Campaign Framework

Vital Strategies’ Breakthrough model guides our strategic communication campaign planning process.  This model is a tool for using communications to drive measurable results on public health issues.

1. IDENTIFY OBJECTIVES

The first phase of this model builds a foundation for effective communication.  By defining the public health problem and identifying a long-term goal and target audience(s), planners can identify sharp campaign objectives.

2. DEVELOP CAMPAIGN

With clear campaign objectives, it’s simpler to develop strong, evidence-based campaign messages and decide which media channels are best utilized, given the target audience and available resources.

3. PLAN ACTIVITIES

Next, develop a plan for what will be necessary to carry out a campaign.  This includes identifying necessary resources, mapping partners and stakeholders, developing materials, and preparation for message testing, production and media plan work.

4. ASSEMBLE RESOURCES 

This includes the monetary, human and material resources necessary to execute a campaign and the accompanying media and research activities.

5. CARRY OUT ACTIVITIES

 Before launching, engage with vendors for the research, production, media planning, and public relations work.  This includes pretesting and production of materials, baseline research, negotiation of the media buy, and collaboration with media partners on launch preparation materials and activities.

6. EXECUTE CAMPAIGN

 In this step, the campaign is launched and aired, with media engagement to extend campaign reach, accompanied by monitoring of campaign implementation, media coverage, and any social media activity.  Campaign planners should have identified appropriate process metrics that demonstrate the campaign is being properly carried out.

 7. EVALUATE BASED ON OBJECTIVES

Formative, process, and outcome evaluations are key to analyzing the successes and areas for improvement of a campaign.  Outcome evaluations, when compared to baseline data, provide the information necessary to fine-tune objectives for further campaigns.  The evaluation also provides critical evidence to communicate the value of health campaigns in the future.

For further assistance in planning strategic health communication campaigns, or to get in touch with Vital Strategies regarding workshops on this topic, please contact info@vitalstrategies.org.