Behavior Change Components:

HPEB 300 Program Planning Project

Logic Model:
 Program Marketing
Program Participants

We have set a goal to have around 150 participants per

intervention day which, because we are holding 16 intervention
days, comes out to 2,400 total participants by the end of the
program.

Promotional Tools and Incentives

The purpose of promotion is to inform, persuade, reinforce,

and differentiate. Some of the promotional tools we will be using
include: advertising, direct marketing, public relations, and digital
communication. In terms of advertising, we will make flyers and
pamphlets to post in areas across town where most 18-24-year-old
women spend time such as coffee shops and public pools. We
estimate that the total cost of printing these flyers and pamphlets
will be $650. We will also make brief presentations at University
of South Carolina School of Medicine in Greenville, SC to inform
them of the consequences of skin cancer and invite them to
participate in our program on primary prevention. Another
marketing campaign we want to utilize is the local news station.
When the weatherman talks about the upcoming hot and sunny
days with high UV rays he can mention our program and
encourage viewers to participate. This will cost roughly $8,000 for
the weekly air time. The last source of marketing that we want to
use is social media. This a great source for getting the public's
attention, especially those who are 18-24 years old, so we can
share statistics pertaining to skin cancer and encourage them to
take part in our program on how to best protect yourself from skin
cancer. The total cost for having one ad per day on Instagram
during the months of the intervention will cost about $850. In
order to motivate participants to participate in our program we will
be using various incentives such as free samples and free food. At
our presentation we will be giving out free sunscreen samples to
each person. We estimate a total of $840 for an estimated
attendance of 2,400 people. Another incentive we will implement is
having refreshments like food and beverages from Chick Fil A. We
have budgeted a total of $2500 to spend on this food. Lastly, we
will have a social media campaign where we will enter participants
in a drawing to win a $50 amazon gift card if they repost our
program information and tag their friends. We will draw a total of
25 winners which will cost around $1,250.

Example of Promotional Materials

The image below will be used on Instagram and other social media
platforms to promote safe sun
exposure.
Behavioral Evaluation:

After completion of program, 65% of the participants will report

having used sunscreen at the recommended amounts during days in
which they are exposed to high concentration of UV rays during the
month of July.
Who: Program participants
What: Report having used sunscreen at the recommended amounts
while exposed to UV rays
When: After completion of program
What Extent: During the entire month of July.

This behavioral evaluation will be accomplished by using

quantitative measures. We will get the participants contact
information, such as email and phone number, and let them indicate
whether email, text, or phone call would be best to send them
further information. In the month following the end of the program
we will contact the participants through the medium that they
denoted and ask them a series of questions to see how often they
wore sunscreen when exposed to high concentration of UV rays.