ADPR 5742/7742

HEALTH AND RISK COMMUNICATION CAMPAIGNS

Fall 2023

T/TR 11:10 a.m. - 12:25 p.m. in Journalism 511

Instructor: Dr. Jeong-Yeob Han

Email: jeonghan@uga.edu (the best way to reach me)
Office Hours: TR 12:30-1:30 and by appointment
Office: 134C Journalism
Phone: 706-542-2711

The course syllabus is a general plan for the course; deviations announced to the class by the instructor
may be necessary.

Course Description & Objectives

Students in this course will work in teams to conduct research, planning, and preparation of a health and
risk communication campaign designed to solve problems for outside clients. This is a capstone course
that puts all your knowledge and experience from previous classes into practice. Public relations students
have learned communication and public opinion theories, studied research practices and how to write a
PR plan, reviewed strategies used by numerous organizations, and practiced using graphic and written
communication tactics. Advertising students have grasped communication and advertising theories,
learned research practices and how to write creative briefs, practiced developing media plans, developed
ads through creative concepting, and studied management decision-making processes. Public health
students have learned social and behavioral aspects of public health, health promotion and prevention,
health policy and U.S. public health system, as well as various topics such as health disparities,
global/environmental/community health and many more.

Students are expected to refer back to past class materials and textbooks for refreshers. I will be providing
examples on eLC but teams are expected to take initiative and find resources and examples they need
outside of what’s provided in class. We will work in teams to combine all of these elements together to
create an integrated health and risk communications campaign, put together a communication campaigns
book, and give a formal presentation to the client. Outside clients can include governmental entities,
nonprofit organizations, hospitals, and other related agencies or businesses.

Our primary course objectives are:

1. Use legal, ethical, and professional applications of the principles, strategies, and techniques of
health and risk communication for the client.
2. Conduct primary and secondary research, report findings, and set measurable strategic goals and
objectives to design a health and risk communication plan for the client.
3. Learn to work in teams and to apply strategic communication principles and practices to public
health problems.
4. Develop and test message executions to determine if they communicate effectively to target
audiences.
5. Allocate/set budgets across a variety of health and risk communication disciplines and tactics.
6. Prepare and deliver a comprehensive report and an effective presentation to the client.
7. Produce professional quality work to add to their portfolios and will acquire increased confidence in
professional situations.
Grading

Assignments Percentage of Final Grade Due Date

Research Report & SWOT Analysis 15% 9/26
Campaign Strategy & Creative Brief 10% 10/10
Final Campaign Book 30% 11/30 (TBD)
Client Presentation 10% 11/30 (TBD)
Peer Evaluation 35% (15%+20%) 10/17, 11/30
Campaign Concept Essay 20% 11/30 (TBD)
(Grad. Student Only)
Total 100%
(or 120% for Grad. Student)

Research Report & SWOT Analysis (15%)

Write a 4 page (single space) primary & secondary research summary report and SWOT analysis. Include
message development and testing results. The report should give greater page allocation to primary than
secondary research. You can use highlights from this write-up in the plans book. More research can be
added to your final plans book as needed even after this phase of the report is done.

Campaign Strategy & Creative Brief (10%)

Each should be a brief one page (single space). The big idea, the overall strategy and rationale, & creative
brief comes after research and target positioning is identified. See eLC for creative brief format and
examples.

Final Campaign Book (30%)

See eLC and download full content guideline and grading rubric. NSAC (National Student Advertising
Competition) and past class plans book examples can be found on eLC.

Client Presentation (10%)

The client presentation is scheduled for 11/30 (subject to change depending on client availability). The
presentation order will be determined at a later date. More details about the presentation and rubric will be
given at a later date.

Peer Evaluations (35% total; midterm 15%, final 20%)

Following questions will appear on the peer evaluation sheet. Mid-term and end-term evaluations will be
averaged.
1. Devotes time to project.
2. Takes project seriously.
3. Attends group meetings.
4. Gives input during group meetings.
5. Does quality work.
6. Communicates with group.
7. Cooperates with group.
8. Shows respect for group members.
9. Meets group deadlines.
10. Is dependable.
11. Generates ideas.
12. Is resourceful.
13. Shows initiative.
14. Did their fair share.
15. Brings integrity to the project.
Peer evaluations are as crucial as the final campaign book. There will be absolutely no free riding in this
class. Students will fail this course if they do not pull their weight. There will be two peer evaluations (mid
and final) and if a student becomes a burden to the team, the team can vote to fire members, in which
case the member will have to work on the project individually from that point on. Additionally, if a
member’s average score is lower than 60/100, there will be further inquiries and the member may be
voted off the team. All problems should be handled professionally but come to me early to address issues
and to seek out effective solutions that will benefit everyone. Each member needs to take the initiative to
get things done and not just wait to be told what to do. Every week will be full of tasks and deadlines so
active participation is required at all times.

Progress Reports through Online Excel/Google Form

Take 5-10 minutes after each class meeting to briefly summarize the team’s progress. Team members
should take turns to compile and update the report. Teams should arrange who reports when. These
reports are not only for the team’s record keeping but to assist me in determining how the team and the
individuals are progressing. There are no points allocated to the reports but teams should consider this
as mandatory record keeping. This will help summarize the past week’s work and help your team plan
for what’s next. In the beginning of the semester, email me (jeonghan@uga.edu) a link to the online
Excel/Google form sheet and allow every member access. Updates should be concluded by the end of
each class day (T/TH). I will check each team’s updates by next day morning. There is no required format
but some content suggestions are below to get you started.

Sample Progress Report:

Team 1: Healthy Dawg (your team name)

Hairy Dawg (your name)
Report #4 (Week 2 Tuesday)
MM/DD/YYYY (date of report)

Team Activities: (use the titles below for each subsection of your report)
Meeting Dates
Those who attended each meeting
Topics/Findings/Summaries
Discussions
Agreements
Actions Taken
List of To Do’s

Individual Activities organized by subgroups: (can also be organized by “finished” and “to do”)
AE
- Member 1 (Name):
Research Directors
- Member 2 (Name):
- Member 3 (Name):
Creatives
- Member 4 (Name):
…

Attendance
Participation at all class and team meetings is mandatory. You must be available when our entire class
meets and when your team meets to discuss and work on the project. It is inappropriate to schedule trips,
vacations, interviews, training, and other extracurricular events during the semester when you need to be
here to meet the requirements of this course. ½ of a letter grade may be lowered for each missing
class or meeting. You are expected to be present and actively participating 100% of the time during all
meetings and all class times. Do not expect to “drop in” or “phone in” or work on other things on your
laptop. The more you actively give your input, the better your team’s plans book and peer evaluation will
be. Emergencies must be notified immediately. Please notify me of university sanctioned excuses ahead
of time so that you and your team can work out necessary arrangements.

Additional Assignment for Graduate Students (20%)

Graduate students will have additional responsibilities in order to earn 7000-level course credit. In addition
to full participation in team efforts, graduate students are required to write an essay on theoretical
concepts relevant to the client's campaign. More details to come later.

Grade:
Letter grades will be assigned based on the following criteria:
94%-100% A
90%-93.9% A-
87%-89.9% B+
84%-86.9% B
80%-83.9% B-
77%-79.9% C+
74%-76.9% C
70%-73.9% C-
67%-69.9% D+
64%-66.9% D
60%-63.9% D-
59.9% and below F

Mental Health and Wellness Resources:

• If you or someone you know needs assistance, you are encouraged to contact Student Care and
Outreach in the Division of Student Affairs at 706-542-7774 or visit https://sco.uga.edu/. They will help you
navigate any difficult circumstances you may be facing by connecting you with the appropriate resources
or services.
• UGA has several resources for a student seeking mental health services
(https://www.uhs.uga.edu/bewelluga/bewelluga) or crisis support
(https://www.uhs.uga.edu/info/emergencies).
• If you need help managing stress anxiety, relationships, etc., please visit BeWellUGA
(https://www.uhs.uga.edu/bewelluga/bewelluga) for a list of FREE workshops, classes, mentoring, and
health coaching led by licensed clinicians and health educators in the University Health Center.
• Additional resources can be accessed through the UGA App.

Academic Honesty Policy:

All academic work must meet the standards contained in “A Culture of Honesty.” Each student is
responsible to inform himself or herself about those standards before performing any academic work. UGA
Student Honor Code: "I will be academically honest in all of my academic work and will not tolerate
academic dishonesty of others." UGA's academic honesty policy states: “Giving or receiving help for
assignments without prior approval from your instructor. During any assignment, any help (such as books,
notes, calculators, technology, internet resources, or conversations with others) is considered
unauthorized unless the instructor explicitly allows it.” It is the policy of this course that any
unauthorized use of AI tools will result in a breach of University Honor Code and Academic
Honesty Policy. A Culture of Honesty, the University's policy and procedures for handling cases of
suspected dishonesty, can be found at www.uga.edu/ovpi.

Disability Services
UGA is committed to providing equal educational opportunities for qualified students with disabilities in
accordance with state and federal laws including the American Disabilities Act. Students with disabilities
who need reasonable accommodations to fulfill course requirements should contact the instructor during
regular office hours or by appointment.

Diversity Statement
Diversity encompasses acceptance and respect. The term "diversity" encompasses differences of culture,
background and experience among individuals and groups. Such differences include, but are not limited
to, differences of race, ethnicity, national origin, color, gender, sexual orientation, gender identity, age, and
abilities, as well as political and religious affiliation and socioeconomic status. All students enrolled in the
class are expected to abide by UGA’s diversity policy, and to respect different, diverse viewpoints
discussed during class. Please refer to the following website for more information:
https://diversity.uga.edu/index.php/about/mission

Course Evaluations
Course evaluations will be completed online. Details:
https://webapps.franklin.uga.edu/evaluation/login.php

Electronic Communication
E-commons, listservs, and e-mail communication are accepted at the university as official means of
correspondence. Students are expected to check the class ELC daily for any updates and class material
uploaded, and to check their official UGA email account daily for any official communication from the
instructor regarding this course.

Policy on Audio, Visual and Video Recordings of Classes

To foster a safe learning environment in which various viewpoints are respected, the redistribution of
audio, visual or video recordings or transcripts thereof is prohibited without the written permission of the
faculty members in charge of the class and the permission of all students who are recorded. We endeavor
to construct a learning environment where individuals can test out ideas in a trusting environment, and
making public private discussions focused on learning is a violation of this classroom trust—whether
virtual or in-person.

Professional Values and Competencies:

This class reflect all of the following professional values and competencies required by the Accrediting
Council on Education in Journalism and Mass Communications (ACEJMC) for graduates of accredited
programs:
• Apply the principles and laws of freedom of speech and press, in a global context, and for the country in
which the institution that invites ACEJMC is located;
• Demonstrate an understanding of the multicultural history and role of professionals and institutions in
shaping communications;
• Demonstrate culturally proficient communication that empowers those traditionally disenfranchised in
society, especially as grounded in race, ethnicity, gender, sexual orientation and ability, domestically
and globally, across communication and media contexts;
• Present images and information effectively and creatively, using appropriate tools and technologies;
• write correctly and clearly in forms and styles appropriate for the communications professions,
audiences and purposes they serve:
• Demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth,
accuracy, fairness and diversity;
• Apply critical thinking skills in conducting research and evaluating information by methods appropriate
to the communications professions in which they work;
• Effectively and correctly apply basic numerical and statistical concepts;
• Critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style
and grammatical correctness;
• Apply tools and technologies appropriate for the communications professions in which they work.
 COURSE SCHEDULE

Week Topics (progress report updates due end of day each class day) Team Meetings
Week 1 8/17: Introduction to Course, Team assignment All

Week 2 8/22: Market research (client, latest development, impact analysis) Day 1: All
8/24: Client briefing (bring questions for client) Day 2: All

Week 3 8/29-31: Target research (secondary research insights) Team 1: 11:10-11:45

Team 2: 11:50-12:25
Day 1: Team 1, 2
Day 2: Work on focus
group/interview +
surveys
Week 4 9/5-7: Target research (primary research planning & conducting) Day 1: Team 1, 2
Day 2: Add consult
Week 5 9/12-14: Target research (primary research planning & conducting) Day 1: Team 1, 2
Day 2: Add consult
Week 6 9/19-21: Target research (primary research planning & conducting) Day 1: Team 1, 2
Day 2: Add consult
Week 7 9/26: Research completed; target positioning identified Day 1: Team 1, 2
Assignment #1 Research Report & SWOT Analysis due Day 2: Add consult

9/28: Campaign objectives & strategy: Objectives, strategy (positioning, big idea),
rationale, & creative brief
Week 8 10/3-5: Campaign objectives & strategy: Objectives, strategy (positioning, big idea), Day 1: Team 1, 2
rationale, & creative brief Day 2: Add consult

Week 9 10/10: Assignment #2 Campaign Strategy & Creative Brief due Day 1: Team 1, 2
10/12: Media tactics (all details): media mix, media planning (flowchart), budget (pie Day 2: Add consult
chart), evaluation plan, & forecasted results

Week10 10/17: Media tactics (all details): media mix, media planning (flowchart), budget (pie Day 1: Team 1, 2
chart), evaluation plan, & forecasted results Mid-Term Peer Evaluation due Day 2: Add consult
10/19: Work on creative executions & 1st draft of plans book

Week11 10/24-26: Work on creative executions & 1st draft of plans book Day 1: Team 1, 2
Day 2: Add consult
Week12 10/31: Work on creative executions & plans book revisions Day 1: Team 1, 2
11/2: 2nd draft of plans book Day 2: Add consult
Week13 11/7: 2nd draft of plans book (99% finished, content/details/creative/structure Day 1: Team 1, 2
design must be in professional quality)
11/9: ADPR Connection
Week14 11/14-16: Near-final plans book draft with creatives, presentation material prep Day 1: Team 1, 2
Day 2: Add consult
Week15 11/21: Presentation rehearsals Day 1: Work on
Send me final draft of presentation presentation
11/23: Thanksgiving Break
Week16 11/28: Final practice Day 1: Team 1, 2
11/30: Client Presentations (TBD) presentations
Final Campaign Book due Day 2: Final
Final Peer Evaluation Due presentations
Grad. Student Essay Due