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[runninthru663withmywoes]

Audience, Part Four, Analysis Activity #3, PH663

McDonald’s segmentation approach is very similar to the approaches used by health communication campaigns. McDonald’s segments to different ethnicities, which is what health communication campaigns tend to do. Health campaigns also tend to target Latinos, African Americans, women and children. McDonald’s provides information on their website in different languages so that their different target populations can access their menu. Health campaigns usually do the same thing with their brochures and pamphlets. McDonald’s has a “culturally humble” approach when it comes to their menu items, often changing their menu based on what country it is in. I think this is something that many health campaigns lack. Health campaigns will usually provide their information in different languages, but don’t change their message or how they deliver their message based on the target audience. I think the biggest distinction between McDonald’s and health communication campaigns is how they target low-income audiences. McDonald’s solution is simple and effective, while many health communication campaigns lack that simplicity. McDonald’s will provide low-income audiences with low cost food that will keep them full for several hours. Health communication campaigns will provide low-income families with “skills” and knowledge on how to eat healthy, but they will not provide them with affordable access to healthy food options.

@globalcommunicationproject

[oceanprisononoo-blog]

I somewhat agree that programs don’t take culture into consideration. I think previously that hasn’t been done, but based on what I’ve seen I feel like a lot of research and a lot of programs that are targeted at minorities and cultural minorities always start off with something about cultural sensitivity or something like that. It’s almost like it’s vogue and the “it” thing to do, I think where health programs falter is like you mention is the execution of the program. Mcdonald’s offers a simple solution to low-income population... cheaper food. Plus they don’t even modify the whole of their restaurant they simply include it on the side and make it a norm. I think it speaks to the fragmentation of health services their goals and the lack of effectively using resources in the PH field. 

[ph663poster-deactivated20170105]

#Audience #part four #analysis activity 2 #PH663

The This Free Life campaign targets the sexual minority segment of the population. This audience is further sub-segmented into lesbian, gay, bisexual and transgender groups within the community. According to the CDC, LGBT adults and youth have substantially higher rates of smoking compared to the general population. The greater risk is thought to be a result of increased stress from social stigma, peer pressure, aggressive marketing and lack of access to preventive services (lung.org). It is thus clear that the sexual minority group should be treated as a priority population similar to ethnic minorities. This led the CDC to create the broad LGBT audience segment. Research also shows that the subgroups differ significantly due to varying types of social stressors, and thus need to be addressed separately, thereby leading to further subsegmentation of  the LGBT community to aid in more effectively targeting their antismoking message that would specifically address each particular subgroup. With careful subsegmentation of the audience and tailoring of the message to each group, the marketing campaign appears to have reached its “destination”.

[hawtbigolbiscuitz-blog]

I think you did a great job of analyzing this. I just thought of this campaign more in a broader sense and thought to myself that this campaign segments to the LGBTQ community and that’s it.  I never narrowed it down to thinking that this campaign targets “the sexual minority segment of the population”.  I never labeled it in that way and think of it in that sense.  But, it makes sense.  I do agree with the sub-segments you listed.  That the campaign did a great job sub-segmenting to the lesbian, gay, bisexual, and transgender groups.  Another thing I was not aware of is the LGBT adults and youth have substantially higher rates of smoking compared to the general population.  I thought it was  geared more to the Asian population and I assumed that they had higher rates of smoking and teens. Good job of backing it up and providing us with credible scientific evidence.  I also believed the marketing campaign did a great job and had reached it’s “destination”. 

@globalcommunicationproject

[omgcheddaisbetta-blog]

I agree that you have a very thought-out analysis of this campaign. I also agree that the campaign appears to have reached its “destination.” The use of segmentation is specific in its audience while being all-inclusive of a group that is not generally well-represented, especially within tobacco campaigns. I think they were right on in their marketing and hopefully it will be a successful campaign overall. @globalcommunicationproject

[oceanprisononoo-blog]

[oceanprisononoo-blog]

Audiences, Part #3, Analysis Activity #3, PH 663

I think the video and it’s explanations describe the segmentation of people through geographic means. She describes the different menus that McDonald has in different countries and regions. She describes different menu items that only show up in middle-eastern countries, African, Asian, etc.

She also describes how Mcdonalds markets to different age/sex demographics. They have happy meals that come with toys, as well as a playground that children can play in. They market to young adults by having cheap menu items and also free Wi-Fi. In addition they’ve included lower calorie items (seemingly low calorie) into their menus. 

Another way that she describes the segmentation of McDonald’s food items is economically. She talks about the dollar menu, and how this menu is aimed at people who are economically disadvantaged.

[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

[oceanprisononoo-blog]

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

The WHO’s World Immunization: close the immunization gap campaign is aimed at making sure that those who are in great need like those in third world countries have vaccinations against very deadly disease. On the main website they have a multitude of supplies and information. They have videos, campaign materials and basic information. In terms of announce I don’t really see a lot of information on when they’re having event but since it does seem like this is a campaign headed by the WHO I imagine they have material and methods to get people who need vaccines to the vaccination places. They also have information and material for World Immunization Week which is an announcement material. In terms of advise they have a plethora of information available to those with internet access. they have stats, and material, and videos with information about vaccinations. I don’t know if they have any material meant to “activate” since most of the places they are trying to target are very dispersed and challenging to access it falls on mainly the org. For advocating the WHO has a lot of campaigns and events in different countries that they have pictures of on the site. The also have a twitter feed at the bottom of the site to show what’s being tweeted and shared in terms of their campaign.

In terms of Kotler’s 4 P’s, I think they get at very important points that aren’t seen in the 5 A’s. Price I think is an important one because there is always a cost to doing a new behavior. Even if it’s something like getting a vaccine or getting a mammogram. Things like time, travel and other resources that are very important to a person. I think the 5 A’s really focus on the source, and in a sense acknowledge that the source and the receiver are separated when in reality they’re not. A campaign is costly to both the source and the audience, especially when you look at people and populations that need it the most. Minorities and low SES populations sacrifice a lot in order to go to these campaigns which is a barrier. In terms of place I think people tend to do a good job of telling people about campaigns that are within that circle. For example for breast cancer walks, or events you’ll see a lot of material and flyers at a hospital like the Moores Cancer Center, but I don’t see them in the mail, or being distributed to offices to people who aren’t involved in the movement. these people you can argue need the information, awareness and resources the most because they won’t get this information until it’s possible too late. Promotion has really slanted to online sources. I see a lot of campaigns relegate their promotion to tweets, FB events, or instagram posts. I think in first world countries this is probably the most optimal way of spreading information and promoting information and events. In poorer countries, the onus is more on the org. workers to spread by word of mouth and try to do promotion and events at the same time. For example, going to villages and doing vaccinations or water testing while you’re promoting clean water. 

[oceanprisononoo-blog]

Messages, Part 2, Research Activity #3, PH 663

A short record scratch sound: For this one the first thing I thought of was the sound scratch -> freeze frame and then the character goes “oh hey… you’re probably wondering how I ended up here…” (ex. http://www.telegraph.co.uk/news/2016/09/02/record-scratch-freeze-frame-the-hilarious-meme-taking-over-the-i/). I think this could be used creatively in a video short that starts with a character that explains a health disparity or something like that.

Repeating musical synth loop effect, processed human voice: I think this sound is to foreign to have in a video with human actors. I think it could be used in a video with inanimate objects, where the environment and the objects in that environment tell the story.

Fuzzy electric guitar riff in E: definitely has an active and movement feeling to it. I think that it could be used in a montage-ish video, maybe for a exercise promotion campaign. It could also be used as the melody for a video that is meant to give a health message with people moving and dancing. 

A piano chord with an underwater reverb effect:  this sound could be used as a tone setter that travels throughout the video. I think because it’s a low tone it could be used in a message geared towards depression, or any disease in a sad context. I would use the sound 

An acoustic guitar reflection riff in F#: This sound had a very melancholy sound. I think it could be used as an introduction and then build up to a happy theme. So maybe start with a factual message about a disease or unhealthy behavior but then finish with a call to action on how to help solve the issue.

[oceanprisononoo-blog]

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

My initial thoughts when I saw the two images was that the cigarette image didn’t have any form of urgency. It just seemed like it was almost trying to say that eventually a person will die but not today. This seemed to take away from the message that they’re trying to give which is to quit smoking. I also thought that it seemed like more of an art project that belonged in a art museum. It also didn’t give much information as to what to do which I find is common in a lot of smoking ads. They want you to quit but don’t tell you how to do it, or where to go for help. 

The speeding post had a live or die theme to it. I think it really made me aware of whether I speed in slower speed area. It had a call to action that was simple to do but maybe not simple to make people do it. I wonder if there was something in addition to this poster, like cops posted in areas where you’re supposed to drive 30mph. If not I wonder if this is enough to make people change behaviors. I might see this on a street and slow down initially, but eventually everyone reverts to their old driving.

I think overall I liked the speeding post most because it said something, said to do something. Smoking ads usually have a poignant picture but nothing in addition and I think that’s not enough to make the rest of the people who still smoke to quit smoking.

[oceanprisononoo-blog]

Messages, Part 1, Research Activity #1, PH 663

Announce:

Advise:

Activate:

Avocate:

Combined:

[ph663poster-deactivated20170105]

#Messages #part two #research activity 2 #PH663

Both the lung cancer message and the dangers of high speed driving message are fear based communication styles. The lung cancer piece shows just the picture of lungs that appear charred and not particularly alarming since it is not linked to a human being either with an image or a voice. This makes it a less compelling than the high speed death message since the second uses a face to humanize the harmful effects of smoking. In addition, the second spot has used the picture of a child to indicate harm to your loved one that may be traveling in your car or another’s young child that you could hit and harm in a high speed collision. Also the lung cancer piece does not show the benefits of not smoking, while the speeding piece does highlight the benefit of living at lower speeds. Lastly the lung cancer message has no call to action, explicitly telling the viewer to stop smoking, whereas the speeding message specifically tells people to drive at 30 mph. Thus it is likely that the response in terms of behavior change of the viewer will be higher with the anti-speeding campaign rather than the anti-smoking campaign.

[oceanprisononoo-blog]

I agree with a lot of what you said, and hadn’t realized the idea of not showing a health benefit of not smoking. I agreed that the smoking message didn’t have any alarm or emergency to it. Things were bad, but they could get worse... but not for a while. I also agree with how the cigarette message didn’t really have a human connection, it wasn’t a person or a real lung, it was an abstract representation of a lung. This extends the connection from the behavior, the person, and the message. I had not thought of the benefits of the messages. I think a lot of health messages that’ve we’ve seen in class have also had this problem. They only show what the bad behavior is, but they do not show what the good behavior is or how to do it. I think this is a large problem because most people know what good health behavior is (not smoking, eating a well rounded diet, exercising) but some are in this behavioral loop and metaphorical ball and chain that doesn’t allow them to stop bad behaviors and start the good. The speeding message actually does this, it tells us if we drive at this MpH we can save a child’s life and if we drive at this other speed we will most likely kill him/her. On the other hand the smoking message has no advise on what to do if you know someone who does smoke or you are a smoker. It doesn’t provide behaviors that will help you or someone else quit or a location where you could access resources in order to quit.

[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

[oceanprisononoo-blog]

I think I might agree that the promotion video touches on all of the P’s and A’s but I don’t think it does a good job of doing so. I feel like that the most with advise and price respectively. I don’t think at any point they provide “factual statements regarding health behavior.” They suggest what they want to do but don’t give any information as to why they want to do it, or why what they want to do will be effective. Price is also very vaguely addressed, they don’t mention anything about effort and resources required as well. I don’t think there might be much effort required but there are probably methods to how you should effectively communicate with someone with mental health issues or simply just on the topic of mental health.

[bigredxoxo-blog1]

Messages, Part Two, Research Activity #3, PH 663

“A short record scratch sound” conveys positive energy and excitement and could be used in a campaign to encourage physical activity.

“A long low soft cello G note” conveys mourning and could be used in a fundraising campaign to help victims of a natural disaster.

The sound “repeating musical synth loop effect, processed human voice” presents a youthful feel with dark underlying tones to it which would be appropriate for a campaign regarding adolescent depression or suicide prevention.

The sound “a fuzzy electric guitar riff in E” has a compassionate, soft, and friendly vibe to it, which would be an appropriate sound to use for promoting services of a community center or health clinic.

The sound “a modulated synth helicopter noise effect” evoked mystery and danger which would be appropriate for a spot on condom use and unprotected sex.

@globalcommunicationproject

[oceanprisononoo-blog]

I really was amused at the subjectivity of music when I read your comments because I thought of completely different things when I heard the same sounds. For the first one the first thing I thought of was the sound scratch -> freeze frame and then the character goes “oh hey... you’re probably wondering how I ended up here...” (ex. http://www.telegraph.co.uk/news/2016/09/02/record-scratch-freeze-frame-the-hilarious-meme-taking-over-the-i/). “repeating musical synth loop effect, processed human voice” seemed a little to loud, and fast paced for me to be partnered with a youth depression or suicide prevention campaign. That being said I did agree with a lot of your choices and pairings of emotions. I think a lot of long notes are usually used with sad images like the “a long soft cello G note.” I think “ a fuzzy electric guitar riff in E” definitely has an active and movement feeling to it. I think that unless you have a video or image you can match the sounds too, the sound bits in vacuum are very open to interpretation.

[sd619abc-blog]

Messages, Part Two, Research Activity #2, PH663

I believe the NYC DOT ad with a half-skull child evokes more fear in viewers than does the anti-smoking ad. It is for more scary to see the skull of a child (NCY DOT ad) than to see lungs constructed from cigarettes because there is a skeletal system inside our bodies, but it is impossible to every have cigarettes in place of any organ in the human body. Furthermore, skeletons are often associated with death because our bodies actually do deteriorate to bones with full-body burials. Therefore, this reality of possibility is scarier than worrying about your lungs turning into cigarettes, which is imipossible.

There is also a more clear message with better response-efficacy in the NYC DOT ad. One can better understand that by reducing their speed to 30 mph in designated zones that an accident will keep children, and, extrapolating, anyone alive. If one understands their action can be effective, it is more easily acted on. The smoking ad may make a clear message that smoking is bad, but there is no action activated because no indicators of how many cigarettes are bad, or how to get help, are provided in the ad for someone to act upon. The anti-smoking ad, therefore, has light of the message, but lacks the heat found in the reduced speed message. 

@globalcommunicationproject

[oceanprisononoo-blog]

I think what the first picture (skull and child) evoked more was sadness over fear. I still agree with you however, the cigarette lunge poster wasn’t as scary as the speeding one. I think one reason maybe that the speeding picture actually has a human face in it which makes it more “real” vs. the cigarette lung one which almost seems like an art project. I think overall it takes the receiver outside of reality and presents an abstract representation of something rather than an image of a real lung that has been affected by smoking. Another thing that came to mind when I first saw it was that the lit cigarettes start on one side and haven’t reached the other side. This gives the idea that you can smoke for a while and it will eventually kill you but not at the very beginning. The first thought that literally came to my mind when I saw the image was “I wonder how long it would take for that to actually burn down.”  the image with the child on the other hand is very black and white (literally and metaphorically). On one side the child is alive on the other side she’s dead, and there’s no room in between. 

[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

[oceanprisononoo-blog]

I think all of these really match up well with the “5 A’s” All of the first four have a singular purpose of either announcing, advising, activating or advocating. I think one small detail that I’ve seen in many of the activate ads is how general/vague they sometimes are. In this instance the last one which has the combined objectives says to “encourage kids to...” but they don’t really say what are good methods of encouragements or incentives for kids to do those activities being promoted vs. behaviors that’s aren’t healthy for them. I imagine the website might have more information but it doesn’t make it clear that it does. I think this is a big issue because I can’t imagine most parents wanting their children to not exercise and be more active. Which means parents and those in charge of children want their children to be healthy and active but they can’t. The problem is they don’t have effective methods of doing so. These methods also need to be adapted to parents who have busy schedules, or those in harsher life situations, etc. The poster gives a lot (who, what, why), but not the essential factor (how).

[oceanprisononoo-blog]

Sources, Part 6, Research Activity #5, PH 663

I think the Republican and Democratic National Conventions as well as the campaigns have the worst sources. For some reason campaigns as well as the conventions always highlight celebrities versus experts on the topics being spoken about. It’s similar to the video for the module where celebrities are given more respect and attention than medical experts. Instead of getting experts on the economy, or the environment we would rather listen to Leonardo Dicaprio and his thoughts on the environment even thought climate scientist have been telling us for decades that we’re shooting ourselves in the face in terms of the environment. I don’t know why we believe celebrities more than scientist and experts in the field, but we do and I think campaigns from each side of the spectrum have been trying to effectively use high-profile celebs to campaign for them. I this sense it’s not a poor choice for reaching the audience but I wish it was. 

[oceanprisononoo-blog]

Sources, Part 4, Research Activity 4, PH 663

I think one health communication message that get’s me going are the nike commercials and videos online. I’ve always done exercise so they didn’t inspire me or change my behavior, but when I see a video I really get inspired to go to the gym or just workout. They have great series of ads that use famous athletes minimally while making the “normal” person the focus of the add. They try and say that even if you’re not famous and a super athlete it’s still inspirational to push yourself and maybe one day you’ll get there. In terms of source I don’t really respect them or see them as a great entity, but they have so much pull in the athletic world that they put out the most commercials. I think especially after their “Just Do it” slogan all their products and content became a lot more recognizable.

Another health communication message that has changed my behavior is the writing and videos that have been done showing the brutality of how we get our meat. From the awful conditions that animals live in, to the way they’re killed, as well as the way the meat is handled throughout the whole process. I remember one source in particular that pushed me over the edge was my friend. The fact that I had so much respect for him I think made him a great source for the message: stop eating meat. I think even though I knew how poorly livestock was being treated since I was never pushed to do anything I never bothered. My friend showing me different veggie-meals and recipes really gave me a way to change.

[oceanprisononoo-blog]

Sources, Part 3, Research Activity #3, PH 663

A show I used to watch not necessarily to get my news but to see commentary on news was Real Time with Bill Maher. I think the premise of the show added legitimacy as well as illegitimacy to the show. News networks tend to want to at the very least try be perceived as unbiased, a show with “experts” and guest arguing over a topic of interest made it seemed as if it was just opinions being thrown back and forth. This makes it seem like it’s unbiased in it’s intent to be bias. By having people of different views on the show you “control” for bias in a sense. This however hurts the objectivity of the show because all that’s being talked about are opinions of the show, so you never hit bedrock in terms of arriving at a conclusion. Another thing that hurt the legitimacy of the show was the fact that actors who weren’t knowledgeable about the topic or who had no real depth of knowledge and only knew the topic superficially were invited to the show. This simply created horrible discussion with nothing of real value coming out of it. I guess what it comes down to is that it was never intended to be a legitimate show, but many use it as a source of legitimate information (similar to the Daily Show).

[oceanprisononoo-blog]

Sources, Part 6, Analysis Activity #2, PH 663

I think the Central communicator for the ad is the actor who is always the center of attention. His voice is always heard throughout the commercial and is louder than anything (coughing from the mom). Even at the end of the commercial as the mom is leaving the house, he is in focus but she is not. In this case the mom is the peripheral communicator often acting the things that the actor is saying, and only adding to the subject of the commercial rather being the main conveyor of information.

I think the express feature of the commercial is also the famous actor. I think if you take all of his scenes out the commercial wouldn’t really make much sense. while on the other hand if you take the actor playing the mom the message of the commercial gets expressed clearly without question. The famous actor literally has every line in the commercial.