 |
The 130th Annual Meeting of APHA |
|
The 130th Annual Meeting of APHA |
Enbal Shacham, MEd, AID Atlanta, 1438 West Peachtree Street, Suite 100, Atlanta, GA 30309, 4048707765, eshacham@cdc.gov and Jami Fraze, PhD, CHES, CDC Youth Media Campaign, CDC, 4770 Buford Highway, NE., Mailstop K-40, Atlanta, GA 30341-3717.
From April until the fall of 2002, the Centers for Disease Control and Prevention’s (CDC) Youth Media Campaign conducted extensive research to test concepts and messages for the Campaign. One national and four multicultural advertising agencies employed qualitative research methods with American Indian/Alaska Native, African American, Asian American, Caucasian, and Hispanic/Latino tweens (children aged 9-13 years), parents and other adult influencers.
Based on extensive formative research, the agencies converged to determine commonalities for the Campaign brand and its essence. Then, based on the brand’s character, agencies developed concepts tailored specifically for each audience. Concepts were qualitatively explored, on an on-going basis with each agency, with tweens and parents to determine their comprehensibility, credibility, appeal and cultural relevance. After concepts were narrowed, they were further refined and tested with kids and parents as messages for their relevance, understandability, and for aspects that made them confusing, unappealing, or controversial.
This presentation will include examples of the brand, concepts for specific audiences, and how they evolved into actual advertisements based on the data from the research.
Learning Objectives:
Keywords: Social Marketing, Child Health Promotion
Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.