Question

Case Activity: A New Campaign to Combat Heart Disease

The American Heart Association (AHA) has been educating the public about heart disease for a number of years with great success but has recently found that the level of awareness about how to prevent heart attacks has not increased in the past two years. A new communication campaign is needed to convey key messages through multiple platforms and channels. Writing Prompt: What strategies and tactics would you recommend, using this chapter as a guideline in terms of (1) tailoring messages to what is described as “passive” audiences, (2) how to make the message relatively simple and easy to understand, (3) reinforcing the message through social media, videos, and even events, and (4) using word-of-mouth—WOM—techniques.

This is a Public Relation Subject.

Answer 1

(1) tailoring messages to what is described as “passive” audiences,

Here are a few strategies that can be used to tailor messages to passive audiences

• Identifying the target demographic than can be classified as a passive audience

Passive audiences are a demographic who do not necessarily have a heart condition or a disease but could potentially be a heart patient in the near future. In order to tailor our message to passive audiences, we'll have to map our target demographics. If we look at the table below, it's clear that the passive audiences that the messages need to be tailored for are Generation Y & Z. However sine Generation Z is too young, Generation Y (Millennials, Born between 1981 - 94) would be the right target demographic or are passive audiences.

Demographic ( Generation )	Risk of a heart disease	Active / Passive Audience
Baby Boomers (born between 1940 - 60)	High	Active
Generation x (Born Between 1961 - 80)	Medium	Active
Generation Y (Millennials, Born between 1981 - 94)	Low	Passive
Generation Z (Born Between 1995 - 2010)	Extremely Low	Passive

• Understanding the forces that influence their consumption

Another strategy to tailor messages to passive audiences like Generation Y (Millennials, Born between 1981 - 94), is to understand what influences their lifestyle. For eg Generation Y (Millennials, Born between 1981 - 94) are more likely to spend more time on social media platforms like Instagram & Youtube than Generation x (Born Between 1961 - 80). This means that the content should be tailored for a two way medium of communication and the content should encourage dialogue and discussion to spread awareness.

(2) how to make the message relatively simple and easy to understand,

• Understanding their world or establishing context is extremely important to make the message relatively simple and easy to understand. For Eg, Generation Y (Millennials, Born between 1981 - 94) relate more to Globalization which means that they're more likely to be globalists than nationalists, they are more diverse in gender, politics, race, and culture. In order to make the message relatively simple and easy to understand, it's important that the message speaks to audiences from all around the world, not just Americans. The reason being the United States is extremely diverse with first, second and third-generation immigrants from all over the world. This is why the message needs to cut across cultures and speak in a tone and language that everyone understands.

(3) reinforcing the message through social media, videos, and even events, and

In order to reinforce the message through social media, it's essential to use all forms of social media including, text, picture, video, gifs & blog posts. The other way to reinforce the message through social media would be through the use of influencers. Influencers can have a great deal of impact on Generation Y (Millennials, Born between 1981 - 94)'s consumption habits. Having the message spread, read or published by major social media influencers through simple campaigns could gather a lot of attention.

(4) using word-of-mouth—WOM—techniques.

Word of mouth techniques would require active participation from key stakeholders who are actively involved in the passive audience's lives. for eg it would require active participation from

• Parents

• Teachers

• Colleagues

• Friends & Family

The strategy here would be to use personal stories. The word of mouth campaign would require key stakeholders who are active heart patients or those who know of active heart patients to share their story in order to help passive audiences take preventive measures by maintaining an active and a healthy lifestyle.