What role did formative research play in The Heart Truth® campaign?
In what ways were the concepts and messages developed for The Heart Truth® a departure from women’s heart health education efforts that existed at the time the campaign was begun? How did the campaign planners know that these were important changes to make?
The Heart Truth® is an example of a social marketing campaign that integrates a branding strategy into its social marketing framework. What is the campaign’s brand and how has it contributed to the success of the campaign?
How did The Heart Truth® use partnerships as distribution channels, helping to reach audiences at the national level and in communities?
Name 2 partnerships The Heart Truth® used that helped the campaign reach its target audience.
Were you aware of the brand/symbol before reading this case study?
If so, where did you hear about it?
if not, what products or social media tactics do you recommend the campaign use to help increase the number of people familiar with the campaign?
How and why did The Heart Truth® integrate social media tactics into the ongoing campaign?
How did The Heart Truth® evaluate the campaign’s success? What sorts of limitations on program evaluation do you think the campaign staff encountered?
Visit the campaign website at www.hearttruth.org to explore the available content.

2nd Case Study: Unofficial Case Study (PDF ATTACHED)

Would you be in favor of keeping the usual local age to enter the bars (at 19) on Unofficial or keeping it at 21 as currently happens on Unofficial? Why?
Support services/response services for students and their guests during Unofficial causes a large cost for the university, police departments, health care providers, and others. Who should pay for these costs?
Some Universities pay substantial amounts of money to local bars & retailers to stay closed during their campus drinking event. For example, Penn State paid $200,000 collectively to establishments to stay closed in a recent year. Would you be in favor of this happening for Unofficial? Do you think it would curb dangerous activities on Unofficial?
When laws are in place that restrict alcohol access in public places, parties move to private places (ex: students housing, Greek houses). Do you think this has a positive or negative effect on public health on Unofficial?
What is one change you would like to see tied to Unofficial that would improve health on that day/weekend?

3rd Case Study:

Case Study: HIV in Thailand
Attached Files:
File HIV in Thailand Case Study.pdf (1.216 MB)

Think about these key questions while reading the case study. Answers should be written briefly- bullet points are perfectly fine.

What alerted Thai authorities that they had an HIV/AIDS problem in the country? How did the country find out about this?
Dr. Rojanapithayakorn said that “It is not possible to stop people from having sex with sex workers, so the most important thing is to make sure that sex is safe”. Do you agree or disagree with his statement? Why?
Why had sex workers and sex establishment owners been reluctant to ask clients to wear condoms?
Why do you think the 100% condom program was first done as a pilot study (which occurred in Ratchaburi province)?
What made the 100% condom program pilot in Ratchaburi successful?
Was the media/education campaign or the 100% condom program responsible for the declining HIV and STI rates? Why do you think so?
Do you think a similar 100% condom program would be effective in the US? Why or why not?
What issues was the program unable to tackle?