Campaign name
The campaign name is Beware of ZIKA.
Context
- Zika fever/disease is the result of Zika virus that spreads primarily after getting bitten by an infected mosquito of Aedes species (CDC).
- Common symptoms of Zika disease are rash, joint pain, conjunctivitis and fever (CDC).
- The illness tends to be mild in nature, but the symptoms can last for weeks after getting bitten (CDC).
- Infection of Zika virus during pregnancy can lead to serious birth defects called microcephaly, or it can also cause severe defects to the fetal brain (CDC).
- In 1947, the virus was first discovered and it was named after the Ugandan forest Zika (CDC).
- In 1952, Zika virus’ first human case was detected, since then there have been outbreaks of Zika in Southeast Asia, Africa, and the Pacific Islands (CDC).
- Currently, the Zika virus has been spreading throughout the globe, especially in South America and the Caribbean Islands (Time).
Campaign overview
The objective of the plan is to make college students in Austin aware of the Zika virus and the impact of the virus on health. The campaign also aims to teach students the actions they need to take during a Zika virus crisis in their region or if they are travelling to another country suffering from Zika virus.
Target audience(s)
The campaign’s target audience are college students based Austin. They will be informed about the potential impact of Zika Virus through a social marketing campaign.
Key Messages
Prevent Mosquito Bites
One of the most important ways to save yourself from Zika virus is by preventing mosquito bites. It can be some by taking simple measures such as wearing clothing that covers the body, keeping doors closed, remaining in air conditioned areas, sleeping under mosquito net bed, etc. These counter measures will go a long way to ensure infected mosquitos remain away from you. Also, students can also use traditional methods such as mosquito repellents, coils, etc. Also, it is important to make sure that every cloth you wear is protected after washing and insects do not lay waiting for an easy bite after you wear your clothes (CDC).
Diagnostic Testing
Since, Zika virus has some symptoms of a common fever; it is easily be confused as a viral fever. Also, illness tends to be mild, but remains for a long term. Therefore, diagnostic testing is very important, unless you want to remain ill for months. It is in the best interest of students to get tested if they feel hot and take necessary preventive measures around their family and friends. Zika virus is fast spreading because many people fail to get tested and infected mosquitoes bite them and later people who are around them (CDC).
Prevention of Sexual Transmission
There have been reports of Zika virus spreading through sexual transmission in the U.S. territory, Puerto Rico. Since, it has now been mentioned; people suffering from fever should at least get themselves tested for the Zika virus. Until, there are reports that can confirm or deny such allegations, it is important that college students who test positive for Zika virus should abstain from sex as they can be responsible for spreading the disease. Without sexual transmission, one of the ways Zika is spreading throughout the world will be eliminated and there will be a better chance of eliminating the virus (CDC).
Strategies and Tactics
The best way to involve the media and college students is through social media. Social media marketing will be used to make the campaign popular and reach a far wider audience of college students throughout Austin. College students are highly active on social media and they would read, share and tweet information related to Zika with their friends and help in making the campaign far reaching. Since, Zika has become a huge concern for the health departments all over the United States of America; the media have been covering all important details about the campaign. Media would be attracted to a campaign that gains momentum in social media and major television channels and local channels will start showing interest in showing this campaign on their platform that educates college student about the negatives of Zika virus and the ways people can protect themselves and people around them.
Measurement and Evaluation
The campaign’s aim is to educate college students about Zika and ensure the Zika virus is not spread among college students in Austin and other American cities. The campaign success will be measured by the increase in the number of college students reporting to college nurses and local hospitals to get themselves checked for Zika. Also, the popularity of the campaign on social media and extensive coverage from news channels would also be considered as a sign of success. Finally, the popularity of the campaign will also be tested with the positive response from the college students and their efforts to join the campaign and making it a success. In the long term, the campaign will be considered a success, if the reported cases of Zika virus are somehow hindered in the Austin region.
Works Cited
CDC. About Zika Virus Disease. CDC. Cdc.gov. 15 April 2016. Web. 28 April 2016.
CDC. What we know. CDC. Cdc.gov. 14 April 2016. Web. 28 April 2016.
Time. Zika Has Spread to 43 Countries. TIME. Time.com. 26 April 2016. Web. 28 April 2016.
