CLC Social Marketing Campaign for Smoking

CLC Social Marketing Campaign for Smoking

CLC – Social Marketing Campaign Presentation

Social marketing in public health involves the application of commercial marketing techniques to the planning and evaluation of behavior change interventions.
Social marketing is also a planning framework that can be applied to health communication, stressing the importance of the four “Ps” (product, price, place, and
promotion).

For this assignment, your group will first select one of the following topics:

HPV Vaccination

Excessive Alcohol Consumption

Breastfeeding

Smoking

Physical Activity

Breast Cancer Screening

Car Seat Use

HIV Testing

Blood Pressure Screening

Soda Consumption

Emergency Preparedness

Gun Safety

Next, your group will prepare a PowerPoint presentation of 7-10 slides (including a title slide and reference slide) that includes the following:

Intended audience: Which population is at highest risk for, or who is most affected by, the health issue selected?

Product: What is the behavior or practice the campaign expects to be adopted by the intended audience?

Price: What is the cost associated with adopting the behavior or practice? “Cost” can relate to the social, physical, financial, or emotional cost of adopting the
behavior.

Place: What are the distribution channels or places where the intended audience is most likely to be reached with communication messages?

Promotion: How will the message be conveyed? How will you motivate the intended audience to perform or adopt the given behavior?

While APA style is not required for the body of this assignment, solid academic writing is expected, and documentation of sources should be presented using
APA formatting guidelines

Which population is at highest risk for, or who is most
affected by, the health issue selected?

Population – adults and youth smokers

Affected- smokers and people around them

Health issue- we can focus on lung cancer

What is the cost associated with adopting the behavior or
practice?

Financial Costs:

Buying e-cigarette cartridges is
expensive and leads to the accumulation
of costs over time

Emotional Cost:

Addiction

Impairment of an individual’s thought
process, actions and feelings

Depression

Lack of self-control, attention, and
changes in mood (Collins et al. 2019)

Physical and Social Costs:

Slowed brain development in teens

Affects memory, concentration, and
learning

Irritates and damages the lungs
(inflammation)

Can lead to smoking cigarettes and
other forms of tobacco use

Susceptibility to heart attack,
coronary artery disease (Collins et
al. 2019)

What are the distribution channels or places where the intended
audience is most likely to be reached with communication message?

E-cigarette smoking among teenagers is
common in places such as:

School environments due to peer pressure,
and shopping malls

Home settings with minimal parental
supervision or parents who smoke cigarettes

Broken families with divorced or separated ,
single, or absentee parents

Communities with high rates of teen
pregnancies, crime, and social injustices.

The Distribution channels for targeting
e-cigarette teen smokers with a message
of cessation include:

The use of aggressive campaigns on
TVs, the internet, and advertisements on
shopping malls

consumer survey data

Social media marketing strategies and
initiatives that facilitate the creation of
awareness (Wills et al. 2015)

What is the behavior or practice the campaign expects to be
adopted by the intended audience?

References

Collins, L., Glasser, A. M., Abudayyeh, H., Pearson, J. L., & Villanti, A. C. (2018).
E-Cigarette Marketing and Communication: How E-Cigarette Companies Market
E-Cigarettes and the Public Engages with E-cigarette Information. Nicotine &
Tobacco Research, 21(1), 14-24.

Wills, T. A., Knight, R., Williams, R. J., Pagano, I., & Sargent, J. D. (2014). Risk Factors
for Exclusive E-Cigarette Use and Dual E-Cigarette Use and Tobacco Use in
Adolescents. PEDIATRICS, 135(1), e43-e51.

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