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For this assignment you will prepare a problem analysis brief that describes and analyzes a major public health problem that you plan to target via a public health communication campaign. Your brief should include information about the scope, magnitude, and burden of this particular public health problem or challenge; what is causing the problem; what is or has been done to address it, and what may be an effective use of a communication campaign in this context. The ultimate goal of your analysis is to determine the specific health preventive behavior that you will target for your health communication campaign. A health preventive behavior may be of three general types:

1.Behavioral modification (trying to influence people to adopt, change or quit a certain behavior or habit that can reduce their likelihood of getting sick, for example quit smoking).

2.Health screening behavior (trying to influence people to get screened for a particular health risk such as colon cancer or diabetes).

3.Health information-seeking behavior (trying to influence people to seek information from the media, their social network, or their medical care providers about risk factors or about available treatments that can help them to become more knowledgeable about their health).

At the very basic level, a health preventive behavior is about actions people can take to protect themselves against a particular health risk. Consider that there is a good chance that behavioral recommendations already exist regarding the prevention of most diseases or conditions, in which case the most sensible thing to do is to pick ONE of these recommendations as the specific behavior you will promote through your campaign.

For example, the American Cancer Society recommends that women age 40 and older have a mammogram every year and should continue to do so for as long as they are in good health to prevent the risk of breast cancer. This is a clear prescription for action that you can select to promote through your strategic health communication plan.