Please read the instructions. I attached my social media campaign proposal

Social Media Campaign Proposal

Prudence Kao

CMIT 364

Social Media Campaign Proposal

Introduction that describes the problem being studied

Binge drinking, especially among youths aged 18-24 years, is a major public health concern since it causes harm to the person and society. This age group is most vulnerable to alcohol consumption and enhanced risk-taking behaviors for a number of reasons, including peer pressure, social norms, and increased autonomy (Sanhueza et al., 2011). The negative consequences of consuming large quantities of alcohol at such tender ages are detrimental academic performance, poor decision-making ability, higher incidences of accidents, and diseases that are common with alcohol addicts, like liver disease and alcoholism, among others (Yeh et al., 2023). Also, this demographic consumes alcohol at social functions and through advertisements that sensitize them to binge drinking. This issue should be resolved since one is likely to stick to a particular pattern throughout one's life, especially during old age, which affects one's health and productivity. There is a requirement for the development of efficient interventions to encourage change towards healthier drinking patterns and minimize alcohol-related issues (Hoffman et al., 2014). Social media advertising could just as well be used to reach this demographic, appealing to the platforms commonly used by young adults to spread clear and concise messages about moderate drinking and the consequences of excessive alcohol consumption.

The rationale for selecting a social media platform that works best with the chosen population and state

For the target population of young adults, particularly those aged between 18-24 years, Instagram appears to be the most effective social media platform to run the campaign on alcohol use and abuse (Kim et al., 2023). Instagram, being a graphic social media platform and being preferred more by the young adult group, is the most appropriate to engage this group. As the latest research shows, Instagram is one of the most popular platforms in this age, and people use it to communicate and get information (Noel et al., 2020). Its elements like Stories, Reels, and sponsored publications present diverse practices for sharing informative materials, personal narratives, and other items that can turn the users' attention and encourage them to interact with the materials (Hendriks et al., 2020). Also, the Instagram algorithm brings content associated with users' interests, so the chance that the messages of the campaigns will reach the audience is high. Based on the concentration of engagement rates on the platform and its function in influencing perceptions through the influence of influential personalities and social networks, it supports the best approach to handling alcohol use issues (Finan et al., 2020). Thus, with the help of Instagram, it is possible to engage the target audience of young adults and help them make the necessary changes in their attitude towards moderate or non-excessive alcohol consumption.

Discussion of an evidence-based program that serves as a model for your campaign

The evidence-based program "Social Media Interventions for Risky Drinking Among Adolescents and Emerging Adults," outlined in Bonar et al. (2020), serves as an exemplary model for the proposed campaign. This program applies social media to disseminate prevention interventions that target risky drinking behaviors among youths (Cotto et al., 2010). Currently, the strategy incorporates a human approach to educate the target audience and encourage changes in specific behaviors through games, quizzes, and other activities. Components are individualized feedback and peer support, which utilize the social aspect of OSAs to reestablish appropriate drinking behaviors (Bonar et al., 2020). Double-blind, randomized, controlled trials indicate that the program yields a reduction in alcohol intake and alcohol-related harm in individuals. In the same way, the campaign can share educational content, compel users to participate in various features on the app in the same way the hashtag #EndSARS did, and offer support networks. In turn, this approach increases the potential of the campaign to bring about the desired positive behavioral change with regard to alcohol among the targeted populace.

Description of the major message and associated components of the campaign

The major message communicated by the social media campaign is to avoid overindulgence in alcohol and the consequences of doing so. This campaign will, therefore, focus on the changed perception and knowledge that the use of alcohol has long-term effects, and thus, people need to be informed about the effects of taking alcohol (Curtis et al., 2018). The key features of the campaign will cover graphic and short illustrations of the impact of alcohol on people's health, safety, and welfare using tools like infographics. The limiting features, such as the ability to take a questionnaire and make a poll, will involve users in thinking about their drinking patterns and receiving individual recommendations (Klanecky et al., 2019). Also, instead of using actors paying paid models, the campaign will use peers and other influential personalities to share their stories with alcohol in order to create empathy. To further audience interaction and participation, the same messages that give a positive aspect to drinking will be accompanied by scavenger hunts, hashtags, or other commentary sections where spot drinkers can share their personal experiences (Iritani et al. 2013). This multiple approach not only focuses on the educational part but also encourages young adults to engage in the moderation campaign through the use of Instagram tools to enhance the campaign's function.

Strategy for measuring the success of the campaign

A multifaceted approach will be employed to measure the success of the social media campaign, focusing on both quantitative and qualitative metrics. Key performance indicators (KPIs) will include the number of post-likes, shares, and comments in the campaign posts, which will be useful in measuring engagement and interaction levels (Lim et al., 2022). Also, the total count of clicks and engagements with educational materials like quizzes or polls will help determine the success of this campaign in delivering important messages. To measure reach and impression, built-in analytics of Instagram will be utilized to provide information on how many people are exposed to the campaign and how frequently. The target audience will be surveyed and asked to complete feedback forms to gather qualitative data on their impression of the campaign and evidence of behavioral or attitudinal changes in their drinking (Savolainen et al., 2020). Additionally, assessing the occurrence of hashtags and a presence in the campaign challenges will give the overall impression of users' engagement and campaign effectiveness. This approach would provide a detailed analysis of the efficiency of the campaign and effectiveness in persuading young adults to adopt responsible consumption of alcohol.

References

Bonar, E. E., Schneeberger, D. M., Bourque, C., Bauermeister, J. A., Young, S. D., Blow, F. C., ... & Walton, M. A. (2020). Social media interventions for risky drinking among adolescents and emerging adults: protocol for a randomized controlled trial. JMIR research protocols, 9(5), e16688. https://doi.org/10.2196/16688

Cotto, J. H., Davis, E., Dowling, G. J., Elcano, J. C., Staton, A. B., & Weiss, S. R. B. (2010). Gender effects on drug use, abuse, and dependence: A special analysis of results from the National Survey on Drug Use and Health. Gender Medicine, 7(5), 402-413. https://doi.org/10.1016/j.genm.2010.09.004

Curtis, B. L., Lookatch, S. J., Ramo, D. E., McKay, J. R., Feinn, R. S., & Kranzler, H. R. (2018). Meta‐analysis of the association of alcohol‐related social media use with alcohol consumption and alcohol‐related problems in adolescents and young adults. Alcoholism: Clinical and Experimental Research, 42(6), 978-986.

Finan, L. J., Lipperman-Kreda, S., Grube, J. W., Balassone, A., & Kaner, E. (2020). Alcohol marketing and adolescent and young adult alcohol use behaviors: A systematic review of cross-sectional studies. Journal of Studies on Alcohol and Drugs, Supplement, (s19), 42-56. https://doi.org/10.15288/jsads.2020.s19.42

Hendriks, H., Wilmsen, D., Van Dalen, W., & Gebhardt, W. A. (2020). Picture me drinking: Alcohol-related posts by Instagram influencers popular among adolescents and young adults. Frontiers in psychology, 10, 2991. https://doi.org/10.3389/fpsyg.2019.02991

Hoffman, E. W., Pinkleton, B. E., Weintraub Austin, E., & Reyes-Velázquez, W. (2014). Exploring college students’ use of general and alcohol-related social media and their associations with alcohol-related behaviors. Journal of American College Health, 62(5), 328-335. https://doi.org/10.1080/07448481.2014.902837

Iritani, B. J., Waller, M. W., Halpern, C. T., Moracco, K. E., Christ, S. L., & Flewelling, R. L. (2013). Alcohol outlet density and young women's perpetration of violence toward male intimate partners. Journal of Family Violence, 28(5), 459-470. https://doi.org/10.1007/s10896-013-9516-y

Kim, J. H., Yip, B. H. K., & Chan, R. H. W. (2023). Association of alcohol social media marketing with young adult drinking expectancies and behaviours: abridged secondary publication. Hong Kong medical journal = Xianggang Yi Xue Za Zhi, 29 Suppl 1(1), 4–7.

Klanecky, Alicia K., Ruhnke, Erika J., & Meyer, Rylie M. (2019). The Interaction of Child/Adolescent Trauma Exposure, Emotion Regulation Difficulties, and Induced Negative Mood on Tension Reduction Alcohol Expectancies. Psychology of Addictive Behaviors, 33(3), 274–284. https://doi.org/10.1037/adb0000448

Lim, M. S., Molenaar, A., Brennan, L., Reid, M., & McCaffrey, T. (2022). Young adults’ use of different social media platforms for health information: Insights from web-based conversations. Journal of medical Internet research, 24(1), e23656. https://doi.org/10.2196/23656

Noel, J. K., Sammartino, C. J., & Rosenthal, S. R. (2020). Exposure to digital alcohol marketing and alcohol use: a systematic review. Journal of Studies on Alcohol and Drugs, Supplement, (s19), 57-67. https://doi.org/10.15288/jsads.2020.s19.57

Sanhueza, C., García-Moreno, L. M., & Expósito, J. (2011). Weekend alcoholism in youth and neurocognitive aging. Psicothema, 23(2), 209-214.

Savolainen, I., Oksanen, A., Kaakinen, M., Sirola, A., Miller, B. L., Paek, H. J., & Zych, I. (2020). The association between social media use and hazardous alcohol use among youths: A four-country study. Alcohol and alcoholism, 55(1), 86-95. https://doi.org/10.1093/alcalc/agz088

Yeh, J. C., Niederdeppe, J., Lewis Jr, N. A., & Jernigan, D. H. (2023). Social media campaigns to influence alcohol consumption and related harms, attitudes, and awareness: a systematic review. Journal of studies on alcohol and drugs, 84(4), 546-559. https://doi.org/10.15288/jsad.22-00264