COVID-19 Formative Research and Creative Brief Activity

BPH 205

COVID-19 Formative Research and Creative Brief Activity

Module 7 (Chapter 7)

Name:  

Read Chapter 7 carefully and have handy to refer to during this activity.  Your task is to build a health community strategy to inform a specific group about COVID-19.  You may choose the group of people.  Keep it simple and straightforward.  Use this template to build your strategy.

Important:  Save this document as either a Word file or a PDF after you finish for uploading.

Step One:  Formative Research

Using the BEHAVE framework (page 154-155), create your statement by answering these questions.

1. Who are you trying to reach?

2. What do you want them to do?

3. What factors influence their behavior?

4. Which actions will most effectively address these factors?

Now fill in the statement:

To persuade _____________________(specific target audience) to perform ______________________

(a specific behavior), I will focus on __________________________(an important benefit – something that the target audience values).   My https://studygroom.com/taking-writing-class/approach will address ________________ (specific issues) and use

____________________ (specific means of reaching target audience ie: channels).

For the purpose of this exercise, we are going to assume that you already have any needed qualitative or quantitative data.  If you need information about COVID-19 in regard to this assignment, go to cdc.gov and look through the various documents available to the public.

Step Two:  Prepare your Creative Brief                                                                                                             (refer to pages 160 for description of each feature and inspiration for your plan)

1. Overview of project:

2. Target audience segment:

3. Objectives:

4. Obstacles:

5. Benefit/key promise:

6. Support statements/reasons:

7. Tone:

8. Distribution opportunities:

9. Creative considerations:

10. Other elements: