#KoalaLyfe

[infinitedelusion-blog1]

Audience, Part Four, Analysis Activity #2, PH663

I really think that the This Free Life campaign is a fun and creative spin on reducing smoking in the LGBT population. The obvious audience is the greater LGBT community, which we learned has one of the highest rates of smoking in the United States. But the campaign also targets each of the sub-segments of the community through the use of images and videos of people from across a multitude of spectra. Whether you are female, male, gender fluid, gay, bisexual, lesbian, transgender, Black, White, or Asian, any member of the LGBT community can find someone to identify with, or find a story that resonates with them, in the numerous images and links on the website.

The design and implementation of the campaign is so very phenomenal. What we so often see are anti-smoking campaigns that seek to induce feelings of fear and death among their target audiences. We’ve become so numb these advertisements and campaigns that non-smokers tune them out. The smokers themselves aren’t likely to quit from seeing these fear based campaigns- more often than not, they are already well aware of the negative health consequences of smoking. What this campaign does is take a more positive spin on a health topic that is so relevant to the priority population. The campaign title itself “This Free Life” capitalizes on recent gains that the LGBT community has made in its quest for equal rights, and it does this quite well. This campaign is about embracing one’s life and empowering individuals to make healthy decisions, not just for others around them, but for themselves.

The channel through which this campaign has been launched makes sense. The internet and other social media sites is an appropriate venue to reach members of the priority population, as many, if not most, of them have access to the internet. 

The source of the message is probably the best part of the campaign (and my personal favorite). Using drag queens (and popular drag queens at that!) is probably as effective a source as any for an anti-smoking campaign targeting the LGBT community. Drag is an up-and-coming form of expression that has become increasingly popular in recent years, so much so that almost every individual, regardless of whether they are gay, straight, or someone in between,  knows about it. Awareness of drag queens is probably even higher in the LGBT community, especially given the increased popularity of a drag-based reality show called RuPaul’s Drag Race. Using popular drag queens from the show, who have name recognition all over the country, is a way more effective means of communicating a health message to the LGBT community than any government official or health officer would be. 

@globalcommunicationproject

[koalanotapancake-blog]

The points you make throughout your post are well reasoned and show a knowledge and understanding of the segmented population. Nicely done.

I especially appreciate the points you make in your second paragraph where you discuss the idea that these messages are effective because they are precisely the opposite of the traditional, fear based anti-smoking campaigns. As you move through the various components of the This Free Life it feels like anything besides a guilt trip- a fact that is bound to resonate with a population that has been told for so long that their very being should have guilt attached to it. The entire platform is one of empowerment, from the bright unapologetic colors to the videos to the role models they present. It is obvious that the creators of the platform wanted to celebrate and empower diversity in health.

I also appreciate the way you spoke about the subsegmentation of the LGBT community that was done throughout the website. As I watched some of the videos and flipped through the pages, it became apparent that the creators of the site, while first wanting to reach the LGBT community, also wanted to incorporate intersectionality. My one concern is that the campaign does feel a little young. Would the images and messages appeal to individuals equally in different stages of life? I understand that the campaign is likely aimed at the 15-25 crowd, but would reaching an older audience be beneficial too? Since this identity is not one that fades with age, would having a component towards those that are a little older and may be smokers also be beneficial?

[asongoficeandfireball-blog]

Audience, Part Four, Research Activity #1, PH663

This NYC Health campaign to improve contraception use is a good example of audience segmentation. They are targeting heterosexual people in relationships, or are sexually active, and who live in an urban setting. Based on the couple that is featured, this campaign message is also trying to target diverse communities, not just White people. Considering how young the couple looks, one can assume that this campaign is geared more towards teens and young adults who are not trying to become pregnant. The behavior change is to encourage sexually active individuals to use both barrier-method contraception, such as condoms, and birth control because this combination significantly decreases the risk of STI and HIV transmission, as well as pregnancy prevention. The flyer also mentions that the clinic is free and confidential, which may encourage teens or young adults who don’t want their parents to know that they’re sexually active to reach out and get more information, condoms, and birth control. An adult who controls their own insurance, has a steady income, or does not live with their parents may be less concerned with free or confidential services.

This campaign was created at Duke University to encourage people to stop using certain type of language, such as “bitch”, “man up”, “no homo”, because of the negative social impacts that this language has. While it is a good idea for a campaign, based on the campaign posts, I’m not sure who their target audience is. It was developed by Duke University, but it doesn’t clearly say that this is targeting only college students, other than the choice of using young adults as models. They feature of variety of people from various racial/ethnic backgrounds, men and women, which implies that this behavior is an issue across all races and genders. However, if this campaign is targeting anyone that uses the type of language that’s addressed, that is going to be a massive audience and a simple campaign like this will not be able to influence that large of an audience. Also, for people who understand the impact of negative and offensive language and are willing to admit the power that words have, they might identify more with this campaign because they agree with it. This can be a problem if the target audience is people who would not agree with the messages and think that “words are words” and their language choice has no impact. Overall, I understand the goal of the campaign; I just don’t really know who they are actually trying to target.

@globalcommunicationproject

[koalanotapancake-blog]

I really appreciate the points you made about why the NYC Health campaign is so effective in segmenting their audience. The point you make about the clinics being free and confidential is especially insightful. The reality is that youth that are engaging in sexual relationships likely do not control their health insurance, so having the free/ confidential component up front and center definitely contributes to the effectiveness of this campaign.  The only thing I would ad is that the overall aesthetics and slightly suggestive nature of the ad undoubtedly make it more effective for the targeted audience. The models featured appear ‘cool’- it isn’t hard to understand why the appropriate viewer would want to model their assumed actions.

I also agree with your analysis of the Duke University campaign. The idea is well orchestrated but the ‘to whom’ is non-existent. What exactly are the people in the advertisement mean to convey? Are they people who use those words? People who are impacted by those words? People who are allies? It isn’t clear, and leaving the audience to assume can unmask issues of its own. Further, while you state that the ad uses a variety of individuals, I was personally struck by the relative homogeneity of the selected individuals. Each is young, within a specific body weight, presents as a typical gender role and it is worth noting that not one of the individuals has an observably dark skin tone. If the message is meant to be given to a general population, then the individuals selected certainly do not represent the target audience.

[koalanotapancake-blog]

Audience, Research Activity #1, PH 663

@globalcommunicationproject

Good Job of Audience Segmentation:

http://3.bp.blogspot.com/-DH8Ozxn16ZM/TmorKDkiX8I/AAAAAAAAAPM/leRL59ZrGyE/s1600/02.jpg

These pieces from the New York City Department of Health are aimed at increasing condom use in the 65 plus population. The advertisements are clear and a little cheeky. They aren’t graphic and the idea that they would appeal to an older generation isn’t hard to imagine. The slogans acknowledge older individuals as full people, who engage in the entire range of human activities. Dignified and a little funny, the signs lack the patronizing tones that are often directed towards the older populations.

Poor Job of Audience Segmentation: 

http://www.heart.org/HEARTORG/HealthyLiving/PhysicalActivity/GettingActive/No-time-for-exercise-Try-our-Top-10-Tips-to-get-more_UCM_442855_Article.jsp#.WA_5uOArLIU

This piece from the American Heart Association is as unfortunately generic as the title would indicate. Rather than segmenting a particular audience to advise, this health “resource” attempts to speak to a general population, resulting in 10 recommendations which are disconnected and reaching. It can be assumed that the tips were meant to be broad enough to resonate with anyone, but the result feels vague, tired and at times a little condescending. My personal favorite? “Skip the cake, say goodbye to pie and take a walk after dinner. You’ll get a reward that’s sweeter than dessert: more family time.”

[koalanotapancake-blog]

Audience, Research Activity #3, PH 663

@globalcommunicationproject

Anthony Hopkin’s portrayal of the notorious Hannibal Lecter created one of the most infamous and terrifying silver screen villains. The character wasn’t haunting because he was obviously violent, he carried no weapon and was usually calm, no, he was frightening because of his ability to know his audience. It was uncanny how he saw the person in front of him and manipulated individuals to his will.

Perhaps it isn’t fully fair to compare McDonald’s to a horror film antagonist, but the ability to know and influence an audience is something the two cultural figures share. Katrina Strapazzon’s explanation of McDonald’s marketing was illuminating and yet unsurprising. The fast food mammoth has the capacity to segment their target audience into various intersecting identities. Nationality, race, income status, gender, age- no matter your combination, the golden arches have a message tailored for you. Interestingly, this audience segmentation is not only for specific products, but for the messaging around general products. Want the Southwest Chicken Bowl? If you’re a woman, I’ll call it a nutritious, guilt free lunch. If you’re a man, its hearty and flavorful.

While McDonald’s has mastered the techniques it utilizes, in this era of social media and continual communication, the methods are not that distinct from the techniques that are utilized in good health communications. Each breaks down their audience’s needs and preferences, and each segments on things that are impactful for their goals (profits vs health). Capacity is of course different, but the truly important distinction here is motive. McDonald’s segments and targets populations to continue their dominance of bodies in the name of Capitalism, while health communications are attempting to change personal beliefs or behaviors, usually with a sincere motive in hand.

[darealreelreal]

Messages, Part Four, Research Activity #4, PH663

The Beforeplay Campaign was created by the Colorado Department of Public Health and Environment as part of the Colorado Initiative to reduce unwanted pregnancies. It is meant to be a resource for young people to augment their conversations with family members, doctors, etc. It is focused on homosexual and heterosexual youth and available in English and Spanish.  

https://beforeplay.org/

McGuire’s Message Objectives:

Announce: The website for Beforeplay.org offers a lot of information on different types of contraception – including the pros and cons of each method – while also offering information on where to obtain them. The site offers an immense amount of information on birth control methods, STD’s, pregnancy, and overall sexual health with text based information and videos. It directs users to local health centers for birth control and various other resources for STD prevention and family planning.  

Advise: The Beforeplay.org website seems to excel in this component. As stated above it offers facts and information for, primarily young people, to learn more about what contraception choices are right for them, if they want to get pregnant and what to expect, things to know about STD’s and how to protect themselves etc. The site is full of information and relatively interactive.  

Activate: The site uses images of diverse young people and couples, along with video interviews of young people asking and answering questions to encourage behavior change through modeling and peer relating.  

Advocate: This campaign doesn’t really seem to be advocating on behalf of young people, or anyone else for that matter.  

Overall the Beforeplay campaign and site excel in the Announce and Advise areas of McGuire’s Message objectives and I believe it will be a helpful, accessible resources for those in Colorado (in terms of location specific services) and elsewhere for information.  

Kolter’s Social Marketing Framework:

Price: The Beforeplay campaign and site highlight some of the costs of risky and unexamined behavior especially in the sections on STDs, however the majority of the focus in on the benefits of knowledge, a place to ask questions and have them answered, and the encouragement and tools to plan ahead. The benefits of changing the behaviors from risky to planned and safe showcase healthier outcomes with pictures of happy people.  

Product: The campaign goes into the knowledge component of behavior change and doesn’t really focus on the change itself – or the positive behaviors. Rather, it is attempting to provide a helpful space for young people to get information and, hopefully, seek out birth control methods, or have the conversations around pregnancy with their partners or to broach the topics with their doctors.  

Place: I’m not actually sure what the channels would be for this campaign other than the website hosted by the state health department. I do know that they intentionally made the site mobile friendly so young people could access it from anywhere.  

Promotion: Promotion from the website is difficult to tell. My hope is that print media directing people to the site is used in conjunction with the site itself. This information could be available at Planned Parenthood locations, other health centers in Colorado, and in school health centers. In general, I think the design of the website and the people they’ve chosen to appear on it do a good job of being inclusive and appealing to young people. The colors they have chosen are also calming to look at.  

Position: The only real comparison I can gleen would be the difference between finding out information related to sexual health and talking about it with your sexual partners or not seeking information and or not talking about it. The campaign makes the benefits of seeking information and talking about it much more appealing than not.  

Overall, aspects of Kolter’s 5P’s are helpful in assessing this campaign with a focus on Price and Product being paramount.  

In general, it is difficult to pick one framework over another. McGuire’s objectives are more action oriented and the Beforeplay campaign excels in Announcing and Advising on the issues of sexual health. Kolter’s P’s are more marketing oriented and in the case of Beforeplay, Price and Product were more apparent from what I can see through the site. It would be interesting to see the background work and research done prior to launching this site for Place, Promotion and Position strategies.  

@globalcommunicationproject

[koalanotapancake-blog]

The points you make on McGuire’s objectives are well reasoned and, from my quick look at the website, appear to make a picture of what the health campaign does and how it is built. It is a shame that the website lacks a distinct “advocate component”- too often it seems that organizations doing sexual health work with adolescents forgot the power of youth in making change happen. What better way to make youth feel empowered to make healthy sexual choices, than to allow them the opportunity to raise their voices on that very topic? A definite missed opportunity, but an acknowledged tangential point.

I found myself struggling to detail all of Kotler’s 5Ps for the health communication piece I selected- a website, due to several of the points that you raised. The website you selected is comprehensive and interactive, a solid piece of health communication. But without knowledge of the Place, Promotion and Position of the health campaign, it is difficult to gauge how effective this is. An excellent website does not amount to much if individuals are not accessing it, and it may not be widely traversed unless the website is paired with things like print materials and readily accessible resources on the topic at hand (condoms, dental dams, etc). For this piece of health communication, McGuire’s objectives appear to me to be the stronger model for evaluating and defining the health campaign.

[hawtbigolbiscuitz-blog]

Messages, Part Two, Research Activity #2, PH 663

In the “Bad Health Effects of Smoking” image in terms of fear (scare tactic) sends a message to the target audience “If you smoke that many cigarettes a day this is the outcome of what you are doing to your lungs.” “You are slowly killing yourself.”  and “You are hurting your body and in the long run it will be difficult for you to breathe and where you are blocking the alveoli in your lungs to allow oxygen and carbon dioxide.  This image messages a response of efficacy to not smoke or this will happen to you as you age.  

This image from the campaign “NYC Dot” on twitter sends the message as a scare tactic by stating statistics on if you go over the speed limit of 40mph you will die and if you stay in the speed limit of 30 mph you will live.  This picture to me messages to the target audience to be a dare devil and go over the speed limit to see what happens (perhaps die).  This all comes down to telling people what to do. (some people don’t like to be told of what to do)  I believe it’s a poor choice of scare tactic for the target audience and that is why at the bottom of the picture you see comments where people are confuse and really just don’t care.  (which is sad)  

In comparison, both images send out a message as a scare tactic except one is a good way of laying out the message to the target audience and the other picture is a bad example of a scare tactic, where it shows people are confuse and don’t care.  Both photos shows if you keep up with this bad health behavior you possibly will die in the long run.  

@globalcommunicationproject

[koalanotapancake-blog]

Your analysis of the targeted audience’s response is really interesting, and something I did not give thought to myself. You make several really excellent points. If the advertisement is indeed meant to influence the behavior of individuals that are prone to irresponsibility while driving, would applying to their sense of responsibility (ie driving at an appropriate speed) really be effective? Is the audience of this health spot most likely to appreciate it precisely those individuals that are already engaged in buckling up and driving sober? Is this piece of health communication really only effective in preaching to the choir? Stepping out of my public health box, I would imagine the answer to that question is leaning towards yes.

Do you believe that both images project a temporal reality- that is, that both state the long term effects of the health behavior? I can definitely see this with the smoking advertisement, but less so with the NYC DOT piece (especially since the message seems to focus on the outside effects of one’s actions). I’d be interested in your thoughts!

[darealreelreal]

Messages, Part Two, Research Activity #3, PH663

A “mid pitched single percussive timbali drum hit” was abrupt, short and explosive. It would work well as the marker of the catch phrase or fact statement of a campaign for behavior change.  

An “Arabic Darbuka live” is rhythmic, lighthearted, exciting, energetic, adventurous, windswept – it makes me feel like I’m dancing carefree barefoot in a desert. It could be used for a campaign for physical activity or dance, and or to draw attention to programs for people of Arabic decent.  

The “short record scratch sound” is disjointed, erratic, and frayed. However, it reminds me of hip hop and dance music and makes me want to move/dance around – it instantly made me excited. It could be used for any campaign appealing to youth or in a campaign featuring dance music to get people more physically active.  

The “piano chord with an underwater reverb effect” was soothing and a bit mysterious or unknown while also being enticing. It has a forward motion and I would use it for safety with transportation related campaigns (travel, cars, trains, planes).  

The “classic Casio CZ101 Phase Distortion Organ OscRingmod in C1” was ominous, looming, dark and heavy. I would use this in a fear based campaign – showing the negative effects of what could happen – likely bodily harm – if unhealthy behaviors were continued. 

http://www.soundsnap.com/taxonomy/term/70/popular?page=8

@globalcommunicationproject 

[koalanotapancake-blog]

Your descriptions of the various sounds you selected create an incredible picture. I hardly need to listen to them to understand the type of feelings conveyed.

Your proposal for the “piano chord with an underwater reverb effect” was my personal favorite of your analyses. The soothing element of the sound appeals to me as an individual who has spent countless hours on public transportation (who doesn’t love a quiet, late night train?) while your visualization of enticing yet unknown brings to mind windows down, solitary drives. Perhaps these sounds could also work for a campaign around active transportation.

The “short record scratch sound” being used for a youth facing campaign is a fantastic notion. Perhaps for something on safe sex or the ever popular “rise above” notions.

[bigredxoxo-blog1]

Messages, Part Four, Research Activity #4, PH 663

Heads Together is a mental health campaign to promote mental well-being, predominately in the London Area. The campaign is headed by the Duke and Duchess of Cambridge and Prince Harry and the Royal Foundation. Based on their website, the main objectives of Heads Together are to raise awareness, combat stigma, and provide help. Their main objective at this point is to raise funds for the charities involved during the upcoming Virgin Money London Marathon in 2017.

The analysis will be based on the Head’s Together website (https://www.headstogether.org.uk ) and one of their YouTube advertisements  .

‘McGuire’s Model

The Head’s Together campaign targets all components of McGuire’s Communication-Persuasion Model but sufficiently addresses two. The strengths of the segment are activating and announce. The segment primarily focuses on Activate, encouraging discussion regarding mental health issues and providing people with information regarding the Heads Together team for the Virgin Money London Marathon.  In terms of the objective announce, the YouTube segment provides two sources of information; the first being the list of charities that can provide help for mental health service or offer support groups, and the second being information regarding the Heads Together marathon team. Third, the objective advocate is addressed in terms of shifting the community opinion of mental health discussion and fighting stigma related to discussion and care. Finally, in terms of advice, the segment offers blanket statements regarding mental health well-being and the negative impacts of stigma not receiving care. Because the source of the commercial is the royal family, their statements seem credible to the target population. However, it would have been more appropriate for the mental health charity representatives to provide that information.

Kotler’s 5Ps

In terms of examining Heads Together through Kotler’s perspective, the YouTube segment addresses all components. Price of this new behavior, engaging in mental health discussion, can be beneficial for the overall population, especially those who are being immediately affected by poor mental health. The benefits include reduced stigma, utilization of care, and overall greater mental well-being. In terms of Product, the product is somewhat unclear because mental health promotion can be somewhat vague. If mental health promotion was specified, the product or behavior change would be increased mental health discussion. The channels, or place, is offered primarily through web resources, media coverage, and event promotion.   Finally, in terms of Promotion, using the royal family as the primary source allows the campaign to be relevant and in discussion to the general public, since this is the most predominate figure of Great Britain. The information of Heads Together is established through social media platforms, with the hashtag symbol (#headstrong) as the main marketing strategy. Also, the main objective of Headstrong is to create a marathon team to raise funds, so marketing of the campaign through the marathon marketing is another channel to promote the campaign. In terms of position, the only comparisons presented are that “mental health is just as important as physical health” and this will allow people who are too afraid to receive help, to actually be motivated to seek it. Although the position may not be comprehensively targeted, there are slight comparisons being made.

Overall, Kotler’s 5P’s is clearer at addressing the main marketing strategy for the Heads Together campaign. Because this campaign is somewhat vague, the 5P’s simplify the behaviors being targeted so that we can understand what product or behavior is being marketed.   The 5P’s repeatedly address central elements of the campaign. By breaking it down in this manner, increasing mental health discussion, utilizing support from the local mental health charities, and partaking in the marathon are clearly viewed as the main points being marketed.

@globalcommunicationproject

[koalanotapancake-blog]

First- thanks for providing a summary of the piece of health communication that you selected. It was really helpful (and I wish I had done the same!)

In response to your analysis of the Head’s Together campaign through McGuire’s model, I think you make several excellent points. The emphasis on the activate and announce segments is apparent throughout the video, especially obvious with the list of charities and the marathon information. As for activate, I would say the entire program functions in that role. I find the role of advocate interesting in this context- what is needed for mental health is an obvious paradigm shift towards acceptance and acknowledge, something that perhaps this video attempts to do with the sources and public nature of the campaign. Would this make the video strong in advocate as well? Or does an explicit “ask” of the viewer need to be made for there to be strength? I’m not sure.

I agree with your argument for why Kotler’s model is stronger for analyzing this campaign. The broad and encompassing nature of Kotler’s model is perfect for a campaign that is less stringent and (it appears) a little in the formation stage.

[nezzee5-blog]

Messages, Part One, Research Activity #1, PH663

Announce Example:

https://meded.ucsd.edu/freeclinic/index.php

A page announcing services offered at a free clinic at UCSD. 

Advise Example:

An advertisement for Gardasil, an HPV vaccine. The advertisement states the population that should be vaccinated and at what age.

Activate Example:

This advertisement calls on the audience to act and get a mammogram. Providing a phone number can increase the likelihood of women making an appointment to get screened.

Advocate Example:

This documentary looks into the sugar industry’s detrimental influence in health research and the harmful effects of consuming too much sugar.

Combined Objectives:

This advertisement both advises and activates the audience through statistics on a physical activity among kids and specific recommendations to encourage activity. 

@globalcommunicationproject

[koalanotapancake-blog]

I really appreciate the variety of health messages you selected for this activity. Each seems appropriate for the “A” you associated it with, especially your example of “Sugar Coated” for a representation of “Advocate”. This specific example got me thinking- at first glance, I would assume that a documentary would be an “Advise” communication, but I know see this as too simplistic. In the era of documentaries serving as equal parts entertainment and education, a piece like “Sugar Coated” definitely has a call to action/ “advocate” message within it. Perhaps then, a documentary would also function as a combination piece? 

[koalanotapancake-blog]

Messages, Research Activity #4, PH 663

@globalcommunicationproject

Soft Drink and Energy Drink Health PSA

From the perspective of McGuire’s psychology based model  this health spot on the health impacts of consuming sugar via soda and energy drinks is a comprehensive communication. The “Announce” here is linked to the campaign’s desired health action- eliminating sugar sweetened beverages from your diet. The “Advise” here is the listing of the health consequences of consuming excess sugar (obesity, diabetes, tooth decay). The “Activate” is the call to action at the conclusion of the video- “THINK BEFORE YOU DRINK”. While this piece contains no explicit “Advocate” component, it isn’t hard to imagine a conclusion or connection to this piece asking the audience to support a bill to limit these beverages accessibility for the general population or a specific subgroup (children for instance).

Make Health Your Fashion 

Examining this spot form the United Nations Office on Drug and Crime through Kotler’s “5 Ps” model is an illuminating process. The “Product” and the “Price” of the desired behavior - not doing drugs- are linked. For the low price of not doing drugs, one may have the inverse of what we see happen to the characters (one will not become sore ridden, scarred with track marks, etc). The “Place” is an internet (or perhaps television) advertisement, meant to reach a young audience who hold the value of aesthetics dearly. The “Promotion” would likely be apart of a larger campaign with this message- it isn’t difficult to imagine posters and other videos sharing this same message. The “Position” here is interesting- this advertisement discourages drug use not for moral or noble means as many campaigns do, but through a value that could realistically resonate with many of the targeted audience- beauty. 

Final thoughts: it seems to me that McGuire’s model may be useful for analyzing and clarifying the motives of individual health communications and Kotler’s method could be most useful for examining entire campaigns. Perhaps they can be used strongly together. 

[koalanotapancake-blog]

Messages, Research Activity #3, PH 663

The Acoustic Guitar riff in F conveys hope and could be effectively used in a spot announcing a treatment program for PTSD or substance abuse.

The Fuzzy Riff in E conveys feelings of community and solidarity and could be used in a spot advocating a call to action for health policy lobbying.

The long, soft cello G note conveys feelings of loneliness and could be used in a fear based communication for the effects of not getting your child vaccinated.

The piano played in a dazed style in G conveys feelings of impending diaster and could be used in a spot discussing the realities of child food insecurity.

The piano strumming scale conveys feelings of hope and optimism and could be used in a spot announcing an early childhood development program or a “parents university” program for new parents

[koalanotapancake-blog]

Messages, Research Activity #2, PH 663

@globalcommunicationproject

Its noteworthy how two pieces of health communication can be structured so similarly, but can function so differently. The two selected spots, the lungs on cigarettes and the DOT speeding advertisement, have much in common. They utilize similar color schemes- predominantly black with white accents and a single color highlight- and they are both coming from a loss frame perspective. The lungs advertisement makes the claim that smoking will cause diminished lung capacity (loss) while the DOT advertisement makes the claim that speeding will cause a potential loss of life. 

That is where the similarities end. While the smoking ad is solely a loss frame, the DOT advertisement has a gain perspective as well (”... there’s an 80% chance I’ll live). Both may operate from a fear background, but the DOT spot also offers a positive action that the audience may easily implement (driving ten miles slower). In comparison, the smoking spot gives the audience no steps they can take to end the negative health behavior and no positive reasons to not engage. It offers fear, but nothing else. 

[koalanotapancake-blog]

Messages, Research Activity #1, PH 663

@globalcommunicationproject

Announce: The Double Up Food Bucks Program 

This webpage does an excellent job of describing the program and how individuals can be involved. Aimed at increasing food security, this brightly colored message containing words and images announces the program simply yet comprehensively.

Advise: Breast Cancer Prevention by CDPH 

This simple tweet from the California Department of Public Health advises women to take action to prevent breast cancer by discrediting a popular misconception about susceptibility. 

Activate: Expand Medicaid by Families USA

This tweet from the healthcare advocacy organization Families USA provides a clear directive to states/ advocates in what to do while making a concise yet compelling point for the benefits of this action.

Advocate: Call to Stop Deportation

Not1More is an organization that fights for families and individuals faced with the threat of deportation. This call to action is asking individuals to call to assist an individual while simultaneously advocating for the dismantling of a system that destroys lives.

Combined: Let’s Move Campaign

This ad for Michele Obama’s Lets Move Campaign provides an announcement of the program, advising of a health behavior and an activation of an action. Additionally, it is easy to surmise that the ad hopes to garner support for the campaign (one that was strangely political).

[runninthru663withmywoes]

Source, Part Six, Research Activity #5, PH 663

Lindsay Lohan utilizes her Instagram to market various health products such as tea, protein shakes, herbal supplements, etc. In this post, she is promoting a food intolerance test and stating that some vegetables can cause weight gain and disease. Lindsay Lohan is not a medical professional, nutritionist, or dietician. Making claims that vegetables can cause weight gain is incredibly inappropriate in this post. There are so many factors when it comes to weight gain that she probably does not understand and/or can explain properly. A more appropriate source for this product would be an allergist or even a source that is more selective and does their research prior to marketing the product and provides more accurate/scientific information on their photo caption.  

@globalcommunicationproject

[koalanotapancake-blog]

While I’m tempted to laugh at this post- why in the world would anyone take health advise from the one time star of the Parent Trap- I know that laugh would be elitist and simplistic. The reality is that many individuals take name recognition as an indicator of a legitimate source. Whether Lindsey Lohan is a medical professional or dietitian is irrelevant to the individuals that follow and respect the young actress. 

As you point out, a more appropriate source for this product would be pretty much any individual or organization that would have the ability to properly analyze this rather dubious looking product. Additionally, I would propose that a more effective source could even lack this ability, but be merely connected to health / healthy diets- something I do not believe Lindsey Lohan is. 

[bigredxoxo-blog1]

Source, Part Three, Research Activity #3, PH 663

The Doctors is a televised talk show that provides news segments and advice regarding health and wellness. The show is comprised of a few doctors from various fields. In terms of credibility, having a group of professionals, in this case doctors, talk about health issues seems legitimate. While watching a few of their segments, the advice and information they are giving is reasonable to an extent. However, ultimately, this show’s purpose is to entertain. After all, the main doctor was a contestant on The Bachelor, and for some reason, all the doctors on this show look like celebrities (not representative of the doctors in the general population).

Rather than talk about the show in general, I found a segment where the doctors investigated misconceptions of healthy foods; particularly healthy foods that make people fat! Although they were debunking misconceptions, they never really operationalized what healthy was. As the segment was progressing, it seemed as though the doctors were using a healthy diet and weight loss synonymously. The source are the doctors and the medium is this television show. Although the source and medium are not the same, the television show is not presenting objective views. It appears that their target audience is women. They are providing information that will retain viewership; if their target audience wants dieting, weight loss strategies that’s what they provided. The Doctors reframed the news segment to look more like a healthy eating segment, rather than tips for dieting. 

@globalcommunicationproject

[koalanotapancake-blog]

The points you make throughout your post are well reasoned and intriguing. The notion that a medical doctor is a reliable source for health messaging is hardly a novel concept, and at first glance creating a show where doctors relay health informational is agreeable.

Of course, as you aptly point out, this isn’t a matter of giving sound health information, but of providing information that a targeted audience will continue to seek out and watch. 

When you state that the doctors use weight loss and a healthy diet synonymously, you are making an incredibly powerful and important point. In a society where the idea of health brings to mind a specific body type, it isn’t a surprise (though it is a disappointment) that a show would utilize that misconception to promote a message that would capture the imagination of viewers. Its playing into a problematic and prevalent message that a healthy body is only a skinny body, and if women can just stop “failing in their diet” (used ironically) they can finally be healthy (skinny). Utilizing doctors as the source of this message only compounds the problem. I can’t imagine a more harmful health message.

[nezzee5-blog]

Sources, Part Five, Analysis Activity #1, PH663

https://www.youtube.com/watch?v=DX9JR1A7rf0

Having Helen Mirren be the source of DUI prevention in a Superbowl Commercial made for a flawed choice. While on one hand her personality allows her to make a frank stance on the character of those who drive, she does not match the identity of the majority of the audience of the Superbowl (American males). Simply being a celebrity may allow for her message to get across in that it is memorable and marked with slight humor, I feel a different celebrity may have been a better, more effective option. I would have suggested a masculine, male American actor whom is well liked among American audiences.

The ad’s actual source, Budweiser, also brings into question the credibility of the message. First, it is refreshing to see alcohol companies propose safe drinking behaviors. Fans of their product may be more inclined to listen as well. However, I question the motive of the ad because of its source. Is it just to “save face”? Or has Budweiser taken up a serious Public Health issue? I am inclined to think the former.

@globalcommunicationproject

[koalanotapancake-blog]

I appreciate and agree with your argument for why Helen Mirren was a flawed choice for a DUI prevention ad. For me, the entire ad feels almost like a caricature of an actual health communication. While a regal, slight British woman insulting individuals who drink and drive (while appearing to enjoy a beer herself) is humorous, the reality of the many consequences of driving drunk does not elicit quite as many laughs. Helen Mirren as the source of this important message feels a little like mockery.

As for the secondary (and actual) source Budweiser, I think your latter points on motivation are spot on. Why indeed would a company whose profits depend on individuals drinking much of their product encourage moderation? It is only to save face, and it is only a superficial message. Scratch the surface and you find a company that very much wants to you drink and very much does not care what happens before or after, so long as they are not liable and so long as you are not turned away from their product. It is not surprising that their message on drunk driving is more commercial/ entertainment than sincere health message. It would be against their every motive for it to be otherwise.

[ph663poster-deactivated20170105]

#source #part two #research activity 2 #PH663

Hillary Clinton’s Humans of New York piece

http://www.humansofnewyork.com/post/150127870371/i-was-taking-a-law-school-admissions-test-in-a

In a political environment, where even several women are against Hillary Clinton for being “cold”, “standoffish”, she was able to effectively connect with other American women through her short but powerful piece in the Humans of New York. Here she let us feel that however different our lives may be from hers as an economically and socially privileged white woman’s, we are all still women in the end, facing the same struggles, fighting the same battles, inching our way forward to achieve what appears to be a little easier for men. We are held to double standards, scrutinized more heavily by both the press and society. After reading this piece, I certainly felt like I was “with her”.

Donald Trump tried to connect with the economically disadvantaged, blue-collar white communities in his acceptance speech whose transcript is below.

http://www.politico.com/story/2016/07/full-transcript-donald-trump-nomination-acceptance-speech-at-rnc-225974

Here, he claims he knows about this community’s struggles because of how his father loved to mix with “them” while running his many business empires. If find that he is very ineffective in trying to make this connection. He does not describe any personal involvement or struggles that in any way mirrored what the poor working-class white community is facing now.

[koalanotapancake-blog]

First off, I appreciate that you selected a creative platform for your post for Senator Clinton- it hadn’t occurred to me that the Humans of New York post would be campaigning, but of course it is. 

I agree with your analysis of the piece. When Senator Clinton describes feeling the need to “wall off” herself due to the expectations, responsibilities and pressures of being a women in power, I take pause. I have had countless conversations with strong women where the insecurities of that strength are expressed. Whether in profession, dating or mere existence, the notion of “walling off” and the real weight of being a strong woman in our society is an experience that resonates. It makes me take pause and remember that so much of what is levied against Senator Clinton is gendered. She is a political with serious faults, but so often the attacks against her are about her identity, not her politics.

The Trump piece is, as you point out, a superficial attempt at best. I find myself wondering if he ever actually attempts to appear relatable, or if his brand is more something he assumes people aspire to? With his campaign, and his supporters, the old rules of sense and decorum (and attempts at morality and justice) have been tossed to the curb. Does Trump care about being one of the voters, or does he assume people will vote for his false presentation of the even falser American dream? You selected an excellent example of his attempt at relatability, but I can’t help but wonder if this assignment is really appropriate for is campaign.