Messaging strategy practice
For this messaging strategy practice exercise, you will assume the role of a marketing consultant hired by the
Centers for Disease Control and Prevention (CDC) to design a public health messaging strategy. The CDC is
the federal agency that conducts and supports health promotion, prevention, and preparedness activities in the
United States, with the goal of improving overall public health. Their vital signs division issues reports that
highlight current health threats and how they can be addressed. You will use these reports to complete this
assignment.
Prompt
Visit the CDC’s Vital Signs website and select a health issue that interests you. Design a messaging strategy
for your chosen health issue using the Practice Exercise Worksheet. You will use this worksheet to identify the
following:
The health issue
The target audience or audiences for your message
The primary message you want to convey to one target audience
The type of messaging strategy (or strategies) you plan to use for conveying your message
The intended communication channels for distributing your message (for example, social media, television,
radio, or advertisement)
The desired understanding you want the audience to know from receiving your message
The desired understanding of what you want the audience to know as a result of receiving your message
Alternatively, if your message requires a call to action, the desired action or actions you want the audience to
take as a result of receiving your message
Specifically, you must address the following rubric criteria:
Identify all appropriate target audiences for the issue using general demographic information as needed.
Create a concise primary message regarding the issue for one of the identified target audiences.
Choose a messaging strategy and explain its appropriateness to the target audience and message.
Specify at least one communication channel that will effectively distribute the message, and describe why the
channels are appropriate.
Explain what action or understanding the audience should demonstrate after they receive the message.
Provide a rationale for how each element of the messaging strategy contributes to the creation of an effective
message.
In terms of Burberry and their way of portraying body image, they use celebrities indirectly to show all shapes and sizes are accepted and can shop at Burberry. An example of this is the repost of James Corden (picture) wearing a Burberry suit and a red-carpet event. This is another example of attracting a different audience, due to James Corden being known for his comedic and not so glamorous role in the TV series ‘Gavin And Stacey’. Corden’s audience will consist of younger and more realistic people, therefore this advertisement will show that anyone can buy Burberry and that like Stormzy it is achievable for ordinary people to wear a luxury brand and feel supported by them, no matter what their body type.
Another example would be the singer Adele and her contribution to the plus size fashion industry. Adele has been seen numerous times wearing Burberry at red carpet events and her own shows. This is important for the growth of a brand because if people feel at all excluded then they will not support a brand. Therefore, the use of a curvy woman on Burberry’s social media platforms will appeal to plus size women. Moreover, in terms of empowering women, social media and the blogging world have been a positive for the plus size industry, curvy girls have been able to express themselves and their views on the ideal body. Social media is constantly covered with slim body types and thin models; this is one of the main reasons for people feeling dissatisfied with their bodies. Bailey and Ricciardelli (2010) found that “upward comparisons are one of the strongest reasons for body dissatisfaction. Women who are heavy viewers of television – particularly of thin – ideal media – are presented with a multitude of thin actresse