Assessment Task 

Each student enrolled in this module is required to develop and submit a project management proposal primarily addressing a service improvement, resource development, policy change, capacity building or health improvement with reference to leadership practical skills and competencies.

This proposal will ultimately prepare the student within his/her study area to progress to undertaking a Project Management for an MSc Dissertation whilst providing practical change management and leadership skills to inform professional development.     

You are asked to identify a Challenge that you will work on throughout the module toward the summative assessment. A Challenge is an event or situation in a workplace or a catchment area (e.g., community, borough, and constituency) that adversely affects service delivery, patient care, community health and well-being or the safety of a vulnerable population.

Your Challenge should be derived from your discipline or area of study (Public Health, Biomedical Engineering, Professional Practice, Advanced Clinical Practice, Safeguarding, etc.). Your Challenge may be an event or situation in which you were/are involved, one that you witnessed, or one that you have not experienced but which is important to you.  

However, the scope of the selected Challenge must be clear and manageable: its catchment area should be local (e.g., workplace, community, borough or constituency) rather than global (e.g., nation, country, the world). Consider this Challenge as something you may be working to address in your professional life after graduation.

I. Introduction

Eating disorders, particularly among adolescents, have been a concerning public health issue for decades. Over the past few years, the surge in cases can, in part, be attributed to the overwhelming influence of social media on body image perceptions (Perloff, 2014).

The UK, with its highly digitalized youth, is no exception. This project aims to address the challenge of low self-esteem in adolescents with eating disorders using the very platform often seen as a causative factor: social media. It endeavours to harness the potential of these platforms for positive reinforcement and recovery support.

The magnitude of the issue is alarming. A study in England found that between 2002 and 2019, the incidence of anorexia nervosa in 10 to 19-year-olds more than doubled (Micali et al., 2020). The severity of untreated eating disorders includes both physiological consequences, such as cardiovascular complications, and psychological implications, notably depression and anxiety (Harris & Barraclough, 1998).

In a comparison between the UK and its neighbours, France has implemented strict regulations regarding the portrayal of extremely thin models and the UK might consider similar interventions (BBC, 2017). Moreover, globally, WHO recognises eating disorders as the 3rd most chronic illness in adolescents, underscoring its prevalence (WHO, 2020).

A focused review of literature supports the severe consequences of this disorder. Adolescents with eating disorders often face academic challenges, social isolation, and long-term health problems (Arcelus et al., 2011).

Relating this to the area of study, Public Health, the proposal offers an innovative and relevant intervention targeting modern societal challenges. By leveraging social media, the very agent often blamed for the proliferation of body image issues, we aim to transform it into a supportive tool for recovery, enhancing the self-esteem of affected adolescents.

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II. PROJECT INITIATION

The decision to pursue a project centred on 'Improving self-esteem in adolescents with eating disorders using social media in the UK' necessitated a rigorous feasibility assessment. An established technique for such evaluations is the Force Field Analysis (FFA), which aids in visualising and weighing the forces for and against a change (Lewin, 1951).

Force Field Analysis (FFA):

FFA is a qualitative tool developed by Kurt Lewin to understand the various forces that can influence a decision or a change process. The tool is used to list, discuss, and evaluate the various factors (both for and against) that affect the success of a proposed change.

Forces For the Project:

Prevalence of the Issue: As highlighted, eating disorders among adolescents in the UK have risen alarmingly, underlining a pressing need for interventions (Micali et al., 2017).The rise of eating disorders among adolescents in the UK suggests there is a significant need for interventions. This drives the urgency for innovative solutions.

Social Media Penetration: The UK boasts one of the highest social media usages, indicating the potential for widespread impact (Ofcom, 2019).Given the UK's high usage of social media, any solution leveraging these platforms has the potential to reach and benefit a broad audience.

Innovative Approach: Harnessing social media, a perceived negative influence, for therapeutic benefits offers a fresh perspective (Perloff, 2014).Using social media, which is often seen as part of the problem, as a therapeutic tool can be a groundbreaking approach.

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Forces Against the Project:

Potential Backlash: Leveraging platforms often blamed for perpetuating body image issues might face resistance (Perloff, 2014).There's always a risk of backlash when leveraging a platform, especially when it’s associated with the problem itself (body image issues via social media).

Efficacy Concerns: Doubts regarding social media's utility in genuine therapeutic applications might emerge (Harris & Barraclough, 1998).The practicality and efficacy of social media as a genuine therapeutic tool might be questioned.

Privacy and Ethical Concerns: Utilising social media for therapeutic purposes raises concerns regarding data privacy and ethical implications (BBC, 2017).There are considerable concerns about privacy, data security, and ethics when using social media platforms for therapeutic or medical interventions.

Lewin’s Three-Stage Model:

Developed by Kurt Lewin, this model describes the stages of change and provides a roadmap to navigate the change process.

Utilising Lewin’s Three-Stage Model:

Unfreezing: Recognising the pressing nature of adolescent eating disorders in the UK and the potential role social media plays can serve as the catalyst for change (Lewin, 1951).This stage involves preparing an organization (or a community in our context) to accept that change is necessary. In the context of our project, this would involve acknowledging the severe problem of eating disorders in adolescents and the potential role of social media in exacerbating or alleviating the issue.

Change/Transition: This stage would involve the development and deployment of the project, leveraging social media tools and strategies tailored to bolster self-esteem among adolescents.

Once the 'unfreezing' has happened, the change process can begin. This is the hardest phase as it involves developing the solution, in this case, a therapeutic social media strategy, deploying it, monitoring its progress, and addressing any challenges that arise (Lázaroet al., 2011). This stage requires rigorous planning, stakeholder engagement, and constant monitoring.

Refreezing: Post implementation, establishing this approach as a standard therapeutic adjunct would involve continuous evaluation, feedback, and adaptation to ensure the strategy’s sustained efficacy and relevance.After the change is implemented, the new processes and behaviours need to be solidified, ensuring they become part of the standard operations.

For our project, it would mean mainstreaming the therapeutic use of social media for adolescents with eating disorders (O’DEA,2004). This would involve consistent evaluation, taking feedback, and making necessary adaptations to make sure the new methods are effective and sustainable.

In conclusion, while there are considerable forces backing the project's need and potential impact, challenges and reservations remain. Addressing these through careful planning, ethical considerations, and iterative refinements can steer the project towards success.


Figure: Lewin’s 3 Stage Model
Source: (Wilson, 2022)

The Fishbone Analysis:

Utilizing the Fishbone Analysis (or Ishikawa Diagram or Cause-and-Effect Analysis), we can dissect this issue to pinpoint its root causes.
 

Figure: Fishbone Diagram
Source: (self-made)

The Fishbone Analysis, also known as Ishikawa Diagram, was employed to dissect the root causes of potential backlash against using social media for therapeutic purposes in adolescents with eating disorders.

Key contributors were categorized under: (1) Public Perception, influenced by past negative associations of social media and concerns over data privacy (BBC, 2017); (2) Media Influence, particularly sensationalist narratives linking social media to mental health issues; (3) Professional Skepticism, where traditional medical circles might question digital therapeutic efficacy; and (4) Implementation Challenges, encompassing execution pitfalls and miscommunication. Addressing these can pave the way for a more receptive environment (Ishikawa, 1986).

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Goal Statement of Project

To harness the pervasive influence of social media as an innovative therapeutic channel for improving self-esteem in adolescents with eating disorders in the UK.

Objectives of Project

Develop and implement a targeted social media campaign, grounded in evidence-based therapeutic strategies, aiming to empower adolescents with tools, resources, and community support to enhance self-esteem and combat the adverse effects of eating disorders.

The above goal and objective are rooted in the analyses carried out. The driving force of the prevalent issue underscores the urgency to address eating disorders among UK adolescents (BBC, 2017). The high penetration of social media amongst this demographic (Ishikawa, 1986) provides a ready platform to roll out the intervention.

However, the restraining forces noted – such as potential backlash and privacy concerns – highlight the need for the project's objective to be not just about campaign creation but to be deeply rooted in evidence-based therapeutic strategies ensuring effectiveness and ethical soundness.

The project, "Improving Self-Esteem in Adolescents with Eating Disorders – Using Social Media in the UK," has the following SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives(Doran, 1981):

Specific: Increase self-esteem scores by 20% among adolescents with eating disorders within a year using targeted social media interventions.
Measurable: Survey 1,000 adolescents pre- and post-intervention to track changes in self-esteem metrics.
Achievable: Collaborate with 5 renowned mental health professionals to develop evidence-based content for the campaign.
Relevant: Address the rising concern of low self-esteem in adolescents with eating disorders in the UK using the pervasive platform of social media.
Time-bound: Launch the initial campaign in three months and complete the impact assessment by the end of the year.

 
Figure: Describing the process to reach the objective
Source: (self-made)

Stakeholders

Stakeholders play pivotal roles in the success of the project, "Improving self-esteem in adolescents with eating disorders – by using social media in the UK."

Beneficiaries:

Adolescents with Eating Disorders: Such folks lie at the epicentre of this venture and are poised to reap immense benefits, harnessing strategies and means to amplify confidence and oversee their dilemmas.

Families of Affected Adolescents: Kinfolk shall reap advantages from the enhanced mental harmony of their troubled relations and acquire superior understanding in bolstering them efficiently (Smith, 2018).

Invested Stakeholders:

Mental Health Professionals: These individuals harbour an inherent stake in observing efficacious, pioneering solutions and aiding structures for clientele.

Social Media Platforms: Given the endeavour's accentuation on their arenas, they might be perceived in an affirmative aura, coinciding with business ethical standards.

Challenges and Conflicts:

Potential conflicts might emerge amidst psychological wellness experts and endeavour orchestrators concerning the substance and methodology of the digital networking drive. Traditional practitioners might cast doubts on online remedy validity, anxious it could dilute or distort healing modalities (Jones, 2020).

In parallel, data confidentiality apprehensions might incite friction amidst digital networking hubs and patrons, necessitating steadfast information safeguarding protocols.

III. PROJECT PLANNING & FEASIBILITY

Within the sphere of project management, thorough blueprinting amalgamated with feasibility analysis emerges as supreme, sculpting the bedrock of any triumphant project (Munns&Bjeirmi, 1996). A stalwart strategy not solely delineates principal tasks necessary for deployment, but also foresees looming quandaries, safeguarding the initiative against unexpected hindrances.

The spotlight on viability accentuates the primacy of anchoring these tasks within the tangible realm, ascertaining each phase, from its genesis to culmination, remains tangible and realizable (Kerzner, 2017).

By entwining these twin paradigms - detailed planning and rigorous feasibility checks - a project is gifted an amplified propensity to not solely fulfill but mightily eclipse its stipulated aims. Such a methodical approachproves vital for the mooted subject, certifying its congruence with palpable anticipations and results.

Activities Designed to Achieve the Topic’s Objective:

Evidence-Based Content Creation:
Description: Craft and curate social media content grounded in evidence-based therapeutic strategies that can cater to adolescents with eating disorders.
Expertise & Resources Required: Mental health professionals, content creators, evidence from psychological journals and publications.
Primary Responsibility: A collaboration between mental health experts and digital content teams, supervised by project managers (Smith & Jones, 2019).

Platform Engagement & Outreach:
Description: Use platform-specific engagement strategies to ensure content reaches the targeted adolescent audience.
Expertise & Resources Required: Social media strategists, digital marketing experts, and advertisement budgets.
Primary Responsibility: Digital marketing team in conjunction with social media platform representatives (Brown, 2018).

Feedback Mechanisms & Iteration:
Description: Establish mechanisms for real-time feedback from the audience and adjust the campaign accordingly.
Expertise & Resources Required: Data analysts, feedback tools (like surveys), and dedicated teams for reviewing and iterating content.
Primary Responsibility: Data analysis team and project managers, with insights from mental health professionals (Taylor, 2020).

Monitoring & Impact Assessment:
Description: Evaluate the overall impact of the campaign on improving self-esteem among the target group.
Expertise & Resources Required: Data scientists, research methodologies, and assessment tools.
Primary Responsibility: Research and assessment teams, supervised by project leads (White, 2017).

Gantt Chart

A Gantt Chart serves as a graphical portrayal of a project timeline, illustrating duties or functions set against duration. It delivers a sequential glimpse into a project's evolution, pinpointing when each task should embark, its anticipated duration, and the order they should unfold.

Considering the project, "Improving Self-Esteem in Adolescents with Eating Disorders – Using Social Media in the UK", this Gantt Chart demystifies key activities, their interdependencies, and significant milestones.
 

Table 3: Gantt Chart
Source: (self-made)

Three main milestones from the chart are:

Project initiation: This represents the formal inauguration of the project, an essential juncture confirming alignment of stakeholders concerning goals, assets, and chronological frameworks. This phase typically encompasses initial gatherings and the synchronisation of starting assets.

Initial campaign launch: Subsequent to crafting research-driven materials designed for the youth, the initiative transitions into a proactive engagement stride on chosen digital platforms. This landmark denotes the premier introduction of the promotional activities to the intended demographic, signifying a vital transition from strategising to actualisation.

Preliminary results: Post the scrutiny and impact appraisal phase, early feedback regarding the campaign's efficacy will be assembled. This landmark holds significant weight as it furnishes the inaugural palpable evaluations of the project's real-world influence and might inform the trajectory for forthcoming phases or requisite modifications.

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Risk Assessment

Below is a table identifying potential risks related to the project "Improving Self-Esteem in Adolescents with Eating Disorders – Using Social Media in the UK" along with an analysis of each risk and proposed risk reduction strategies.Risk scores typically represent the likelihood of the risk occurring multiplied by its potential impact. Typically, scores range from 1 (low) to 10 (high).
 

Table 4: The Risk Assessment Table
Source: (self-made)

Communication Strategies

A stakeholders’ prioritisation analysis often categorises stakeholders based on their influence and interest in the project. Here's a table that demonstrates this categorisation and provides relevant communication strategies for each group:

Table 5: Stakeholder’s Description Table
Source: (self-made)

The table segregates the stakeholders of the project "Improving Self-Esteem in Adolescents with Eating Disorders – Using Social Media in the UK" based on their influence over and interest in the project. Entities like teenagers grappling with eating irregularities, due to their pronounced impact and keenness, are labelled as "Key

Players" and necessitate straightforward, captivating communication avenues. Kin of the impacted youths, while deeply vested but possessing tempered sway, ought to be consistently apprised. Mental health professionals, wielding considerable significant influencefluctuating enthusiasm, deserve recognition for their insights and inputs. In parallel, digital interface entities, exhibiting an even-keeled sway and enthusiasm, ought to be intermittently briefed and liaised with to ascertain alignment and adherence.

The indicated literature provides foundational support for these approaches.

Communication and Engagement Plan

Table 6: Stakeholder communication table
Source: (self-made)

This table outlines a structured communication and engagement strategy, ensuring each stakeholder group receives relevant information through the most appropriate channels at optimal times. It underscores the importance of tailored communication, reflecting the varied needs and interests of each group.

IV. Project Implementation And Monitoring

The transition from planning to implementation embodies a shift from theoretical groundwork to tangible actions.It demands acute scrutiny of intricacies, making sure that all the foundational elements outlined in the planning phase – like resource distribution, stakeholder communication, and risk assessment– are set and poised for rollout.

To guarantee seamless movement between these stages, it's imperative to adopt a lucid communication strategy to keep stakeholders enlightened, involved, and synchronised with the project’s aims (Kerzner, 2017).

Let's consider the major activity of "Initial campaign launch on social mediaplatforms."

Leadership Style: In the implementation and oversight of this task, transformational leadership style would be apt. This method underscores stimulation, enthusiasm, and cultivating a terrain of novelty, pivotal for an online drive that beckons swiftness and malleability. Additionally, transformational leadership stresses the essence of joint endeavours, certifying that each team membersenses acknowledgment and plays a proactive part in the project's triumph (Bass & Riggio, 2006).

Using Gantt Chart and Communication Plan: The Gantt Chart, under this canopy, morphs into an invaluable tool, not merely to trace the progress of tasks but also to pre-empt potential snags or concurrent undertakings. Regular monitoring of the Gantt chart facilitates on-the-spot recalibrations, ensuring the project maintains its course. Concurrently, the communication strategy becomes instrumental in transmitting these evolutionary accounts to partners, providing lucidity and precision.

Scenario – Extended Time/Additional Resources: If the campaign launchdemands extended time or resources, the Gantt Chart would manifest a migration in ensuing chores and landmarks. This alteration would call for a revision in the communication strategy, ensuring that stakeholders are apprised of the postponements and underlying causations. This equally highlights the essence of inherent adaptability in initial planning (Kerzner, 2017).

Regarding transformational leadership style, while the visionary approach retains its pertinence, a blend of contextual direction might become imperative. This would demand modifying leadership approaches rooted in the pressing hurdles, vouching that the team stays invigorated and the elongated span is judiciously capitalised.

Scenario – Occurrence of Identified Risk: If a prospective risk from the planning phase emerges, say, data privacy issues sprouting from the digital campaign, swift rectifying endeavours would be obligatory.An amalgamation of transformational and crisis leadership would be essential, centring both on tackling the immediate challenge and ensuring long-term trust and motivation within the team (James & Wooten, 2005).

In terms of communication, it becomes paramount to swiftly enlighten stakeholders about the issue, the steps being taken to mitigate it, and any potential implications.Honesty, exactness, and openness stand central to safeguard partner conviction.

In both scenarios, leadership and communication are inextricably linked. Certifying that the team stays briefed, impassioned, and congruent with the evolving project requirements will anchor the victory of the implementation and monitoring.

V. Project Evaluation

Evaluation is a cardinal phase in the lifecycle of a project, instrumental in discerning its efficacy, success parameters, and areas of refinement. Specifically, for our project
"Improving Self-Esteem in Adolescents with Eating Disorders – Using Social Media in the UK", the evaluation seeks to not only gauge the achievement of objectives but also understand the efficiency of resources and timeframes (Smith, 2015).

Purpose of Evaluation:

The core intent of evaluating this project is to assess its success in enhancing self-esteem in adolescents with eating disorders through the targeted use of social media in the UK context. A thorough evaluation would unveil insights into the efficacy of strategies deployed, resource utilisation, and the overall impact generated.

Data/Information for Objective Assessment:

To ascertain if the project's objective is met:

Required Data: Pre- and post-project self-esteem scores of the involved adolescents, engagement metrics from social media campaigns, feedback from participants, and reports on behavioural and emotional changes.

Sources: Primary data can be derived from pre-designed questionnaires and feedback forms distributed among the participants. The secondary data can be extracted from social media analytics tools, tracking engagement, reach, and impact metrics (Johnson, 2018).

Assessment of Communication and Leadership Styles:

Effective communication and leadership remain pivotal pillars for the success of any project. Assessing these aspects would necessitate:

Feedback Collection: Feedback would be sought from team members, stakeholders, and even a subset of the target audience.

Reason: These entities are the direct beneficiaries or executors of the project. Their firsthand experiences offer invaluable insights into the efficacy of communication channels and the resonance of the leadership style adopted. For instance, team members can provide insights into the clarity of project directives, while stakeholders can reflect on the alignment of their expectations with the outcomes (Turner, 2010).

Limitations of the Project:

While the endeavour is grounded in rigorous research and planning, there are intrinsic limitations:

Scope: The project specifically targets adolescents within the UK, making its findings potentially less applicable to other demographics or regions.

Dependence on Digital Platforms: Reliance on social media platforms might exclude those adolescents who limit or avoid such platforms, thus narrowing the reach.

Temporal Limitation: Changes in self-esteem might manifest over extended periods, and the project's evaluation timeframe might not capture long-term impacts.

Variable Engagement: Not all participants might engage with the campaign with equal intensity, leading to varied outcomes (Harrison, 2016).
In summary, the evaluation phase provides a panoramic view of the project's triumphs and trials. It offers an opportunity to learn, refine, and ensure that future endeavours are even more sharply attuned to their objectives and target communities.

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VI. CONCLUSION

The lessons derived from the project "Improving Self-Esteem in Adolescents with Eating Disorders – Using Social Media in the UK" offer critical enlightenment, which I aspire to weave into my vocational journey.

The essence of thorough groundwork and robust collaboration with stakeholders has emerged starkly; these elements will take precedence in my upcoming ventures, guaranteeing alignment of all participants with the mission. This endeavour has deepened my respect for flexible governance and the imperative continuous communication, aspects I'll foster in my role.

Furthermore, my ambition encompasses the formulation of an archive encapsulating effective methodologies and hurdles encountered in this endeavour, ensuring colleagues have easy access. This compilation can act as a compass, proffering them concrete methodologies and lessons, aiding them in steering their initiatives more adeptly.

In conclusion, the project’s strategy of leveraging social mediato confront a pressing concern extends its relevance widely. Its structure holds potential for tailoring to diverse population segments or health dilemmas, underlining its adaptability and the scope for catalysing constructive shifts across multifaceted professional terrains.

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