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Step 1: Describe the social issue, background, purpose, and
focus of your social campaign
v Briefly identify the
social issue
, sometimes referred to as the “wicked problem,” your plan will
be addressing (e.g., tobacco use, air pollution, water
contamination, literacy, homelessness, etc.).
v Identify any
sponsoring organizations
you plan to collaborate with in developing and implementing
your campaign. These may be local or national organizations.
v Summarize key
background
information leading to the development of this plan, ideally
using reliable statistics (e.g., percent of unplanned teen
pregnancies)
v What is the campaign
purpose
, the intended impact (e.g., reduced teen pregnancies by 25% by
2020)?
v What is the campaign
focus
, the approach you will be using to contribute to your plan’s
purpose? Areas of focus may be behavior-related, population-
related, or product-related strategies.
Step 2: Conduct a situational analysis (SWOT)
v What organizational
strengths
will your plan maximize?
v What organizational
weaknesses
will your plan minimize?
v What environmental
opportunities
will your plan take advantage of?
v What environmental
threats
will your plan prepare for?
v What
prior and similar campaign efforts
are noteworthy?

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  • 1. Step 1: Describe the social issue, background, purpose, and focus of your social campaign v Briefly identify the social issue , sometimes referred to as the “wicked problem,” your plan will be addressing (e.g., tobacco use, air pollution, water contamination, literacy, homelessness, etc.). v Identify any sponsoring organizations you plan to collaborate with in developing and implementing your campaign. These may be local or national organizations. v Summarize key background information leading to the development of this plan, ideally using reliable statistics (e.g., percent of unplanned teen pregnancies) v What is the campaign purpose , the intended impact (e.g., reduced teen pregnancies by 25% by 2020)? v What is the campaign focus , the approach you will be using to contribute to your plan’s purpose? Areas of focus may be behavior-related, population- related, or product-related strategies. Step 2: Conduct a situational analysis (SWOT)
  • 2. v What organizational strengths will your plan maximize? v What organizational weaknesses will your plan minimize? v What environmental opportunities will your plan take advantage of? v What environmental threats will your plan prepare for? v What prior and similar campaign efforts are noteworthy?