IMC DB 4
Two major interventions will be aimed at the different stakeholder groups for the Mississippi campaign—that is, parents of daycare-age children and school administrators— through public relations and advertising. However, each group has different needs and motivations that require communication with other strategies: IMC DB 4.
The advertising will be in the form of digital and print communication to get the attention of the parents. Using social media outlets like Facebook and Instagram, where many people log in on a daily basis, with parents being among the regular users, will be the main avenue. An infographic showing how the vaccination campaign has succeeded would be compelling: for instance, the one describing vaccination trends throughout time. According to Olson et al. (2020), the graphic will tell about the positive impact of vaccination on the health of the population and the importance of the trend’s continuation.
It will be short, persuasive, and nonzero emotive language to engage parents by telling stories of parents who have had their children vaccinated and have since found peace of mind. The testimonials will focus on the social and personal gains of vaccinations with a positive, reassuring tone. Parenting groups online will also receive web flyers containing details of nearby vaccination centers and easy-to-read facts about the process. The aim is to provide parents with the information in a simple and appealing format so they know what to do.
Notably, the public relations concept will focus on school administrators, who play a key role in encouraging vaccination in the school community. The campaign will use evidence-based facts to share how immunization will cause less absenteeism and healthier school surroundings, as suggested by Gerretsen et al. (2021). Such information, in the form of graphs and statistics, will be shared through school newsletters and email notifications, offering administrators concise, evidence-based justification for vaccination campaign endorsement. Second, op-eds and press releases from trusted local community leaders will be printed in local media to support the social norm of vaccination and advance overall community health initiatives.
Both interventions will leverage targeted messaging, persuasive imagery, and strategic media dissemination to optimize reach and effect, ultimately influencing greater vaccine acceptance among parents and school administrators.
References
Gerretsen, P., Kim, J., Caravaggio, F., Quilty, L., Sanches, M., Wells, S., Brown, E. E., Agic, B., Pollock, B. G., & Graff-Guerrero, A. (2021). Individual determinants of COVID-19 vaccine hesitancy. PLOS ONE, 16(11), e0258462. https://doi.org/10.1371/journal.pone.0258462
Olson, O., Berry, C., & Kumar, N. (2020). Addressing parental vaccine hesitancy towards childhood vaccines in the United States: A systematic literature review of communication interventions and strategies. Vaccines, 8(4), 590. https://doi.org/10.3390/vaccines8040590
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Question 
Week 4 Discussion Prompt— Please review orders 59315, 59316, 59484 and 59485 before completing this DB as it needs to reflect and match.
Ch. 4- Find or create 1 visual for your campaign (e.g., important graph about vaccine trends, infographic, etc). Use Ch. 4 as inspiration. Insert your visual into the “interventions” section of your final project.
Be sure to cite it if it is a pre-existing visual. Whatever you choose should propel the story forward!
(Kaiser Family Foundation, National Equity Atlas, 2019)
One important part of running a community health campaign (e.g., your social marketing plan) is considering dissemination of results. Consider the full “IMC mix” listed below. IMC focuses primarily on the “promotional P,” which branches out into the various subfields listed in the green hexagons.
Further elaboration about each element can be found below.
As your narrow in on your 4 interventions for the final project, consider that you need to create compelling messages for various stakeholders across a variety of channels by using different IMC techniques. Choose 2 of the above (e.g., advertising and public relations), and describe the creation and dissemination of EACH of these 2 interventions for at least TWO DIFFERENT GROUPS of stakeholders (e.g., school administrators, parents, students).
IMC DB 4
Consider:
- What communication materials would resonate with EACH audience? Explain for EACH.
- How might these materials appear to get the point across/be most persuasive – using as few words as possible?
- What visuals might you include for EACH?
- How might you distribute the message (e.g., Facebook, Twitter – now X– radio, podcast, printed handout, etc) for EACH stakeholder group?
Answer the questions above, and provide details/rationale behind your strategy and approach.
*These should be 2 different messages/interventions than you proposed on the Discussion Board last week. You need to finalize 4 interventions in total for your final project, so use this chance to present your OTHER 2 ideas to your classmates for review/feedback.
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