Abstract
An effective communication plan and an appropriate implementation of the public health campaign on STDs among the youth will have a positive impact on the lives of the target group. After the youth receive the messages through the media selected, it is expected that they will adjust their behavior accordingly. The main aim of this paper was to highlight the implementation and evaluation and plan of the communication campaign. The timeline and milestones of the marketing campaign are reviewed. In addition, the public health message revolving around the campaign will be explained and justified. The adoption of the campaign among the youth, as well as the culturally relevant aspects of the campaign, is also reviewed. Finally, legal and ethical issues, evaluation techniques, and promotion of social change will be analyzed.
Key words: STDs, youth, public health, implementation, evaluation
Introduction
A number of marketing strategies will be adopted in the implementation of the public health communication plan. The campaign will be put in place with the help of digital and electronic media. The move will involve placing advertisements on television, radio, and other media outlets. In addition, Facebook and Twitter accounts will be opened to promote the campaign. The selected marketing strategy is effective compared to other approaches, such as the use of texts. For example, digital electronics provide visual images that are appealing to the youth group (Hagglund, Shigaki & McCall, 2009). The marketing strategies adopted will focus on behavioral outcomes. They will establish the needs of the youth by developing a marketing mix (Storey, Saffitz & Rimon, 2008.
With regards to milestones and timelines, the campaign will begin by bringing together the stakeholders involved in its implementation. The messages to be communicated in the campaigns will be developed after a series of meetings between the parties involved (Storey et al., 2008). The initial stage is expected to last for 2 months. In the end, a clear campaign structure will be developed, together with the creation of Facebook and Twitter accounts. The roll-out of the campaign will be marked by advertisements on the media outlets selected. The advertisements will run for 3 months. During this time, contact will be established with the youth through a number of learning institutions. In the third month, concerts will be held in different venues. A concert will be held every month for a period of 3 months. The entire campaign will run for a period of 8 months.
The Public Health Message
The public health message pertains to STDs among the youth. The aim is to increase awareness among this group. The audience will be informed on the importance of abstinence and practicing safe and responsible sex. Information on the various types of STDs will be provided in the campaigns (Storey et al. 2008). The youth will also be encouraged to go for regular testing in health facilities (Luca & Suggs, 2013).
The public health message is justified given the fact that youth are at high risk of contracting STDs compared to other demographic groups in society (Snyder, 2007). For example, most individuals are more sexually active in their youth than in their other stages in life. The group is also vulnerable to peer pressure and other negative forces in society. All these issues increase their risk of STDs. As such, it is important to come up with a public health campaign targeted at them (Resnick & Siegel, 2013).
Ways of Adopting the Public Health Campaign
The adoption of the campaign will be enhanced by adopting strategies that are appealing to the youth. The move will entail interacting with the group via social and mainstream media channels (Storey et al., 2008). The second strategy will entail coming up with groups and ‘locations’ where the youth feel they belong. The envisaged concerts and establishment of youth-friendly health clinics will serve this purpose (Hagglund et al., 2009). Finally, the youth will be enrolled to help in running the campaign. As such, they will own the public health plan.
Culturally Relevant and Sensitive Materials
A set of core values will be established. The campaign will bring on board culturally competent individuals. The messages should be sensitive by avoiding to blame the youth for their vulnerability to STDs (Snyder, 2007). To enhance cultural relevance, the campaign will involve individuals from various ethnic and racial backgrounds. The messages communicated in the campaign should not be biased against any cultural group (Resnick & Siegel, 2013).
Legal and Ethical Issues
A legal issue entails securing documentation to legalize the campaign. The issue will be dealt with by obtaining the necessary permits before the campaign begins. Another component involves the threat of subdivisions within the health fraternity. The problem can be avoided through sensitization programs (Resnick & Siegel, 2013).
Evaluation
Surveys will be conducted after every 3 months. A representative sample will be used. The data will be analyzed to determine the status of the campaign (Snyder, 2007).
Promoting Social Change
The campaign will promote social change by encouraging public participation. To this end, the plan will promote democracy, fairness, and independence in decision making. The campaign will also help medical practitioners to assess the needs of the youth. As such, they will come up with appropriate measures to promote social change (Luca & Suggs, 2013).
Conclusion
An effective communication plan should have a positive impact on the beneficiaries. It should also promote social change. Regular evaluation will ensure that the envisaged campaign meets its objectives. The aim is to create awareness among the youth with regards to STDs.
References
Hagglund, K., Shigaki, C., & McCall, J. (2009). New media: A third force in health care. In J. Parker & E. Thorson (Eds.), Health Communication in the new media landscape (pp. 417-436). New York. Springer Publishing Company.
Luca, N., & Suggs, L. (2013). Theory and model use in social marketing health intervention. Journal of Health Communication, 18(1), 20-40.
Resnick, E., & Siegel, M. (2013). Marketing public health: Strategies to promote social change. Burlington, MA: Jones & Bartlett.
Snyder, L. (2007). Health communication campaigns and their impact on behavior Journal of Nutrition Education and Behavior, 39(2), 32-40.
Storey, D., Saffitz, G., & Rimon, J. (2008). Social marketing. In K. Glanz, B. Rimer & K. Viswanath (Eds.), Health behavior and health education: Theory, research, and practice (4th ed.), (pp. 435-464). San Francisco: John Wiley & Sons.