Problem Statement

Identifies the problem to be addressed by the education campaign. e.g. Lung cancer is the leading cause of cancer-related deaths in Australia, however if detected early survival rates can be doubled.

Goals

Assesses the goals of the education campaign. These are often made public but are intended to give the campaign an aim. e.g. To detect lung cancer as soon as possible.

Audience Analysis

The objectives are more specific aims that are designed to achieve the ultimate goal of the campaign. They determine the instructions given to the public. e.g. Observe friends and family members for three key signs of lung cancer and urge them to seek medical help.

Objectives

Analyses the intended target audience for the campaign message to ensure the campaign is structured in a way that it effectively reaches its target audience. Determines medium used. e.g. Targets general public to observe family members for the three key signs of lung cancer through TV and radio ads as well as through print such as posters..

Message development Media options Designed to be attractive or grab the attention of the intended audience. Appropriate style for the content of the message and effectively confers message to the public. e.g. Ad campaign uses coughing people in different situations and shows concern from friends and family, resulting in action being taken. Sustainability Project budget

Media Choice and design