Postgraduate Program

School:School of Health & Environmental Studies

Program Name: Master of Sciences in Public Health

Course Code: PUBH607

Foundation of Public Health
Promotion and Behavioral Sciences

FINAL PROJECT
(GUIDELINES AND RUBRICS)

Assessment 4 Final Individual Project

Type of Assessment Written Report&Poster(with presentation of the Poster)

Link to LOs 5,6,7
Total Marks& 40 (40%)
Weight
Submission date Week 16 – Tuesday5thDecember (11.00 pm)
Description Planning a health communication campaign for a health problem of
your choice in the UAE and designing a poster for that campaign.

Part 1 – Written Report Guidelines:

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Format of o Cover page with: school name; program name; course name and code; topic
Written Report title; your name; semester; assignment number; and date
o Font: 12-point Dubai; single line spacing; 2 cm margins
o Use numbered / alphabetized headings to separate each section.

World Length Around 2000

Total Marks 30
Guidelines for  You need to follow the strategies and steps of health communication campaign
Completion of development and apply them to the problem at hand. Be as innovative as
the Written possible in the choice of channels, materials and messages.
Report  You are expected to cover the following in the written report:
- Justification for your choice of a health problem in the UAE
- Application of the health communication campaign developmentsteps in
developing a contextualized health campaign for the problem at hand;
specify how you will conduct formative research, situation analysis and
audience analysis in particular
- Designingcontextualized message(s) to be communicated in the campaign;
determine the theoretical framework for the health message, the type of
appeal used, the tailoring tactics used, and how it will be pretested
- Identifying the channels and materials you will useto communicate the
message
- Determining how you will evaluate your campaign
 You need to list all references that you use in your writtenreport in the list of
references; and you must also use in-text citations for all sources/ references.
Please, use Harvard style for referencing and refer to the posted guide for the
proper way to cite and reference your sources. The reference list is not
included in the word count.

Rubrics Refer to the rubrics no. 1

Please, note that the allowed similarity % as generated by Turnitin does not exceed
20%. Anything in excess will be penalized by the reduction of 1 point for every
increase of 10% (e.g. similarity from 40% to 50% will result in reduction of 3
points)
Please, refer to the “Academic Honesty Policy” uploaded to the VLE.

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 Rubrics No. 1 for the Written Report in the Final Individual Project:
Criteria Excellent Very Good Good Fair Poor

Justification for Descriptive epidemiological measures are properly used to describe the Descriptive epidemiology is missing important No epidemiological
the choice of the magnitude of the chosen problem; in-depth analysis of the UAE situation is measures; analysis of the UAE situation lacks measures are used to
presented; the choice of the problem is properly justified depth; the choice of the problem is not describe the magnitude of
health problem in (2 points) properly justified the chosen problem; no
the UAE (1 point) analysis of the UAE
(max. 2 points) situation is presented; the
choice of the problem is
not justified
(0 point)
Application of the steps in developing a contextualized health campaign for the chosen problem; with emphasis on:
Formative Identifying all data sources and how to collect One item of the 4 Two items of the 4 Three or more Nothing is mentioned on
research and them for your formative research and situation required items is missing required items are items of the formative research and
analysis; determining the health behavior(s) you or poorly explained; or 2 missing or poorly required 4 points situation analysis
situation will target by your health campaign; stating the items are partially explained; or 3 or are missing or (0 point)
analysisin the health communication objectives of your explained; or all 4 items more items are only poorly explained
UAE campaign at all levels; determining the are present but partially explained (1 point)
(max. 4 points) theoretical basis for your health campaign (at contextualization is (2 points)
the different levels, if applicable) lacking
(4 points) (3 points)
Audience analysis Stating the importance of and your goals One item of the 4 Two items of the 4 Three or more items Nothing is mentioned on
and foraudience analysis and segmentation; required items is missing required items are of the required 4 audience analysis and
determining the characteristics you will use in or poorly explained; or 2 missing or poorly points are missing or segmentation
segmentationfor audience segmentation; choosing and justifying items are partially explained; or 3 or poorly explained (0 point)
your campaign the subgroups you will target in your health explained; or all 4 items more items are only (1 point)
(max. 4 points) campaign; reformulate the campaign objectives are present but partially explained
based on the priority audience subgroups contextualization is (2 points)
(4 points) lacking
(3 points)
Health message Following the message design steps to determine One item of the 4 Two items of the 4 Three or more items Nothing is mentioned on
design for your message content for your campaign; identifying required items is missing required items are of the required 4 message design
the theoretical framework for the message; or poorly explained; or 2 missing or poorly points are missing or (0 point)
campaign identifying the type of your message, its appeal items are partially explained; or 3 or poorly explained
(max. 4 points) and its tailoring tactics (with contextualization to explained; or all 4 items more items are only (1 point)
UAE culture and targeted audience); identifying are present but partially explained
your campaign identity contextualization is (2 points)
(4 points) lacking
(3 points)

Criteria Excellent Very Good Good Fair Poor

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Channels of Identifying the channels and materials through One item of the 4 Two items of the 4 Three or more items Nothing is mentioned on
communication which you will communicate your health required items is missing required items are of the required 4 channels of communication
message(s); matching the chosen channels and or poorly explained; or 2 missing or poorly points are missing or and materials
and materials materials to your targeted audience; justifying items are partially explained; or 3 or poorly explained (0 point)
(max. 4 points) the selection of the particular channels and explained; or all 4 items more items are only (1 point)
production of the specific materials (looking back are present but partially explained
at the objectives and contextualizing the choice contextualization is (2 points)
to UAE); deciding on the sequence of lacking
communication activities and use of different (3 points)
channels
(4 points)
Formative Justifying the importance of pretesting; One item of the 4 Two items of the 4 Three or more items Nothing is mentioned on
evaluation identifying what elements of the health required items is missing required items are of the required 4 formative evaluation and
campaign will be pretested; deciding on how or poorly explained; or 2 missing or poorly points are missing or pretesting
(pretesting of the pretesting will be carried out based on your items are partially explained; or 3 or poorly explained (0 point)
health campaign) audience, channels and materials; stating the explained; or all 4 items more items are only (1 point)
(max. 4 points) possible limitations or this formative evaluation are present but partially explained
(4 points) contextualization is (2 points)
lacking
(3 points)
Process and Differentiating between process and outcome One item of the 4 Two items of the 4 Three or more items Nothing is mentioned on
outcome evaluation; deciding on the measures and required items is missing required items are of the required 4 process and outcome
indicators for process evaluation in your or poorly explained; or 2 missing or poorly points are missing or evaluation
evaluation of the campaign; choosing the outcome measures and items are partially explained; or 3 or poorly explained (0 point)
health campaign indicators for your campaign; identifying the explained; or all 4 items more items are only (1 point)
(max. 4 points) methods for process evaluation and for outcome are present but partially explained
evaluation that you will use contextualization is (2 points)
(4 points) lacking
(3 points)

Criteria Excellent Very Good Good Fair Poor

Organization, communication and referencing:
Organization, The report is well organized and well written; it adheres to the described The report is for the most part well The report is badly
structure, and format, and has no spelling or grammar errors organized and well written; it adheres for the organized and lacks clarity;
(2 points) most part to the described format, and has it doesn't adhere to the
communication minimal spelling and grammar errors described format, and

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(max. 2 points) (1 point) contains many spelling and
grammar errors; or it was
delivered past due date
without excuses
(0 point)
Citation and Almost all the references (>90%) are correctly cited and correctly listed in Most of the references (70-90%) are References are not
Reference list the reference list according to Harvard style correctly cited and correctly listed in the correctly cited and/or
(2 points) reference list according to Harvard style; or correctly listed in the
(max. 2 points) plagiarism percent is between 25% and reference list according to
50%. Harvard style; or
(1 point) plagiarism percent
exceeds 50%
(0 point)

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 Part 2 – Poster Guidelines:
Format of Poster o The poster should be designed using power point (to facilitate its
presentation)
o A poster is a visual presentation, so it should include text and figures/
charts/ pictures used appealingly to present the scientific content
o Readability of text and appeal of poster design in general is very
important
o You should use different but matching font sizes and styles; a light color
background and dark color letters for contrast; a theme of only a few
colors; etc.
o Organize the scientific content on the poster board so it is clear, orderly,
and self-explanatory, with subtitles for each section
Presentation length 4 minutes, followed by 2 minutes for discussion
Total Marks 10
Guidelines for  You are expected to design and present a scientific postershowing your
Completion suggested health communication campaign to address the health problem
of your choice. The poster will be presented in IA11.
 You are expected to cover the following:
- Introduction: epidemiology and relevance of the health problem in
the UAE (and worldwide if applicable)
- Literature review:health promotion efforts to address this health
issue in UAE and elsewhere (including any previous campaigns and
their results if applicable)
- Methodology: situation analysis and formative research needed;
audience analysis and segmentation; and pretesting methodology
- Results: theoretical framework for the health campaign chosen based
on what behavior should be changed; communication objectives based
on that; message content and tailoring based on theory, objectives
and audience; communication channels and material based on
previous analysis (including example of your prepared message is
appreciated)
- Discussion:expected outcomes and possible limitations of the
designed health campaign
- References: short list of references used in the introduction and
literature review (according to Harvard style)
Rubrics Refer to the rubrics no. 2
Please, note that the allowed similarity % as generated by Turnitin does not
exceed 20%. Anything in excess will be penalized by the reduction of 1 point
for every increase of 10% (e.g. similarity from 40% to 50% will result in
reduction of 3 points)
Please, refer to the “Academic Honesty Policy” uploaded to the VLE.

Rubrics No. 2 for the Poster Presentation in the Final Individual

Project:
Criteria Excellent Good Poor

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Presentation design Extremely well organized;
& visual appeal information is presented in a
(max. 2 points) logical and interesting way;
exceptional effort into
the preparation and design;
pictures / figures / tables are
properly labeled and tastefully
colorful; graphics & pictures
are used to maximize audience
understanding
(2 points)
Generally well organized; most
information is presented in a
logical and interesting way;
generally good preparation
and design; pictures / figures /
tables are properly labeled;
color scheme is acceptable
(1 point)
Poorly organized; no apparent
logical order; generally poor
preparation and design;
pictures/figures/tables are not
properly labeled; occasional
use of graphics and pictures
that do not support the
scientific content or are poorly
prepared
(0 point)

Format & Ease of Poster follows the format Poster mostly follows the Poster doesn’t follow the format
readability guidelines; font is large format guidelines; font size is guidelines; font is too small to
(max. 1 point) enough to be seen by all; text mostly appropriate for be easily seen; text is not well
is well written, without reading; text is well written for written, and contains many
spelling, linguistic and the most part, with minimal spelling, linguistic and grammar
grammar errors spelling, linguistic and errors
(1 point) grammar errors (0 point)
(0.5 point)
Scientific content The scientific poster One or two sections of the More than two sections on the
(max. 4 points) addressesall required aspects scientific poster are not fully poster are not fully addressed
fully as per the guidelines; addressed, or one section is or lack proper content; or more
almost all references (>90%) missing; or 10-30% of than 30% of references are not
are correctly cited and listed; references are not correctly correctly cited or listed; or
plagiarism percent is less than cited or listed; or plagiarism plagiarism percent is more than
25% percent is between 25% and 50%
(4 points) 50% (0-1 point)
(2-3 point)
The presenter  Speaks clearly with variable  Speaks clearly most of the  Does not speak clearly; or
(max. 3 points) voice tones whenever time; or with little intonation speaks with a monotonous
necessary emphasizing key  Is slightly uncomfortable and voice with no emphasis on
points distracted at times key points
 Is relaxed and focused  Finishes within ±5 minutes  Is obviously anxious and
 Sticks to the time limit of the allotted time distracted
 Encourages audience  Interacts with audience;  The presentation is too
interaction and responds responding properly to most quick or too slow; poor time
properly to questions questions management skills
(3 points) (2 points)  Discourages active audience
participation and/or
responds inaccurately to
questions
(0-1 point)