Filed under: Uncategorized
Activate Your Life Campaign
Shawndy Darcey
Greg Gallugi
Megan Hand
Ten strategic questions to help you work toward your initial social marketing plan
1. What is the social or health problem I want to address?
–Parents that are contributing to un-active children by allowing their kids to sit in front of their computers and televisions for hours on end.
2. What actions do I believe will best address that problem?
–Parents can “activate” their child’s life by engaging in physical activities with them or at least encouraging them to participate in physical activities on their own. Parents can influence their child to run and play at local parks as a way of living a healthy, “active” lifestyle.
3. Who is being asked to take this action? (audience)
–Young parents with children aged 12 and younger.
4. What does the audience want in exchange for adopting this new behavior?
–If parents choose to accept this advice and “activate” their child’s life, they will receive the benefit of having a healthier child, as well as the fun experience of participating in their child’s active lifestyle.
5. Why will the audience believe that anything we offer is real and true?
–The advice we are offering is backed up by such credible organizations as “The U.S. Department of Health and Human Services.” In addition, the information is quite obvious. Active lifestyles equal exercise and healthier children.
6. What is the competition offering? Are we offering something the audience wants more?
–Our competition is actually the alternative lifestyle, which involves watching TV, playing video games, and surfing the net rather than being active outdoors. Unfortunately, many Americans would prefer to lounge rather than be active, but we are offering them the reasons why they should incorporate physical activities into their weekly routine.
7. What is the best time and place to reach members of our audience so that they are the most disposed to receiving intervention?
–We are going to air our radio commercial during the morning and evening commute in order to reach parents. We are going to air our television commercial on weekends and evening hours to reach parents when they are home with their children. The idea is that they might see the commercial and be motivated to take their child out to play.
8. How often and from whom does the intervention need to be received if it is to work?
–If this campaign is to work, repeating this message multiple times is necessary. Timing and repetition are very important.
9. How can I integrate a variety of interventions to act, over time, in a coordinated manner, to influence behavior?
–In addition to our campaign, for us to receive the results we are looking for, we would need help from various organizations, including local schools. We could collaborate with schools to incorporate more physical activity into their student’s everyday routine.
10. Do I have the resources to carry out this strategy alone? And if not, where can I find useful partners?
–As mentioned above, we believe local schools would be useful partners in this campaign.
Filed under: Uncategorized
Featuring our television advertisement and radio commercial!
