1 Building Public Health Campaigns Air Pollution amp Urban Health Issues 13032020 Department of Communications World Health Organization 2 1 2 Defining and mapping your target audience ID: 1015946
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1. 13/03/2020Department of Communications, World Health Organization1Building Public Health Campaigns:Air Pollution & Urban Health Issues
2. 13/03/2020Department of Communications, World Health Organization212Defining and mapping your target audience 3Develop key messages for your SOCO4Create a model Public Health Campaign Today’s Outcomestoday, you will …Learn about and practice making SOCOs
3. 1. Positive Behavioural Change 2. Centers for Disease Control and Prevention13/03/2020Department of Communications, World Health Organization3The path to actionThe communication continuum
4. 1. Defining your SOCO
5. 5Topic 1: Creating a SOCOSingle Overarching CommunicationsOutcome
6. THE CHANGE you want to see in your audience 6SOCO is …
7. 13/03/2020Department of Communications, World Health Organization7Developing your SOCOWhat is your issue?Why do you want to focus on this issue, now? Who needs to change their behaviour?What do you want your audience to change as a result of your communication?Questions:This is your SOCO
8. The change I want to see is that my audience is __________… influenced… told… donating funds… confident… reassured… informed… made aware… convinced… drafts a new policy….strengthens policy enforcement13/03/2020Department of Communications, World Health Organization8Complete this sentence
9. The change I want to see is that my audience is __________… influenced… told… donating funds… confident… reassured… informed… made aware… convinced… drafts a new policy….strengthens policy enforcement13/03/2020Department of Communications, World Health Organization9Complete this sentence
10. 10Sample SOCOs BreatheLife Campaign :Cut deaths from AP by 2/3 by 2030 (NOT in the SDGs)Get 50 National Governments to adopt Air Quality Standards in line with WHO AQ guidelines (10µg/m3 for PM 2.5)Cities prioritize investment ($$) in clean transport – BRT/tram, safe, dedicated in walking & cycling networks, over roads and parking development. % of city residents cycling or taking transit to work increases from 5-15% by 2025
11. Develop a SOCO for your communication challenge13/03/2020Department of Communications, World Health Organization11Your turn!Group exercise - 5 minutes –
12. 2. Identifying your target audience13/03/2020Department of Communications, World Health Organization12
13. 13/03/2020Department of Communications, World Health Organization13Mapping your audienceEnergycommon causeAvoiderspassive resistersSilent Boosterspassive supportersBlockersactive resistersChampionsactive supporters--++
14. 13/03/2020Department of Communications, World Health Organization14Communication strategiesAvoidersSilent BoostersBlockersChampionsMonitor what they are saying and who is listening to themIgnore if they are not influentialConfront if their influence is significantCounteract by giving facts & enlisting championsGive them informationAcknowledge their contributionLet them champion your causeInform or ignoreGet critical mass of champions to influence them Educate, enable, inform and motivateEnergize them by involving champions they admire
15. Who are they – ?Political priorities? Thought leaders & role models? Lifestyle, habits, personal and family priorities?Shoe preferences – but seriously Why is you our message is important to them – even if they don’t agree with you about Everything? 15KNOW your Friends, Champions (& Adversaries)
16. Using your SOCO, map your audience - We will do this in the interactive exercise13/03/2020Department of Communications, World Health Organization16Your turn! Worksheet 2