Imagine you are an employee in your county’s Health and Human Services Agency (HHSA). Your department is launching a campaign to increase quality services for your community’s underserved. You are tasked with developing a media message that HHSA will disseminate to the public to persuade people to donate money for a mobile screening bus that can travel to rural areas of the county and reach underserved individuals and families.
Present the text of your media message.
Consider the influence techniques and strategies you learned all term and explain how you used at least three strategies, techniques, and/or principles (at least one from Week 6 Required Readings) to develop your message. Evaluate your reasoning for choosing these techniques.
Justify how your media message is ethical by referencing specific codes of ethics and other resources.
References:
Perloff, R. M. (2021). The dynamics of persuasion: Communication and attitudes in the 21st century (7th ed.). Routledge.
Synder, W. S. (2011). Principles and practices for advertising ethics. Institute for Advertising Ethics. Retrieved from https://instituteforadvertisingethics.org/s/IAEPrincipalsandPractices.pdf
Kenechukwu S. A, Asemah, E. S., & Edegoh, L. O. N. (2013). Behind advertising: The language of persuasionLinks to an external site.. International Journal of Asian Social Science, 3(4), 951-959. Retrieved from https://archive.aessweb.com/index.php/5007/article/view/2468/3764
The authors analyze the power of persuasive language in advertising to influence consumer behavior, as well as consider criticisms of advertising techniques. Read the article for support in developing your media campaign for the Week 6 Discussion.
Andrews, K. R., Carpenter, C. J., Shaw, A. S., & Boster, F. J. (2008). The legitimization of paltry favors effect: A review and meta-analysisLinks to an external site.. Communication Reports, 21(2), 59-69. Retrieved from https://www.researchgate.net/profile/Christopher_Carpenter/publication/230584128_The_Legitimization_of_Paltry_Favors_Effect_A_Review_and_Meta-Analysis/links/0fcfd501aa39164b40000000/The-Legitimization-of-Paltry-Favors-Effect-A-Review-and-Meta-Analysis.pdf
Agency for Healthcare Research and Quality (AHRQ). (2022, October). 2022 National Healthcare Quality and Disparities ReportLinks to an external site.. Retrieved from https://www.ahrq.gov/sites/default/files/wysiwyg/research/findings/nhqrdr/2022qdr.pdf
Access the information on health needs for help in identifying your key campaign message.
Media Message: 📣 Join us in making a difference! Help bring quality healthcare to underserved communities with your generous contribution. 🚐 Our goal is to launch a Mobile Screening Bus that will travel to rural areas, reaching individuals and families who lack access to essential healthcare services. Together, we can bridge the gap and ensure everyone receives the care they deserve. Make an impact today by donating to our cause. Your support matters!
Social Proof: We highlight the collective effort by inviting people to “join us” and “make a difference.” This leverages the principle of social proof, where individuals are influenced by seeing others take positive actions.
Scarcity: We emphasize the need for a “Mobile Screening Bus” to reach underserved areas, creating a sense of urgency and scarcity. This appeals to people’s desire to be part of something exclusive and time-sensitive.
Reciprocity: The message highlights that “your support matters,” tapping into the principle of reciprocity. By implying that their contribution matters, we encourage individuals to reciprocate by donating.
Our media message aligns with ethical guidelines outlined in the Institute for Advertising Ethics’ principles and practices for advertising. Specifically, it adheres to the principle of “truth and transparency” by providing accurate information about the campaign’s purpose and goal. We also prioritize the principle of “responsibility” by aiming to improve healthcare access for underserved communities, contributing positively to society. Moreover, we emphasize the use of persuasion techniques that respect individuals’ autonomy and free will, without resorting to manipulative tactics.
The 2022 National Healthcare Quality and Disparities Report by the Agency for Healthcare Research and Quality (AHRQ) emphasizes the urgent need to address disparities in healthcare access. Our media message directly aligns with these findings, focusing on reaching rural areas and underserved individuals. By targeting key campaign messages that address real healthcare needs, we strive to make a meaningful impact on the lives of those who lack adequate access to quality care.
This assignment has shown me the power of influence techniques in shaping persuasive messages. By strategically incorporating social proof, scarcity, and reciprocity, we aim to engage our audience and motivate them to take action. Ethical considerations are crucial in ensuring that our message is respectful, transparent, and responsible. This assignment also highlights the connection between persuasive communication and addressing real-world healthcare disparities, driving me to create messages that make a positive impact.
As we use influence techniques to encourage positive actions, I wonder about the balance between effective persuasion and potential unintended consequences. How can we ensure that our persuasive messages genuinely empower individuals without compromising their autonomy or using manipulative tactics?
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