Target
Who is your target audience?
Our target audience consists of students who lived on campus during the Fall 2020 semester. While it is arguably a very large group, the issue at hand affects all these students equally.
Can this target be reached?
The only thing all of the students in our group have in common is the fact that they live on campus. However, most of them use social media and participate in different clubs and organizations. Hence, to reach our audience, we could create a social media account and collaborate with student clubs to support our campaign via their social media pages.
Is this audience open to change?
We believe that the audience is open to change, provided our campaign is relevant and relatable. We should promote the idea that every single person is responsible for the well-being of the whole group. Hence, even the most stubborn individuals will eventually concede to peer pressure.
Why is your audience right for this campaign topic?
The students are staying in a concentrated area, which makes it easier for the disease to spread. Therefore, their compliance with the recommendations is vital for the campus to remain open.
Action
What is the issue at hand?
COVID-19 pandemic represents a serious threat to public health and campus life, in particular. Many students on campus ignore the recommendation to wear a mask outside despite the critical situation. Thus, we have to raise awareness about the importance of wearing masks at all times.
What are some solutions to this issue?
We could consider placing flyers and posters in the areas visited by most students, such as the food court. Another option would be sending emails and using word of mouth to encourage the students to spend less time outside (and meet on Zoom instead) and always wear a mask when they go out. We could also educate people on what the mask does and how it prevents the spread of the disease through a social media campaign.
What is your action?
We have chosen to proceed with the social media educational campaign. Considering the circumstances, it is the safest way to implement a social marketing concept. Moreover, most people use social media daily, meaning we would have the best chance of reaching our audience. We will create Facebook and Instagram pages dedicated to the issue at hand, and we will collaborate with other clubs and organizations at UConn to promote our message.
Why is a campaign necessary?
COVID-19 is a life-threatening disease, and the high density of students on campus is a risk factor, which can lead to a higher number of cases. Our campaign would help to reduce health risks and ensure that the safety precautions put in place by the state are followed.
What barriers exist to this action?
Some people might have little interest in the issue or have no social media accounts. The topic has been extensively covered by all media in the past few months; therefore, we would have to find a truly original approach to make our campaign stand out.
Context
Where can your action be completed?
Students should wear a mask every time they leave their room and walk around campus.
Why is this an appropriate place to complete the action?
Mask wearing is enforced in buildings, but many students do not wear masks when walking around outside on campus because they think it is safe. However, when walking around, they pass many other people on their way, increasing the risk of spreading the infection. Hence, while the problem is adequately addressed in the context of closed spaces, the situation outside remains problematic.
Time
When can your action be completed?
Wearing a mask is necessary during all times, whenever students are walking outside on campus. Arguably, more students are walking around campus during the daytime, meaning that the risk of spreading the disease is increased.
Why is this an appropriate time to complete the action?
The action is not related to the time because students can go outside anytime. However, we should reinforce the importance of wearing the mask at all times.