Write an introduction, but do not use “Introduction” as a heading in accordance with the rules put forth in the Publication Manual of the American Psychological Association.

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1. The Case Study: Social Marketing Campaign Paper is worth 225 points and will be graded on quality of case-assessment, use of citations, use of Standard English grammar, sentence structure, and overall organization based on the required components as summarized in the directions and grading criteria/rubric. 2. Create your case study using Microsoft Word , which is the required format for all Chamberlain documents. 3. Follow the directions and grading criteria closely. Any questions about your essay may be posted under the Q & A Forum. 4. The length of the paper is to be no less than 4 pages and no greater than 7 pages excluding title page and reference pages. 5. APA format is required with both a title page and reference page. Use the required components of the review as Level 1 headings (upper and lower case, centered, boldface). Note: Introduction—write an introduction, but do not use “Introduction” as a heading in accordance with the rules put forth in the Publication Manual of the American Psychological Association. Preparing the Assignment ***To complete this assignment, you must read and visit the following: Website Address: truth initiative. (2017). https://truthinitiative.org/about-usLinks to an external site. Other Resources: truth. (2017). https://www.thetruth.com/about-truthLinks to an external site. Hicks, J. (2001). The Strategy Behind Florida’s “Truth” Campaign. Tobacco Control, 10, 3-5. Access article hereLinks to an external site.. Course Readings: Farrelly, M. C., Healton, C. G., Davis, K. C., Messeri, P., Hersey, J. C., & Haviland, M. L. (2002). Getting to the truth®: evaluating national tobacco countermarketing campaigns. American Journal of Public Health, 92(6), 901-907. Access article here.Links to an external site. Healton, C. (2001). Who’s Afraid of the Truth? American Journal of Public Health, 91(4), 554-558. Access article here.Links to an external site. For the purpose of this paper: 1. Introduction: Describe the truth® campaign or a similar social marketing public health campaign. Include (a) Background (e.g., the tobacco problem in the United States, when the campaign was created, by whom the campaign is funded by, etc.); (b) Purpose (e.g., the campaign’s aims [be sure to explain counter-marketing]); and (c) Focus (e.g., the campaign’s target market profile). 2. Campaign objectives: Describe the campaign objectives. For example, what are the behavior objectives, knowledge objectives, and belief objectives? 3. Branding: What is the campaign brand? Explain the importance of branding when developing a public health campaign. 4. Describe the marketing mix strategies: Describe the 4 P’s: Product, Price, Place, and Promotion of social marketing; describe how the 4 P’s were used by the campaign and why each were critical for an effective campaign. 5. Evaluation: What evaluation tools were combined to assess the Campaign’s effectiveness? Explain why this is important. 6. Barriers: Describe the barriers to effective counter-marketing. 7. Conclusions: Given your research on this campaign, were the strategies used by the Campaign successful? Unsuccessful? What recommendations would you provide for future work? HERE IS THE GRADING RUBIC ASSIGNMENT MUST MEET REQUIREMENTS Case Study: The truth® Campaign Paper Grading Rubric Case Study: The truth® Campaign Paper Grading Rubric Criteria Ratings Pts This criterion is linked to a Learning OutcomeIntroduction Introduces the truth® Campaign to gain an understanding of the campaign’s background, purpose, and focus. 15 pts Meets All Criteria Short introduction related to the truth® Campaign’s background, purpose, and focus and how this campaign is related to public health change. Rationale is well presented and purpose fully developed. 13 pts Meets Most Criteria Basic discussion of the truth® Campaign’s background, purpose, and focus and limited discussion of how it is linked to public health change. 11 pts Partially Meets Criteria Very general introduction of the truth® Campaign. Lacks original explanation; inappropriate emphasis on an area. 0 pts Does Not Meet Criteria No introduction of the truth® Campaign. No explanation related to the Campaign’s background, purpose, and focus. 15 pts This criterion is linked to a Learning OutcomeCampaign Objectives Describes the truth® Campaign objectives. Provides examples for the behavior objectives, knowledge objectives, and belief objectives. 20 pts Meets All Criteria Excellent description of the campaign objectives. Examples provided of all the objective types including behavior, knowledge, and belief objectives. 17 pts Meets Most Criteria Basic description of the campaign objectives. Examples provided of some objective types, but not all types, including behavior, knowledge, and belief objectives. 15 pts Partially Meets Criteria The campaign objectives are unclear. Few examples are provided. 0 pts Does Not Meet Criteria No description of campaign objectives; no examples given. 20 pts This criterion is linked to a Learning OutcomeBranding Describes branding and why it is important when developing a public health campaign. Describes the important role branding plays in the truth® Campaign. 35 pts Meets All Criteria Demonstrates a sophisticated understanding of the topic of branding and its importance on social marketing and for the truth® Campaign, in particular. 30 pts Meets Most Criteria Demonstrates an acceptable understanding of the topic of branding and its importance on social marketing and for the truth® Campaign, in particular. 27 pts Partially Meets Criteria Demonstrates an inadequate understanding of the topic of branding and its importance on social marketing and for the truth® Campaign, in particular. 0 pts Does Not Meet Criteria Does not demonstrate an understanding of the topic of branding and its importance on social marketing and for the truth® Campaign, in particular. 35 pts This criterion is linked to a Learning OutcomeDescribe the Marketing Mix Strategies Describes the four P’s: product, price, place, and promotion of social marketing. Describes how the 4 P’s were used by the campaign and why each were critical for an effective campaign. Be sure to use examples from readings or other evidence to support your assertions. 35 pts Meets All Criteria Presents an insightful and thorough description of the four P’s and why these elements are critical for effective public health social marketing. Clearly identifies the 4 P’s in the truth® Campaign, how they are used, and why they are critical. Evidence and examples are used to support assertions. 30 pts Meets Most Criteria Presents a superficial description of the four P’s and why these elements are critical for effective public health social marketing. Makes appropriate but somewhat vague connections between the 4 P’s and the truth® Campaign, and it provides a brief discussion of how the 4 P’s were used and why they are critical for the campaign. Not all assertions are supported by evidence or examples. 27 pts Partially Meets Criteria Presents an incomplete description of the four P’s. Provides little or general description of how the 4 P’s were used in the truth® Campaign and why they were critical to the campaign. Minimal evidence or examples are used to support assertions. 0 pts Does Not Meet Criteria No description of the four P’s given. Does not include a description of how the 4 P’s were used in the truth® Campaign nor why they were critical to the campaign. No evidence or examples are given to support assertions. 35 pts This criterion is linked to a Learning OutcomeEvaluation Describes the evaluation tools that were combined to assess the truth® Campaign and explains the importance of these tools and the evaluation approach. Be sure to use evidence or examples to support your statements. 35 pts Meets All Criteria Excellent description of the evaluation strategies utilized by the truth® Campaign. Makes clear connections between the approaches taken and their importance. Evidence or examples used to support assertions. 30 pts Meets Most Criteria Basic description of the evaluation strategies utilized by the truth® Campaign. Superficial discussion of approaches taken and their importance. Not all assertions were supported by evidence or examples. 27 pts Partially Meets Criteria Incomplete description of the evaluation strategies utilized by the truth® Campaign. Presents an incomplete analysis of the importance of utilized evaluation approaches to campaign. Minimal evidence or examples used to support assertions. 0 pts Does Not Meet Criteria No description of the evaluation strategies utilized by the truth® Campaign. Analysis of the importance of utilized evaluation approaches to campaign is not included. No evidence or examples used to support assertions. 35 pts This criterion is linked to a Learning OutcomeBarriers Describes barriers to effective tobacco counter-marketing. Be sure to use evidence or examples to support your statements. 35 pts Meets All Criteria Excellent reflection and description of the barriers of effective tobacco counter-marketing. Evidence used to support assertions. 30 pts Meets Most Criteria Basic reflection and description of the barriers of effective tobacco counter-marketing. Some evidence used to support assertions. 27 pts Partially Meets Criteria Little description of the barriers of effective tobacco counter-marketing. Minimal evidence used to support assertions. 0 pts Does Not Meet Criteria No description of the barriers of effective tobacco counter-marketing. No evidence used to support assertions. 35 pts This criterion is linked to a Learning OutcomeConclusion and Recommendations An effective conclusion identifies how the strategies used by the truth® Campaign were (or were not) successful and provides future recommendations for future work. 16 pts Meets All Criteria Excellent summary of how the strategies used by the truth® Campaign were (or were not) successful. Strong and thoughtful recommendations for future work provided. 14 pts Meets Most Criteria Basic or limited summary of how the strategies used by the truth® Campaign were (or were not) successful. Appropriate recommendations for future work provided. 12 pts Partially Meets Criteria Minimal summary of how the strategies used by the truth® Campaign were (or were not) successful. Inappropriate or vague recommendations for future work provided. 0 pts Does Not Meet Criteria No summary of how the strategies used by the truth® Campaign were (or were not) successful. No recommendations for future work provided. 16 pts This criterion is linked to a Learning OutcomeClarity of Writing Use of Standard English grammar and sentence structure. No spelling errors or typographical errors. Organized around the required components using appropriate headers. 23 pts Meets All Criteria Excellent use of standard English showing original thought. No spelling or grammatical errors. Well organized with proper flow of meaning. 20 pts Meets Most Criteria Some evidence of own expression and competent use of language. No more than three spelling or grammatical errors. Generally organized thoughts and concepts. 17 pts Partially Meets Criteria Language needs development or lack of original thought evident. Four or five spelling and/or grammatical errors. 0 pts Does Not Meet Criteria Language lacks development and a lack of original thought is evident. Multiple spelling and/or grammatical errors. 23 pts This criterion is linked to a Learning OutcomeAPA Format All information taken from another source, even if summarized, must be appropriately cited in the manuscript and listed in the references using APA format. 1. Document setup 2. Title and Reference pages 3. Citations in the text and references 11 pts Meets All Criteria APA properly formatted with no more than one error. 10 pts Meets Most Criteria Some APA errors in formatting with two to three errors. 9 pts Partially Meets Criteria APA formatting contains four errors. 0 pts Does Not Meet Criteria APA formatting is not evident, or there are five or more errors in formatting. 11 pts Total Points: 225






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