LINK OF campaign: https://www.cdc.gov/tobacco/campaign/tips/index.html
Instruction: Campaign Analysis
Work independently to review and analyze the CDC campaign you’ve sleected. You must evaluate both the campaign itself and the information provided about the campaign on the CDC’s website. You will use the following prompts to assist you as you write up the critical analysis in about 5 pages (using APA style). Connections to course material must be made and cited appropriately.
(1) From the CDC’s website, what can you determine related to the six key components of campaign design:
Formative research
Use of theory
Audience segmentation
Message design
Channels and message placement
Summative evaluation
Questions to consider:
What do you perceive the goals of the campaign are?
Who is the target audience for the campaign?
What channels appear to be utilized by the campaign?
Using what you know about the key components of a successful campaign, what does the campaign seem to be doing well?
What possible changes would you suggest?
(2) What might the information provided suggest for the evidence-based approach to health communication?
Questions to consider:
Does this campaign appear to have been based on evidence?
Would you be able to incorporate lessons from this campaign into the development of future health communication campaigns?
