Health Promotion Campaign: Multimedia Communication & Cancer Awareness

This essay explores the use of multimedia communication for health promotion, specifically focusing on a cancer awareness campaign. It discusses leveraging various media technologies, including digital platforms like Facebook, Twitter, and Instagram, to generate awareness and promote behavioral changes related to cancer prevention and early detection. The essay incorporates communication and social marketing theories, such as the Shannon and Weaver Model of Communication, the Uses and Gratifications Theory, Innovation Diffusion Theory, Social Exchange Theory, Nudge Theory, and Empowerment Theory, to evaluate the effectiveness of the campaign. It further examines the communication and social marketing objectives, employing the marketing mix (4Ps) and intervention objectives to analyze the impact of the campaign on audience behavior and resource allocation. The evaluation objective focuses on assessing the behavioral intervention and the overall effectiveness of the multimedia campaign in raising cancer awareness and promoting healthier lifestyles.

Multimedia communication
for health promotion
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Table of contents
INTRODUCTION...........................................................................................................................3
FOCUS............................................................................................................................................3
BACKGROUND.............................................................................................................................3
BODY OF ESSAY..........................................................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Mass media is making use of diverse array of media technology in order to convey a
particular message to large number of audiences. Print media and physical objectives such as
newspaper, pamphlets, magazines and books or internet can be used to generate awareness about
the company in mind and hearts of the customers (Stead and et.al., 2019). Social media
marketing is making use of different social platform such as Instagram, Twitter and Facebook to
generate awareness among the people so that they can take right decision for their health and
well-being. Health and wellness campaign can be described as series of activities that are
undertake by government, health care organization to achieve a state of having sound body, mind
and spirit. Campaign is the best way to communicate people about the key health issue and the
way it can be overcome for their overall health and well-being.
FOCUS
The health issue which will be discussed is Cancer Disease. The media source which has
been chosen is World Wide Web and Digital Platforms like Facebook, Twitter and Instagram.
Behavioural intervention is being chosen for the campaign through which the awareness is being
created among the people for the cancer disease. Different behaviours of individuals will be
idealized and identified (Parida and et.al., 2019). The health and wellbeing campaign which is to
be focused on is the behavioural change which is observed in the people while creating
awareness for the Cancer Disease. The aim of the campaign is that to create awareness among
people for cancer disease by creating effective campaign through digital platforms and World
Wide Web.
BACKGROUND
The study is related to the one of the main key health issues that is cancer from which large
number of people living in society are being suffering due to change in their overall lifestyle. It is
disease in which some of the body cell grows uncontrolled and spread to other part of the body.
Moreover, the cancer is one of the leading causes of many deaths across worldwide, likewise, as
per 2018, there are 1 million new cases and 9.5 million cancer-related deaths. So, for
improvement and well-being of people health, government needs to take corrective action to
overcome the cancer through organising campaign.
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The media source that has been used for informing about the health issue is World Wide
Web or digital platform to easily inform maximum number of people about the diseases, its
impact on the human health and many more (Liu and et.al., 2020). In order to evaluate the
platform that has been used by the uses and Gratification Theory has been used that suggest
that audience members actively pursue particular media in order to effective satisfied their wants.
Likewise, the people tend to avoid media that does not agree with the value, attribute and belief
of individuals. So, in context of our media selected is digital platform that is most use platform
by maximum number of people in recent scenario. In another words, people belonging to young,
old age prefer to make use of social media platform only to have information, entertainment and
many more. Therefore, as per the model the media that is selected for aware people about the
diseases, campaign is best.
Another theory that could be used for evaluating the communicating campaign is that
Innovation Diffusion Theory such as innovators i.e. are individuals that are first to try
innovative or new ideas. Likewise, most of the people are interested to make use of internet,
digital platform and World Wide Web for different purposes this has helped in effectively
appealing to them. Many of the people are aware about the growing number of patients related to
cancer, and its negative impact so social media will more contribute in motivating them to
improve their lifestyle (Kim and et.al., 2019). Furthermore, to motivate early majority, evidence,
image and necessary information can be paste on the website so that they can be aware about the
health issue and associated health campaign. Late majority, are individual that adapt the new idea
after seeing other people, likewise by viewing maximum number of people getting aware about
the way individual can be protected from cancer. They have also started making use of digital
platform to gathered knowledge and improve their health. Laggards are the last that are stick to
their tradition and very conservative so, fear, statistical detailed about the increase in number of
patients related to cancer can easily motivated them to take steps to enhance their lifestyle for
good health and well-being.
Importance of intervention that is use of social media platform to aware people about the
growing concern of cancer across worldwide. Social exchange theory can be used to explain the
way intervention is important because through its people can easily make decision by measuring
the cost as well as reward of relationship and providing maximum reward to people. Likewise,
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social media platform such as Facebook, twitter and other are less costly and any individual can
easily access the information in limited cost and time frame.
Further, Nudge Theory is used for creating awareness towards the cancer disease through
social media (Misawa and et.al., 2020). Nudge theory is the idea of using encouragement or
suggestions to change the behavior of individual’s by giving them freedom to make their own
choices. It helps in knowing the way to improve the hygiene among the health care workers so
that they are able to provide the requirements and fulfill needs of the individuals. This is the
basis of the theory.
Another very important theory which is used is Empowerment Theory. This theory of
social work includes intervention methods which help in guiding people by helping them in
achieving the sense of control (Nicholls, 2018). This theory helps in creating awareness among
the people by demonstrating about the cancer disease which is being taken to create awareness
among the public through the campaigns which are being framed at large scale in groups and
community significantly.
BODY OF ESSAY
Communication Objectives
Awareness to be created among the people is the main purpose for the cancer disease to
beat it which is done through initiating the campaign and ensuring that people are concerned
about their health.
By using Shannon and Weaver Model of Communication, analysis of the objective of
communication is achieved. The model is described as –
Shannon and Weaver Model of Communication – This model is designed to develop the
communication between the sender and receiver to be effective and significantly reach the
message which has been conveyed (Alshanqiti and et.al., 2021). There are five major aspects
which are to be followed in the model through which the information is being sent. They are –
Sender – Sender of the message will be healthcare professionals and health care workers are
working on creating awareness in the lifestyle of the people through effective campaigned which
are designed for the cancer disease.
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Receiver – The receiver of the message are the people for which the awareness is being created
so that they take concern of their lifestyle to beat such harmful disease which is Cancer.
Channel – The audience for this campaign of creating awareness and changing their lifestyle can
be reached through World Wide Web and through digital platforms such as Facebook, Twitter
and Instagram (Gillespie and et.al., 2018).
Noise – The noises which affect the campaign are – failure of encoding signals, poor internet
connection and weak transmission process. These noises affect the campaign and create failure
of message to be delivered to the people.
Feedback – The feedback is being received on the digital platforms such as Twitter, Instagram
and Facebook where the campaign has been launched (Umeozor, 2020). This helps in knowing
what people are thinking and are taking concern of towards change in their lifestyle and what
changes are needed in the campaign to reach to them in more expanded and effective manner
possible.
Social Marketing Objective – For identifying the social marketing objectives, they are done
through the Marketing Mix that is 4P’s. The essentials of marketing mix are described as below
–
Product – The behavioural offer for the audience is that campaign is being created for creating
awareness and change of lifestyle among people by fighting with the cancer disease. This is the
behavioural offer which has been main concern of people (Lahtinen and et.al., 2020).
Price – The value of the campaign is important for the audience as it helps them in knowing that
the campaign is designed through appropriate price. The cost is bearable for the campaign as it is
done through the digital platforms. There may be barriers for the campaign which can be
behavioural which should be overcome.
Place – The channels by which the change is promoted for the campaign is done through digital
platforms such as Twitter, Facebook and Instagram and also through World Wide Web (Thabit
and et.al., 2018). The place in which the change is encouraged is social media which helps in
creating awareness towards cancer by creating effective campaigns.
Promotion – By advertising the change is promoted to the audience which helps in knowing the
major modifications which are being needed to create the campaign in more effective and
efficient manner. This helps in knowing that the campaign is to be created in such manner that
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the audience ensures that the message is being reached to them in an effective manner and that
they are concerned about the change in their lifestyle towards fighting cancer.
Therefore with the help of marketing mix the social media objectives can be achieved at
large scale and this will help in ensuring that audience is aware of the disease and are taking
actions towards changing their lifestyle patterns which helps them to know the value of their life.
Intervention Objective – By the chosen activities the objective which is to be achieved is that
the people become more aware and concerned about their changing lifestyle patterns so that they
take care of their health in positive manner. This will help people in knowing that their health is
the important aspect and that they need to change their lifestyle towards being healthier and not
getting affected by Cancer (Chin and et.al., 2019). The behaviour of the audience can be changed
by knowing that they should be taking care of their health and following a lifecycle which helps
them to take concern of their health. The campaign also provides the essential ways of living a
life which will lead them to be more happy and concerned about their health. It is important to
change the behaviour of audience as Cancer is affecting many lives and there are numerable
deaths which are the major concern of the people and their health.
The behaviour of audience is being achieved in the manner by creating such effective
campaigns which provides them information as to how they can take care of themselves
(Tweneboah‐Koduah, 2018). There will be positive impact of the campaign which has been
created and framed for the audience to make them realise their self – worth so that they are more
aware of their health. The behaviour of the audience can be analyzed on Facebook, Instagram
and Twitter from where the audience is able to gain knowledge which is provided through the
campaign.
Resource Objective – The types of resources which are undertaken are – collecting the
information, creating content on the digital platforms such as Twitter, Facebook and Instagram
and on World Wide Web. Along with this, framing the structure of finance which will be
required in the campaign formulation.
Evaluation Objective – The campaign would be effective as it will focus on the behavioural
intervention as how the audience reacts towards the campaign and what are the patterns of
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behaviour which are being observed. Whether they take the campaign in positive or negative
manner. The coverage of the audience were the patients of Cancer and other people at large scale
(Dahl and et.al., 2018).The percentage of the population who are recalling the message are – (70
– 80%). The campaign would be effective in changing the behaviour and attitude of the people as
it will help them to know that all essential information through the campaign which will also
create help in creating awareness for their life towards Cancer. The campaign will be created in
such manner that people are more encouraged and active towards taking concern of their health.
The campaign will be framed in the least cost as it is created on digital platforms.
CONCLUSION
Thus, it is concluded from the above essay that awareness was being created among the
people by framing effective campaign through World Wide Web and digital platforms such as
Twitter, Instagram and Facebook. Along with this, focus and background of the topic was
discussed in detail manner by applying the theories and models. Further, communication
objective, social marketing objective, intervention objective, resource objective, evaluation
objective were discussed and described in detail.
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