Abstract
In this paper, the author analyzed the implementation process for a public health campaign on STDs among the youth. An effective campaign should pay attention to cultural diversity. Planning will ensure that the campaign impacts positively the target audience. The beneficiary group in this case is made up of the youth. The author analyzed barriers that may hinder the implementation process. Suggestions were made to overcome the challenges.
Key words: public health, campaign, youth
Introduction
Implementation entails putting a decision or a plan into action. A number of strategies will be used to actualize the envisaged public health campaign on STDs among the youth. In this paper, the author will analyze the implementation procedures and the challenges that may be encountered.
Implementation
Social marketing will be used to implement an effective campaign on STDs among the youth. Based on the principles of this strategy, individuals charged with the responsibility of implementing the campaign will focus on behavioral outcomes among the target group. The needs of the consumers will take precedence over those of the marketers (Storey, Saffitz & Rimon, 2008). Social media will be used to influence the behavior of the youth in relation to STDs. To this end, Facebook and Twitter accounts will be opened to promote the campaign.
Mass communication subjects a large portion of the population to messages through regular use of existing media. Such media include television, newspapers, and radio. Mass media aims to change the behavior of the whole society (Storey et al., 2008). To this end, campaigns will be launched to pass messages on STDs to the youth. Advertisements will be placed on radio, television, and other media to encourage the target group to use condoms and engage in safe sex (Wakefield, Loken & Hornik, 2010).
Implementation of the campaign will also entail engaging the youth at a personal level. What this means is that the persons in charge of the process will seek to establish contact with the target group at the grassroots level (Wakefield et al., 2010). To this end, concerts will be held to attract the youth. Such extravaganzas will bring onboard musicians and other celebrities to appeal to the target audience (Hagglund, Shigaki & McCall, 2009).
Lobbying will also be carried out. The government will be sensitized to increase funding to public health programs targeted at the youth. Legislators will be encouraged to pass laws that safeguard the health of this vulnerable group. On their part, medical practitioners will be convinced to provide health services that are sensitive to the needs of the youth (Resnick & Siegel, 2013).
Implementation Barriers
One possible challenge is the lack of funds. A lot of money will be needed to pay for the advertisements, hold the concerts, and pay the personnel involved in the implementation. There are not enough financial resources to cater for this (Collahan & Jennings, 2002). To overcome this problem, the individuals in charge of the campaign will look for alternative sources of funds (Hagglund et al., 2009). Such sources include holding fundraising dinners and submitting proposals to public and non-governmental organizations (Kass, 2001).
Another major challenge may entail political interference. It is noted that some politicians oppose programs that may not add value to their political life. As such, they may challenge the implementation of the campaign if they feel that it is not under their control (Hagglund et al., 2009). The challenge can be overcome by carrying out awareness among the political leaders in regions where the campaign is to be rolled out. The leaders will be informed of the importance of a healthy youth population in the society.
Conclusion
It is important to carry out regular public health campaigns in the community. In this paper, a campaign touching on STDs among the youth was analyzed. The implementation process will be carried out through media and direct engagement with the target group. A number of challenges are expected. It is important to address these hurdles to enhance the success of the program.
References
Collahan, D., & Jennings, B. (2002). Ethics and public health: Forging a strong relationship. American Journal of Public Health, 92(2), 167-176.
Hagglund, K., Shigaki, C., & McCall, J. (2009). New media: A third force in health care. In J. Parker & E. Thorson (Eds.), Health Communication in the new media landscape (pp. 417-436). New York. Springer Publishing Company.
Kass, N. (2001). An ethics framework for public health. Journal of Public Health, 91(11), 1776-1782.
Resnick, E. & Siegel, M. (2013). Marketing public health: Strategies to promote social change (3rd ed.). Burlington, MA: Jones & Bartlett Learning.
Storey, D., Saffitz, G., & Rimon, J. (2008). Social marketing. In K. Glanz, B. Rimer & K. Viswanath (Eds.), Health behavior and health education: Theory, research, and practice (4th ed.), (pp. 435-464). San Francisco: John Wiley & Sons.
Wakefield, M., Loken, B., & Hornik, R. (2010). Use of mass media campaigns to change health behavior. The Lancet, 376(9748), 1261-1271.