WK 3 Assgn 1 Advertising Storyboard
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Feb 20, 2024
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Advertising Storyboard
Mario Mendoza
University of Arizona Global Campus
MPH603 Applied Behavioral Science (MPE2347A)
Instructor Brittany Chatman
December 11, 2023
Advertising Storyboard
Introduction
To improve education and inoculation among minority communities, public health professionals can use fear appeals (FA) and the Precaution Adoption Process Model (PAPM). FA are an effective tool for communicating the perceived threat and the expected gain (Haas, 2018). The PAPM is a more thorough approach with seven stages that take a person from awareness to action (Cho & Park, 2023). Depending on the time available both the FA and the PAPM are effective methods for moving the public to action. Screen
Visuals on Screen
Narration
Notes
1
Title Screen
2
An African-American doctor is conducting an annual physical for Dan.
The patient looking at her doctor: Dr. Smith, I’ve been hearing
a lot of negative information about the COVID-19 vaccine. Black people have been used as guinea pigs before and I don’t want to be the one. What is your opinion?
Using the fear appeal can be effective but trust must be first established (Jeffrey & Thomson, 2019). The camera pans to Dr.
3
Dr. pauses and explains his position.
Dr: Dan, I’ve been your doctor for 15 years. Have I ever steered you wrong? While I agree that there is mistrust of anything coming from the government because of how we have been treated in the past. The camera pans to Dan.
4
Dr. sits down to face Dan.
Dan speaking to the doctor: You are right, I do trust you and I value what you have to say. I know you don’t have an agenda.
Trust is established: camera pans to the doctor. 5
Cut to a view of Dan & Dr.
Dr. speaking: As African Americans, we are one-third more likely to die from Covid than Latinos. We are twice as likely to die from Covid than white Americans (Vasquez, 2020)
Perceived threat
established (DiClemente et al., 2019). The camera pans to Dan
6
Cut to Dan
Dan speaking: Wow, I didn’t know more black people were dying from Covid. Do you have information on the vaccine?
Camera pans to Dr. reaching for COVID pamphlets and how it affects different ethnicities. 7
Cut to Dr. Dr speaking: The vaccine is relatively safe, and the consequences of not getting vaccinated range from several days in bed with flu-like symptoms to being on a ventilator and eventually dying. If you get vaccinated you can still be infected but the body is prepared and your symptoms are much
milder (Nicholson, 2019). Camera pans out to see the doctor and Dan
8
Cut to Dan
Dan speaking: Wow, so the vaccine is safe, it can make The expected gain is established (DiClemente et
symptoms milder, and can prevent me from dying. al., 2019). Camera pans to the entire office
9
Cut to Dan shaking the Dr.’s hand
Dan reaching out to shake Dr.’s hand: Thank you for being honest with me. I think that I will get the vaccine because it is safe and I trust your judgement. I never realized that African-
Americans are at a disadvantage for not taking the vaccine
Camera pans out to a 1-800 phone number
10
Cut to 1-800# Narration: Call 1-800-GET-VAXS to get more information. Black Americans are more likely to get the coronavirus, be admitted to the hospital, and die (Vazquez, 2020). Protect yourself, and get vaccinated. For more information call 1-800-
GET-VAXS to get more information and the nearest location to get vaccinated. Camera pans to a multigenerational family raising their sleeves and showing the band aid where they were vaccinated.
Precaution Adoption Process Model
The PAPM explains the progression of decisions that individuals go through to explain how they arrive at a decision (Haas, 2018). The adoption of these new behaviors requires that a new precaution is taken or they stop risky behaviors through deliberate steps. For example, someone who is overweight knows that they will have increased health risks if they do not lose weight. The individuals make a series of decisions and they start a new exercise routine and a new diet. The model has seven distinct stages that start with being unaware of the issue, then unengaged by the issue, deciding about acting or deciding not to act, deciding to act, acting,
and maintenance (DiClemente et al., 2019). Screen
Visuals on Screen
Narration
Notes
1
Title Screen
2
Two Hispanic females (Maria & Elena) are having a conversation about vaccinations
Maria speaking: I’m going out to the store, do you need anything?
Elena speaking: You cannot go out there, the news station said
there was a new COVID-19 virus that is making everyone sick
and you could die so they said people should stay at home. Stage 1: Unaware of the issue (Cho & Park, 2023).
The camera pans to Maria.
3
Cut to Maria
Maria speaking: I’m not worried about getting sick. I’ve heard
something about that new strain but I don’t think it applies to me. I’m healthy with a strong immune system.
Stage 2: Unengaged by issue (DiClemente et al., 2019). The camera pans to Elena.
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4
Cut to Elena
Elena speaking: Maria, this virus started in China and it has killed thousands of people. It is just as easy to catch as a common cold and could put you in the hospital if you are not vaccinated. The camera pans to Maria
5
Cut to Maria
Maria speaking: I did not know it was that deadly. No, you have me thinking that I should get the vaccine. I’ve heard that people are getting sick or even dying from the shot. I think I will skip the shot. I wash my hands, sanitize and I don’t go around sick people. Stage 3: Deciding about acting (DiClemente et al., 2019).
Stage 4: Deciding not to act (DiClemente et al., 2019). The camera pans to Elena. 6
Cut to Elena
Elena speaking: Maria, listen to me, please. I went to my doctor and they gave me this information about the shot. By now they have perfected the vaccination and there is hard evidence that it is safe, even for children. The camera pans to Maria.
7
Cut to Maria
Maria speaking: Let me see, I guess you are right. I should get immunized. Stage 5: Deciding to act (DiClemente et al., 2019).
The camera pans out to show Maria making an appointment to get vaccinated. 8
Cut to Maria
Maria speaking: Hi, is this the doctor’s office? I would like to make an appointment to get the new COVID-19 vaccine. Stage 6: Acting (DiClemente et al., 2019).
The camera shows Maria getting her keys and leaving for her doctor’s appointment. 9
Cut to 1-800#
Narration: Call 1-800-GET-VAXS to get more information. Black Americans are more likely to get the coronavirus, be admitted to the hospital, and die (Vazquez, 2020). Protect yourself, and get vaccinated. For more information call 1-800-
GET-VAXS to get more information and the nearest location to get vaccinated.
Camera pans to a multigenerational family raising their sleeves and showing the band aid where they were vaccinated.
Stage 7: Maintenance (DiClemente et al., 2019).
Conclusion
Minorities in the United States have been disproportionally affected by COVID-19 due to a lack of education and information on the vaccine. Public Health professionals working to improve immunization rates can use a variety of methods but two of the most effective are FA and PAPM. Using both of these methods will motivate the public to adopt healthy behaviors.
References
Haas, E. (2018). Applying the Precaution Adoption Process Model to the Acceptance of Mine Safety and Health Technologies. Occupational Health Science, 2(1):43-66. Cho, I., & Park, Y. (2023). The effectiveness of a tailored program to promote reproductive‐health‐promoting behavior in young women based on the Precaution Adoption Process Model: A randomized controlled trial.
Nursing Open
,
10
(3), 1704–1714. https://doi.org/10.1002/nop2.1425
DiClemente, R., Salazar, L., & Crosby, R. (2019).
Health behavior theory for public health: Principles, foundations, and applications
(2nd. ed.). Jones & Bartlett.
Jeffrey, J., Thomson, M. (2019). Integrating negative social cues in tobacco packaging: A novel approach to discouraging smokers.
Journal of Consumer Affairs
, 53(4):1380-1395. doi:10.1111/joca.12232
Nicholson, L., Putwain, D., Nakhla, G., Porter, B., Liversidge, A., & Reece, M. (2019). A Person-Centered Approach to students’ evaluations of perceived fear appeals and their association with engagement.
Journal of Experimental Education
,
87
(1), 139–
160. https://doi.org/10.1080/00220973.2018.1448745
Vasquez, R. (2020). The disproportional impact of COVID-19 on African Americans. Health Hum Rights, 22(2):299-307. PMID: 33390715; PMCID: PMC7762908.