Texas Childhood Lead Poisoning Prevention Program 2018 Campaign Strategy
Angel Hwang Angela Montalvo Diana Farias Hayoung Lim Sarah Fahim
Table of Contents Executive Summary…....………………………………………………………………………… 1 Situation Analysis……....………………………………………………………………………… 2 TXCLPPP Background
3
Children Most at Risk
3
Current Texas-Wide Lead-Related Issues
4-5
Prior Lead Screening Efforts
6-7
Consumer Evaluation
8-9
Insight & Strategy…...…………………………………………………………………………. 10 Primary Target Audience
11
Geographic Profile
12
Media Insights
13
Communication Platform
14
Integrated Communication Recommendations…....………………………………………. 15 Goals & Objectives
16
Rebranding & Logo
17
Short-term Initiatives
18-20
Long-term Initiatives
21-22
Consumer Journey
23
Conclusion…....…………………………………………………………………………………. 24
Budget
25
Flowchart
26
Takeaways & Conclusion
27
Executive Summary Problem & Goal The Texas Childhood Lead Poisoning Prevention Program (TXCLPPP) aims to increase lead screening rates among children in Texas, however, a challenge hinders achieving it. Approximately 90% of Texas children enrolled in Medicaid are visiting a pediatrician regularly, but child lead screening rates are not being reflected to the same degree.1 Only 13% of enrollees are currently being screened.1 The goal of this campaign is to increase awareness about lead screening among Texas parents.
Research & Objectives Before diving into target market research, the preliminary research stage consisted of a broad level education on childhood lead prevention. Next, came determining who the target audience was, their current perceptual barriers, and identifying high risk areas within Texas. Moving on, other state plans were analyzed to see how they went about increasing their lead screening rates. Together, this helped craft the campaign objectives and audience insight.
Target Audience & Geographic Profile Children make up 70.5% of the Texas Medicaid population, with the insurance program covering two in five children.2 The top ten Medicaid-enrolled Texas cities will be the major geographic focus. Because lead screenings are free of charge to Medicaid enrollees, parents will be the primary focus - the key individuals interacting with children and concerned for their optimal health, however, they are unaware and undereducated about the consequences of lead poisoning.
Insight The parent-child relationship at early stages of childhood are crucial for both; while parents teach the child, they also learn from their younger one. This campaign will utilize this universal insight through the creation of a child-friendly approach that serves as a communication outlet via the child to the parent whereby they learn together.
Objectives Awareness & Education Parents must first understand the importance of lead poisoning and what they can do for prevention.
Action & Participation Encourage parents to get their children tested by reaching them where they are and connecting to them through their child.
Continued Impact Once parents learn and take action, they become advocates for their peers and promote lead screenings.
Conclusion Parents already have a unique bond with their child. The next step is to use this connection within communication and the established objectives. A short-term and long-term strategy has been created for this campaign consisting of a total of $40,000. 1. Anjum Khurshid MD, PhD & Kate Pounders PhD 2. Medicaid in Texas
1
Situation Analysis
TXCLPPP Background Children Most at Risk Current Texas-Wide Lead-Related Issues Prior Lead Screening Efforts Consumer Evaluation
2
Situation Analysis Introduction Childhood lead poisoning is one of the most preventable health problems for children living in Texas. Lead screenings are free to all children regardless of their health insurance program, however, many children are still not being screened. In fact, Medicaid requires that every child in Texas get screened, yet screenings fall far below 40%.1 The primary goal of this campaign is to develop effective communication strategies that bring awareness of lead screening to parents and their children through increased information outlets.
~90%
<13%
TXCLPPP Background The mission of the Texas Childhood Lead Poisoning Prevention Program (TXCLPPP) is to “eliminate childhood lead poisoning as a public health problem in Texas by working together with health, housing, and environmental organizations.”2 The Texas Screening Plan recommends that all Texas children be tested for lead poisoning twice; once at 12 months and a second time at 24 months.2
Children Most At Risk Texas has 2.5 million children under the age of six that are susceptible to lead exposure.2 Various environmental and physiological factors place a child at more risk causing irreversible learning disabilities, behavioral problems, and serious health issues at higher concentrations. Below are factors that place children at higher risk.2 ● ● ● ● ● ●
Children under the age of six are at greatest risk because their digestive systems absorb higher levels of lead when exposed Non-Hispanic blacks and Mexican Americans Children who live in households below the federal poverty level ~138% Those whose live in high risk cities Areas with ≥27% of housing built before 1950 Areas with ≥3% of children tested for lead at ages 1 and 2 with a blood lead level of ≥5 mcg/dL
1. Anjum Khurshid MD, PhD & Kate Pounders PhD 2. TXCLPPP
3
Current Texas-Wide Lead-Related Issues Contaminated Water in Texas Schools Sixty-five percent of Texas schools that have tested their water for contamination showed lead levels greater than the recommended standard from the American Academy of Pediatrics.1 Considering lack of ample awareness about negative impacts of lead poisoning, this issue remains under the radar. The average age of public schools in Texas are 34.5 years, built before 1986, when the federal government banned the use of pipes with more than 8 percent lead content.2 Elevated lead levels were particularly high for schools located in Houston and Fort Worth.2 Senate and House bills have been put into play, however passage has not yet been determined.
Potential for Falsely Low Blood Lead Test Results from LeadCare Analyzers While newborns in Texas are typically screened for a total of 31 conditions and diseases, a majority of which can be life-threatening, this list does not include lead screenings. This proves to be an issue noting that 1 in every 38 Texas children has lead poisoning.3 The CDC recommends that healthcare providers re-test patients who: 1) were younger than 6 years of age at the time of the alert (5/17/17) 2) and/or had a venous blood lead test result of less than 10 micrograms per deciliter (Âľg/dL) analyzed using a Magellan Diagnosticsâ&#x20AC;&#x2122; LeadCare analyzer at an onsite (e.g., healthcare facility) or offsite laboratory.
4
1. Environment Texas 2. Texas Tribune 2017 3. Department of State Health Services
Current Texas-Wide Lead-Related Issues Early Lead Exposure & Impact on IQ Development Duke University researchers found that children with elevated blood lead levels at age 11 had slightly lower IQ test scores and socioeconomic status at age 38 than expected. Every 5 microgram increase in lead concentration in the blood at age 11 corresponded to a drop in IQ of 1.6 points at age 38.1 Other lifetime effects of lead exposure include: 1. Declined social mobility 2. Lower incomes 3. Cognitive loss Previous research has also shown that small shifts in intellectual ability can add up. One study estimated that the loss of a single IQ point could represent about $18,000 less in lifetime earnings.2
Expert Opinions on Lead Screenings in Texas “Lead is a potent neurotoxin, affecting the way our kids learn, grow, and behave…I strongly recommend parents get the facts about lead contamination of drinking water and how to prevent it.”3 Austin physician Dr. Whitney Schwarz Colleen Bridger, director of the San Antonio Metropolitan Health District, says it does little good to screen children in areas where lead isn’t a problem. “We probably don’t need universal lead screening, and I think your numbers bear that out," she says. "We have a number of zip codes where we have no lead – no elevated lead.”4
1. Consumerreports.org 2. NPR 3. Department of State Health Services 4. tpr.org
5
Prior Lead Screening Efforts Among lead poisoning prevention organizations in the U.S., TXCLPPP currently sees limited outcomes in their current communication efforts. To better understand the critical factors and strategies that drive success for existing lead poisoning prevention programs, two case studies were analyzed to provide inspiration for the present campaign. As one of the most successful cases in the nation, the “Let’s Make Lead History” campaign in Rochester, New York, serves as an ultimate goal for which TXCLPPP could reach. Additionally, Colorado’s program provides a foundation by which TXCLPPP could begin their efforts.
Case Study 1: Rochester, New York1 In Rochester, more than 86 percent of housing stock was built prior to the federal ban on lead paint. The disclosure in 2001 that rates of lead poisoning in children exceeded national rates by 10 fold became a rallying cry for action. The main strategy was to raise awareness and educate the community. The campaign inspired social change, revamped city and county laws, as well as created awareness and behavior changes through the tactics below.
Coalition A coalition of pediatricians, nurses, educators, insurers and parents centralized around the theme of Let’s Make Lead History reached multiple stakeholders, resulting in a community “lead summit” event with over 600 attendees from every quadrant of the city and every level of political and corporate leadership.
Online Information Informed community about the issue, providing resources on how to protect children from lead on a newly formed website.
New Ordinance Outreach Tools Leveraged community outreach media in both English and Spanish including radio, television, posters, print, direct marketing, school interventions and public relation efforts.
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1. The Lead Coalition
Created a law in 2006 requiring routine inspections for lead paint hazards, resulting in a 68 percent decline in the number of children with elevated blood levels.
Case Study 2: State of Colorado2 In 2005, only 4.7 percent of low-income Medicaid children in Colorado ages one through six were lead screened. Due to lack of awareness as the main contributing factor, Colorado created a committee of individuals representing a variety of federal, state and local entities to develop a lead poisoning prevention program, resulting in their communication strategies below.
Online Information Coalition Consisted of key stakeholders that aimed to identify children at risk, testing them and initiating action, educating parents, and controlling lead sources in the environment.
Embedded more relevant information on the official website of the Colorado Department of Public Health and Environment.
Public Policy
Outreach Tools
Resulted in regulations regarding lead-based paint abatement and pre-renovation education to new homeowners through informational pamphlets.
Identified various media options such as health fairs, billboards, radio, television, print pamphlets, and public newsletters to advise and educate Colorado parents. They also identified other government programs i.e. WIC and Head Start to potentially partner with.
2. Colorado Childhood Lead Prevention Program
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Consumer Evaluation Everyone has a part in preventing lead poisoning, from homeowners to healthcare professionals, to everyone in between. However, when it comes specifically to protecting children, parents are the primary caregivers and decision makers. Specifically, the current campaign considers Medicaid parents with children under one-year as the lowest hanging fruit considering three major reasons:
Medicaid requires and covers lead screening tests
Despite 90 percent of Medicaid children paying regular visits to the pediatrician, lead screenings remain low
Medicaid families are at higher risk taking into account demographic and geographic profiles
Therefore, Medicaid parents must first be educated to understand the dangers of lead and what they can do to prevent child lead poisoning. Because of their direct tie to their children, communicating to parents will be most beneficial when increasing lead screening rates and driving long-term impact on childhood lead poisoning prevention.
What are the obstacles for parents? Low lead awareness A majority of parents with young children are under-informed about lead exposure hazards. In Texas, only 11 percent of parents identified lead poisoning as a major health concern. Most parents recall receiving relevant lead education material when their children are in preschool, but not as young as 12 to 24 months.1
Confusion about blood lead testing A common question parents ask about lead screening is â&#x20AC;&#x153;How do we know if our children have been tested?â&#x20AC;?1 They know their children receive several immunizations and tests but further clarification on which ones are performed should be discussed and noted. Parents are also uncertain when it comes to the timing of lead screenings and if they must do so for their child.
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1. Journal of Pediatric Health Care, 2015
Approach to solution: Increased education must be put into play to help close the gap between low awareness and minimal knowledge about lead poisoning.
Approach to solution: Simplicity will be key to understanding the benefits of lead screenings and how parents can protect their children from lead exposure. Child health timelines and documentation will provide a clearer understanding.
Perceptual barriers to blood lead screening testings Among parents who were informed of the necessity of lead screening for children of 12 to 24 months, the following are commonly reported perceptual barriers that prevent parents from taking action:1
Approach to solution: Address perceptual barriers through education and making lead screening easily accessible.
In summary, the three major obstacles preventing Medicaid parents from taking actions toward lead screening and lead poisoning prevention are listed below:
Unaware of the seriousness of lead poisoning and its effects on children
1 Journal of Pediatric Health Care, 2015
Not sure whether their child has undergone a lead screening test
Undereducated on how to take action toward lead poisoning prevention
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Insights & Strategy
Primary Target Audience Geographic Profile Media Insights Communication Platform
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Primary Target Audience Demographics
● ● ● ● ●
Age 18 - 40 Males and females Have children 1 year and younger Enrolled in Medicaid Bilingual: English and Spanish
Geographics
●
Behavioral
Psychographics
● ● ●
●
Have strong family ties Care about children’s well-being Stay proactive to protect their children from environmental and physical threats Lack professional guidance for babycare
Live in high risks cities (See more in the “Geographic Profile” section)
● ● ●
●
Spend quality time with family Pay close attention to their children Visit Medicaid service providers on a regular basis Frequently access social media and online information
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Geographic Profile Texas has 2.5 million children under the age of six that are susceptible to lead exposure, however screening rates fall below 40%. Because not all regions of Texas are considered high risk, selecting the most prevalent regions are crucial to delivering this message to the prime target audience. When deciding the areas of importance, lead exposure rates were combined with areas of high Medicaid enrollment, lower income levels, and parents with newborn children. Below are the cities of major importance that will serve as principal targets along with a 25-50-mile surrounding radius.
Targeted Counties1 City
County
DMA
Children â&#x2030;¤1 Yr
Avg Income
% HH w/ Children
Houston
Harris
Houston
50,027
$53.1K
27%
Dallas
Dallas
Dallas
28,821
$49.5K
33%
San Antonio
Bexar
San Antonio
18,770
$50.1K
32%
Weslaco
Hidalgo
HWMB
$34.1K
37%
$34.1K
39%
$33.2K
54%
$33.2K
46%
13,543 McAllen
Hidalgo
HWMB
Harlingen
Cameron
HWMB 6,201
12
Brownsville
Cameron
HWMB
Laredo
Webb
Laredo
4,591
$39.4K
47%
Corpus Christi
Nueces
Corpus Christi
3,543
$47.1K
31%
Lubbock
Lubbock
Lubbock
2,707
$44.4K
27%
1. Texas Healthcare Statistics
Media Insights Of those enrolled in a Medicaid healthcare plan, many earn an income of less than $30,000 per year.1 Therefore, they use media outlets that are less expensive and all-encompassing when gathering their news, connecting with friends and family, and engaging in social media activities. When it comes to delivering information to this target market, it is important to reach them where they are and at moments when they are most alert. Before providing recommendations for TXCLPPP, the target market’s current media habits are outlined below.
Of those who have an income of less than 1
$30K:
Lower income individuals turn to their smartphone for information.
64% own a smartphone
56% own a desktop/laptop
74% of the Medicaid population is digitally experimental or transitional, favoring “digital doctors.”2
Medicaid population relies heavily on:
HEALTH WEBSITES
TRANSITIONAL
EXPERIMENTAL
HEALTH INSURANCE WEBSITES &
Selectively engage in digital for utility value
Strive to leverage digital more broadly
SOCIAL MEDIA
Use devices more during the day then during primetime.
for medical advice.
Social media use of those with HHI of <$30K:3
85%
1. Pew Research Center 2. The Digital Medicaid Consumer 3. Statista
44%
38%
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Communication platform Learning Together Parents and children visualize things in different ways, but together, they learn from each other. Typically, parents are seen as responsible for teaching their children, but sometimes, itâ&#x20AC;&#x2122;s the other way around, especially in the early childhood development stages. Whether it be interacting with a new toy, pointing out different objects of interest, or beginning to read for the very first time, children are curious by nature. This sense of curiosity not only shapes the childâ&#x20AC;&#x2122;s personality but also sparks wonder in the parent. As parents pay attention to what their children do, especially those instances that particularly intrigue their child, it most likely also grasps the attention of the parent. This is especially evident when it comes to protecting their children. If they see something as immediately harmful, precautions are taken, but what about when harmful effects are not immediately seen? The effects of lead poisoning can take time to develop but prevention should not wait. Although parents are responsible for ensuring lead screening for their child, communication outlets that reach children as the first touchpoint will establish the preliminary approaches of this campaign. Once parents are already learning from their child, recommended initiatives will encourage action and create long-lasting impact.
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Integrated Communication Recommendations Goals & Objectives Rebranding & Logo Short-Term Initiatives Long-Term Initiatives Consumer Journey
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Goals & Objectives The overall proposed strategy aims for hyper-targeted Texas counties, and families that are enrolled in Medicaid. Within these targeted areas, the campaign’s recommendations will follow a strategic chronology as per these three guiding objectives. Overarching Goal: Increase lead screening rates in Texas. Objectives ● Educate parents by increasing awareness about the harmful outcomes of lead poisoning ● Expand lead prevention information beyond healthcare provider facilities ● Implement information digitally beyond CDC’s website ● Integrating our recommendations into our target audience’s lifestyle for maximizing awareness and encouraging actions
Objectives Framework This campaign consists of three guiding phases that will be helpful in implementing the planned objectives. Each phase is not to be viewed separately but overlapping to achieve the desired outcomes from the target audience.
Awarenss & Education This stage of the communication plan will primarily aim to grab attention of Medicaid parents and deliver the most relevant information to them about the importance and practices of childhood lead poisoning prevention and the consequences of lead hazards.
Action & Participation As the next step, this campaign will provide ways for parents to take quick and convenient action by inviting parents to take the next step toward lead prevention for their children through quick, accessible and interactive ways.
Continuing Impact Not only is the goal of this campaign to increase lead screening rates, but giving parents psychological and engagement aides that they can retain over time. The long-term objective for this campaign is to have parents become advocates for increasing lead screening by informing their peers.
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Rebranding & Logo Through a combination of symbols and contemporary colors, the basic idea behind the recommended logo is to make it a) child-friendly and attractive and b) to break away from the preconceived, monotonous notion of a a government driven campaign. The logo will be integrated in all recommendations where bright colors and interactive visual elements of the logo will ensure capturing audienceâ&#x20AC;&#x2122;s attention. A straightforward campaign objective is also integrated within the logo for simplicity and quick education of the parents.
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Short-term: Building Awareness & Encouraging Action Posters Colorful posters with interactive spinning wheels will be displayed in pediatric offices to engage children at first glance while educating the parent as well. Each slice of the spinning wheel will have colorful graphics that relate to lead poisoning sources (e.g. paintbrush, toys, glass of water) with larger fonts spelling out the words and smaller fonts providing further information for parents to read. The Lead Free Texas logo and the website link will also be provided for additional information. The goal of these posters are to enable immediate education on lead prevention by capturing the parent’s attention through child interaction, noting that they learn together.
Budget: $120 for 500 posters in each of 10 cities = $1,200
Awareness Education
Children’s Activity Book Lead Free Texas branded activity books will be placed and distributed free of charge in regularly visited pediatrician clinics by Medicaid parents. This book will include compelling stories about lead safety in a child-friendly manner, interactive activities for the child and parent to learn together, and a checklist for parents regarding their children’s screenings and vaccinations to serve as documentation. The purpose of this activity book is to serve as an additional touchpoint outside of the pediatrician’s office; the book will be a keepsake that can serve as a reminder for parents. Bilingual versions are recommended keeping the ethnic composition of Texas in mind.
Budget: $100 for 500 books in each of 10 cities = $1,000
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Action Participation
Short-term: Building Awareness & Encouraging Action Lead Free Texas Website This campaign will establish a unique website that is bilingual and mobile-optimized to continue building awareness and providing a space for long-term education for parents. The website will also include up-to-date news, links to the parent blog posts, and a timeline of the ongoing campaign events. Simplicity is key when delivering information, therefore infographics, animations, and short videos will be easily digestible. Additionally, website visitors can sign up for automatic text message alerts, reminding them to conduct lead screening tests when their children are one- and two-years-old.
Budget: Web development
$4,500
Text message services ($0.04 per text for 500 ppl in each of 10 cities)
$200
Total
$4,700
Awareness
Action
Education
Participation
Parenting Blogs Popular parenting blogs are the go-to sites when it comes to caring and getting advice on how to maintain optimal health for their child. The Lead Free Texas logo will be used as the display image, tying back to all other communication efforts, drawing interest on what the initiative is all about. Additional public relation efforts will relate the campaign to specific blog posts involving preventative health actions for lead poisoning, common sources of lead, and how one can get their child tested. These posts and the display ads on these blogs will directly link to the Lead Free Texas website providing additional information.
Awareness
Budget: Content Generation
$1,000
Display Advertisements
$2,000 Total
Education
$3,000 19
Short-term: Building Awareness & Encouraging Action Facebook The target audience turns to Facebook as their major social media outlet, in fact, 85 percent of them use the platform. Facebook provides sophisticated targeting capabilities that are crucial for this campaign in delivering awareness to the target audience. Noting this, the prime cities mentioned in the geographic profile will be targeted along with a 20 mile radius. Additionally, Facebook groups for each city will be created to keep these families in the know about further lead prevention and general health practices for their children. Forming these Facebook communities will encourage the target audience to be advocates for the cause and inform their followers as well. Facebook promotions are expected to have a daily reach of 10,000-65,000 with a lifetime potential reach of 7 million.
Awareness
Budget: 6 month lifetime budget = $5,000
Education
Continuing Impact
SEM SEM will be an important media focus when the target market is turning to the web to take action by looking for information regarding lead screenings. Google Adwords will be used throughout the duration of the campaign to continuously educate the parents about the benefits of lead screening by guiding them to the new website through both paid search and display marketing. In order to be most effective, keywords will be targeted specifically to the demographics and psychographics of the audience. Keywords will be associated with information regarding the dangers of lead, importance of lead prevention screenings, lead prevention in Texas, insurance questions regarding lead screenings, and how one can go about performing a lead screening test on their child.
Budget: Search Advertisements (6 months)
$2,500
Display Advertisements (6 months)
$2,500
Total 20
$5,000
Awareness
Participation
Education
Action
Long-term: Encouraging Action & Continued Impact Mobile Lead Screening Branded Trucks People are increasingly seeking convenience in 2018 as general American desire for comfort and security increases, which is part, because of the tumultuous socio-political times (Iconoculture Consumer Values, 2018). Keeping that in consideration, this recommendation utilizes an existing touchpoint in our target audienceâ&#x20AC;&#x2122;s journey - grocery shopping. Mobile lead screening trucks will be placed outside stores such as HEB and Walmart where children accompanying parents can get tested. Each truck will be branded with Lead Free Texas on the front and have a colorful household mural on the back where parents and children can put on special filtered glasses that show lead hazards at home. Additionally, these glasses will be printed with facts about lead poisoning and prevention that can be taken home. These trucks serve as both a lead-screening opportunity and educational moment by giving parents the chance to screen their child and showing them potential lead hazards. Initially, this recommendation will be carried out in the top two high risk cities of Houston and Dallas in both July and August. Upon evaluation, the mobile trucks will be used in the other top cities.
Budget: Truck Rental & Branding ($1,750 per truck for each of the two cities)
$3,500
Screening Test Costs ($1,152 for 300 screening tests in each of the two cities)
$2,304
Filter Glasses ($90 for 300 pairs in each of the two cities)
Total
$180 $5,984
Action Participation
Amazon Discounted Prime Partnership Amazon Prime recently unrolled their discounted membership plan ($5.99) for Medicaid enrollees that can be used as a key leverage point for this campaignâ&#x20AC;&#x2122;s target audience. By partnering with Amazon, Texas Medicaid parents will be given an incentivized price reduction of $2.00 when they show proof of their children being lead-screened as well as receiving monthly discounted grocery coupons. Lead Free Texas display ads will also be placed on the Amazon website that will nudge the target audience to the Lead Free Texas website for further information regarding lead screenings and protection. This recommendation will first be implemented in two test markets (Houston and Dallas) the second half of the campaign to evaluate its return on investment before testing in different markets.
Budget: Amazon Prime Discounts $6,500
($3,250 for discounts in each of 2 cities)
Display Advertisements $500
($250 for display ads in each of 2 cities)
Total
$7,000
Action Participation
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Short-term: Building Awareness & Encouraging Action Block Parties Block parties are a chance for communities to gather and meet one another all while having a good time doing so. While lead poisoning is a serious issue, the campaign aims to reflect optimism in all of its executions rather than a feeling of fear to encourage action from Texas parents. Block parties will happen in the five major Texas cities (Houston, Dallas, San Antonio, Weslaco, McAllen) during National Lead Prevention Week (October 21-27). Parties will consist of lead screenings, food and games for children, t-shirts, education booths, music and an overall good time that aims to inform and develop a lead-aware community.
Budget: Permits $150
($30 in each of 5 cities)
Sanitation & Dumpster $1,500
($300 in each of 5 cities)
T-shirts $2,000
($400 in each of 5 cities)
Food $1,000
($200 in each of 5 cities)
Games $500
($100 in each of 5 cities)
Tables $500
($100 in each of 5 cities)
Booths $500
($100 in each of 5 cities)
Social Media $1,000
($200 for display ads in each of 2 cities)
Total
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$7,150
Action Participation
To provide an integrated picture of how these recommended initiatives work together, please refer to a visualized consumer journey below. The key purpose of this section showcases how the suggested ideas work together in an integrated manner. This depiction portrays typical activities during the day in the life of the target audience identified, including activities that may not be performed on a daily basis but relate closely to various touch points of the campaign.
Consumer Journey
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Conclusion
Budget Flowchart Takeaways & Conclusion
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Budget
Immediacy
Category Educational Materials
Initiative Posters
$1,200.00
Children's Activity Book
$1,000.00
Website
$4,700.00
> Web Development
$4,500.00
> Text Messages Short-Term
Online & Social Media
$5,000.00
Parenting Blogs
$3,000.00
> Content Generation
$1,000.00
> Display Ads
$2,000.00
SEM
$5,000.00
> Search
$2,500.00
> Display
$2,500.00
Amazon Prime Partnership (Trial)
$7,000.00
$6,500.00
Lead Screening Trucks (Trial)
$4,832.00
> Truck Rental and Branding
$3,500.00
> Screening Test Costs
25
$180.00 $1,152.00
> Labor Costs
$609.00
> Supply Costs
$474.00
> Instrument Costs
Contingency
$500.00
> Discounts
> Filter Glasses
Experiential
$200.00
Promoted Facebook Ads - General
> Display Ads
Long-Term
Total Cost (Estimated)
Block Parties
> Permits
$69.00 $7,150.00
$150.00
> Sanitation
$1,500.00
> T-shirts
$2,000.00
> Food
$1,000.00
> Games
$500.00
> Tables
$500.00
> Booths
$500.00
> Social Media
$1,000.00
Contingency
$1,118.00
Grand Total
$40,000.00
Flowchart
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Takeaways & Conclusion Key Takeaways
As the first step in strategy, educating parents and increasing their awareness about the severity and consequences of lead screening is the most critical.
A combination of short and long term initiatives within a $50,000 budget will help this campaign achieve the objectivesâ&#x20AC;&#x2122; framework i.e. education & awareness, action & participation and continuing impact.
Conclusion As a widespread public health issue in Texas that needs attention from multiple stakeholders including healthcare providers, government officials and Texas residents, this campaign primarily targets parents as the primary audience for behavior change. This campaign takes a deep dive into background research such as prior efforts to increase lead screening within and outside Texas, the demographics and psychographics of the target market, and their prominent information outlets. Based on this research, a combination of short and long term initiatives within a feasible budget promise optimal results that will increase lead screenings among children in Texas.
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