Thesis (BA Communication Arts) -- University of the Philippines Mindanao, June 2015

The study entitled an awareness campaign on depression among UP Mindanao students: a communication plan generally a plan to develop and design a communication plan on depression awareness for the UP Mindanao students. This involved a formative evaluation among the target audience. A self-administered survey questionnaire guided by the Health Belief Model was given among 160 respondents coming from different colleges and courses. Data gathered from the surveys were analyzed through statistical analysis in order to analyze the relationship of variables. It also made use of Key Informant Interviews from the Guidance counselor and OSA Director. Additionally, Focus Group Discussion among the eight randomly selected students was also done. Building from the result of the formative evaluation, a set of strategies for the campaign was designed. Components of the campaign include 1) objectives, 2) message design 3) media selection. The strategy design was followed by the Implementation Plan which spelled out for pretesting of campaign materials and training of staff and volunteer student peer counselors. Finally, to assess the success of the campaign, monitoring and evaluation spelled out the plans for process evaluation.