An Advertising Campaign on the Public Health Impacts of Climate Change in Palau

Introduction

Welcome Agency 1244 Presentation Team Introduction

Palau

Palau

How did this all start? Introduction of “Issue” Summer preparation Fall preparation

Introduction to JRNL 406 class

Primary Research Journey to Palau

September 16 through September 27, 2010

Worked with Ministry of Health

Palasia Hotel Personal Interviews

Personal Interviews Interview Structure

Health officials Fishermen Farmers Tourism experts Media experts

Set of questions developed prior to departure

Recorded audio and video

Palauan/ English Findings

Survey 10 Question Survey

Developed prior to departure Distributed to 148 Palauans

Random sample Measured current awareness levels of

climate change issues Distributed by the Public Health Office Designed for easy post-campaign

evaluation

Survey Results Conclusion

45% of Palauans were very aware of Global Climate Change

80% of populations ranged from somewhat aware to very aware of Global Climate Change impact on health

39% are only exposed to climate change messages one time a month

Secondary Research

Categorized into three climatic events: Extreme Heat Sea Level Rise El Niño effects

Climate Change Matrix

Campaign Overview What is this campaign designed to

do? Raise awareness levels Educate Palauans on the health risks

related to climate change Campaign Theme

Dr. Stevenson Kuartei, M.D. “Protect, Provide, Unite”

Challenges Mindset Media

SITUATION ANALYSISExtreme Heat, Sea Level Rise, El Niño Effects

EXTREME HEAT

Extreme Heat Global Climate Change

Serious issue for many years Most studies don’t study health effects

Crop Damage Respiratory Diseases Heat Related Illnesses

Syncope Dehydration Heat Strokes

Measures the Palauans can use to either reduce their risk of developing extreme heat related illnesses or ways in which they can help with pre-existing conditions

Crop Damage Extreme Heat

Low water supply Wildfires

Low moisture Little rainfall Crop damage

Crop seasons changed

Attitudes of people Security of food

supply

Respiratory Diseases

COPD Chronic Obstructive

Pulmonary Disease Asthma Bronchitis Elderly population at

higher risks

Syncope

Loss of consciousness and fainting

Leading cause Overheating

Elderly at risk

Dehydration Dehydration causes

Lack of fluids Diarrhea Vomiting Sweating Diabetes Burns

Sweating is main cause

Heat Stroke Considered a real

emergency Highest risk populations

Infants Elderly Athletes Those who work outside

SEA LEVEL RISE

Sea Level Rise

Sea level rise Crop damage Diet Water-borne infections Vector-borne infections Unpredictable tides

Sea Level Rise Crop Damage

Increased incidences of flooding Taro

Staple food in Palau Tapioca/Sugar Cane Medicinal plants

Sea Level Rise Diet

Shift to more processed foods

Increase in non-communicable diseases Diabetes Obesity

40% of the 9.7 million people in South Pacific island region

Ministry of Health working with Ministry of Education

Sea Level Rise Water-borne/Vector-

borne Infections Flooding is bringing

standing water where mosquitoes can breed. Dengue fever, malaria

Low-lying homes susceptible

31 cases of Dengue fever confirmed in Palau (2008)

Number has remained stable in Palau Outbreak notice issued

in June 2010 for South Pacific island region

Sea Level Rise Unpredictable Tides

Flooding will become more frequent as sea level rises, coastal land permanently lost

Burial Grounds

Sea Level Rise Unpredictable Tides

Health Access High tides limit

access to healthcare

Belau National Hospital

Isolated populations

EL NIÑO

El Niño El Niño is a

weather event that begins in the South Pacific Islands and occurs when trade winds are weakened.

In a strong El Niño, ocean temperatures in the South Pacific Islands can increase as much as two degrees above normal.

Coral Damage Palau has the most

diverse coral fauna of Micronesia and the highest density of tropical marine habitats.

Unfortunately Coral Bleaching is damaging this diversity.

Coral Bleaching Coral bleaching

outbreaks in Palau are considered to be one of the greatest threats to Palau’s coral reef ecosystems.

Palau’s reefs were significantly harmed by coral bleaching during the 1997-1998 occurrence of El Niño

Ecotourism

Coral reefs are useful to people and their environment in numerous ways. Protect Shores Supply food and medicine Economically beneficial Their beauty attracts thousands of

tourists each year.

Ecotourism Increasingly frequent El

Niño occurrences have lead to more cases of coral bleaching, which can ultimately lead to decreases in tourism.

Tourists who are uneducated about reefs can damage the coral significantly.

Fishing in Palau/ Fish Distribution Fishing is just as relevant to

Palau’s culture as it is to their diet.

El Niño events can vastly affect fishing in Palau as well as the distribution.

Changes in fish distribution directly affect those who depend upon fish as a primary food source, as well as those that rely on fish as a source of income

Weakened Trade Winds Trade winds were

originally seen as a tool for commerce.

This vital cycle is being damaged by El Niño and threatens to change the marine ecosystems in the South Pacific Islands.

Extreme Weather Events These extreme weather

events can cause a multitude of natural disasters. Loss of clean water Shelter Personal and

household goods Damage to health

care system Increased number of

floods, drought, and wildfire

TARGET AUDIENCE

Target Audience: Primary males and female ages 16 to 65.

Account for 13,270 individuals Average household size is 4. Average income is $11,117 Farm for Food

Also shop at WCTC and Surangels in Koror  Audience utilizes radio, newspaper, and

television  Listen to 89.5FM Read Island Times, Palau Horizon, and Tia Belau Cable Network Subscribers

Target Audience: Secondary

Children and adolescents ages 8 to 15. Education will greatly influence future

habits of children  Use traditional media Becoming more avid users of social

media Facebook Myspace

Listen to American and Palauan music on 88.9 KRFM

KEY IDEA

Key Idea

Dr. Kuartei’s Airplane analogy Protect, Provide, Unite The purpose of each word

Protect

Primary and Secondary Research Advertisements demonstrate this

and educate audience on protective measures

Why “Protect” is important Protecting their own health is an

investment into the health and well-being of all Palauan citizens

Provide After individuals have protected

themselves, they can provide assistance to others.

Assistance aides in lowering susceptibility of other individuals to certain health issues

Why “Provide” is important Providing education protects the future

generations of Palau It brings the primary and secondary

audience together Leads to the final part of the key idea

Unite

Through protection and providing, we are uniting citizens of Palau

Increasing unity should raise awareness about health risks associated with climate change among all audiences

OBJECTIVES

Communication Objectives: 1

Increase awareness level to 75% of the primary target audience (healthy citizens of Palau) that there is a need to protect themselves against the increased health risks associated with climate change. This will be accomplished within the first half of the six-month campaign

Communication Objectives: 2 Increase awareness level to 80% of the

secondary target audience that there is a need for them to be the “future healthy generation” of Palau. Increased awareness that there is a need to protect themselves, their families, friends and community against increased health risks associated with climate change. This will be accomplished during the six-month campaign

Advertising Objectives: 1

Establish in the minds of 75% of the two target audiences that protecting their own health in order to provide assistance and education to others is an investment in to the heath and well being of all Palauan citizens. This will be accomplished during the first half of the six-month campaign.

Advertising Objectives: 2

Establish top-of-mind awareness in 80% of the two target audiences that there are increased levels of health risks that are associated with certain aspects of climate change. This will be accomplished during the first half of the six month campaign

Advertising Objectives: 3

Reinforce in the minds of 75% of the two target audiences that climate change is related to certain health issues in Palau. This will be accomplished during the second half of the six month campaign

Media Objectives

Reach 75% of the primary target audience 5 times per month during the six month campaign

Reach 85% of the secondary target audience 3 times per month during the six-month campaign

CREATIVE STRATEGY

Logo Strategy

NEWSPAPER ADVERTISING

Series 1 Will use a page

positioning strategy during the first month of the campaign

Two, 3 by 9 column inch ads

The first ad is on page 5 of your newspaper

Series 1 cont'd Turn to page 7 This is the same ad, but

with the boxes checked in a bright red spot color

Series 2 4 full-color, full-page ads

will be placed during the first month of our campaign to introduce our logo

There will be one ad each week and will rotate among newspapers at strategic times throughout the campaign

Series 3 These ads will be more individualized 9 different ads, each black and white 3 columns by 8 inches in size Placed on page 3 in each of the 3 newspapers Each ad will state facts that relate to the

health issues associated with climate change Each word individualizes a word from the

tagline as there is 3 ads for each word Will be introduced during the second month of

the campaign

Series 3: Protect yourself

Series 3: Provide assistance to others

Series 3, Unite for a healthier Palau

Newspaper Media Strategy

Three Major Newspapers Island Times Palau Horizon Tia Belau (This is Palau)

Newspaper Media Strategy Circulation of 1,200 Island Times and Palau Horizon run twice a

week (Tuesday & Friday) Tia Belau only once a week (Monday) Tabloid size and 16 pages in length 5-column format with full-color available

only on front and back pages and double truck (8-9)

Spot color available on pages 2, 7, 10 and 15

Newspaper Media Strategy

First month Plan rotates between each of the three

papers during the first month Series 1 Ad (Checklist)

Runs in 2 papers per week (Island Times, Palau Horizon)

Series 2 Ad (Logo) Runs in 1 paper per week (Tia Belau)

Newspaper Media Strategy

Second Month Similar strategy to first month

Series 2 Ad (Logo) Runs in two papers per week (Island

Times, Palau Horizon) Series 3 Ad (Facts)

Runs in one paper per week (Tia Belau)

Newspaper Media Strategy

Remaining four months Mixture of all three ad series New advertisements will be introduced

each month to prevent consumer wear out

No paper will contain the same ad any week during final four months

BILLBOARD ADVERTISING STRATEGY

Billboard Ad Strategy Similar to other mediums Will use the same fact strategy to create

a feeling of continuity with the other ads in the campaign

Billboards will contain minimal copy to ensure the message can be read quickly by passing traffic

We will break the border of every ad with the campaign logo, check mark, or an eye-catching image

Billboard Ad Strategy Features same checklist

that appears in series 1 newspaper ads

Breaks the border with the logo at the right

Billboard Ad Strategy Features the circular

logo mounted at top, extending past the top and side edges

Tagline below

Billboard Ad Strategy

Remaining will be horizontal Features a checkmark that extends

past the border as well as a fact and corresponding image

Have chosen four topics that we believe are of concern

Billboard Ad Strategy

Billboard Media Strategy

Small in size but very important medium

Standard size 8 feet by 4 feet

Located on Compact Road (main road)

50-75 billboards in Palau Use 20-25 of them

Billboard Media Strategy

Strategic Placement Placed mainly in Koror due to denser

population This will yield a high amount of

impressions Vehicle/Pedestrian traffic

POSTER AD STRATEGYThere will be 2 varieties of design as well as sizes of posters for the campaign

Poster Ad Strategy

Follow the format of series 3, newspaper ads (Facts)

Full color 8.5 inches by 11 inches in size 9 different versions

Poster Ad Strategy

Follow the road sign format Full color 17 inches by 11 inches in size 4 different versions

Poster Media Strategy

Primary and secondary audience can be reached through posters

1,000 copies of each poster printed

Poster Media Strategy

Posters will be placed in a variety of locations

Indoor Locations Hospital Dispensaries/Clinics Schools Grocery and Retail locations

Outdoor Locations Events

TELEVISION AD STRATEGY

Television Ad Strategy 2 television ads

Follow the idea of stating facts 60 seconds; can be edited

Images Real footage gathered during primary research Urge Palauans to apply the message to their own lives

Commercials will show facts

Television Ad Strategy Typeface

Consistent with the rest of the campaign Background music

Show seriousness of the message Logo

Appears on entire screen Allow viewers to associate the logo with the message

and other mediums

RADIO ADVERTISING STRATEGY

Radio Ad Strategy Ads

Similar to other aspects of the campaign; state facts 30 seconds in length Use most important facts that translate to images Kept simple and to the point Sounds effects for encouragement

Facts Will be about health risks and protective measures

Protect, Provide, Unite Logo cannot be visually displayed Verbal repetition= effective memory reinforcement

tool

Radio Advertising Strategy

Radio Advertising Strategy

Social Media Ad Strategy & Media Strategy

Website Campaign Information, photographs, health tips,

FAQ’s, contact info No rich media

Internet access is limited, but growing 5,400 internet users as of December 2007 2,860 Facebook users as of August 2010

Advertising Banners On Facebook pages of Palauan subscribers only $0.21 per click Direct traffic to website

Television Media Strategy

Approximately 11,000 televisions Palau National Communications

Corporation (PNCC) is the only television broadcasting company

Oceania Television Network (OTV)-channel 23

Diaz Broadcasting-channel 26.

Television Media Strategy

60-second television ads will appear during prime time (6:00 p.m. – 10:30 p.m.)

Twice an evening on both channels during the first two months of the campaign.

One 30-second commercial will be introduced as the second month of the campaign is coming to a close.

Radio Media Strategy

Diaz Broadcasting/WWFM 89.5 KRFM 88.9 MHz Government owned station, Eco-

Paradise FM/Voice of Palau, broadcasts simultaneously on 87.9 MHz and 1584 AM

Both morning (6-10a.m.) and evening (3-7 p.m.) drive times will be utilized.

Radio Media Strategy

Two 30-second radio advertisements have been developed that feature the “fact” theme.

The two radio advertisements will alternate every day between the three stations (336 radio ads per month)

New radio advertisements will be inserted into the mix monthly to retain freshness.

EVENT STRATEGY

 Yearly Climate Change Meeting

Directed solely towards the primary audience

Invitations will be sent via direct mail

Half day event Scheduled for April

2011 Close to earth day

Yearly Climate Change Meeting Begin with morning

presentations All attendees will

receive a tote bag containing the campaign promotional material and a DVD

Will end with closing statements

Event 2: Children’s Camp

In addition to the current camps The Ministry of Health and the

Governors Association fund the camps Half day of team-building exercises Fun informational sessions Games will be conducted

Team Building Exercises Include: Climate Change

Jeopardy A Raft Building Contest Tours around the Island

Climate Change Awareness Day Held at local school

Inviting guest speakers to help further educate.

Exercises Include: What “Protect, Provide,

Unite” means to the children

Class Photographs Nutrition Experts

Direct Mail Because of postal

limitations in Palau, it is not the most important medium

There are no actual street addresses in Palau Mail is usually picked

up at P.O. boxes or State government offices

Invitation to event at Palasia Hotel

Brochure Strategy

Brochures will be used to provide Palauans with recent information

Tri-fold format containing preventative or protective health measures that address health issues related to climate change

First month will be a cyclone preparedness brochure

Brochures

Preparedness measures for vector borne infections

Diet and diabetes Sea level rise Crop damage Extreme heat

PROMOTIONAL MATERIALS

T-shirts

Promotional Items

Promotional Items

Promotional Items

Budget: Plan A

Promotional Items

Budget: Plan B

Seek sponsors and donors to cover cost of advertising campaign

Solicit local Palauan media entities to help the cause

Receiving sponsorships and donors Replace the advertising budget Possibly extend the campaign timeline

Evaluation

Palau Department of Health Distribute 148 random surveys Able to measure awareness levels

and recognition of campaign

Conclusion