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How can you create compelling messaging for a public health outreach campaign?

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Public health outreach campaigns aim to inform, educate, and motivate people to adopt healthy behaviors and prevent diseases. However, creating compelling messaging that resonates with your target audience and inspires action is not an easy task. In this article, you will learn some tips and strategies to craft effective messages for your public health outreach campaign.

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Carlton Allen MS, CHW, MCHES?

Program Manager at The Cancer Prevention and Research Institute of Texas | America's Essential Hospitals 2020-21 Fellow…

1 Know your audience

Before you start writing your messages, you need to understand who you are trying to reach and what they care about. Conduct some research to identify their demographics, preferences, attitudes, beliefs, challenges, and barriers. Use this information to segment your audience into groups based on their needs, interests, and readiness to change. This will help you tailor your messages to each group and address their specific concerns and motivations.

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Carlton Allen MS, CHW, MCHES?

Program Manager at The Cancer Prevention and Research Institute of Texas | America's Essential Hospitals 2020-21 Fellow | Cancer Advocate | Nonprofit Board Member
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The key here is listening to the community. They will truly tell you what’s important and how to spread your message to others. Often times I have done this with a Community Advisory Board (CAB) or something similar. If done correctly (easier said then done), a CAB can be your gatekeepers into what your audience/community wants and needs.

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2 Define your goals and objectives

Next, you need to clarify what you want to achieve with your campaign and how you will measure your success. Set SMART (specific, measurable, achievable, relevant, and time-bound) goals and objectives that align with your mission and vision. For example, your goal might be to increase the awareness and uptake of a new vaccine among a certain population. Your objectives might be to increase the knowledge, attitudes, and intentions of your audience regarding the vaccine by a certain percentage within a certain timeframe.

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3 Choose your channels and formats

Once you have your goals and objectives, you need to decide how you will deliver your messages to your audience. Choose the channels and formats that best suit your budget, resources, and audience preferences. For example, you might use social media, websites, blogs, podcasts, videos, flyers, posters, newsletters, or events. Consider the advantages and disadvantages of each channel and format, such as reach, cost, accessibility, engagement, and credibility. Also, think about how you can integrate different channels and formats to create a cohesive and consistent campaign.

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Carlton Allen MS, CHW, MCHES?

Program Manager at The Cancer Prevention and Research Institute of Texas | America's Essential Hospitals 2020-21 Fellow | Cancer Advocate | Nonprofit Board Member
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Post-Pandemic if you aren’t spreading your message virtually and digitally then you are missing out on a whole group of people. Get a website, use social media, create an online newsletter, or send out a text message. The old way of just having a paper flyer won’t work anymore (at least not the main or only source of education/communication).

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4 Craft your key messages

Now you are ready to write your key messages that convey the main points of your campaign. Your key messages should be clear, concise, and compelling. They should also be relevant, accurate, and credible. Use simple and plain language that your audience can understand and relate to. Avoid jargon, acronyms, and technical terms. Use positive and action-oriented words that emphasize the benefits and solutions of your campaign. For example, instead of saying "Don't smoke", say "Quit smoking and breathe easier".

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5 Test and refine your messages

Before you launch your campaign, you need to test and refine your messages to ensure they are effective and appropriate. Seek feedback from your audience, stakeholders, partners, and experts. Use surveys, interviews, focus groups, or other methods to collect data on how your messages are perceived, understood, and acted upon. Analyze the data and identify what works and what doesn't. Make adjustments and improvements based on the feedback and data. Repeat the process until you are satisfied with your messages.

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6 Monitor and evaluate your campaign

Finally, you need to monitor and evaluate your campaign to measure its impact and outcomes. Use the SMART objectives you set earlier as indicators of your performance. Collect and analyze data on how your messages are received, distributed, and used by your audience. Use quantitative and qualitative methods, such as web analytics, social media metrics, surveys, interviews, or case studies. Compare the results with your baseline and expected outcomes. Report and share your findings and lessons learned. Use the insights to improve your future campaigns.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Carlton Allen MS, CHW, MCHES?

Program Manager at The Cancer Prevention and Research Institute of Texas | America's Essential Hospitals 2020-21 Fellow | Cancer Advocate | Nonprofit Board Member
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Know the difference between community outreach and community engagement! Outreach is short-term, benefits the organization, focused on marketing, and transactional. Engagement is long-term, benefits the community, relationship building, and about connections. Make sure you are doing engagement!

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How can you create compelling messaging for a public health outreach campaign?

1

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3

4

5

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1 Know your audience

2 Define your goals and objectives

3 Choose your channels and formats

4 Craft your key messages

5 Test and refine your messages

6 Monitor and evaluate your campaign

7 Here’s what else to consider

Community Outreach

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How can you create compelling messaging for a public health outreach campaign?

1

2

3

4

5

6

7

1 Know your audience

2 Define your goals and objectives

3 Choose your channels and formats

4 Craft your key messages

5 Test and refine your messages

6 Monitor and evaluate your campaign

7 Here’s what else to consider

Community Outreach

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感谢您的反馈

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