Step 1: Describe the social issue, background, purpose, and focus of your social campaign

v Briefly identify the social issue, sometimes referred to as the “wicked problem,” your plan will be addressing (e.g., tobacco use, air pollution, water contamination, literacy, homelessness, etc.).

v Identify any sponsoring organizations you plan to collaborate with in developing and implementing your campaign. These may be local or national organizations.

v Summarize key background information leading to the development of this plan, ideally using reliable statistics (e.g., percent of unplanned teen pregnancies)

v What is the campaign purpose, the intended impact (e.g., reduced teen pregnancies by 25% by 2020)?

v What is the campaign focus, the approach you will be using to contribute to your plan’s purpose? Areas of focus may be behavior-related, population-related, or product-related strategies.

Step 2: Conduct a situational analysis (SWOT)

v What organizational strengths will your plan maximize?

v What organizational weaknesses will your plan minimize?

v What environmental opportunities will your plan take advantage of?

v What environmental threats will your plan prepare for?

v What prior and similar campaign efforts are noteworthy?