<<Begin Checklist>>

Step 1: Manage the Project – Develop a plan to organize the campaign development process including time, money, other resources, data gathering and interpretation and decision-making.

Step 2: Revisit your Health Promotion Strategy – This step involves defining and/or confirming the purpose of your health communication campaign, including the development of measurable campaign objectives.

Step 3: Analyze your Audience – Collect information about the demographic, behavioural and psychographic (e.g., values and beliefs) of your chosen audience to create an audience profile. This step also involves examining the characteristics of your audience to determine whether or not they can be divided or segmented into smaller, more homogeneous groups (audience segmentation).

Step 4: Develop an Inventory of Communication Resources – The list should include existing communication resources (e.g., media outlets, community spokespersons) in your community or organization and the assessment of the strengths, weaknesses and possibilities of getting our message delivered through these resources.

Step 5: Select Communication Objectives – Identify the ‘bottom-line’ changes (e.g., increasing seniors’ knowledge about steps they can take to avoid injuries in the home) that you hope to accomplish as a result of your communication activities.

Step 6: Select Communication Channels and Vehicles – Channels are the means by which a message is sent (e.g., radio, television, the Internet, newspapers, interpersonal communication). Vehicles are specific ways of delivering messages through channels (e.g., public service announcements, letters to the editor, etc.)

Step 7: Combine and Sequence Communication Activities - The channels and vehicles chosen in the last step need to be combined and sequenced across a campaign timeline.

Step 8: Develop the Message – The key message, or messages, communicated by the campaign need to be carefully chosen.

Step 9: Develop a Project Identity – Create an identity that will clearly communicate your image and your intended relationship with your audience (i.e., the purpose of your communications campaign and why it’s important).

Step 10: Develop Materials (Production) – Develop specifications for each desired product (vehicle), the selection of suppliers and the management of the production process.

Step 11: Implement your Campaign - Program materials must be available in sufficient quantities. Plans must be in place, and gatekeepers representing different channels must be briefed.

Step 12: Evaluate your Campaign – Collect and interpret information on the planning, implementation and results of the campaign in order to identify effective aspects of the campaign and areas where improvement is required.

<<End of checklist >>