Ah. Formulating objectives can sometimes be a real pain because they have to be SMART. You know, specific, measurable, attainable, realistic and time-bound. Those are lethal combinations, I tell you. And sometimes to be safe, you write the simplest ones and easiest to monitor and evaluate. Could the principle of less is more apply to this one? Not sure yet.
I mentioned that I’ve been working on my hypothetical CVD-awareness campaign; social marketing is supposed to be about changing a behavior, however, I settled to tapping knowledge-gain first. But then again, I still included one minor behavioral factor that, I think, is realistic and attainable. The results could serve as my baseline data to continue my campaign toward behavior-change, if anything.
Now, I have outlined here the content of my SocMar strategy, any suggestions?
‘Don’t Break Hearts’ Campaign Outline
This week’s [module] discussed about formulating goals and objectives for our social marketing exercise; and segmenting our market. This, in my case, is about raising awareness on CVDs in Laos, specifically in the capital city (first). Not that the topic is as pressing as the larger issues the country is facing (malnutrition, food insecurity, etc) but non-communicable diseases are only as safe as getting hit by a car–it all happens so fast, that we cannot even do anything about it but regret. We could have done something to prevent it.
Hypothetically, ‘Don’t Break Hearts’ is a six-month awareness-raising campaign in Vientiane Capital on the risks of developing Cardio-vascular diseases (CVDs) due to an unhealthy lifestyle. WHO Country Health profile of Laos shows that most CVD-related deaths were caused by smoking and inordinate amounts of drinking (yes, Lao people can drink–even ladies).
My SocMar plan mainly touches knowledge-gain–determining the factors in their lifestyle that trigger CVDs and what they can do reduce the risk. It would have been better if I were to dream about behavior and attitude-change, but that will take a long time and a good amount of resources. As much as I want that to happen the audience don’t need them. Yet.