Date of Graduation

Summer 8-26-2015

Document Access

Restricted Project/Capstone - USF access only

Degree Name

Master of Public Health (MPH)

College/School

School of Nursing and Health Professions

First Advisor

Courtney Keeler

Abstract

The following is a discussion of the prevention of HIV/AIDS and other chronic diseases as assessed through the fieldwork experience with Better World Advertising (BWA). This fieldwork and the following summary clearly defines a social marketing campaign, and also demonstrates its usefulness in engaging the target audience (particularly vulnerable populations) in beginning the steps towards behavior change that can help eliminate health disparities based on race, sexuality, gender, and environment. The planning, implementation, and evaluation of social marketing campaigns and the implications this has for future campaigns and public health policy are also addressed. Overall, this fieldwork experience has provided vital experience for the student in terms of understanding social marketing campaigns from the beginning to the end, as well as insight into future opportunities and limitations to help create and continue to grow effective and relevant campaign strategies.

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