UCB Communications Paper

The purpose of this paper is to link theoretical/scholarly material about behavior change and communication to a “real world” campaign. It is required that this campaign be a past and completed campaign so that you will have a full understanding of the campaign materials and the reactions of the audience to the campaign. You will select a behavior change campaign of interest to you that used a media channel to reach it’s intended audience. This could include traditional news outlets, the blogosphere, various social media outlets, or some combination of these channels. You will then critique and analyze the campaign through their materials from the theoretical framework and perspectives in the scholarly literature you have chosen. Your case study analysis should conclude with a summary of lessons learned from the analysis and/or any recommendations you and the research you have found have for how the individuals and/or organizations involved could have used behavior change theory more strategically to realize more favorable outcomes. The paper should have a minimum of 10 pages and a maximum of 15 pages of double-spaced text, not including the cover page or references (60 points). You can find an example paper here

. While this is an excellent example of the methodology there are APA issues throughout so you will always be expected to know the APA rules for your paper.

Please make sure the body of your case study paper includes all of the following components:
Paper Components

1. Introduction: Describes the overall purpose of the paper (includes a description of case for background/context; briefly previews the campaign that will be analyzed and theoretical/scholarly literature that will be used; makes an argument for why that an area of scholarly literature is best suited to understanding the case). 
2. Literature Review: Summary of theoretical/scholarly literature reviewed for the case (at least 10 sources cited).
3. Research Question(s): Clearly states research questions that are qualitative in nature and call for the use of a thematic or narrative content analysis.
4. Method:  Identifies the type of content analysis that will be conducted and discusses: content that will be analyzed; provides a rationale for content selected; describes how content will be collected; briefly identifies qualitative content analysis as the method of data analysis.
5. Results: Qualitative content analysis that is clearly guided by the theoretical framework/scholarly literature reviewed for the case (e.g., if you reviewed Social Cognitive theories/principles, you should be analyzing your data/the campaign materials to report if and how those principles were used). Findings from analyzed data are written in a narrative/thematic/descriptive format with example quotes interspersed to serve as evidence.
6. Discussion: Provides comparisons/contrasts to previous literature AND practical lessons learned and/or recommendations you have for how the individuals and/or organizations involved could have used theory to more strategically organize the campaign to realize more favorable outcomes.