Health education campaigns

How are these campaigns communicated?

* Mass media

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* Written

* Oral

* Computerised

Effectiveness in terms of:

* Achieving aims and objectives

* Reaching targeted audience

* Suitability for the targeted audience

* Impact on target audience

* Readability cost effectiveness

Mass media:

Achieving aims and objectives:

Mass media health promotion campaign which I have chosen for my task educates individuals about alcohol so that they can aim to reach them and change their behaviour towards alcohol. The campaign focuses on reaching awareness to the targeted audience and broader population. It talks about youths having responsible drinking’s and how the risk of accidents occurs after one is drunk and going to drive. It also provides them with important information about the recommended limit and raise awareness about the laws set on alcohol.

There are many reasons why mass media is used to promote campaigns, it can be any from:

* Entertaining people

* Giving out information

* Advertising their campaigns

* Marketing

* Sharing opinions, views and ideas

The aims which are set out by the mass media campaigns are usually to change the attitude of the targeted audience by showing them pictures and videos. For example in the campaign I chose, the aim was that they try and reach the message about dangers of alcohol and the harm it can cause to one’s body. By setting out aims the health promotion campaigns are able to achieve their goals easier.

They also set objectives for themselves to achieve their goals or targets step by step. For example, for alcohol they might give out a general speech on television programs for everyone then they might select individuals who do drink alcohol regularly then they might give out speech to those who drink more than recommended amount.

Mass media uses many techniques to get through to their audience such as using supportive images to help them get rid of their bad alcoholic habits and also use threatening images to inform their audience the problems and illness which alcohol can cause if they don’t take their advice into consideration.

“Mass media campaigns have generally aimed primarily to change knowledge, awareness and attitudes, contributing to the goal of changing behaviour”

(http://www.nice.org.uk/niceMedia/documents/CHB7-campaigns-14-7.pdf)

Reaching targeted audience:

The targeted audience are a group of individual which the campaign might want their message sent out to for example alcohol, they might have many targeted audience they might their message reaching. Target audience can vary from different categories for example:

* Their age

* Level of education

* Level of knowledge they possess

* Willingness to change

* Their religion or belief

There are many ways the mass media uses to reach its targeted audience one of them is through celebrity’s gossip and their lifestyle. Many teenagers around the age of 13-19 may be influenced by the celebrities they idolise. They might follow their way of living by avoiding alcohol without special occasions or even as a whole. This way they willingly change their behaviour and attitude towards alcohol.

There are many celebrities that are famous worldwide who don’t drink due to illnesses and problems it causes for example David Beckham, Katy Perry, Tyra Banks and J.Lo. J.Lo even claims that “I think that ruins your skin.” After hearing their favourite celebrities avoiding alcohol the individuals themselves also take it into consideration.

Adverts are another way to reach its targeted audience for example the advertising of the dangers of alcohol in a way that it reaches its targeted audience. They could reach their audience by advertising their campaign in different ways for their audience, for teenagers it could be in a simplest way possible so they don’t feel bored watching and for older age group they could do it in a bit of details but also entertaining.

Suitability for the targeted audience:

When the campaign wants to reach its targeted audience, they have to make sure that they are doing it in the right way. Mass media can reach its targeted audience in many ways for example they could to a T.V program for certain age group where they could warn them about the dangers of alcohol indirectly.

There are many T.V program where they have talked about the dangers of alcohol to their targeted audience example of this is shown in Horizon-Do I drink too much. This program came on BBC in 2009, where it talked about different types of drinkers and young drinkers. The dangers and risk of diseases where shown in a way which they were raising awareness and at the same time preventing individuals for drinking alcohol more than their recommended amount.

For reaching their older targeted audience, BBC 4 did a radio show where they talked about alcohol and how it could affect their body. They reached their audience in a way that would be effective. The presenter of the show was doing a questionnaire with an expert where they shared their views and ideas on alcohol.

Impact on target audience:

Many individuals do take into consideration after they hear a lot of information about alcohol whereas there are still individuals who take nothing into consideration and eventually ending up with cancer.

When the message about alcohol came out where they were raising awareness many individual did listen and took things into consideration and wanted to change themselves. From year 1989 until 1994, the rates of individuals that had got rid of their alcohol habits raised from 39% to 76%. This was very important because they knew they did not waste their money on advertising their message.

Readability cost effectiveness:

Advertising alcohol campaigns can be very expensive on T.V. when they want their campaign to be shown on T.V they have to make sure that they have enough budget in order for their campaign to be shown. Many individuals watch T.V, so advertising their campaigns can be very effective and raise awareness easily.

There are many advantages of showing the campaign shown on mass media which are:

* Increases awareness

* Increases knowledge

* Transforms the way individuals think

There are also many disadvantages of showing their campaign and raising awareness over mass media which are:

* Message can be misunderstood

* Very expensive

* Difficult to reach one age group

* Individuals can interpretate message in a wrong way

* Less time to advertise

Written:

Achieving aims and objectives:

Written health promotion campaign which I have chosen for my task educates individuals about alcohol so that they can aim to reach them and change their behaviour towards alcohol by giving out leaflets, brochures and reports. The campaign focuses on reaching awareness to the targeted audience and broader population. It talks about youths having responsible drinking’s and how the risk of accidents occurs after one is drunk and going to drive. It also provides them with important information about the recommended limit and raise awareness about the laws set on alcohol.

There are many reasons why written method is used to promote campaigns, it can be any from:

* Sharing opinions, views and ideas

* Giving information

* Raising awareness

* Reaching its message to targeted audience

The aims which are set out by the written communication campaigns are usually to change the attitude of the targeted audience by showing them pictures and diagrams. For example in the campaign I chose, the aim was that they try and reach the message about dangers of alcohol and the harm it can cause to one’s body. By setting out aims the health promotion campaigns are able to achieve their goals easier.

They also set objectives for themselves to achieve their goals or targets step by step. For example, for alcohol they might give out information written on a leaflet with a case study which individuals can reflect upon. This way they can easily reach their audiences and hopefully change their ways of thinking.

Written method to promote health campaign uses many techniques to get through to their audience such as using supportive images to help them get rid of their bad alcoholic habits and also use threatening images to inform their audience the problems and illness which alcohol can cause if they don’t take their advice into consideration.

Reaching targeted audience:

The targeted audience are a group of individual which the campaign might want their message sent out to for example alcohol, they might have many targeted audience they might their message reaching. Target audience can vary from different categories for example:

* Their age

* Level of education

* Level of knowledge they possess

* Willingness to change

* Their religion or belief

There are many ways the written method to promote health campaigns can uses to reach its targeted audience one of them is through celebrity’s gossip and their lifestyle written in magazines articles. There are many individuals who buy health magazines such as women’s health, health ; fitness and also natural health. They might follow the way of living of individual in the article by avoiding alcohol without special occasions or even as a whole. This way they willingly change their behaviour and attitude towards alcohol.

There are many articles which explain the disadvantages of drinking alcohol and how it csan affect one’s body very badly. One of the articles which featured in women’s health magazine was called drinking and exercise. By reading this many women are willing to change their diet by avoiding alcohol.

Posters are another way to reach its targeted audience for example the advertising of the dangers of alcohol in a way that it reaches its targeted audience. They could reach their audience by advertising their campaign in different ways for their audience, for teenagers it could be in a simplest way possible which attracts their attention and for older age group they could do it in a bit of details but also eye catching.

Suitability for the targeted audience:

When the campaign wants to reach its targeted audience, they have to make sure that they are doing it in the right way. Written method can reach its targeted audience in many ways for example they could write a magazine article for certain age group in a magazine which they might read where they could warn them about the dangers of alcohol indirectly.

There are many ways to reach the targeted audience where they could give the message of alcohol out about the dangers of alcohol to their targeted audience example of this can be shown on warning labels on alcohol bottles. This why individuals who drink alcohol will notice it and might feel guilty for drinking it. The dangers and risk of diseases on warning labels are shown in a way which they raise awareness and at the same time prevent individuals for drinking alcohol more than their recommended amount.

For reaching their older targeted audience, they can give out case studies on a leaflet which are short and interesting to read. This way the targeted audience will remain engaged as well as take something into consideration.