Understand, then Act.
THE PGP METHOD
HEALTH BEHAVIOR CHANGE COMMUNICATION
PGP’s approach creates groundswell movements for health and provides a dramatic alternative to current large-scale behavior change campaigns. PGP uses only evidence-based approaches from industry and the public sector. PGP's health behavior change campaigns are broken into four distinct phases, with timelines dependent on the scope of work.
PHASE 1: RESEARCH
PGP integrates into existing partner and stakeholder networks. PGP staff meet with all relevant internal and external parties in order to ensure its efforts complement previous and ongoing programs.
PGP's team of researchers and analysts performs formative research. This research includes literature reviews of health science, ethnographic, and marketing research, operationalized by PGP's unique public health monitoring capability described here. Researchers examine the public discourse related to health topics, in order to determine gaps in understanding as well as themes. Each theme, or particular way a community discusses a health topic, is explored in order to identify why particular messages resonate more than others. Researchers also determine priority populations, or which audience segments require their own tailored health communication. Often, PGP's campaigns include multiple audiences who receive their own distinct information.
PHASE 2: STRATEGY
The information PGP learns in Phase One is incorporated into a full evaluation plan and campaign strategy. All evaluations consist of both marketing metrics, such as how campaign content is performing, as well as a traditional public health evaluation, such as using validated survey instruments, or data collected by third parties such as clinical data or government data.
Campaign strategy includes the detailed plan for how PGP intends to create a measurable large-scale change in health. This plan describes the health information and creative content PGP will produce, and how it will get in front of the right audiences.
PHASE 3: ACTIVATION
After evaluation and campaign strategies have been reviewed and approved, PGP activates its campaign. Content is shared through a variety of means, each designed to compliment one another.
PGP provides relevant, creative health content to identified partners and stakeholders to disseminate through their own channels. For example, a health department is given engaging campaign content that supports an existing campaign, or a teacher's union is given campaign content that it can use to build the capacity of the teachers it represents. PGP campaign partners and stakeholders are often free to repurpose content any way they choose.
Health is personal. People listen to their peers and loved ones more than traditional health authorities. PGP uses partner networks and advanced technology to identify individuals who are interested in empowering their community as a health advocate. These advocates are regularly supplied campaign materials by PGP, and over time become integral to a campaign's success.
PGP's team of communications professionals places campaign content where priority audiences spend their time. PGP's campaigns deliver engaging, easy to understand messages to people where they are. High impact locations are determined by researching audience's media habits, at the local level.
PHASE 4: EVALUATION
Depending on the length of PGP's engagement with a funder, Phase Four may occur at the end of a campaign period or at designated time points throughout an ongoing campaign.
PGP compiles all evaluation data collected during a campaign period, submitting a formal evaluation report. This report is often written for peer review and prepared for presentation at professional conferences.
Phases One through Four are repeated as campaigns continue, creating a cycle of review and reporting in addition to PGP's standard monthly progress reports.