margaret sheets implementationplan for a health promotion campaign
DESCRIPTION
Presentation regarding the project I conducted to complete my Master\'s degree in Health Communication from Emerson CollegeTRANSCRIPT
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Creation of an Implementation Plan for a Mindful Mondays Campaign at Emerson College
Created by Margaret Sheets as an “Applied Learning Experience” Final Master’s Thesis Project
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What is an Applied Learning Experience Project?
Project that students in Emerson College’s Health Communication Program must complete to receive a Master’s degree in Health Communication
Students and are hired as pro bono consultants to work on health related projects for business/ organizations/ schools etc
Based on extensive quantitative and qualitative research a “deliverable” is made by each Master’s candidate
For this project I worked as a consultant for Emerson College’s Center for Health and Wellness to assist them by creating an implementation plan for a future health promotion campaign geared towards Emerson undergraduate students. The plan was based off the pre-existing Healthy Monday Campaign
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Healthy Monday Campaign
Healthy Monday Campaign (national campaign)
Initiated by Syracuse, Johns Hopkins & Columbia Universities in 2005
Idea: promote behavior change on Mondays
Monday is first day of business week –good day to start
Promotes behavior change that is fairly easy to accomplish: Meatless Monday
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Mindful Mondays
Based off of LiveSMART (Live Strongly Mindfully, Actively, Responsibly and Thoughtfully) 5 Day Campaign initiated by Emerson College.
Mindful Mondays is a change for the college because it’s a longer 9 week campaign
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Primary Research Conducted Zoomerang survey 502
respondents 2 Focus groups 15 participants total Asked questions about students
preference:Behaviors they want to learn aboutCommunication sourcesInformation SourcesHealth Information SourcesPreferred healthcare activities
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Focus Group/Survey Results
Students very interested in Relaxation, Nutrition and Fitness-yoga
Very interested in technology-text messaging
Liked fun health events
Lacked knowledge of on campus services
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Emerson DemographicsDemographic Category Percentage
Total Number of Undergraduate Students
3,453
Gender
Male 40%
Female 60%
Ethnicity
International (non-resident aliens)
3.6%
Black, Non-Hispanic 4.4%
Asian/Pacific Islander 5.5%
Hispanic 10.0%
White, Non-Hispanic 49.4.2%
Multiracial 3.6%
Race Unknown, not reported
25.2%
Like film/video production
Don’t like being talked down to
Interested in health issues
Like looking young healthy
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What Other Schools have Done
Emerson’s past efforts What other colleges have done to
implement the Healthy Monday Campaign were also examined –focus on:SyracuseJohns HopkinsWest Chester UniversityNorthern Kentucky UniversitySuffolk UniversityTulane University
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Deliverable
Nutrition, Relaxation Strategies, Fitness targeted
Guidebook for future Wellness Ambassadors Student group
Involved Samples:
Design for a website 3Posters to post in dorm halls about health issues 6 text messages (2 about each target behavior) 3 scripts for student made videos
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Logo
This logo was disliked when tested by Emerson students, consequently the logo above was chosen for the campaign
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Website Design
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Sample Text Messages
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Video Scripts Short scripts Nutrition
2 Wellness Ambassadors in Dining hall Explain how to create healthy meals there
FitnessWellness Ambassadors explain how to
exercise in dorms
Relaxation2 students demonstrate relaxation
techniques
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Budget
According to the social Marketing Model Budgets must include: draft product, benefits
and features price incentives,
distribution channels, proposed promotions
Campaign’s evaluation (Kotler & Lee, 2008, p. 43).