Short Answer 
The CDC’s advertising campaign focuses on identifying its target audience, particularly high-risk individuals, and employs emotional appeals to drive preventive actions such as vaccination. It also emphasizes clear messaging to convey the benefits of vaccination and addresses misconceptions to encourage community protection against the flu.
1. Identify the Target Audience
The first step in the CDC’s advertising campaign is to identify and understand the target audience. This group includes individuals of all ages, with special emphasis on those at higher risk of flu complications, such as:
- The elderly
- Individuals with chronic health conditions
By focusing on these specific segments, the campaign can tailor its messages to resonate more effectively with each group.
2. Utilize Emotional Appeals
The campaign employs emotional appeals as a strategy to engage the audience. By sharing real-life stories of those affected by severe flu complications, the advertisements evoke feelings of fear and concern. This approach is designed to drive home the importance of taking preventive measures, such as:
- Getting vaccinated
- Protecting loved ones from the flu
These narratives are crucial in motivating the audience to act in their own and their community’s best interest.
3. Communicate Clear Messaging
The third step involves the use of clear and accessible messaging. The campaign simplifies information about the flu vaccination to ensure it is easy to understand. Key points include:
- Benefits of vaccination, like reduced hospitalizations
- Addressing common misconceptions and providing factual information
By emphasizing these elements, the CDC aims to alleviate doubts and encourage individuals to get vaccinated, thereby enhancing community protection against the flu.