Description
Health Campaign Analysis
Work with your group members (groups of 2-4) to review and analyze a health campaign. You must evaluate both the campaign itself and the information provided about the campaign - on the CDC’s website or elsewhere, if you can find enough information about another campaign.
(1) From the website, what can you determine related to the key components of campaign design:
• Formative research (defining situation and benefits; goals and objectives)
• Use of theory
• Audience segmentation
• Message design
• Channels and message placement
• Evaluation
Questions to consider:
• What do you perceive as 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) Moreover, 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?
Write up the critical analysis in no more than 5 pages (using APA style). This paper should be a true group effort – you should NOT divvy up the work and individually write subsections; this will result in a paper that lacks a consistent tone of voice.
Connections to course material must be made and cited appropriately.
Reminder: Your individual grade for this assignment may be impacted by the evaluations provided by you and your group members. It is your responsibility to be a professional and effective group member. Failure to submit a fully completed evaluation will result in a 5-point reduction from your individual grade.
Adapted from Willis (2018)
Analysis Paper Grading Rubric
Equal Weight (20% each) – 40 points possible
Mastery (90-100%)
36-40 points
Proficient (80-89%)
32-35 points
Developing (70-79%)
28-31 points
Feedback & Score
Identification of the main aspects of the campaign
Identifies and demonstrates a sophisticated understanding of the main components of campaign design
Identifies and demonstrates an acceptable understanding of most components of campaign design
Identifies and demonstrates a weak understanding of some components of campaign design
Analysis /evaluation of the campaign
Presents an insightful and thorough analysis of all aspects of the campaign
Presents a thorough analysis of most aspects of the campaign
Presents a superficial or incomplete analysis of some of the aspects of the campaign
Recommendations
Supports recommendations and opinions with strong arguments; recommendations are reasonable and objective
Supports recommendations and opinions with limited reasoning and evidence; demonstrates little engagement with ideas presented
Little or no action is suggested, and/or inappropriate solutions are proposed to the issues
Links to course material
Makes appropriate and powerful connections between identified health communication aspects and the course readings and lectures
Makes appropriate but somewhat vague connections between identified issues/concepts and concepts studied in the course material
Makes inappropriate or little connection between aspects identified and the concepts studied in course materials
Writing mechanics and formatting
Demonstrates clarity, conciseness, and correctness; formatting is appropriate, and writing is free of grammar and spelling errors
Exhibits occasional grammar or spelling errors, but there is still a clear presentation of ideas; lacks organization
Writing is unfocused, is rambling, or contains serious errors; writing is poorly organized and does not follow specified guidelines