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.