An Advertising Campaign on the Public Health Impacts of Climate Change in Palau
Introduction
Welcome Agency 1244 Presentation Team Introduction
Palau
Palau
How did this all start? Introduction of “Issue” Summer preparation Fall preparation
Introduction to JRNL 406 class
Primary Research Journey to Palau
September 16 through September 27, 2010
Worked with Ministry of Health
Palasia Hotel Personal Interviews
Personal Interviews Interview Structure
Health officials Fishermen Farmers Tourism experts Media experts
Set of questions developed prior to departure
Recorded audio and video
Palauan/ English Findings
Survey 10 Question Survey
Developed prior to departure Distributed to 148 Palauans
Random sample Measured current awareness levels of
climate change issues Distributed by the Public Health Office Designed for easy post-campaign
evaluation
Survey Results Conclusion
45% of Palauans were very aware of Global Climate Change
80% of populations ranged from somewhat aware to very aware of Global Climate Change impact on health
39% are only exposed to climate change messages one time a month
Secondary Research
Categorized into three climatic events: Extreme Heat Sea Level Rise El Niño effects
Climate Change Matrix
Campaign Overview What is this campaign designed to
do? Raise awareness levels Educate Palauans on the health risks
related to climate change Campaign Theme
Dr. Stevenson Kuartei, M.D. “Protect, Provide, Unite”
Challenges Mindset Media
SITUATION ANALYSISExtreme Heat, Sea Level Rise, El Niño Effects
EXTREME HEAT
Extreme Heat Global Climate Change
Serious issue for many years Most studies don’t study health effects
Crop Damage Respiratory Diseases Heat Related Illnesses
Syncope Dehydration Heat Strokes
Measures the Palauans can use to either reduce their risk of developing extreme heat related illnesses or ways in which they can help with pre-existing conditions
Crop Damage Extreme Heat
Low water supply Wildfires
Low moisture Little rainfall Crop damage
Crop seasons changed
Attitudes of people Security of food
supply
Respiratory Diseases
COPD Chronic Obstructive
Pulmonary Disease Asthma Bronchitis Elderly population at
higher risks
Syncope
Loss of consciousness and fainting
Leading cause Overheating
Elderly at risk
Dehydration Dehydration causes
Lack of fluids Diarrhea Vomiting Sweating Diabetes Burns
Sweating is main cause
Heat Stroke Considered a real
emergency Highest risk populations
Infants Elderly Athletes Those who work outside
SEA LEVEL RISE
Sea Level Rise
Sea level rise Crop damage Diet Water-borne infections Vector-borne infections Unpredictable tides
Sea Level Rise Crop Damage
Increased incidences of flooding Taro
Staple food in Palau Tapioca/Sugar Cane Medicinal plants
Sea Level Rise Diet
Shift to more processed foods
Increase in non-communicable diseases Diabetes Obesity
40% of the 9.7 million people in South Pacific island region
Ministry of Health working with Ministry of Education
Sea Level Rise Water-borne/Vector-
borne Infections Flooding is bringing
standing water where mosquitoes can breed. Dengue fever, malaria
Low-lying homes susceptible
31 cases of Dengue fever confirmed in Palau (2008)
Number has remained stable in Palau Outbreak notice issued
in June 2010 for South Pacific island region
Sea Level Rise Unpredictable Tides
Flooding will become more frequent as sea level rises, coastal land permanently lost
Burial Grounds
Sea Level Rise Unpredictable Tides
Health Access High tides limit
access to healthcare
Belau National Hospital
Isolated populations
EL NIÑO
El Niño El Niño is a
weather event that begins in the South Pacific Islands and occurs when trade winds are weakened.
In a strong El Niño, ocean temperatures in the South Pacific Islands can increase as much as two degrees above normal.
Coral Damage Palau has the most
diverse coral fauna of Micronesia and the highest density of tropical marine habitats.
Unfortunately Coral Bleaching is damaging this diversity.
Coral Bleaching Coral bleaching
outbreaks in Palau are considered to be one of the greatest threats to Palau’s coral reef ecosystems.
Palau’s reefs were significantly harmed by coral bleaching during the 1997-1998 occurrence of El Niño
Ecotourism
Coral reefs are useful to people and their environment in numerous ways. Protect Shores Supply food and medicine Economically beneficial Their beauty attracts thousands of
tourists each year.
Ecotourism Increasingly frequent El
Niño occurrences have lead to more cases of coral bleaching, which can ultimately lead to decreases in tourism.
Tourists who are uneducated about reefs can damage the coral significantly.
Fishing in Palau/ Fish Distribution Fishing is just as relevant to
Palau’s culture as it is to their diet.
El Niño events can vastly affect fishing in Palau as well as the distribution.
Changes in fish distribution directly affect those who depend upon fish as a primary food source, as well as those that rely on fish as a source of income
Weakened Trade Winds Trade winds were
originally seen as a tool for commerce.
This vital cycle is being damaged by El Niño and threatens to change the marine ecosystems in the South Pacific Islands.
Extreme Weather Events These extreme weather
events can cause a multitude of natural disasters. Loss of clean water Shelter Personal and
household goods Damage to health
care system Increased number of
floods, drought, and wildfire
TARGET AUDIENCE
Target Audience: Primary males and female ages 16 to 65.
Account for 13,270 individuals Average household size is 4. Average income is $11,117 Farm for Food
Also shop at WCTC and Surangels in Koror Audience utilizes radio, newspaper, and
television Listen to 89.5FM Read Island Times, Palau Horizon, and Tia Belau Cable Network Subscribers
Target Audience: Secondary
Children and adolescents ages 8 to 15. Education will greatly influence future
habits of children Use traditional media Becoming more avid users of social
media Facebook Myspace
Listen to American and Palauan music on 88.9 KRFM
KEY IDEA
Key Idea
Dr. Kuartei’s Airplane analogy Protect, Provide, Unite The purpose of each word
Protect
Primary and Secondary Research Advertisements demonstrate this
and educate audience on protective measures
Why “Protect” is important Protecting their own health is an
investment into the health and well-being of all Palauan citizens
Provide After individuals have protected
themselves, they can provide assistance to others.
Assistance aides in lowering susceptibility of other individuals to certain health issues
Why “Provide” is important Providing education protects the future
generations of Palau It brings the primary and secondary
audience together Leads to the final part of the key idea
Unite
Through protection and providing, we are uniting citizens of Palau
Increasing unity should raise awareness about health risks associated with climate change among all audiences
OBJECTIVES
Communication Objectives: 1
Increase awareness level to 75% of the primary target audience (healthy citizens of Palau) that there is a need to protect themselves against the increased health risks associated with climate change. This will be accomplished within the first half of the six-month campaign
Communication Objectives: 2 Increase awareness level to 80% of the
secondary target audience that there is a need for them to be the “future healthy generation” of Palau. Increased awareness that there is a need to protect themselves, their families, friends and community against increased health risks associated with climate change. This will be accomplished during the six-month campaign
Advertising Objectives: 1
Establish in the minds of 75% of the two target audiences that protecting their own health in order to provide assistance and education to others is an investment in to the heath and well being of all Palauan citizens. This will be accomplished during the first half of the six-month campaign.
Advertising Objectives: 2
Establish top-of-mind awareness in 80% of the two target audiences that there are increased levels of health risks that are associated with certain aspects of climate change. This will be accomplished during the first half of the six month campaign
Advertising Objectives: 3
Reinforce in the minds of 75% of the two target audiences that climate change is related to certain health issues in Palau. This will be accomplished during the second half of the six month campaign
Media Objectives
Reach 75% of the primary target audience 5 times per month during the six month campaign
Reach 85% of the secondary target audience 3 times per month during the six-month campaign
CREATIVE STRATEGY
Logo Strategy
NEWSPAPER ADVERTISING
Series 1 Will use a page
positioning strategy during the first month of the campaign
Two, 3 by 9 column inch ads
The first ad is on page 5 of your newspaper
Series 1 cont'd Turn to page 7 This is the same ad, but
with the boxes checked in a bright red spot color
Series 2 4 full-color, full-page ads
will be placed during the first month of our campaign to introduce our logo
There will be one ad each week and will rotate among newspapers at strategic times throughout the campaign
Series 3 These ads will be more individualized 9 different ads, each black and white 3 columns by 8 inches in size Placed on page 3 in each of the 3 newspapers Each ad will state facts that relate to the
health issues associated with climate change Each word individualizes a word from the
tagline as there is 3 ads for each word Will be introduced during the second month of
the campaign
Series 3: Protect yourself
Series 3: Provide assistance to others
Series 3, Unite for a healthier Palau
Newspaper Media Strategy
Three Major Newspapers Island Times Palau Horizon Tia Belau (This is Palau)
Newspaper Media Strategy Circulation of 1,200 Island Times and Palau Horizon run twice a
week (Tuesday & Friday) Tia Belau only once a week (Monday) Tabloid size and 16 pages in length 5-column format with full-color available
only on front and back pages and double truck (8-9)
Spot color available on pages 2, 7, 10 and 15
Newspaper Media Strategy
First month Plan rotates between each of the three
papers during the first month Series 1 Ad (Checklist)
Runs in 2 papers per week (Island Times, Palau Horizon)
Series 2 Ad (Logo) Runs in 1 paper per week (Tia Belau)
Newspaper Media Strategy
Second Month Similar strategy to first month
Series 2 Ad (Logo) Runs in two papers per week (Island
Times, Palau Horizon) Series 3 Ad (Facts)
Runs in one paper per week (Tia Belau)
Newspaper Media Strategy
Remaining four months Mixture of all three ad series New advertisements will be introduced
each month to prevent consumer wear out
No paper will contain the same ad any week during final four months
BILLBOARD ADVERTISING STRATEGY
Billboard Ad Strategy Similar to other mediums Will use the same fact strategy to create
a feeling of continuity with the other ads in the campaign
Billboards will contain minimal copy to ensure the message can be read quickly by passing traffic
We will break the border of every ad with the campaign logo, check mark, or an eye-catching image
Billboard Ad Strategy Features same checklist
that appears in series 1 newspaper ads
Breaks the border with the logo at the right
Billboard Ad Strategy Features the circular
logo mounted at top, extending past the top and side edges
Tagline below
Billboard Ad Strategy
Remaining will be horizontal Features a checkmark that extends
past the border as well as a fact and corresponding image
Have chosen four topics that we believe are of concern
Billboard Ad Strategy
Billboard Media Strategy
Small in size but very important medium
Standard size 8 feet by 4 feet
Located on Compact Road (main road)
50-75 billboards in Palau Use 20-25 of them
Billboard Media Strategy
Strategic Placement Placed mainly in Koror due to denser
population This will yield a high amount of
impressions Vehicle/Pedestrian traffic
POSTER AD STRATEGYThere will be 2 varieties of design as well as sizes of posters for the campaign
Poster Ad Strategy
Follow the format of series 3, newspaper ads (Facts)
Full color 8.5 inches by 11 inches in size 9 different versions
Poster Ad Strategy
Follow the road sign format Full color 17 inches by 11 inches in size 4 different versions
Poster Media Strategy
Primary and secondary audience can be reached through posters
1,000 copies of each poster printed
Poster Media Strategy
Posters will be placed in a variety of locations
Indoor Locations Hospital Dispensaries/Clinics Schools Grocery and Retail locations
Outdoor Locations Events
TELEVISION AD STRATEGY
Television Ad Strategy 2 television ads
Follow the idea of stating facts 60 seconds; can be edited
Images Real footage gathered during primary research Urge Palauans to apply the message to their own lives
Commercials will show facts
Television Ad Strategy Typeface
Consistent with the rest of the campaign Background music
Show seriousness of the message Logo
Appears on entire screen Allow viewers to associate the logo with the message
and other mediums
RADIO ADVERTISING STRATEGY
Radio Ad Strategy Ads
Similar to other aspects of the campaign; state facts 30 seconds in length Use most important facts that translate to images Kept simple and to the point Sounds effects for encouragement
Facts Will be about health risks and protective measures
Protect, Provide, Unite Logo cannot be visually displayed Verbal repetition= effective memory reinforcement
tool
Radio Advertising Strategy
Radio Advertising Strategy
Social Media Ad Strategy & Media Strategy
Website Campaign Information, photographs, health tips,
FAQ’s, contact info No rich media
Internet access is limited, but growing 5,400 internet users as of December 2007 2,860 Facebook users as of August 2010
Advertising Banners On Facebook pages of Palauan subscribers only $0.21 per click Direct traffic to website
Television Media Strategy
Approximately 11,000 televisions Palau National Communications
Corporation (PNCC) is the only television broadcasting company
Oceania Television Network (OTV)-channel 23
Diaz Broadcasting-channel 26.
Television Media Strategy
60-second television ads will appear during prime time (6:00 p.m. – 10:30 p.m.)
Twice an evening on both channels during the first two months of the campaign.
One 30-second commercial will be introduced as the second month of the campaign is coming to a close.
Radio Media Strategy
Diaz Broadcasting/WWFM 89.5 KRFM 88.9 MHz Government owned station, Eco-
Paradise FM/Voice of Palau, broadcasts simultaneously on 87.9 MHz and 1584 AM
Both morning (6-10a.m.) and evening (3-7 p.m.) drive times will be utilized.
Radio Media Strategy
Two 30-second radio advertisements have been developed that feature the “fact” theme.
The two radio advertisements will alternate every day between the three stations (336 radio ads per month)
New radio advertisements will be inserted into the mix monthly to retain freshness.
EVENT STRATEGY
Yearly Climate Change Meeting
Directed solely towards the primary audience
Invitations will be sent via direct mail
Half day event Scheduled for April
2011 Close to earth day
Yearly Climate Change Meeting Begin with morning
presentations All attendees will
receive a tote bag containing the campaign promotional material and a DVD
Will end with closing statements
Event 2: Children’s Camp
In addition to the current camps The Ministry of Health and the
Governors Association fund the camps Half day of team-building exercises Fun informational sessions Games will be conducted
Team Building Exercises Include: Climate Change
Jeopardy A Raft Building Contest Tours around the Island
Climate Change Awareness Day Held at local school
Inviting guest speakers to help further educate.
Exercises Include: What “Protect, Provide,
Unite” means to the children
Class Photographs Nutrition Experts
Direct Mail Because of postal
limitations in Palau, it is not the most important medium
There are no actual street addresses in Palau Mail is usually picked
up at P.O. boxes or State government offices
Invitation to event at Palasia Hotel
Brochure Strategy
Brochures will be used to provide Palauans with recent information
Tri-fold format containing preventative or protective health measures that address health issues related to climate change
First month will be a cyclone preparedness brochure
Brochures
Preparedness measures for vector borne infections
Diet and diabetes Sea level rise Crop damage Extreme heat
PROMOTIONAL MATERIALS
T-shirts
Promotional Items
Promotional Items
Promotional Items
Budget: Plan A
Promotional Items
Budget: Plan B
Seek sponsors and donors to cover cost of advertising campaign
Solicit local Palauan media entities to help the cause
Receiving sponsorships and donors Replace the advertising budget Possibly extend the campaign timeline
Evaluation
Palau Department of Health Distribute 148 random surveys Able to measure awareness levels
and recognition of campaign
Conclusion
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