#dontbesalty campaign

Part Three: Do’s and Don’ts of Motivation and Persuasion

A variety of methods can be used to improve the audience’s reception of motivation and persuasion messages. First, serious health issues cannot be treated too lightly, but at the same time the consequence of not taking an action should not be exaggerated. Credibility can be lost if people are shown dying from a fairly minor or obscure illness but also the message must make a realistic connection between a problem and its consequence. What mismatches between the feel and content do you see in these messages (choose 2)?:

Now try these two:

Analyze the potential effectiveness of one of these smoking control ads;

Children will put anything in their mouth is just so disgusting that I can’t even bring myself to read what this is a PSA for.  This ad does not make me want to report those who don’t pick up after their dogs.

 The first smoking control ad with the two toddlers has the highest potential to make smoker parents think about quitting because it likens the second hand smoke to putting a plastic bag over their child’s head.  Essentially both actions can kill your children.

Capstone: Save the Salton Sea

The rapid deterioration of California’s largest inland body of water has implications for the health and well being of our neighbors, ourselves and other species that inhabit the region and the hemisphere. Although this problem has been recognized for more than two decades, it has continued to grow.

So…

What health communication messages would you suggest for taking this issue on?

Who would your target audiences be, and how would vary messages by different audience segments?

How would you brand your effort?

Target Audience: The first segment would be locals and those communities and cities with in close proximity of the sea. Another target would be expanding that to communities further out such as San Diego, Los Angeles, and Mexicali. Augmenting the message for them. The last segment would be everyone in the states of California and Arizona.

I would brand the messaging as “Prevent another Follout” Perhaps comparing the potential events from the Salton Sea to the Three Mile Island accident of 1979. Using images of people evacuating because the air is so unhealthy, or a child going to school in air mask to prevent them from breathing in the toxic dust.

Part Six: Edutainment 

“Edutainment” is defined either as education done in an entertaining style or entertainment with an educational message built in. A prime example of the former is the Soul City TV/Radio series that emphasizes sexual health, produced in South Africa, and the American PBS program “Sesame Street” that targets preschoolers. Examples of edutainment that comprise primarily entertainment but also include important health or social messages are popular songs about social issues (e.g. Bob Dylan’s “Hurricane”), and movies that focus on the power of the tobacco industry, either from a dramatic or comedic tone.

Part Five: Branding

Branding is the process of pairing an image slogan or other stimulus with a product or practice until the two have become synonymous in the mind of the audience. The concept of “branding” derives from the discipline of marketing, with many years many of successful (e.g. Coca-Cola, Marlborough, Mercedes-Benz, Nike, Apple) as well as unsuccessful efforts.  Successes in branding “build relationships between consumers and products” or services that are being marketed.  Audiences eventually become familiar with a product and are reminded of it by seeing the image or hearing a slogan representing that product. One of the best examples of branding in health communication is represented by the long-standing condom promotion and HIV prevention program in Germany, “Macht’s mit: Gib AIDS keine Chance”.  Note that this was initially primarily delivered through billboards and posters; now they have a very impressive web presence as well. 

Examine this measles vaccine poster. Could/should this be better branded, and if so, how?

Part Four: Social Marketing: A Different Slant on Message Objectives

Of major importance to the field of health communication is the Philip Kotler’s “social marketing” framework. Health communication has a mixed ancestry: while generally its roots are in psychology (social, perceptual and behavioral psychology) its other ancestor is in business and economics. Kotler took a business marketing model and applied it to community efforts for health and social change. Building on the work of others in the business world who developed the concept of the “marketing mix” Kotler describes ”4 Ps”: product price, place and promotion. This alliterative framework overlaps to some extent with that of McGuire but specifically details what aspects of the messages content should be included, especially in terms of:

The “Price” of a new behavior (not just as monetary but personal effort and other resources required…and perceived benefits of changing the behavior),

How best to describe ”Product” (e.g. the behavior change itself or the social or environmental change that one attempts to achieve),

The channels by which to send the message that should be used in terms of ”Place” (where a message can best reach someone in terms of a channel or program, and in what stage of life or time of year),

 And finally the overall Promotion (which is often referred to in social marketing as “media mix”: what best mix of print and broadcast etc. to used to initiate and sustain a campaign).

Some have added a fifth “P”, that of “Position”, indicating the specific comparison we can make between our product and that of another on the market (for example, the advantages of getting iron and protein from legumes and quinoa rather than red meat).

As an example, analyze the below anti drunk-driving piece from Kotler’s social marketing perspective:

Research Activity #4

EXAMINE TWO ADDITIONAL HEALTH COMMUNICATION PIECES BRIEFLY, FROM A MCGUIRE AND THEN A KOTLER PERSPECTIVE.  WHICH ONE PROVIDES A CLEARER AND MORE USEFUL EXPLANATORY MODEL, AND WHY?

§  Price: The price is others are waiting for you to make it home safely. If you choose to drink and drive, the cost would be not making it home and the loss associated with that and the experience that others would have.

§  Product: The message that Budweiser is trying to share with the audience is “Don’t Drink and Drive” – Make it home safe.

§  Place: I believe I first saw this commercial during a sporting event on television. This would be seemed to be most fitting since large numbers of alcohol are consumed during these events.

§  Promotion: The channel chosen was through video, which I agree was most effective. Other traditional print materials might have lost some of the impact of the video and would have be difficult to convey.

§  Position: It would appear Budweiser is attempting to convey a message that they care for their customers. They would like you to continue consuming their product over others, but you might feel drawn to Budweiser if you knew they cared about you.

Staying-Alive.Org Condom Campaign Commercial

§  https://youtu.be/cUPLzX77flU

§  Price: The message is showing a price of loss of life for single women who do not wear condoms while having sex.

§  Product: Demand that your partner wear a condom while having sex.  

§  Place: This commercial was aired in 2009 on a popular television channel aimed at targeting young single women in the US.

§  Promotion: I think the commercial convey a strong message towards to the audience and probably was the best choice. While you could make this into a print message, with would take a lot of explaining. Walking by seeing a man point a gun a women could be misinterpreted.

§  Position: This campaign was partners with MTV, which could be conveying the message they care about their audience more than their competitors.

§  Announce: At the end of the commercial it provided them with Staying-Alive.org website for more information.

§  Advise: It provided the message that females should demand their partners wear a condom while having sex.

§  Activate: I think this message had a strong motivation to activate females to make this behavior change. Having a man point a gun at your head is a pretty strong message.

§  Advocate: I think this campaign advocated for women to feel empower to minimizing their risk of HIV, by taking action and demanding their partners wear condoms.

Moms demand Gun Sense In America Campaign

§  https://youtu.be/QmTp1P4PN-k

§  Price: The message is show a cost of what future children might have to have to school to protect them, a bulletproof vest or bear the cost of loosing their child if more gun violence continues.

§  Product: The message is informing people to demand gun reform from their local politicians, who might not otherwise be motivated to do so.

§  Place: This ad was placed in a commercial and thought it was fitting. The somber music and the visual effects and spacing help covey a sense of disappointment. Trying to make this into print, might loose some of the appeal.

§  Promotion: This messaging is done by a advocacy group, that wants people to start demanding change. Compared to groups that think they should be the same.

§  Announce: The commercial announces who produced the message and provided them their website for further information.

§  Advise: The commercial advised the listener contact their congressman or women and demand gun reform today.

§  Activate: It used a message of do this or your child could start earing a bulletproof vest to school. Even if you haven’t been affected by gun violence, seeing your child in a bulletproof vest is pretty scary.

Part Three: Do’s and Don’ts of Motivation and Persuasion

A variety of methods can be used to improve the audience’s reception of motivation and persuasion messages. First, serious health issues cannot be treated too lightly, but at the same time the consequence of not taking an action should not be exaggerated. Credibility can be lost if people are shown dying from a fairly minor or obscure illness but also the message must make a realistic connection between a problem and its consequence. What mismatches between the feel and content do you see in these messages (choose 2)?:

Now try these two:

Analyze the potential effectiveness of one of these smoking control ads;

Part Two: Messages that convey motivation and persuasion

Whether the objective is to announce, advise, activate or advocate, the message’s motivational and persuasive contents emphasize change in individual attitudes and group norms with respect to a certain health issue while making the health issue (behavior, social issues and challenges, etc.) foremost in the target audience’s mind. Specific examples of applying activation objectives often derive from fear appeal messages: attempting to arouse fear in the audience by demonstrating to individuals the scary aspects of engaging in a certain behavior and not doing something to mitigate the damage that that behavior can cause. Fear appeal messages usually involve a scary or threatening image or feel to create the desired reaction and promote subsequent behavior change.

The Elaboration Likelihood Model developed by Richard Petty and John Cacioppo and Kim Witte’s Extended Parallel Processing Model provide excellent theoretical bases to frame messages that derive from motivation and persuasion objectives, especially those that appeal to fear. A problem with fear-based messages however is that they may cause maladaptive responses when an individual either does not find the image sufficiently threatening or conversely avoids the message (for example, when its images are overly gruesome). For example, The Partnership For A Drug-Free America’s campaign “this is your brain on drugs” has been criticized for engendering more curiosity than fear among teens in the target audience. Also, if the message is sufficiently threatening, the individual may lack the ‘efficacy’ or confidence to take actions that would eliminate the threat. Feelings of helplessness may actually cause the individual to avoid the message altogether. Therefore, fear messages must be used with caution.

However, other emotions can also be invoked which will help individuals remember a specific message and recall the facts and perhaps the reinforcement associated with the behavior change related to those evoke emotions. Humor, sympathy, excitement and other emotions can also create an association that may help an individual remember the importance of the behavior change. For example, contrast the “feel” of the some of the below messages, all of which have the same general purpose.

And these: http://www.bestmswprograms.com/10-brilliantly-creative-condom-ads/

Research Activity #2:

COMPARE THE FOLLOWING TWO SPOTS WITH RESPECT TO FEAR AND RESPONSE EFFICACY-RELATED CONTENT

https://jasonbiviano.files.wordpress.com/2012/04/health-effects-of-smoking1.jpg

https://twitter.com/nyc_dot/status/314067899079872514

Emotions can be evoked not only by the specific nature of the message but also by images, sounds, and other elements that have both an emotional and physical impact on an individual. For example, concordant and discordant musical notes and colors may contribute to a message oriented toward fear and anxiety on one hand or harmony and sympathy on the other. Individual colors may convey different feelings (Example 1; Example 2) though this may vary from culture to culture.  As musical chords mix different notes to create distinct feelings for different compositions, combinations of colors also vary as a function of the light or heat of a message (see here for more info about this).

In terms of sight and sound, which of the following 3 pieces do you think would create the strongest reaction in an audience?

Research Activity #3

LISTEN TO A VARIETY OF THESE SOUNDS. WITH REFERENCE TO 5 OF THE SOUNDS, GIVE A ONE SENTENCE DESCRIPTION EACH OF 5 DISTINCT FEELINGS THEY CONVEY AND COMBINED WITH 5 MESSAGES THAT SOUND AND FEEL COULD BE PAIRED WITH.

The second part of this question seems to misleading. The short answer is, it depends on the audience. I can you which one had a more emotional reaction from me, but I am a very specific audience. The first, which I found stronger, may appeal to parents and family members. Which the second, might play stronger to youths, as they might find the visual more drawing. I found them disbursing. The last one, while well thought out and devised. It would play to a stronger audience in India or someone from Southeast Asian descent. For me the impact was just not there.

RA#3

Happy Major Pop Riff: This was an uplifting beat make me feel like it will be ok. Perhaps used in a communication where end shows the message on high note; such laugher after a near miss in car accident.

Acoustic Pop Melody: This makes me feel like someone is telling a story about a person. Perhaps this sound can be used to set the stage for a communication that uses a focus of a particular character; such as sports concussion commercial.

Metal Sludgerock Riff: When I close my eye I see a grimier visual of someone who doesn’t care in life and is reckless. Using this in a ad that sets the stage for a message that can counteract that reckless attitude, such as an anti-drug campaign.

FX SEQ: This sounds is harsh on the ears and make me picture a car accident of some sort. Actually it made me this of the safety belt commercial we just saw.

Part One

This module, our first, is structured around McGuire’s Communication-Persuasion Model for health communication. Modules and the broader sections to which they belong parallel McGuire’s “inputs” and “outputs”.   This module emphasizes McGuire’s central input, the Message.

The message is the ‘what’ of communication. Communication messages tend to combine both logical and factual content with emotional or artistic expression. The content is the “light” of communication: It lays out specifically how individuals can improve their health or that of the community or at least avoid or reduce risk. Content can be presented in a variety of forms but has to be adjusted to the cultural and economic context of the audience.

The emotional, artistic and expressive aspects of a message comprise the “heat” of the health communication piece. Messages often employ humor, sympathy or empathy, anger, anxiety or even fear with respect to a specific health issue. Colors, sound and other touches may be added to contribute to a multisensory and more memorable audience experience with the message. A message is a stated or implicit statement that presents a key aspect of communications destination and strategy to the target audience or a segment of the target audience. Messages should derive from key campaign objectives; without such objectives, messages may seem unclear to a target audience.  These campaign objectives represent what the source or ‘sender’ of the message wishes to do: announce, advise, activate or advocate. (Note that messages can manifest more than one or even all of these objectives…but in doing so may risk clarity!).

Brief definitions of these actions are presented below. In practice, many health communication pieces combine two or more of these objectives:

Campaign Objective: Announce

Presentation that direct individuals as to where they can obtain services, buy a product, or (in the case of health fairs) get more information about a specific health issue. They can also direct the individual to watch or read other media which will provide them with additional information and motivation.

Examples:

https://www.prostateconditions.org/outreach-programs/prostate-cancer-screening Or…

http://www.rbcdesign.net/Examples%20of%20Design%20Work%20for%20RBC%20Design%20Studio/styled-4/medical-advertising-marketing-graphic-design.html

Campaign Objective: Advise

Factual statements regarding health behaviors, risk factors, medications, etc. Information objectives are fairly simple knowledge oriented factual statements informing the target audience about the positive aspects of certain behaviors or other actions or their negative impact. Advice takes the form of information that can help address the challenge of presenting new knowledge or can help clarify misperceptions that people may have. Finally, this information may serve as “booster shots”, reinforcing existing knowledge and reminding the target audience of certain issues.

Examples:

https://gettested.cdc.gov/reasons/default.aspx

Campaign Objective: Activate

Motivating or persuading the audience to attend to and act on the advice or other information presented.

Example:

http://osocio.org/message/aids-campaign-takes-a-different-look-at-social-diseases/

Campaign Objective: Advocate

Documentaries and articles, movies, public demonstrations or ads that embrace and promote a social or political point of view.

Examples:

This current one: http://blacklivesmatter.com/

And this one from nearly 50 years ago: https://www.flickr.com/photos/13476480@N07/20510410925/in/photostream/

Campaign Objective: Combined Objectives

Pieces that attempt to achieve two or more of the above objectives.

Examples:

Research Activity #1

§  http://www.cancer.org/cancer/index

o   Advise: This campaign advises couples in poorer African countries to get tested together. Since they are more likely to contract HIV from their spouse.

§  http://ccp.jhu.edu/go-together-know-together-couples-hiv-counseling-and-testing-in-uganda/

o   Activate: As part of the Tips from a Former Smoker Campaign, this poster, activate the reader to call for help before its took late. They are also provides a resource to call.

§  http://www.cdc.gov/tobacco/campaign/tips/resources/ads/tips-4-ad-kristy-full.pdf

o   Advocate: This article from the Independent in Great Britain is comparing Donald Trump to Adolf Hilter in his remarks and ideas regarding is rise to political fame and notoriety. The similarity appears to be drawn as a warning.

§  http://www.independent.co.uk/news/world/americas/us-elections/donald-trump-compared-to-adolf-hitler-after-complete-shutdown-of-muslims-comments-a6767941.html

o   Combined Objectives: #Whowillyouhelp campaign is one that was developed to bring to light a view to change rape/abuse cultural in society. Motivating people, by providing them relatable situations and asking a very activated question, of “Who will you help.” In addition for advocating for women when men see they are being abused.