Slide 1: Creation of an Implementation Plan for a Mindful Mondays Campaign at Emerson College
Created by Margaret Sheets as an “Applied Learning Experience” Final Master’s Thesis Project
Slide 2: What is an Applied Learning Experience Project?
Project that students in Emerson College’s Health Communication Program must complete to receive a Master’s degree in Health Communication Students and are hired as pro bono consultants to work on health related projects for business/ organizations/ schools etc Based on extensive quantitative and qualitative research a “deliverable” is made by each Master’s candidate For this project I worked as a consultant for Emerson College’s Center for Health and Wellness to assist them by creating an implementation plan for a future health promotion campaign geared towards Emerson undergraduate students. The plan was based off the pre-existing Healthy Monday Campaign
Slide 3: Healthy Monday Campaign
Healthy Monday Campaign (national campaign)
Initiated by Syracuse, Johns Hopkins & Columbia Universities in 2005 Idea: promote behavior change on Mondays Monday is first day of business week –good day to start Promotes behavior change that is fairly easy to accomplish: Meatless Monday
Slide 4: Mindful Mondays
Based off of LiveSMART (Live Strongly Mindfully, Actively, Responsibly and Thoughtfully) 5 Day Campaign initiated by Emerson College. Mindful Mondays is a change for the college because it’s a longer 9 week campaign
Slide 5: Primary Research
Conducted Zoomerang survey 502 respondents 2 Focus groups 15 participants total Asked questions about students preference:
Behaviors they want to learn about Communication sources Information Sources Health Information Sources Preferred healthcare activities
Slide 6: Focus Group/Survey Results
Students very interested in Relaxation, Nutrition and Fitness-yoga Very interested in technology-text messaging Liked fun health events Lacked knowledge of on campus services
Slide 7: Emerson Demographics
Demographic Category Percentage 3,453
Like film/video production Don’t like being talked down to Interested in health issues Like looking young healthy
Total Number of Undergraduate Students Gender Male Female Ethnicity International (non-resident aliens) Black, Non-Hispanic Asian/Pacific Islander Hispanic White, Non-Hispanic Multiracial Race Unknown, not reported
40% 60%
3.6% 4.4% 5.5% 10.0% 49.4.2% 3.6% 25.2%
Slide 8: What Other Schools have Done
Emerson’s past efforts What other colleges have done to implement the Healthy Monday Campaign were also examined –focus on:
Syracuse Johns Hopkins West Chester University Northern Kentucky University Suffolk University Tulane University
Slide 9: Deliverable
Nutrition, Relaxation Strategies, Fitness targeted Guidebook for future Wellness Ambassadors Student group Involved Samples:
Design for a website 3Posters to post in dorm halls about health issues 6 text messages (2 about each target behavior) 3 scripts for student made videos
Slide 10: Logo
This logo was disliked when tested by Emerson students, consequently the logo above was chosen for the campaign
Slide 11: Website Design
Slide 12: Sample Text Messages
Slide 16: Video Scripts
Short scripts Nutrition
2 Wellness Ambassadors in Dining hall Explain how to create healthy meals there
Fitness
Wellness Ambassadors explain how to exercise in dorms 2 students demonstrate relaxation techniques
Relaxation
Slide 17: Budget
According to the social Marketing Model Budgets must include: draft product, benefits and features price incentives, distribution channels, proposed promotions Campaign’s evaluation (Kotler & Lee, 2008, p. 43).
