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M13.docx

M13: Behavior Change Campaign Proposal

Assignment Overview:

For this assignment, you will develop a detailed behavior change campaign plan focused on the health or risk behavior that you explored in your Topic Proposal Assignment and your Theory Application Paper. Using one of the theories discussed in class, you will create a comprehensive campaign that addresses the behavior and outlines strategies for effective change. Your plan should cover several key areas to ensure a well-rounded approach.

Example Proposals:

Objectives:

· To design a behavior change campaign plan based on theoretical concepts.

· To analyze the target audience and contextual factors affecting behavior.

· To create effective messaging and materials using theoretical principles.

· To outline a detailed implementation strategy, including communication channels and resource planning.

Instructions:

Your campaign plan should address the following seven areas:

1. Problem Definition:

· Describe the Behavior: Clearly define the health or risk behavior you aim to change.

· Explain the Problem: Discuss why this behavior is problematic, including its impact on health, well-being, and societal issues. Use data and evidence to support your explanation.

2. Target Audience:

· Demographic: Detail the age, gender, income, education level, and other relevant characteristics of your audience.

· Geographic: Specify the geographic location(s) where the campaign will be focused, such as urban vs. rural areas or specific regions.

· Psychographic: Explore the lifestyle, values, interests, and attitudes of the target audience.

· Behavioral Patterns: Analyze current behaviors, habits, and decision-making processes related to the target behavior.

3. Key Considerations of the Context:

· Broader Issues: Identify the broader social, economic, or environmental issues that surround the behavior.

· Barriers: Discuss the obstacles that prevent people from adopting the desired behavior or making beneficial changes.

· Enablers: Identify any factors that could facilitate behavior change.

4. Messaging:

· Key Messages: Develop clear, actionable, and compelling messages for your campaign.

· Theory Application: Explain how you are using the chosen theory to craft these messages. Highlight specific theoretical principles that are incorporated.

· Channels: Describe where you will post these messages (e.g., social media, print media) and justify your choices based on the target audience and campaign goals.

5. Creative:

· Campaign Artifacts: Create 2-3 campaign artifacts such as posters, social media graphics, brochures, or digital ads.

· Theory Integration: Provide notes discussing which principles from the chosen theory are applied in each artifact. Explain how these elements are intended to support behavior change.

6. Communication Channels:

· Channel Selection: Outline the communication channels you will use to reach your target audience.

· Rationale: Provide a rationale for your choice of channels, considering factors such as audience reach, engagement potential, and effectiveness.

7. Implementation Plan:

· Resources: Identify the resources needed for the campaign, including budget, personnel, materials, and any other logistical requirements.

· Timeline: Develop a detailed timeline for the campaign, including key milestones, launch dates, and review periods.

Format and Submission:

· Your campaign plan should be 12-15 pages in length, double-spaced, using a standard 12-point font and 1-inch margins. Can use bullet points throughout the plan.

· Include a title page with your name, the course title, and the date.

· Use APA or MLA formatting for citations and references.

· Submit your campaign plan and artifacts as a PDF or Word document

Evaluation Criteria:

· Problem Definition: Thorough and clear explanation of the behavior and its significance.

· Target Audience: Detailed and relevant demographic, geographic, psychographic, and behavioral analysis.

· Context Considerations: Insightful discussion of broader issues and barriers affecting behavior change.

· Messaging: Effective use of theory in crafting messages and appropriate channel selection.

· Creative Artifacts: High-quality, theory-informed campaign materials with clear explanations.

· Communication Channels: Justified choice of channels based on audience needs and campaign goals.

· Implementation Plan: Comprehensive resource identification and well-organized timeline.

Resources:

Review class materials, textbooks, and relevant research to support your campaign plan. Utilize design tools and resources for creating high-quality artifacts.

Feel free to reach out with any questions or for additional guidance as you develop your Behavior Change Campaign Plan. Good luck!

Rubric

Behavior Change Campain Proposal

Behavior Change Campain Proposal

Criteria

Ratings

Pts

This criterion is linked to a Learning OutcomeProblem Definition

5 pts

Excellent

Provides a clear, detailed definition of the behavior. A thorough explanation of why the behavior is problematic, including relevant data and evidence.

3 pts

Good

Definition is clear with minor details missing. The explanation is good but may lack depth or some relevant evidence.

2 pts

Satisfactory

Basic definition provided but lacks clarity or detail. The explanation is present but lacks comprehensive data or evidence.

1 pts

Needs Improvement

Definition is unclear or incomplete. The explanation is weak, lacking in relevant data or evidence.

0 pts

Not Evident

The behavior is not defined, or the problematic nature is not addressed.

5 pts

This criterion is linked to a Learning OutcomeTarget Audience

15 pts

Excellent

Detailed and accurate description of each principle: demographic, geographic, psychographic, and behavioral patterns

11 pts

Good

Good description with minor details missing of each principle: demographic, geographic, psychographic, and behavioral patterns

7 pts

Satisfactory

Basic description provided of each principle: demographic, geographic, psychographic, and behavioral patterns

4 pts

Needs Improvement

Incomplete or unclear description of each principle: demographic, geographic, psychographic, and behavioral patterns

0 pts

Not Evident

Target audience is not described

15 pts

This criterion is linked to a Learning OutcomeKey Considerations of the Context

5 pts

Excellent

Thoroughly identifies and explains broader issues affecting the behavior. Gives a detailed discussion of obstacles to behavior change and clearly identifies and explains factors that could facilitate change.

3 pts

Good

Good identification of broader issues with minor gaps in detail. Gives Clear discussion of barriers with minor gaps. Identifies key factors that facilitate change with minor details missing.

2 pts

Satisfactory

Basic identification and explanation of broader issues. A discussion of barriers is present but lacks depth and limited identification of factors that facilitate change.

1 pts

Needs Improvement

Poorly identified or explanation of broader issues and a discussion of barriers that is unclear or incomplete. < Little to no identification of factors that facilitate change

0 pts

Not Evident

Broader Issues are not addressed. Barriers are not discussed. Enablers are not identified.

5 pts

This criterion is linked to a Learning OutcomeMessaging

20 pts

Excellent

Messages are clear, actionable, and compelling. Excellent use of theory to craft messages with clear connections to theoretical principles. Well-justified choices of channels based on audience and goals.

15 pts

Good

Messages have good clarity and actionability with minor improvements needed. Good use of theory with minor gaps in connecting principles. Channels are justified with minor gaps in rationale.

10 pts

Satisfactory

Basic messages provided but lack clarity or actionability. Basic use of theory with limited connection to principles. Some justification for channels with gaps in rationale.

5 pts

Needs Improvement

Messages are unclear or not actionable. Poor use or unclear application of theory. Poorly justified choices or lacking rationale.

0 pts

Not Evident

Key Messages are not provided. Theory Application is Not evident. Channels are Not addressed.

20 pts

This criterion is linked to a Learning OutcomeCreative

5 pts

Excellent

Campaign artifacts are high-quality, and relevant with detailed notes on theory integration. Artifacts clearly demonstrate application of theoretical principles.

3 pts

Good

Good quality artifacts with minor issues. Good demonstration of theory application with minor gaps.

2 pts

Satisfactory

Campaign artifacts have limited relevance. Limited demonstration of theory application.

1 pts

Needs Improvement

Campaign Artifacts are poor quality or not relevant. Minimal or unclear theory application.

0 pts

Not Evident

Campaign Artifacts are not provided. Theory Integration is not addressed.

5 pts

This criterion is linked to a Learning OutcomeCommunication Channels

5 pts

Excellent

Well-chosen channels based on audience and campaign goal and a comprehensive and well-supported rationale for channel selection is provided

3 pts

Good

Good selection of channels with minor gaps and a good rationale with minor missing details.

2 pts

Satisfactory

Basic selection with limited justification. Rationale is present but lacks depth.

1 pts

Needs Improvement

Poorly chosen channels with unclear or missing rationale.

0 pts

Not Evident

Channel Selection is not provided and rationale is not addressed.

5 pts

This criterion is linked to a Learning OutcomeImplementation Plan

10 pts

Excellent

Detailed identification of required resources including budget, personnel, and materials and a comprehensive and realistic timeline with key milestones and review periods.

7 pts

Good

Good identification of resources with minor details missing and a good timeline with minor gaps in milestones or details.

4 pts

Satisfactory

Basic identification of resources with some details missing. A basic timeline with limited details or gaps.

2 pts

Needs Improvement

Poorly identified resources with significant gaps. The timeline is incomplete or provides an unrealistic timeline.

0 pts

Not Evident

Resources are not identified. The timeline is not provided

10 pts

This criterion is linked to a Learning OutcomeWriting Quality

5 pts

Excellent

The paper is exceptionally well-organized, free of grammatical errors, and adheres to APA format requirements.

3 pts

Good

The paper is well-organized with minor grammatical errors. Mostly follows format requirements with some APA inconsistencies.

2 pts

Satisfactory

The paper is organized but has noticeable grammatical errors. Format requirements are only partially followed.

1 pts

Needs Improvement

The paper is poorly organized with frequent grammatical errors. Format requirements are not adequately followed.

0 pts

Not Evident

The paper is disorganized with pervasive grammatical errors and does not follow format requirements.

5 pts

Total Points: 70

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