Benchmark 5: Researching Your Audience – Group 1: Health and Healthcare

Complete this after and based on “BENCHMARK 4 ASSIGNMENT” on book Levenstein, Harvey | Fear of Food: A History of Why We Worry about What We Eat!/4/2/2)

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Based on your understanding of the different problems you are trying to address, who are you trying to persuade? To better understand your audience, include demographic information, audience beliefs and values and other relevant information. For example, if I am creating an anti-smoking campaign in the US I first need to understand who the smokers are (age, race, geographic area, etc.) and what their attitudes are toward smoking (think it’s cool, hate it but can’t physically quit, etc.). From there, I need to figure out who I’m targeting in my campaign – do I want to target smokers ages 18-22 on college campuses? Or long-time smokers that are more aware of the health impacts of their smoking?

Each member of your group is expected to do their own research on an audience they think is worth persuading and then will share that information here. Using our library guide (Links to an external site.), search through relevant resources listed in the black tabs on the left side of the page. I especially recommend looking at sources in the “Websites” tab like and the Pew Research Center.

nce you have learned more about your audience, review the different campaign types here and determine which type would best help you alleviate your problem and address your specific audience. Doing so will require you to do some more research on your topic as well so please toggle back and forth between the campaign types and the research I ask you to do below.

Types of Campaigns

Social Movement Campaign
Goal: Design a campaign intended to promote or resist social change.
Example: Black Lives Matter (Links to an external site.)
Political/Policy Campaign
Goal: Design a campaign intended to promote or denigrate a candidate or piece of legislation.
Example: March for Our Lives (Links to an external site.)
Awareness Campaign
Goal: Increase citizens’ awareness of or attitude toward an issue or problem.
Example: We Can Stop It rape awareness campaign (Links to an external site.)
Behavior-Change Campaign
Goal: Induce behavior change
Examples: CDC’s Tips from Former Smokers (Links to an external site.)
Marketing Campaign
Goal: increase brand awareness, deepen customer commitment and/or entice new customers
Example: REI’s Opt Outside Campaign (Links to an external site.)
Crisis Management Campaign
Goal: Speak on behalf of a company, person, organization, etc. to control the messaging surrounding a moment of crisis.
Example: BP on Oil Spills (Links to an external site.)
From there, you’ll write up a paragraph here where you:

name your audience that you think is worth targeting (e.g., 18-24 year-olds in the US)
develop a detailed synopsis of your audience that will help you design a message that will be persuasive to them (what do you know about them? what do they like? what do they do? etc.).
include at least 3 citations from sources that help explain the make-up of your audience and why you’re targeting them. Make sure to quote those sources in your write-up and include the full citation. You again may use sources you have used in prior weeks.
Indicate which campaign type(s) you think would be best suited to help you reach your audience
You and your group will then need to have discussion online where you decide who your audience is and the type of campaign you’re designing.

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