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Instructions
Using the outline below in Part 3 as your foundation, develop a well-written proposal for a social media campaign that addresses alcohol use and abuse in your target population of the military The elements of your proposal will mirror the structure of the outline. That is, your proposal should include the following: Introduction that describes the problem being studied Rationale for selecting a social media platform that works best with the chosen population and state Discussion of an evidence-based program that serves as a model for your campaign Description of the major message and associated components of the campaign Strategy for measuring the success of the campaign In addition: Write a mock-up of your social media campaign to share with the class in Week 8 of the course Your proposal must include in-text citations and a corresponding reference list Facebook Social Media Campaign Proposal Outline I. Introduction Alcohol abuse is a pressing issue that affects not only individuals but also entire communities, particularly within the context of the United States Army. The men and women who serve our nation, face unique challenges, and demands, often in high-stress environments, which can contribute to an increased risk of alcohol misuse. Recognizing the significance of this problem, we propose a comprehensive Facebook social media campaign aimed at addressing and combatting alcohol abuse within the Army. This campaign is not just a call to action; it's a mission to support the mental health, wellbeing, and readiness of our dedicated service members. By leveraging the power of social media, we seek to engage with this specific demographic, continue to raise awareness about responsible alcohol use, provide access to evidence-based resources, and foster a sense of community and support among those who serve. In the following proposal outline, we will delineate our strategy for selecting the most suitable social media platform, identify evidence-based programs to guide our efforts, define our campaign message, and establish clear metrics for measuring the campaign's effectiveness. With this campaign, we aim to make a tangible difference in the lives of our service members, ensuring that they have the tools and knowledge needed to navigate the challenges associated with alcohol use and misuse. Together, we can build a healthier, more resilient Army community. 1. Description of the Problem Alcohol abuse within the Army is a critical issue affecting the mental health and overall wellbeing of service members, leading to various negative consequences, including addiction and impaired readiness. 2. Rationale for Selecting the Target Population The Army represents a high-risk group for alcohol abuse due to the unique stressors and demands of military service, making it essential to address this issue within this specific demographic. II. Selecting a Social Media Platform 1. Compare and Contrast Social Media Platforms Evaluate the suitability of various social media platforms (e.g., Facebook, Instagram, Twitter) in terms of reach, user demographics, and engagement potential for the Army audience. 2. Rationale for Selecting a Specific Social Media Platform Choose Facebook as the primary platform for the campaign due to its extensive user base within the military community and its robust tools for targeting and engagement. III. Identification of Evidence-Based Program Utilize the Alcohol and Substance Abuse Prevention Program (ASAPP) as an evidence-based model for the final social media campaign. (Seal et al., 2011; Waller et al., 2015; Ames & Cunradi, 2002; Jacobson, 2008) IV. Campaign Message 1. Description of the Major Message The primary message of the campaign will emphasize responsible alcohol use and the negative consequences of alcohol abuse within the Army. 2. Description of Campaign Components The campaign will include informative articles, personal testimonials, infographics, and videos highlighting the importance of moderation, the availability of support resources, and success stories of those who have overcome alcohol-related challenges. 3. Description of the Campaign's Visual Aesthetic The campaign will feature a cohesive visual identity with military-themed graphics, patriotic colors, and relatable imagery of service members. V. Plans to Measure Success of the Campaign 1. Metrics for Determining Effectiveness Metrics to measure campaign success will include the number of likes, shares, comments, clicks on campaign content, and website visits related to the campaign. 2. Evaluation of Success The success of the campaign will be evaluated through surveys and feedback forms distributed to Army personnel, assessing changes in alcohol consumption patterns, increased awareness of support resources, and self-reported improvements in mental health and wellbeing. References: Seal, K. H., et al. (2011). Bringing the war back home: Mental health disorders among 103,788 US veterans returning from Iraq and Afghanistan seen at Department of Veterans Affairs facilities. Archives of Internal Medicine, 171(11), 98-99. Waller, M., McGuire, A.C.L. & Dobson, A.J. Alcohol use in the military: associations with health and wellbeing. Subst Abuse Treat Prev Policy 10, 27 (2015). Ames, G., & Cunradi, C. (2002) Alcohol Use and Preventing Alcohol-Related Problems Among Young Adults in the Military. Jacobson, I. G. (2008, August 13). Alcohol Use and Alcohol-Related Problems Before and After Military Combat Deployment.