Health Communication

[oceanprisononoo-blog]

Audience, Part 4, Research Activity 1, PH 663

Also included posters and material that segmented youth by race and apparent clique.

Doesn’t Identify a population, at most you might say it’s targeting men. It simply saying you shouldn’t smoke

[nezzee5-blog]

I would have loved if a link to the posters and materials you refer to with the first image was included. From what you posted, it’s hard to tell if this image was a part of a campaign that segmented its audience appropriately. To me, it looks like a well designed graphic image that does not have a specific appeal to young people.

The second image you show comes from a wiki site. I think it is appropriate to mention the context of the image. If it was embedded in an article on smoking and its negative health effects, it may have been suitable for its audience (people looking for health information on smoking). I don’t think this image was meant as a stand alone ad and it is important to recognize this. While the assignment referred to audiences, the source and its purpose is crucial to note.

[hawtbigolbiscuitz-blog]

Audience, Part Four, Research Activity #1, PH 663

I think this health communication ad “Our Kids are Drowning in Sugar”  did a fairly inadequate job of audience segmentation.  Yes, it targets a child but not different children.  But I think it only reaching out to mixed children preferably Latina/African American population.  They are reaching out to multiple races of different children.  This obesity problem is amongst a lot of populations, and I think this message won’t go really far because it is not relatable.  I believe you have to make it more fun for children like have flavored water, don’t just subject them to water that makes it boring and it’s unrealistic.  The picture should have a child actually drinking drinking the healthier beverage and showing the target audience that they love it and it’s cool.  

Now I think this health communication ad has a better way of carefully segmenting it’s audience towards children. This health communication ad shows that smoking around a child is detrimental.  A child can’t just get up and leave from that environment if smoking is going on in the household or where ever.  As an adult you know the harms of how bad smoking is so you have a choice to get up and leave from that environment but a child can’t.  Their immune system is not fully develop. This health communication ad also targets to smokers who have children to stop smoking because it causes second hand smoke to that poor child.  It does not sub segments different children of different races but the message across I think will reach out to parents who smoke and don’t want to see their child suffering from second-hand smoking. At the bottom thee is the dimension of getting an education piece by giving a statistic and some facts.  it even tells you about a website to get more in depth information.  

@globalcommunicationproject

[nezzee5-blog]

For the first image, I agreed with your critique that the ad does not segment the population. However, I think it does a good job at presenting the problem and showing the source of sugar that children may be “drowning in”. An image like this could reach a broader audience if it was place alongside other similar ads with children of different genders and ethnic backgrounds. This could work in a subway station with multiple large posters side by side or on several billboards throughout a neighborhood. Thus, I do not feel that the ad is entirely a poor choice, but has the potential to be a great campaign if presented in a series that represents more children.

From your critique of the sugar image, I do not understand your logic when arguing that the second image segments its population. Much like the first image it presents a child of a single gender and ethnic background that may not resonate with all smokers who have children. However, like I suggest with the first image, this ad could be presented in a series that could make it effective among the target audience: parents with young children who are smokers. 

[nezzee5-blog]

Audience, Part Four, Research Activity #1, PH 663

Below is an example of inadequate audience segmentation. While the video is attempting to reach a segment of the population (women), it is striving to reach ALL women. While there are common experience among women, there are many differences. The campaign could be better if, through formative research, it attempted to reach sub-segments of women in different ways.

https://www.youtube.com/watch?v=lXDlSzXEujg&feature=youtu.be

Below is an example of a flyer that did a good job at audience segmentation. Instead of reaching all sexually active individuals, it is attempting to reach MSM in a specific region (Houston, TX). This can be more effective than a more generalized approach.

@globalcommunicationproject

[nezzee5-blog]

Audiences, Part Four, Analysis Activity #2, PH 663

The broad segment that “This Free Life” targets is the young LGBTQ or queer community. Although those within the community have much in common, there are a lot of differences among LGBTQ persons depending on one’s sexual, gender, and ethnic identity. This is important to understand when developing a campaign such as this. Sub-segments within the community need to be identified as the queer experience is non-uniform and varies tremendously. 

One obvious sub-segment targeted by the campaign are LGBTQ folks who identify with and/or enjoy experiencing drag performances. Namely, folks who may frequent watching Rupaul’s Drag Race or attending nightclubs that have drag performances. This can also include those who see “flawlessness” as part of their identity.

Another sub-segment includes individuals who have recently came-out at LGBTQ or are thinking about coming out. The stories captured in the campaigns’ YouTube videos highlight this experience and show it to be act of bravery (rightfully so). This can be tactful in showing that if you have the courage to come out and if you cane come so far to do so, you can say no tobacco because it is not worth it.

Also, couples are also highlighted in many images, videos and emojis of the campaign which suggests that it is also targeting LGBTQ persons in a relationship. This can also be effective in showing the choice to be tobacco-free as one protects not oneself, but also one’s partner.

Lastly, the campaign also reaches LGBTQ individuals who socialize at nightclubs. This is common as these venues tend to provide a safe space for those in the community and a way to meet others. However, “social smoking” is often seen at these venues so reaching this audience is crucial.

@globalcommunicationproject

[decadentsharkhideout-blog]

Messages, Part Four, Research Activity #4, PH663

This advertisement below uses a shocking photograph to call awareness to binge drinking by likening it to too many facial piercings. Regarding Kotler’s 4 Ps, this one clearly strikes on Price.  There is an obvious “price” one pays for binge drinking. In relation to McGuire’s model, this ad plays off the Activate element by prompting people to consider how many drinks they are drinking at once.

The next ad below also uses shock value or scare tactics to call awareness to the issue of secondhand smoke in the home. In relation to Kotler’s model, it focuses on the Product of a smoke-free home where children are not forced to inhale dangerous smoke. The price of smoking in the home is also implied in the harm it does to innocent children who live there.  As for McGuire’s model, it may be a combination of activate and advocate: it may prompt smokers to consider changing their behavior if they smoke with children in the home (though there is no resource or advice provided for those with an addiction), and it also advocates for children who are innocent and helpless when living in a home with smokers.

@globalcommunicationproject

[nezzee5-blog]

I feel that the piercing/drinking example is a poor choice on the part of the source. Equating a style (multiple piercings) that poses no threat to health to an unhealthy behavior (binge drinking), to me, is not a good choice. It may also marginalize a population who likes the appearance of multiple piercings. The ad does, however, catch the audience’s eye which is beneficial. But I feel like this message could have been conveyed in a different, more effective way.

The second hand smoking ad is very well done. It’s tactful in that it directly shows who is causing the harm via the adult hand hold the cigarette. The message that children have no agency in the matter is conveyed well as the girl appears to be passive. I feel like this ad would be effective among parents and caretakers.

[sd619abc-blog]

Messages, Part One, Research Activity #1, PH663

Campaign Objective: Announce

https://gettested.cdc.gov/ - This site allows users to locate STD, Hepatitis, and AIDS testing sites in their areas by entering a zip code.

Campaign Objective: Advise

http://www.pewresearch.org/fact-tank/2014/02/07/who-smokes-in-america/ - This article by PEW Research Center presents clearly stated facts on incidence of smoking and populations in higher practice of the behavior.

Campaign Objective: Activate

This ad persuades readers to stop drinking soda by presenting information on the financial and physical consequences of soda-drinking.

Campaign Objective: Advocate

https://www.hillaryclinton.com/ - This site embraces and promotes the political decision to vote for Hillary Clinton for the 2016 Presidential Election.

Campaign Objective: Combined Objectives

http://www.cdc.gov/knowmorehepatitis/index.htm - This site draws from the objectives of advise and activate. Statistical facts regarding Hepatitis are used on the homepage to inform visitors. Further descriptive and epidemiological  information is provided by clicking “Learn More about Hepatitis C”. The site also activates users to get tested by using facts to persuade. The homepage is focused on stats that make an impressionable effort on adults born between 1945 and 1965 to get tested due to increased exposure risks of this population. 

@globalcommunicationproject

[nezzee5-blog]

I am not convinced that your soda consumption is an accurate example of a health communication that “activates”. Instead, I feel this example advises its’ audience. Simply reading this information, I feel, does not do enough to get people to stop drinking soda. It creates an informed audience, which can be correlated to the reduction of the behavior, but it is not calling out directly for the audience to take action. 

The the CDC site that you side for your combine objective example, does represent advise and activate well. The only thing I question about a site like this, is how do people get exposed to this message? It is a valuable one, but I doubt that those who are not otherwise motivated to take action would seek out this page. Unfortunately, I feel there are a lot of government messages like this one that may not reach the intended audience.

[runninthru663withmywoes]

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

This campaign strongly influenced my lifestyle around exercise. This was one of the first exercise campaigns I came across that included women of all shapes and sizes. I personally hate exercise campaigns that promote being “skinny” or obtaining “bikini bodies.” A lot of health and fitness campaigns geared towards women associate a woman’s size with their fitness and health. This campaign really impacted me because it showed physically fit women who were the same size as me. I have always been both “thick” and physically active/fit. This source was inclusive of all body types, which is why it had such a great impact on me and continued to sustain my active lifestyle.  

Cowspiracy strongly influenced how much meat I consume. Prior to watching Cowspiracy, I was an on-and-off-again vegetarian for 5 years. My reasoning for being a vegetarian revolved around animal cruelty and the quality of meat in the United States. It wasn’t until I watched Cowspiracy that I became aware of how meat consumption is destroying our planet. Cowspiracy shared the “sustainability secret,” which explains how meat consumption is the leading cause of deforestation, taking up our remaining water sources, and is responsible for more greenhouse gases than the transportation industry. The sustainability secret shared in Cowspiracy had a greater impact on my meat consumption than those I had held on to previously. The fact that the source was from an expert perspective and evidenced-based is why this message was so effective for me.

@globalcommunicationproject

[nezzee5-blog]

How have I never seen this body-positive physical activity video until now?! Thank you for the share! These sorts of images of body diversity and health at all sizes is what this society needs more of - men included. An ad like this communicates so much more than “exercise regularly”. It address negative body image, unrealistic body expectations and self-esteem which are all important for health as well. I think as up and coming professionals in Public Health, we need to keep these issues of body image in mind when we are working to resolve obesity and chronic disease prevalence.

“Cowspiracy” is a great documentary and I appreciated it’s commentary on meat consumption and sustainability. I think its important for messages to also note that if you are eating a healthy amount of meat (just a few servings a week) you can also do your part in promoting environmental well-being. This way more people can feel like they can make a difference even if they do not want to be a full vegetarian.

[hawtbigolbiscuitz-blog]

Sources, Part Three, Research Activity #3, PH663

Since I am from Los Angeles,  and lived in Los Angeles all my life.  I like to look at The LA Times periodically and get my news.  The LA Times has been around since 1881.  It is the largest metropolitan newspaper in the United States.  It is the fourth most widely distributed newspaper in the country.  LA Times covers a range of topics from entertainment, sports, politics, local, world, business, and LA Now.  The LA Times is known as a credible source because it is one of the leading sources of breaking news that happens in LA and the history from how long it has been around, makes it a credible source.

The Huffington Post is seen as less credible for people due to the content that is publish in the articles from bloggers, celebrities, and simply people that just share there opinions. The Huffington Post covers a range of topics also such as politics, entertainment, crime, style, world news, technology, and comedy.  It lacks the scientific side of support.  It is also relatively new and has been founded since May 2005.  So I will see this newspaper as less credible. 

@globalcommunicationproject 

[nezzee5-blog]

Great choices and I am happy to see that you mentioned a source that may not be so credible. I always like to defend The Huffington Post because it does a great job at getting a diverse audience involved in the news. Being a less formal format, younger audiences or those not looking to take the new “so seriously” may be more inclined to read articles from this source. While the post is left-leaning and all content is not in-depth journalism, it does contribute to a more informed and engaged public. The source can also compliment other more credible news sources, such as the LA Times, and serve as a liberal perspective to national and world events.

[ph663poster-deactivated20170105]

#source #part six #research activity 5 #PH663

Angelina Jolie, as a self styled spokesperson for breast cancer prevention was truly harmful when she used her publicity status to appear to speak for the medical community. She has neither the knowledge nor the qualifications to put forth a health communication about something as complex and serious as breast cancer. She could have used her celebrity status to really impact breast cancer screening in a positive way, rather she used it to promote her individual decision to get genetic testing and bilateral mastectomies, urging scores of women to get these unnecessary, risk, painful and expensive tests and procedures. Celebrities, because of the enormous amount of power they wield in all areas of life, need to be mindful of what they say and consider the far reaching consequences of their statements.

[nezzee5-blog]

I agree with all the points you made about the aftermath of Angelina Jolie’s decision; however, do you feel that this was her fault or the way in which celebrity publicity is played out? Everyone should have the freedom to make their own decisions when it comes to their bodies and I am glad Angelina Jolie exercised this freedom. If tabloids, magazines and other mass media did not capitalize on this choice just for a good story to make a profit, I don’t feel that the effects would have been so devastating (e.g. the rise in bilateral mastectomies as a prevention strategy). Her experience could have instead been framed in a way that highlighted her experience and the fact that this is a risky procedure and poses unnecessary risks for those who are not diagnosed with breast cancer. Furthermore, I don’t think Angelina Jolie wanted to be a spokesperson for breast cancer. I think this role was subscribed to her by the way in which coverage of her experience done.

[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 

[nezzee5-blog]

You did an excellent job at describing these sounds and linking them to potential behavior change messages. I too felt that the “Arabic Darbuka live” would be appropriate with a physical activity campaign. However, I did not link it with Arabic population while this is a good point. Your interpretation of the “piano chord with an underwater reverb effect” was great in that you linked “forward motion” to “transportation”. 

[hawtbigolbiscuitz-blog]

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

I am pretty sure most of us have saw this ad commercial of Kim Kardashian-West from Carl’s Jr. I think using Kim Kardashian-West as a source was inappropriate to the apparent purpose of the health message. (which is eating a salad)  This is a poor choice to me because to promote of eating healthier by purchasing a salad does have nothing to do with being in your bedroom with a robe on and being in the bathtub eating the salad.  As all of us know, sex sells in the entertainment industry world.  But, I lost the whole purpose of promoting the salad because of this story line and scene.  I feel this advertisement is only targeted to men.  A lot of teen girls look up and idolize Kim so basically she is teaching them you have to be sexy while eating your salad.  And the quote when she says “While best things in life are messy, it’s fun to get clean”  What does that have to do with the purpose of this message “the salad”? I am lost.

A better choice for reaching whatever target audience is to have a role model maybe Michelle Obama showing why salad is one way of eating healthier but making the salad fun by making it colorful, showing the target audience what to put on your salad, or providing a salad recipe, (things like that) without promoting sex.  

@globalcommunicationproject

[nezzee5-blog]

I think you make a lot of good points with your interpretation of the ad; however, is this ad really a health message? I don’t think that was the intention of Carls Jr. Instead, I think the fast food company simply wanted to appeal to an audience that is more health/diet conscious in order to make money. I doubt that the company is really concerned about health. Profit off of consumers who may be more inclined to buy salads, I think, was the goal.

On the other hand, I do agree that a figure like Michele Obama would be appropriate to promote “eating salads” as she is respected for her health efforts.

[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

[nezzee5-blog]

My interpretation of the speed limit communication was very different. Instead of seeing it as a message that states that “if you go over the speed limit... you will die,” I saw it as a way to illustrate why speed limits are in place. If a child is hit at 30 mph, there is a 80% chance they will live, as opposed to a 70% chance of dying if they are hit at 40 mph. Making this comparison, to me, allows the audience to see clearly the devastating impacts of going just 10 miles over the speed limit. For that, I found it to be more effective than the smoking ad because it illustrates how a simple behavior can make a world of different. The smoking ad may be effective at “scaring” its audience, but does it lead to behavior change?

Furthermore, I think the confusion in what the message of the speed limit ad (both in comments and your interpretation) does show its limitation. Like you mention, the ad could perhaps be more clear.

[bigredxoxo-blog1]

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

In this advertisement for morning sickness medication, Kim Kardashian is an inappropriate source. Yes, she may have been pregnant and have experienced the symptoms of morning sickness, but she does not have the credibility to promote any sort of medication. Kim Kardashian’s brand is closely associated with reality television, beauty/fashion, and drama. If she were to promote products more closely associated with her brand, she would be a much credible source.

Medications and general health are far from her expertise.  In fact, the FDA provided harsh criticism for her social media posts stating that Kardashian was violating the Federal Food, Drug, and Cosmetic Act because her paid advertisement failed to acknowledge all the risks associated with the medication. Also, let’s not fail to recognize that her medication advertisement started with the acronym “OMG.” In terms of medications, a better source would be a doctor or pharmacist, particularly one who works closely with pregnant women. Anyone who is trained to prescribe and distribute medications are probably the best suited to advertise such products.

@globalcommunicationproject

[nezzee5-blog]

I completely agree with your argument that Kim Kardashian is an unfit source of information on medications of any kind. It would have been different if this product was being advertised in an ethical way, pointing out side effects, was FDA-approved, and had research to back its claims and it was simply using Kim Kardashian as a spokes person. However, I imagine that Kim simply got money to promote their product on Instagram in whatever way she found fit. Like you point out, this form of advertising deserves criticism. Unfortunately many celebrities are doing similar advertising and it appears to be effective. I wish, instead, that public health campaigns could tap into the resource celebrities could provide for their campaigns on social media.

[ph663poster-deactivated20170105]

#Messages #part one #research activity 1 #PH663

Announce:http://www.diabetes.org/in-my-community/awareness-programs/latino-programs/?loc=lwd-slabnav

Advice: http://www.diabetes.org/diabetes-basics/

Activate: http://www.diabetes.org/are-you-at-risk/?loc=atrisk-slabnav

Advocate: http://www.diabetes.org/advocacy/take-action/?loc=adv-slabnav

Combined objectives: Announce + Activate http://www.diabetes.org/collab/d2sd/?loc=imc-slabnav

[nezzee5-blog]

I appreciated seeing these examples of health communication applied by the same source (American Diabetes association). It allowed me to better understand the concepts and see how they can be used to address the same health problem, yet serve different purposes. However, since the understanding and definitions of each concept depend much on context, it would have been nice to hear your input. For example, for your “advice” example one could argue that it could be an example of health communication that “activates” as the page encourages readers to take action and learn more about their health risks. Thus, it is important to argue the way in which each is an example of different forms of health communication.

[nezzee5-blog]

Messages, Part Four, Research Activity #4, PH663

https://www.youtube.com/watch?v=NLHYnRCd8sA

The message commercial which promotes 60 minutes of physical activity per day for children advises and activates. It advises by explaining that the physical activity goal does not need to be all at once. Instead, activity can “add up” throughout the day. It activates the primary audience (adults and parents) presenting activities that count as physical activity and giving them a resource for more ideas at the end. Using the Kotler perspective, the “price” of the behavior is presented to be minimal. By breaking down what may be interpreted as a daunting amount of time (60 minutes) into smaller increments, meeting the guidelines may seem more realistic for adults parents to encourage among children. The “product” is physical activity and from the presentation in the commercial it seems to be accessible. The “place” and “promotion” is a TV commercial and would be best broadcasted mid-day and after work hours to reach the intended audience. The “position” this ad must be compare to are other activities that may compete for children’s time (e.g. homework, TV, video games). The product must then be presented in an appealing, fun way.

This message first announces a national service available as a resource for those who are contemplating suicide and those who know someone who may need this particular support. Furthermore, the message also activates the audience to call if support is needed or to prompt someone to call who needs the assistance. From knowledge obtained elsewhere, I am aware that this is a free service. But this particular ad could have explicitly stated that there is no “price” for the service. “Price” in terms of effort required to access the service is minimal as well as the number can be reached anywhere in the United States. This makes the “product” more appealing and a viable option especially in mental health crisis situations. The “placement” of this ad would be best online and in social media platforms that can reach a large audience. It could also be seen in print such as in newspapers and magazines that are well read. The more people are aware of this service, the more it can be used when needed. It can also be given as a handout for professionals who may work with clients so that if a mental health situation were to arise, they would be equipped with a resource. Lastly, in the case of this service, “position” in being compared to other services is most likely desired. This hotline is not, and should not be, all inclusive mental health care. Other mental health services should be promoted alongside this hotline in order to address suicide. 

@globalcommunicationproject

[nezzee5-blog]

Messages, Part Two, Research Activity #3, PH663

The sound titled “musical accent with tribal spirit wind gust” creates a sense of being surprised and could be paired with presenting a startling health statistic.

The sound titled “record scratch” conveys confusion and can be used in a commercial promoting STD testing. For example, “getting tested is free, but [sound] only X% get tested.”

The sound titled “an ambient synth part in C” conveys wonder and can be used in the introduction of an advertisement of a health campaign that is looking for support either through volunteers or donations.

The sound titled “a dark scary low string synth cord” creates fear and can be used in anti-smoking commercials.

The sound titled “an Arabic Darbuka live” conveys feelings of enjoyment and would be best used in an ad promoting physical activity. 

@globalcommunicationproject

[nezzee5-blog]

Messages, Part Two, Research Activity #2, PH663

Both messages tap into a fear appeal in a creative way. The smoking related image creates a dark, unappealing image of one’s lungs using cigarettes. This image, combined with lighting and smoke, prompts the audience to imagine their own lungs if they were to choose to smoke. The speeding related message strategically using statistics to compare the differences between seemingly similar car speeds. A juxtaposition between the two stats allows for the audience to see how the impact of going just 10 miles over the speed limit can have on a child’s life.

With that said, I find the speeding related message to be more effective as it promotes response efficacy to the message. After viewing the message, it is clear that one needs to simply go 30 mph in order to reduce the likelihood of fatalities. The action is simple and is can be done by all drivers after seeing the message. On the other hand, the smoking related message fails to support response efficacy. It is clear that the ad is working to prevent and stop smoking behaviors, but there is no support or specific guidelines for the audience to follow. For those who are not smokers, but may be at risk for picking up the behaviors (e.g. teens), the ad only relies on fear to be a motivator to avoid pressures to smoke. This may not be effective, as mentioned in the “this is your brain on drugs” ads. For those who are smokers, fear is not the most effective way at getting one to quit. Most smokers are aware of the harmful effects of smoking and thus need other reinforcers to motivate quitting.

@globalcommunicationproject