Step 1: Describe the social issue, background, purpose, and focus of your social campaign
v Briefly identify the social issue, sometimes referred to as the “wicked problem,” your plan will be addressing (e.g., tobacco use, air pollution, water contamination, literacy, homelessness, etc.).
v Identify any sponsoring organizations you plan to collaborate with in developing and implementing your campaign. These may be local or national organizations.
v Summarize key background information leading to the development of this plan, ideally using reliable statistics (e.g., percent of unplanned teen pregnancies)
v What is the campaign purpose, the intended impact (e.g., reduced teen pregnancies by 25% by 2020)?
v What is the campaign focus, the approach you will be using to contribute to your plan’s purpose? Areas of focus may be behavior-related, population-related, or product-related strategies.
Step 2: Conduct a situational analysis (SWOT)
v What organizational strengths will your plan maximize?
v What organizational weaknesses will your plan minimize?
v What environmental opportunities will your plan take advantage of?
v What environmental threats will your plan prepare for?
v What prior and similar campaign efforts are noteworthy? v
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