Construct A Creative Brief Promoting A Specific Behavior

Construct Acreative Briefpromoting A Specific Behavioraimed At Resolvi

Construct a creative brief promoting a specific behavior aimed at resolving addressing 1 of these 2 social concerns . Social concern 1 = Stopping or reducing bullying in the workplace, at school, or online Social concern 2 = Reducing the incidence rates for STDs Remember, your creative brief should have 8 elements.

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Construct Acreative Briefpromoting A Specific Behavioraimed At Resolvi

The overarching goal of this creative brief is to promote a specific behavioral change aimed at effectively addressing one of two significant social issues: bullying or sexually transmitted diseases (STDs). The purpose of the campaign is to influence behaviors that reduce either the prevalence of bullying in various environments—such as workplaces, schools, or online—or the incidence rates of STDs. To achieve this, the brief outlines eight essential elements that guide the development of an impactful and targeted communication strategy, ensuring clarity, relevance, and motivational appeal to the intended audience.

1. Background

The social concern selected is reducing the incidence rates of STDs. Sexually transmitted diseases continue to pose a significant public health challenge worldwide, with millions affected annually. Despite ongoing educational efforts, many young adults and at-risk populations do not consistently practice safe sex or seek regular testing, resulting in high transmission rates. This problem is compounded by stigma, misinformation, and barriers to access healthcare services. Addressing this issue requires not only informational campaigns but also behavior change interventions that promote safer sexual practices, increase testing, and foster open communication about sexual health.

2. Target Audience

The primary audience for this campaign comprises sexually active young adults aged 18-30, especially college students and young professionals, who often engage in unprotected sex due to lack of awareness or social influences. A secondary audience includes healthcare providers and educators who can reinforce messages and foster supportive environments for behavioral change. The campaign aims to resonate emotionally and culturally with this demographic, addressing their perceptions, beliefs, and social norms surrounding sexual health and safe practices.

3. Objectives

• Increase awareness of STD transmission routes and prevention methods among young adults.
• Encourage consistent condom use and other safe sex practices.
• Promote regular STD testing and reduce stigma associated with testing and treatment.
• Foster open communication about sexual health among peers and within relationships.

4. Key Message

"Protect yourself and your partners — practice safe sex, get tested, and stay informed. Your health, your future."

5. Tone and Style

The campaign should adopt a respectful, empowering, and relatable tone, emphasizing personal responsibility and community support. Visuals and language should be culturally sensitive, modern, and engaging to resonate with young adults. Use of testimonials, humor, or impactful graphics can enhance message retention and emotional connection.

6. Communication Channels

Utilize social media platforms (Instagram, TikTok, Snapchat), campus events, digital advertising, and collaboration with influencers and peer educators. Incorporate interactive elements such as quizzes, Q&A sessions, and storytelling to encourage engagement and reinforce behavioral messages.

7. Call to Action

Encourage the audience to get tested regularly, use condoms consistently, seek accurate information, and share the message within their social circles. Specific actions include visiting clinics, downloading educational apps, and participating in awareness campaigns.

8. Measurement and Evaluation

Monitor the campaign's effectiveness through surveys measuring changes in knowledge, attitudes, and behaviors related to STD prevention. Track engagement metrics on social media, testing appointments at local clinics, and participation in related activities. Continuous feedback will inform adjustments to enhance impact.

References

• Centers for Disease Control and Prevention. (2022). Sexually Transmitted Disease Surveillance 2022. CDC.
• Fortenberry, J. D. (2019). Sexually transmitted infections in adolescents and young adults. Advances in Pediatrics, 66, 273–292.
• Hatfield, M. (2021). The role of peer influence in promoting safe sexual behaviors. Journal of Health Education.
• Ghimire, P., & McDonald, P. (2020). Barriers to STD testing among young adults: A qualitative analysis. Journal of Public Health.
• World Health Organization. (2021). Sexual and reproductive health: Facts and figures. WHO.
• Evans, J. D., & Brown, S. M. (2018). Digital interventions for STD prevention: A review. Journal of Medical Internet Research.
• Agha, S., & Parkes-Ratanshi, R. (2019). Addressing stigma around STDs: Strategies for change. Global Public Health.
• Johnson, R. M., & Carcel, N. (2020). Behavioral theories in sexual health interventions. Health Education & Behavior.
• Schneider, M., & Young, A. (2022). The impact of social media campaigns on STD awareness. Public Health Reports.
• O'Connell, R., & Beach, M. (2021). Promoting condom use among youth: Effective communication strategies. Journal of Adolescent Health.