The Task: In summer 2020, the Wabash College administration asked me to hire and supervise two student interns to generate a public health campaign designed to prevent the spread of COVID-19, particularly among the student body, so the College could remain a residential campus during the 2020-2021 school year.
The Process: We first read academic literature on public health campaigns and created and distributed a survey to current and incoming students. Based on that information, we generated goals, strategies, and tactics for the campaign. We then sought input on the campaign materials from current students and fine-tuned the tactics and messaging. Below are two memos explaining our research, strategy, and tactics to relevant stakeholders.
The Goal, Strategy, & Tactics: One primary goal was to reduce resistance to mask wearing and social distancing by appealing to social norms of what “a Wabash man” does and including these pro-health behaviors alongside other, more agreeable actions such as getting sleep or communicating with professors and coaches. The interns graphically designed the materials but I guided them through the strategy and basic layout. Rather than use appeals to fear of contracting COVID-19 (recognizing research that young men tend to view themselves as physically invulnerable), we instead tried to foster identification between the student body and the pro-health behaviors tied to their love of Wabash.
The Outcome: Our campaign, along with a Task Force and student fellows, ensured that Wabash College could remain a residential college with in-person instruction during the Fall 2020 and Spring 2021 semesters. Beyond achieving this primary objective, the campaign tagline my team generated—”This is how we fight,” a play on Wabash’s mantra “Wabash Always Fights”—appeared on numerous official and unofficial materials throughout the year.
