IMC Discussion Board 1

Social marketing uses marketing principles to promote behaviors benefiting individuals and communities, such as healthy living and vaccination uptake. Unlike commercial marketing, it prioritizes societal well-being over profit. By addressing behavioral drivers and barriers, social marketing effectively engages target audiences, making it vital for health communication, especially in overcoming vaccine hesitancy: IMC Discussion Board 1.

Influenza Vaccination Campaign for the University of Mississippi

To increase influenza vaccination uptake on campus, the campaign must address the needs of students and the Student Health Center. Both groups are pivotal to success but require tailored approaches.

Student-Focused Campaign

Students hold diverse health beliefs, so it would be important to promote both the personal and social benefits. “Protect Yourself and Protect Your Friends: Get Your Flu Shot Today!” makes use of one’s social connectedness to induce an action via Instagram and TikTok, for example, with promotions on digital screens and dormitory flyers (Stolberg, 2023). This could include weekly posts one month before flu season, escalating to daily reminders during vaccination week. The studies have underlined that consistency is crucial for the creation of trust, especially in younger generations prone to misinformation (Lee et al., 2022).

Student Health Center Campaign

As a trusted campus authority, the Student Health Center must focus on accessibility and convenience. A clear message, “Convenient, Quick, Free: Visit the Student Health Center for Your Flu Shot!” can alleviate logistical concerns. Email blasts, posters, and direct endorsements during appointments are effective channels.

Bi-weekly emails before flu season, with intensified outreach two weeks prior, ensure visibility and engagement. Public health experts agree that improving access to vaccines can significantly reduce the spread of preventable diseases, as evidenced by the World Health Organization’s data on vaccine effectiveness (Lee et al., 2021).

Accommodating Stakeholder Needs

Tailored strategies address the unique needs of each group. For students, leveraging peer influence and social media builds trust and engagement. For the Student Health Center, consistent communication ensures a seamless vaccination process. Together, these efforts promote widespread vaccine uptake on campus and enhance overall health outcomes.

References

Lee, D., Rundle-Thiele, S., & Li, G. (2021). Motivating seasonal influenza vaccination and cross-promoting COVID-19 vaccination: An audience segmentation study among university students. Vaccines, 9(12), 1397. https://doi.org/10.3390/vaccines9121397

Lee, D., Rundle-Thiele, S., Wut, T. M., & Li, G. (2022). Increasing seasonal influenza vaccination among university students: A systematic review of programs using a social marketing perspective. International Journal of Environmental Research and Public Health, 19(12), 7138. https://doi.org/10.3390/ijerph19127138

Stolberg, S. G. (2023, December 3). “Medical Freedom” activists take aim at new target: Childhood vaccine mandates. The New York Times. https://www.nytimes.com/2023/12/03/us/politics/mississippi-childhood-vaccine-mandates.html

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You are charged with the University of Mississippi’s social marketing campaign to promote influenza vaccination on campus. Consider how you would balance the interests of different stakeholders (e.g., students, faculty/staff, parents,the Student Health Center etc) to encourage healthy behavior (vaccine uptake) in such a campaign.Choose 2 groups of stakeholders (can be any of the above or any that YOU come up with), and describe these groups.

IMC Discussion Board 1

Then, suggest effective public health messages for them, related to promoting vaccination. Consider a) the wording of your message, b) the appropriate channel(s) to reach them (e.g., Facebook, flyers on a bulletin board in a dormitory, or an email blast), and c) a proposed schedule for when you’d send your messages out. Be sure to address frequency (how often messages are sent out) and reach (how broadly messages are sent out).

Describe, in a paragraph or so, what this health communication campaign might look like from the perspective of each of the 2 separate groups, and explain what you might change to accommodate/address different stakeholders’ needs.