This vaccination campaign was the final project for my Persuasive Campaigns course. All students participating in the class were required to form a group of three to five, and to select a campaign topic to research, develop, and prepare throughout the quarter. My group (Alyssa Kolton, Mariana Panisi, Amy Pepe, and Sarah Prosia) and I decided to create a campaign to convince anti-vaxxer and vaccine-hesitant parents to vaccinate their children. Throughout the quarter, we conducted secondary research to understand the history and existing landscape, developed and administered survey and interview questions in order to develop primary research, analyzed our data, and created a strategy for encouraging parents to vaccinate by focusing on what they can control through who they trust. This assignment helped me to develop persuasive skillsets outside of an academic context; we had to summarize an enormous amount of information in a very short amount of time, delivering it in a meaningful, direct, and behavior-changing package. This was a comprehensive product of an entire quarter’s worth of work.
PERSUASIVE CAMPAIGNS COURSE LEARNING OUTCOMES: 1) define a communication problem that can be solved with a persuasive campaign based on a thorough background research and situation analysis, 2) understand how to develop a communication strategy by setting realistic objectives, 3) properly defining a target audience and mining a consumer insight, 4) write a strategic creative brief, 5) develop strategic messages for the intended target based off of a brief, 5) develop creative work and relevant media planning and buying recommendations, and 6) make realistic recommendations to evaluate the success of the campaign.
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