Review Group CDC Campaigns Discussion Board

Review of Group Presentations Discussion Board Post
Submission Instructions for the Presentation: After completing
the group presentation, each group will submit their
presentation to two locations: the assignment link and also to
the “Review of Group Presentations Discussion Board link”
located in BB Week Four. Presentations will be submitted to
this link at the same time the presentation is due (Sunday of the
third week of the course). Throughout the fourth week of the
course students will review the presentations and submit the DB
post.
Discussion Board Post Instructions: Students will visit the
group presentations discussion board to view each group’s
submission detailing a specific CDC campaign. Students will
then choose one presentation (other than their own) to focus
their review on. The review will describe the selected campaign,
discuss campaign achievements, assess health promotion
methods used and analyze if the selected methods are
appropriate for each audience level. Lastly, students will
identify and discuss an aspect of each campaign and its
connection to the health communication campaign model; social
marketing techniques; and/or advocacy concepts.
One discussion board post required (no peer response posts
needed). Use the bulleted outline to help you organize your
responses. Address each of the aspects below for full credit.
· Describe the campaign you chose to review and why you were
interested in learning more about this campaign.
· What were/are two of the campaign outcomes
(achievements/success) connected to the campaign
goals/objectives included in the presentation? Describe. If the
campaign outcomes were not included, research the outcomes.

Were you able to locate any? Describe.
· Looking at three different audience levels in the presentation
(for example, individual, organizational, community) locate and
share one health promotion method utilized for each level (three
total). If the presentation does not describe one for each level,
source an additional method from the CDC website and
describe.
. Discuss and describe why the method may, or may not be, the
best for that specific audience level. Use your text or additional
source to support your reasoning.
· Discuss and explain one other aspect of the campaign that is
connected to steps of the health communication campaign
model; social marketing techniques and/or advocacy concepts.
Review Chapters 4, 5, 13 and 14 to help you.
As with other discussion board posts, APA citations and
references are required. View the rubric description in BB week
four.
The presentation review post is 20 points, and is due the fourth
week, Friday, 11:59 pm PST.
Review of Group Presentations Discussion Board Rubric
(CLO 1, 2, 7; PLO 7)
Levels of Achievement
Criteria
Proficient

Commendable
Needs Improvement/Missing
Description of Campaign
Weight 10.00%
85 to 100 %
One campaign is clearly and thoroughly described. A clear
description of why you were interested in learning more about
each is included.
60 to 85 %
One campaign is described. A description of why you were
interested in learning more about each is included, but
additional description is needed.
0 to 60 %
Description of campaign needs improvement. Or, this criteria is
not included.
Health Outcomes Connected to Campaign Efforts
Weight 20.00%
85 to 100 %
Two campaign outcomes (achievements/success) that are
connected to the campaign goals/objectives are clearly and
thoroughly described and explained. If campaign outcomes were
not included in the presentation, additional outcomes were
thoroughly and clearly researched and discussed in the post.
There is no confusion in the description.
60 to 85 %
Two campaign outcomes (achievements/success) that are
connected to the campaign goals/objectives are described. Or
less than two campaign outcomes are discussed. If campaign

outcomes were not included in the presentation, additional
outcomes were discussed in the post. There is some confusion in
the description or additional clarity is needed.
0 to 60 %
Description of the health outcomes connected to campaign
efforts needs improvement. Or, this criteria is not included.
Health Promotion Methods Utilized
Weight 35.00%
85 to 100 %
One health promotion method utilized for three different
audience levels (for example, individual, organizational,
community) were located, shared, and clearly discussed and
described (this means a total of three methods). A clear and
thorough description of why these methods may or not be the
best for each specific audience level is included. The text or
additional resource was utilized to support reasoning.
60 to 85 %
Less than one health promotion method utilized for three
different audience levels (for example, for example, individual,
organizational, community) were located, shared, and discussed
and described (less than a total of three). A description of why
these may or not be the best methods for that specific audience
level is included but needs increased clarity. The text or
additional resource was not clearly utilized to support
reasoning.
0 to 60 %
Health promotion methods utilized needs improvement. Or, this
criteria is not included.
Campaign Aspect Connected to Health Communication, Social
Marketing; Advocacy

Weight 15.00%
85 to 100 %
One other aspects of the selected campaign connected to steps
of the health communication campaign model; social marketing
techniques and/or advocacy concepts is clearly and thoroughly
discussed and described.
60 to 85 %
One other aspects of the selected campaigns connected to steps
of the health communication campaign model; social marketing
techniques and/or advocacy concepts is described. Some
increased clarity and description is needed.
0 to 60 %
Campaign aspects criteria needs improvement. Or, this criteria
is not included.
APA 6th Edition In-Text Citations and References
Weight 15.00%
85 to 100 %
APA style in-text citations used throughout with no or minor
errors and/or no quotations longer than 5 words.
60 to 85 %
APA style in-text citations used throughout document with
moderate errors and/or some quotations longer than 5 words.
0 to 60 %
APA references and citations are not included. Or, APA
references and citations contain 5+ errors.
Timely Submission, Grammar, Spelling
Weight 5.00%

85 to 100 %
Submission is on time. There are none, or very minor spelling
and grammatical errors.
60 to 85 %
Post was submitted 12-24 hours or more past the due date.
There are more than four spelling and grammatical errors.
0 to 60 %
Post was submitted 24 hours or more past the due date. Spelling
and grammatical errors are very numerous and detract from the
post.
Using Advocacy to Impact Policy*
Health Promotion Strategies & Tactics (COH430)
National University
* Bensley, R.J., & Brookins-Fisher, J. (2009). Community
health education methods. Third edition. Boston: Jones and
Bartlett Publishers, Inc.

*
When you speak directly to your elected officials or testify at a
public hearing, sharing your personal experiences can have a
tremendous impact. If you do not speak out about what makes
good public health policy, legislators will either assume either
that no one cares about the program, so funding can be cut, or
that no changes are needed. (Bensley & Brookins-Fisher, 2009,
p. 333)
Chapter 13 Learning Objectives
1. Explain and describe steps for advocating legislation.
2. Summarize and evaluate tips and techniques for successful
legislative advocacy.
3. Identify successful strategies for overcoming challenges in
advocating for legislation.
Information Source: ©2008 Jones and Bartlett Publishers, LLC
(www.jbpub.com)
*
Legislative advocacy
The contact made with a policymaker or legislator
To discuss a social or economic problem
On behalf of a particular group/population

As long as no specific bill number is mentioned
Using Advocacy to Impact Policy
(www.jbpub.com)
*
*
Direct Lobbying
Communication about a specific legislation with a
legislatorCommunication about a specific position on
legislationCan ask a legislator to support or veto a specific bill
(www.jbpub.com)
*
*
Grassroots Lobbying
A group/organization appeals to the general public
Asks them to take action or influence specific legislation
A letter to parents of children at Capri Elementary asking them
to call or write their congressperson to support a bill or increase
funding for a new school program

(www.jbpub.com)
*
*
Steps for Advocating Legislation
Identify issue and develop a fact sheet
Understand what steps are needed to enact legislation
Identify potential partners and form or join coalitions to
increase success
Motivate grassroots support
Identify and work with policymakers
Use the Internet for advocacy
(www.jbpub.com)
*
*
Identify the Issue
See page 337: table 13-1Define the problemWho is affected?
Are many affected? Are some at greater risk than
others?Research demographics, needs assessments and
epidemiologic dataWhat is cost if problem not addressed?What
policy or law could help resolve the issue?

Understand how policy becomes legislation
Steps for Passing a County Regulation
Table 13-2 p.338Advocacy group raises issueHealth
officer/community leader introduces idea to Board of
HealthRegulation language (how bill will be written) is
researched (research laws about similar issues)Language
draftedRegulation language and data presented
Understand how policy becomes legislationMeetings/hearings
held to discussed proposed regulationIf passed by Board of
Health, regulation is presented to Board of CommissionersTask
Force may be appointedPublic hearing dates set and
notifications sent and hearings take placeCommissioners voteIf
passed, the local health department has authority to adopt
Identify potential partners
Motivate Grassroots SupportForming a group to advocate for or
against an issue can be more effective than an individual
groupAmerican Cancer SocietyAmerican Lung
AssociationAmerican Heart Association
See table 13-4, p. 343
Identify and Work with Policymakers

Using Internet for Advocacy
PolicymakersElected officials whom enact policy, laws,
ordinancesTable 13-5 p.344
ALAC Advocacy Tell congress you support tobacco sale age to
be 21
Tips and Techniques for Successful
Legislative Advocacy
Develop legislative alerts– notices to a group’s members about
upcoming votes, needed action – Figure 13-1 p.349
Initiate campaigns – letter writing or phone calls
Meet with legislators
(www.jbpub.com)
*
*
Legislative Advocacy
Testify at hearings and/or utilize media
Establish a relationship to influence policymakersPhone calls,
letters, coffee hours at local establishments, attend hearings
Use media advocacy to support a legislative advocacy campaign
Table 13-10 p.354
(www.jbpub.com)

*
*
Overcoming Challenges
Prepare for the opposition
Motivate community support
Prevent volunteer burnout
Deal with internal politics
Keep bills moving
(www.jbpub.com)
*
*
Expected Outcome
Increase legislative advocacy skills
Grass Roots ExamplesSF Tobacco Free Project
Legislative Session20:18 – 59:10
(www.jbpub.com)

*
*
ALAC E-Cigarette Legislative Advocacy
SD City Council: 7-28-14
Using Media Advocacy to Influence Policy*
National University
*
1. Identify and explain steps for developing effective media
advocacy.
2. Explain a health education media strategy.
3. Develop a media message strategy.

4. Discuss tips and techniques for successful media advocacy.
5. Identify strategies to overcome challenges in media
advocacy.
(www.jbpub.com)
*
Policy
The primary tool available to the public for influencing social
conditions and environments
Using Media Advocacy to Influence Policy
(www.jbpub.com)
*
*
Steps for Developing Effective Media
Advocacy Campaigns
Organize an approach to communications
Develop overall strategy Ultimate goal of the campaignMedia
AdvocacyMessage StrategyAccess Strategy
(www.jbpub.com)

*
*
Develop overall strategy:
Clarify, articulate, justify the desired change. Ask: “What
changes will improve the public’s health?”What is problem or
issueWhat is a solution or policy- the desired outcome?Who has
the power to make the necessary change?Who must be
mobilized to apply pressure
Develop Media Strategy
Differs from traditional public health campaignsMedia
AdvocacyUse of mass media to advance public policy by
applying pressure to policymakers
Media Advocacy differs from PH Campaigns – HOW?Links
social problems to inequities in society rather than
individualsAlter public policy not personal behaviorFocus is on
reaching policymakers not those with the problemWork with
groups to increase participation
(www.jbpub.com)
*
*

Develop Message Strategy
Framing
Portrait vs. landscapeIndividual vs social
Message componentsP.373
Access strategy
(www.jbpub.com)
*
*
Media Advocacy
Calculate social mathReview examples: p. 379
Localize stories
Evaluate authentic voice
Reuse the news
(www.jbpub.com)
*
*
Overcoming Challenges

Avoid murky strategiesMessage needs to be clear and target
well defined
Avoid institutional constraints
Distraction by opposition
Stay on message
(www.jbpub.com)
*
*
Outcomes
Increase skills
Better relationships
Increased visibility and influence
(www.jbpub.com)
*
*
Summary
Media advocacy is the right choice when public demands must
be made and pressure brought to bear on decision makers to
protect and promote the public’s health

(www.jbpub.com)
*
*
Public Health System and Services
The Public Health System
Social Marketing*
National University
*
1. Learn the differences between marketing and social
marketing.
2. Understand the social marketing process.

3. Learn tips and techniques to overcome social marketing
concerns.
(www.jbpub.com)
*
*Marketing
Analysis, planning, implementation, and control of carefully
formulated programs
Based on consumer research
Designed to bring about voluntary exchanges of values
Purpose of achieving organizations’ goals and objectives
Special niche for marketing in health education
Social Marketing - Introduction
(www.jbpub.com)
*
*
Marketing and Health CommunicationWhat is “marketing”
Formulated program based on consumer research
Involves analysis, planning, implementation and control
Goal: achieve organizational goals and objectives through
voluntary exchange of values with target population
*

Social Marketing - DefinedBased on marketing
Is “the process for influencing human behavior on a larger
scale, using marketing principles for the purpose of societal
benefit rather than commercial profit” (Smith, 2000, p.11).
For messages to take hold programmatic elements must be
added – these elements add up to social marketing
*
Social Marketing is not Health CommunicationHealth
Communication is:“…crafting and delivery of messages and
strategies based on consumer research to promote the health of
individuals and communities” (Bensley & Brookins-Fisher,
p.105).
*
Social Marketing and Public HealthUsed successfully to:
increase health care and health education program useImprove
client satisfactionAchieve social and health behavior
changeEffective in:Increasing contraceptive useReducing blood
pressureIncreasing consumption of fruits and vegetables
*
*Marketing plan
Analyze problem and situation
Use interviews, focus groups, or surveys
Set overall goal
Conduct market analysis
Marketing mix

Initial design
Test marketing
Social Marketing – Process Overview
(www.jbpub.com)
*
*
*The problem
A difference in the actual state and the desired state of a
situation
Social Marketing – Problem/Situation
(www.jbpub.com)
*
*
*Ways to identify a problem
Observation
Interviews
Surveys
focus population
other people/organizations
Social Marketing – Problem/Situation
(www.jbpub.com)

*
*
*Marketing Concepts
Consumer OrientationNeeds and wants of the consumerIf we
meet the needs and wants of the target population we can
influence behavior change
ExchangeTakes place between consumers and companies
Using promotion techniques, offer product at right price,
through correct channelsExchange : Consumers give up what
they currently have, use, or believe What is being offered
Social Marketing - Concepts
(www.jbpub.com)
*
*
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Social Marketing ConceptsSegment Focus AudienceMarket
SegmentationInfluence Channel Analysis
DemandNegativeNoneLatentFallingIrregularFullOverallUnwhol
esomeCompetition
Marketing MixFour P’s (Product, Price, Place,
Promotion)Expansion of Four P’sPublicPartnershipPolicyPurse
Strings
Positioning and Consumer Satisfaction

Brand Loyalty
(www.jbpub.com)
*Market segmentation
Creating subgroups to be reached by a specific program
Demographics age, race, location, gender
Psychographicsattitudes, interests, values, lifestyles
Behavioral variables benefits sought, loyalty status, readiness to
change
(www.jbpub.com)
*
*
*Market segmentation
Primary audiencesThe people whose behavior is to be changed
Secondary audiencesGroups that influence the behavior of
intended audiences
Not Universal audiencesNot the general public
(www.jbpub.com)
*

*
*Influence channel analysis
Determines the most effective way to make
Services,
Products and
Programs accessible to a focus population
(www.jbpub.com)
*
*
*DemandDegree to which a transaction is wanted
Negative demand
A large segment of the market dislikes a productWould pay to
avoid it
No demandCustomers are unmotivated or indifferent
(www.jbpub.com)
*
*

*Latent demand
Cannot find an existing product that meets a need consumers
want satisfied
Falling demand
A significant drop in the level of demand
Irregular demand
Fluctuation in the use of a product
Based on a season or day of week
(www.jbpub.com)
*
*
*Full demand
A company has all the business it needs
Overall demand
Demand is higher than the organization can or wants to handle
Unwholesome demand
Dangerous or harmful products are distributed by competitors
(www.jbpub.com)
*
*

*Competition
Alternatives to an offering
Same product/program offered by someone else
More appealing version of product offered
More appealing method for same benefits
Wanting to accomplish something before engaging in activity
(www.jbpub.com)
*
*
*Marketing mix
Combination of factors put together
Understanding of the wants/needs focused market segment
Make the focused market segment want toexchange what they
currently do or believe for the product, service, or idea being
offered
(www.jbpub.com)
*
*
*4 P’s Marketing mix
Product

Price
Place
Promotion
(www.jbpub.com)4 P’s Expansion
Public
Partnership
Policy
Purse Strings
*
*
*Public
Stakeholders in the program
Partnership
Teaming up with another organization
Address complex problems
(www.jbpub.com)
*
*
*Policy
Environmental and contextual changes

to support behavior change
Purse strings
Funding sources to support social marketing
(www.jbpub.com)
*
*
*Positioning
Creating a personality for an offering Based on its key
attributes
Well-positioned offerings hold a unique place in the consumers
mind
Social Marketing – C0ncepts
(www.jbpub.com)
*
*
*Consumer satisfaction
Giving people what they expect
Giving people more than they expect
Satisfied customers tell ~3 people about their positive
experienceDemonstrated through research

(www.jbpub.com)
*
*
*Brand loyalty
A consistent preference for and choice of
A particular company’s product or service
Develops among customers over time
One company has proven “satisfactory”Customers are most
likely to pick them
(www.jbpub.com)
*
*
*Three levels of Brand Loyalty
Brand recognition
Brand preference
Brand insistence
(www.jbpub.com)

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*Overcoming Challenges
Do not limit the marketing process
Take a step-by-step approach
Devise an evaluation plan
Overcome social marketing concerns
Social Marketing - Challenges
(www.jbpub.com)
*
*
*Step-by-Step Approach
Know oneself
Start at the top
Start doing research
Rub shoulders with real marketers
Hire marketing specialists
Social Marketing - Approach
(www.jbpub.com)
*
*

*Step-by-Step Approach
Reward risk-taking and experimentation
Look for consumer barriers to dismantle
Continually reassess all four P’s
Conduct routine “marketing audits”
Go about tasks in a different way
Social Marketing - Approach
(www.jbpub.com)
*
*
*Overcome Concerns
Market analysis problems
Market segmentation problems
Product strategy problems
Pricing strategy problems
Social Marketing - Concerns
(www.jbpub.com)
*
*

*Overcome Concerns
Channel strategy problems
Communications strategy problems
Organizational design and planning problems
Evaluation problems
Social Marketing - Concerns
(www.jbpub.com)
*
*
*Expected Outcomes
Positive health outcomes
Successful selling
Greater understanding of community
Partnerships
Updated strategies
Social Marketing - Outcomes
(www.jbpub.com)
*
*
Successful Social Marketing CampaignsWashington Heights
low-fat milk campaign in New York CityLink to Article (NIH)
Pawtucket Heart Health ProgramLink to Article (PDF)

“Click it or Ticket” May 2014 Mobilization PlanLink to Work
Plan
*
Successful Social Marketing CampaignsFlorida Truth©
CampaignLink to Case Study
WIC Breastfeeding Promotion ProjectLink to Project
*
Health Communication*
National University
*
1. Identify and explain the five phases in the Strategic Health
Communication Campaign Model.
2. Discuss practical application of the model.
3. Determine strategies to overcome challenges and effective
health communication.

4. Recognize common strategies for health communication.
(www.jbpub.com)
*
Marketing and Health CommunicationSpecial niche for
marketing in health educationWhat is “marketing”Formulated
program based on consumer researchInvolves analysis,
planning, implementation and controlGoal: achieve
organizational goals and objectives through voluntary exchange
of values with target population
*
Social MarketingBased on marketingIs “the process for
influencing human behavior on a larger scale, using marketing
principles for the purpose of societal benefit rather than
commercial profit” (Smith, 2000, p.11).For messages to take
hold programmatic elements must be added – these elements
add up to social marketing
*
Health Communication DefinedTo implement, we need to
examine:How health issues are viewed by target populationWhat
message strategies (campaigns) are most significant to target
populationHow the target population will access health
information

*
Healthy People 2010 defines health communication as:
“… the art and technique of informing influencing, and
motivating individual, institutional, and public audiences about
important health issues” (U.S. Department of Health and Human
Services, Chapter 11).
*
InfluencesHealth knowledge
Attitudes
Awareness
Norms
Values
Success begins with the consumer
Health Communication
(www.jbpub.com)
*
*
*
Influences behavior by drawing from
Social psychology
Health education (behavioral theories)
Mass communication
Marketing
(www.jbpub.com)

*
*
*
Comprehensive process
Frames the implementation of health promotion interventions
Not a narrow strategy or activity
Uses communication strategy and research
Guided by evidence-based strategies
(www.jbpub.com)
*
*
*
Channels
Routes through which communication or message delivery
occurs
Interpersonal
Small group
Organizational
(www.jbpub.com)
Mass media
Community

Technology
*
*
*
Intervention FeaturesAnalysis of problem and consumer
characteristics
Strategic design of communication based on consumers
Market focusCommunication settings, channel, and methods
Pre-testing
Effectively manage the process
Evaluation
(www.jbpub.com)
*
*
*
Campaign Features
Designed to educate specific groups Imminent health threats and
risky behaviors
Raise public consciousness
Increase awareness
Move audiences to action
Influence knowledge, attitudes, and behaviors
(www.jbpub.com)
*

*
*
Campaign Model: Five Steps
Planning
Theory
Communication analysis
Implementation
Evaluation and reorientation
(www.jbpub.com)
*
*
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Campaign ModelsVary, but share common features:Analysis of
the health problemAnalysis of consumer characteristics
contributing to the problemCommunication design based on
settings, channels, methods consistent with target
populationPilot testing with target population prior to full-scale
implementation
GOAL = Accomplish predetermined objectives of the campaign
*

Health Communication CampaignsCan encourage target
population to engage in healthy behaviors to decrease health
threatsInfluencing exercise, nutrition, stress reduction and
moreAvoiding dangerous substances like poisons, carcinogens,
tobaccoSeek opportunities for early health
screening(s)Diagnosis of serious health problems
*
To be most effective…Employ a wide range of:Message
strategies Communication channelsSupport groups, lectures,
workshops, newspaper/magazine articles, pamphlets, self-help
approaches, billboards, posters, radio/t.v. ads, public service
announcements, interpersonal counseling, school, primary care,
and community-based educational programs Integrate
interpersonal, group, organizational communication
*
Strategic Health Communication Campaign Model
*
Step 1: Planning
Identify and define the health issue
Influence the way the audience thinks about the problem
Set clear and realistic objectives
Establish clear consumer orientation and predispositionsIs the
campaign designed from the cultural perspective of target
population?Audience is involved in development &

implementation
Introduce different health promotion programs
Examine strategies
Health Communication Campaigns
(www.jbpub.com)
*
*
*
Step 2: Theory
Use a wide range of theoriesProvide planners with design,
implementation and evaluation structure for the campaign
Exchange theoriesView social order as the unplanned outcome
of acts of exchange between members of society
Behavioral theoriesView many behaviors as learned and
modifiable
Readiness to Change TheoriesTranstheoretical Model of
ChangeAssess target population Base campaign on current stage
Health Communication Campaign
Information Sources: ©2008 Jones and Bartlett Publishers, LLC
(www.jbpub.com) and
http://www.encyclopedia.com/doc/1O88-exchangetheory.html
*
*
*
Step 3: Communication Analysis

Audience analysis and segmentationWho will receive the
message?
Shot gun or rifle approach
Formative research including demographics, geographics, and
psychographics
Identify wants/needs and influencing factors
Use surveys, focus groups, interviews, polls, and case studies
(www.jbpub.com)
*
*
*
(Communication Analysis Continued)Market analysis with the 4
P’s Examine the fit between the focus of interest (desired
behavior change) AND market variables within the target
audienceCalled the Marketing MixProductBehavior/service
desired by the targetPrice Cost consumer must pay to adopt the
new behavior ($, time, energy, convenience)PromotionMethods
used to communicate to the targetPlaceWhere the product is
accessed or obtainedExample:Product (mammogram), price
(insurance/no insurance, cost to get to location), place
(nearby/far away), and promotion (flyer, PSA, provider
education/support group)
*

(Communication Analysis Continued)Channel AnalysisUsed to
determine methods of communication to target populationAsk
these questions:Where is the target most easily reached?How do
they receive most information?What is the preferred
communication method?Let’s think about young males aged 12-
17 y.o. and apply
*
Step 4: Implementation
Use social marketing principles and intervention strategies (plan
of action & activity)Create messages (Cervical Cancer
awareness)Select settings and channels (interpersonal, small
group, organizational, mass media, community,
technology)Communication media (print material, films,
counseling)Pg. 89 textMessage DesignQuality – does it appeal
to emotionSource - credibilityInternal (attitudes, values)and
external factors (social norms, laws, social support)
(www.jbpub.com)
*
*
*
Step 5: Evaluation and Reorientation
Summative evaluationEvaluation of campaign outcomes
Conducted to determine the relative success of the campaign
Did the campaign achieve its’ goals?
Process evaluationUsed to assess activities and identify areas

for improvement and fine-tuning
Can we involve larger social systems?Business organizations
Government agencies
(www.jbpub.com)
*
*
*
Most common type of barriers
Limited or no audience input
Lack of audience feedback and lack of pre-testing
Lack of resources
Maximize the long-term impactEmpower target population
Gain personal involvement for implementation and managing
campaign
Creates increased “stake” in overall goals and become
normalized into the culture of the area
(www.jbpub.com)
*
*
*

Conclusion: Use several community strategies
Five Common Strategies
Health communication
Policy
Engineering
Health services
Community mobilization
(www.jbpub.com)
*
*
*
Campaign Print Examples
*
CDC PSA – Gynecologic Cancers:
https://www.cdc.gov/cancer/knowledge/psa.htm
ActivityVisit the CDC Gateway to Health Communication &
Social Marketing Practice:
http://www.cdc.gov/healthcommunication/campaigns/index.html
Select a campaign Apply to framework on the handout provided
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Prescription (Rx) Awareness Campaign
Group 4
Lora Urig and Shyela Webster
National University
COH 430 HP Strategies & Tactics
Introduction Explanation of
Campaign
70,237 drug overdose deaths 47,600 involved opioids (Scholl,
Seth, Kariisa, Wilson, & Baldwin, 2018)
“To increase awareness that prescription opioids can be
addictive and dangerous.”
To decrease the amount of people who recreationally and/or
abuse opioids. (CDC,2017)
1,000 patients are treated in the emergency room due to the
misuse of prescription opioids; and approximately 46 patients
die from an opioid overdose everyday.
September 2017: 16 counties in Kentucky, Ohio, Massachusetts,
and New Mexico.
March 2018: increases to 27 states and the District of Columbia.

In 2017 of the 70,237 deaths caused by drug overdose; 47,600
were involving opioids. This in an overall increase of 12% from
2016.
According to the Centers for Disease Control the Rx Awareness
Campaign goal is to “increase awareness that prescription
opioids can be addictive and dangerous.” Additionally, the
campaign attempts to decrease the amount of people who
recreationally and/or abuse opioids. This campaign is necessary
because 1,000 patients are treated in the emergency room due to
the misuse of prescription opioids; and approximately 46
patients die from an opioid overdose everyday. The campaign
wishes to raise the awareness to the public on the severity of the
issues, furthermore the Rx campaign wants to decrease those
who utilize prescription opioids for nonmedical issues and help
those who use prescription opioids for pain management find
other pain management techniques. The Rx Campaign launched
across 16 counties in Kentucky, Ohio, Massachusetts, and New
Mexico. It has since increased to 27 states and the District of
Columbia as of March 2018. (CDC, 2017)
CDC. (2017, October 24). Rx Awareness. Retrieved from
https://www.cdc.gov/rxawareness/about/index.html
2
Health promotion methods for the Individual Level
CDC Guidelines for Prescribing Opioids for Chronic Pain
include:
Determining when to initiate or continue opioids for chronic
pain
Opioid selection, dosage, duration, follow-up, and

discontinuation
Assessing risk and addressing harms of opioid use (Dowell,
Haegerich, Chou, 2016)
The Centers of Disease Control has guidelines for prescribing
opioids for chronic pain; this includes determining when to
initiate or continue opioids (if the benefit of opioid usage
outweighs the anticipated risk to the patient); the doctor and
patient must come up with a treatment plan entailing which
opioid, the dosage amount, the length of time to take the opioid,
continuous follow-up appointments, and the ultimate
discontinuation of the opioid; additionally the doctor and
patient need to talk and be aware of the risks and potential
harms when taking opioids. (Dowell, Haegerich, Chou, 2016)
3
Health promotion methods for the
Group Level
Narcotics Anonymous Group
12 Step Program
2015 NA Membership Survey
67,000 meetings every week in 139 countries
Average age: 48 years old
Respondent Demographics:
74% Caucasian
11% African-American
6% Hispanic
(NA World Services, Inc., 2016)

Through the CDC Rx Awareness Campaign patients can find
groups like narcotics anonymous group to help on the path to
recovery.
In 2015 NA help a membership survey, of the 22,803 responses
the average age of participants is 48 years old, 74% of
respondents identified as Caucasian, 11% identified as African-
American, and 6% Hispanic. Narcotics Anonymous has approx.
67,000 meetings per week spread across 139 countries. (NA
World Services, Inc., 2016)
NA World Services, Inc. (2016). NARCOTICS ANONYMOUS
2015 MEMBERSHIP SURVEY. Retrieved from
https://www.na.org/?ID=PR-index
4
Health promotion methods for the Organizational Level
CDC and HHS are working together to get information to make
the information available
Methods consist of: Fact sheets, Media messages, real life
stories, radio and television adds.
-CDC and Human Health Services (HHS) are working together
at the organizational level to create awareness of this campaign.
Success of this campaign relies on the partnerships with state
and local agencies and organizations across the country to use
the methods available.
American Academy of Family Physicians. (October 6,2017).
CDC launches Rx Awareness Campaign. Retrieved
from:https://www.aafp.org/news/health-of-the-
public/20171006rxaware.html

CDC. (September 25, 2017). CDC launches campaign to help
states fight presctiption opioid epidemic: Rx awareness: Sharing
real stories about the devastation of opioid use disorder and
overdose. Retrieved from:
https://www.cdc.gov/media/releases/2017/p0925-rx-awareness-
campaigns.html
CDC. (2018). Rx Awareness Fact sheet. Retrieved from:
https://www.cdc.gov/rxawareness/pdf/CDC-RxAwareness-
Infographic-Launch-508.pdf
5
Health promotional methods for the organizational level
Drug Overdose Prevention for States:
29 CDC funded states
Drug Prevention monitoring programs, community, insurer or
health systems interventions, state policy evaluations & rapid
response projects.
Data-Driven Prevention Initiative (DDPI):
Awards funds to 13 states and Washington DC to support efforts
towards fighting opioid addiction.
Helps states to advance and evaluate their actions regarding
opioid abuse.
CDC invested $50 Million in state health departments in support
of overdose prevention in states.
Drug Overdose Prevention for states:
In order to help states combat the RX overdose epidemic the
CDC provides the state health depart with resources and support
needed to advance interventions in Rx drug overdoses. There
are currently 29 states that are funded by the CDC.

Data-Driven Prevention Initative (DDPI):
CDC. (October 23, 2017). Opioid Overdose: Prevention for
States. Retrieved from:
https://www.cdc.gov/drugoverdose/states/state_prevention.html
CDC. (October 3, 2017). Opioid Overdose. Data-Driven
Prevention Initiative (DDPI). Retrieved from:
https://www.cdc.gov/drugoverdose/foa/ddpi.html
6
Health promotional methods for the organizational level
5 point strategy:
improving access to prevention, treatment and recovery
services, including the full range of medication-assisted
treatments;
targeting availability and distribution of overdose-reversing
drugs;
strengthening our understanding of the crisis through better
public health data and reporting;
providing support for cutting-edge research on pain and
addiction; and
advancing better practices for pain management.
CDC and HHS are working together to use evidence based
methods to communicate targeted messages about the opiod
crisis today.

7
Health promotion methods for the community Level
The campaign online has resources to connect people with local
community treatment facilities
Billboards within communities with facts and real stories of
those affected by opioid addiction and abuse
The CDC partners with the Human Health and Services partners
with the Substance Abuse and Mental Health Services
Administration to help people locate local treatment facilities
anonymously.
Substance Abuse and Mental Health Services Administration
(SAMHSA). (n.d.) Behavioral Health Treatment Services
Locator. Retrieved from: https://findtreatment.samhsa.gov/
8
Health promotion methods for the
societal Level
Main method for the societal level is using real life stories of
survivors and family members of those who were not so lucky
and lost someone they loved to opioid overdose.
Campaign methods of getting the real life messages out are
through Social media, radio, digital, billboards and internet
searches.
Social media awareness kit available here:
https://www.cdc.gov/rxawareness/pdf/CDC_RxAwareness_Socia
lMediaKit_Final.pdf

The CDC has put together a Rx awareness media kit with facts
and pictures of real people and their stories that are ready to
post to Facebook and Instagram. The kit comes with directions
on how to post and how to post in the most effective way.
CDC. (September 2017). CDC Rx Awareness Campaign Social
Media Kit. Retrieved
from:https://www.cdc.gov/rxawareness/pdf/CDC_RxAwareness_
SocialMediaKit_Final.pdf
9
Resources
CDC. (2017). Rx Awareness. Retrieved from
https://www.cdc.gov/rxawareness/about/index.html
CDC. (September 2017). CDC Rx Awareness Campain Social
Media Kit. Retrieved
from:https://www.cdc.gov/rxawareness/pdf/CDC_RxAwareness_
SocialMediaKit_Final.pdf
CDC. (September 25, 2017). CDC launches campaign to help
states fight presctiption opioid epidemic: Rx awareness: Sharing
real stories about the devastation of opioid use disorder and
overdose. Retrieved from:
https://www.cdc.gov/media/releases/2017/p0925-rx-awareness-
campaigns.html
CDC. (October 3, 2017). Opioid Overdose. Data-Driven
Prevention Initiative (DDPI). Retrieved from:
https://www.cdc.gov/drugoverdose/foa/ddpi.html
CDC. (October 23, 2017). Opioid Overdose: Prevention for
States. Retrieved from:
https://www.cdc.gov/drugoverdose/states/state_prevention.html

10
Resources continued
CDC. (2018). Rx Awareness Fact sheet. Retrieved from:
https://www.cdc.gov/rxawareness/pdf/CDC-RxAwareness-
Infographic-Launch-508.pdf
Dowell, D., Haegerich, T. M., & Chou, R. (2016). CDC
Guideline for Prescribing Opioids for Chronic Pain—United
States, 2016. Jama,315(15), 1624. doi:10.1001/jama.2016.1464
NA World Services, Inc. (2016). NARCOTICS ANONYMOUS
2015 MEMBERSHIP SURVEY. Retrieved from
https://www.na.org/?ID=PR-index
Scholl L, Seth P, Kariisa M, Wilson N, Baldwin G. Drug and
Opioid-Involved Overdose Deaths — United States, 2013–2017.
MMWR Morb Mortal Wkly Rep 2019;67:1419–1427.
DOI: http://dx.doi.org/10.15585/mmwr.mm675152e1
Substance Abuse and Mental Health Services Administration
(SAMHSA). (n.d.) Behavioral Health Treatment Services
Locator. Retrieved from: https://findtreatment.samhsa.gov/

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