Harmful Behavior: A Case Study
1.1 Background
Identify the issue
What is the harmful behaviour? What is going on?
“Drink driving is usually defined as driving with a specific amount of alcohol in the blood, known as an individual’s BAC – which can be measured from blood, urine, and breath tests that estimate the number of grams of ethanol per 100ml of blood.” (Reference: article 1)
How is the behaviour performed? When? Where?
Drink driving is performed when an individual drives a vehicle whilst over the legal BAC limit of 0.05 and 0.00 for Provisional drivers. It can be performed at anywhere at anytime when you’re on the road.
Who is involved in performing and encouraging the harmful behaviour?
Individuals who are required to drive after they’ve consumed
alcohol.
What environmental factors are assisting or contributing to the behaviour?
Parties, clubs, bars and major social events where the culture of drinking is at its highest.
Any associated behaviours triggering or contributing to continuation?
Why is it a problem? Why change the behaviour?
What is the cost to individuals and community of this problem continuing?
The cost to the individual and the community can be catastrophic. Specifically in terms of the individual severe harm or death can come upon the drink driver. Conversely, members of society can be harmed through potentially fatal accidents.
What are the benefits from behaviour change for individuals and community?
What has been tried so far to address the issue?
Identify prior campaigns including organisations and partners involved, target audience, marketing mix 4 P’s, and specify change strategies
What impact have these campaigns had?
How can we use prior campaigns or do we need a fresh approach?
1.2 Campaign Purpose and Focus
Purpose
“What is the potential impact of a successful campaign?”
“What difference will it make?”
Focus
Narrow the scope of the plan to a option that will contribute to the plan’s purpose and provide some focus for this specific plan
1.3 Audience Segmentation
Define and justify target audience
Make sure to include stages of change and motivation
(Refer to textbook)
1.4 Behaviours, Knowledge and Beliefs need to change
Knowledge
Something you want your audience to know. E.g. health risk for overweight and inactivity
Behaviour
Something you want your audience to do. E.g. have salad for lunch instead of fries.
Belief
Something you want your audience to believe or feel. E.g. have fun being active and eating healthy, it doesn’t have to be boring to be healthy.
1.5 SMART goals – Specific, Measurable, Achieveable, Relevant and Time Bound goals
Example:
Reducing new HIV infections
By 2015, lower yearly new infections by 25% (56, 300 to 42, 225)
Reduce HIV annual transmission rate by 30%
Reducing HIV-related health disparities
By 2015, increase HIV diagnosed gay and bisexual men with undetectable viral load by 20%
References
Identify the issue
What is the harmful behaviour? What is going on?
“Drink driving is usually defined as driving with a specific amount of alcohol in the blood, known as an individual’s BAC – which can be measured from blood, urine, and breath tests that estimate the number of grams of ethanol per 100ml of blood.” (Reference: article 1)
How is the behaviour performed? When? Where?
Drink driving is performed when an individual drives a vehicle whilst over the legal BAC limit of 0.05 and 0.00 for Provisional drivers. It can be performed at anywhere at anytime when you’re on the road.
Who is involved in performing and encouraging the harmful behaviour?
Individuals who are required to drive after they’ve consumed
alcohol.
What environmental factors are assisting or contributing to the behaviour?
Parties, clubs, bars and major social events where the culture of drinking is at its highest.
Any associated behaviours triggering or contributing to continuation?
Why is it a problem? Why change the behaviour?
What is the cost to individuals and community of this problem continuing?
The cost to the individual and the community can be catastrophic. Specifically in terms of the individual severe harm or death can come upon the drink driver. Conversely, members of society can be harmed through potentially fatal accidents.
What are the benefits from behaviour change for individuals and community?
What has been tried so far to address the issue?
Identify prior campaigns including organisations and partners involved, target audience, marketing mix 4 P’s, and specify change strategies
What impact have these campaigns had?
How can we use prior campaigns or do we need a fresh approach?
1.2 Campaign Purpose and Focus
Purpose
“What is the potential impact of a successful campaign?”
“What difference will it make?”
Focus
Narrow the scope of the plan to a option that will contribute to the plan’s purpose and provide some focus for this specific plan
1.3 Audience Segmentation
Define and justify target audience
Make sure to include stages of change and motivation
(Refer to textbook)
1.4 Behaviours, Knowledge and Beliefs need to change
Knowledge
Something you want your audience to know. E.g. health risk for overweight and inactivity
Behaviour
Something you want your audience to do. E.g. have salad for lunch instead of fries.
Belief
Something you want your audience to believe or feel. E.g. have fun being active and eating healthy, it doesn’t have to be boring to be healthy.
1.5 SMART goals – Specific, Measurable, Achieveable, Relevant and Time Bound goals
Example:
Reducing new HIV infections
By 2015, lower yearly new infections by 25% (56, 300 to 42, 225)
Reduce HIV annual transmission rate by 30%
Reducing HIV-related health disparities
By 2015, increase HIV diagnosed gay and bisexual men with undetectable viral load by 20%
References