Health Campaigns

I agree with other comments about the Communication Persuasion Matrix, as it was very helpful to see the elements of communication and the hierarchy of effects in a visual format. I enjoyed doing the class exercise as it was fun to get our creative ideas flowing and get a chance to apply the theories and lessons about health campaigns. When my group was assigned to promoting physical activity in senior citizens, I realized how important formative research is in understanding the target audience. We were trying to relate to seniors and figure out what might appeal to them, and had trouble thinking of a senior celebrity. Knowing your target audience and what they want to hear, seems like the key to an effective message. Although, we did learn that sex, looks, and money are a safe bet in marketing strategies, as the peripheral cues get people's attention- no matter what the message is! Hopefully after attracting them with one of the big three, we can increase their involvement and get them thinking in the central route about our important health messages.