Question

To increase adult immunization rate in the state of New Hampshire, using the parent as the target audience. Answer the 12 following social marketing steps to complete it.

1. Behavior Objective: What, very specifically, do you want to influence your target

audience to do as a result of this campaign or project (e.g., plant native plants)?

2. Knowledge Objective: Is there anything you need them to know in order to act?

3. Belief Objective: Is there anything you need them to believe in order to act (e.g., native

plants can be beautiful and easier to maintain)?

Goals:

4. What quantifiable, measurable goals are you targeting? Ideally, these are stated in terms

of behavior change (e.g., increase in sales of native plants). Other potential target goals

are campaign awareness, recall, and/or response and changes in knowledge, belief, or

behavioral intention levels.

5. Barriers: Make a list of barriers your audience may have to adopting the desired

behavior. These may be related to something physical, psychological, economical, or

related to skills, knowledge, awareness, or attitudes. (Try for a list of five to ten.)

6. Benefits: What are the key benefits your target audience wants in exchange for

performing the behavior (e.g., a yard that’s easier to maintain and increased wildlife on

their property)? This answers the question “What’s in it for me?” (Try for a list of two to

three.)

7. Motivators: What does your target audience say will make it more likely that they would

do the behavior? Ask them if there is something you can give them, say to them, or

show them that would help them.

Competition:

8. What are the major competing alternative behaviors?

9. What benefits do your audiences associate with these behaviors?

10. What costs do your audiences associate with these behaviors?

Influential others:

11. Relative to the desired behavior, who does your target audience listen to, watch, or look

up to?

12. What do you know about what these midstream audiences are currently saying and

doing regarding the desired behavior?

Answer 1

1. Behavior Objective: What, very specifically, do you want to influence your target audience to do as a result of this campaign or project (e.g., plant native plants)?

This includes questions on diet, weight control, immunization, oral health, alcohol use, physical exercise, preventive health screening etc.

The target audience should be checked for regular immunization are done or not.If any shots are missed, an education on its necessary needs to be taught to the individuals.Explain the importance of immunization. to the parents.

2. Knowledge Objective: Is there anything you need them to know in order to act?

Explain the benefits of immunization in adults. It is also recommended that adults should take the help of primary care physician before a immunization is recommended.

3. Belief Objective: Is there anything you need them to believe in order to act (e.g., native plants can be beautiful and easier to maintain)?

We would want the target group to understand that: Immunization improves health of the individuals and prevents many diseases.

4. What quantifiable, measurable goals are you targeting?

• Strengthen the adult immunization infrastructure.
• Improve access to adult vaccines
• Increase the demand for community adult immunizations.
• Make researches and development in adult related immunizations.

5. Barriers: Make a list of barriers your audience may have to adopting the desired behavior.

• Lack of coordination between multiple health workers with regard to adult related immunization.
• Lack of documentation of vaccination histories.
• Inability to pay for vaccinations because of lack of insurance.
• Lack of public knowledge regarding adult immunization.
• Inaccurate inforamtion about adult immunization through mass media.
• Concerns about re-imbursements by health insurers, which discourages the health providers from stocking adult vaccines.
• Speculations about vaccine safety and effectiveness.

6. Benefits: What are the key benefits your target audience wants in exchange for performing the behavior

• It improves health condition and prevents diseases.
• Immune system will be improved.
• It is required when we do a travel to another country.
• Adults can set example for the kids by taking vaccines.