This rubric evaluates student projects on redesigning tobacco advertisements to deliver anti-smoking messages. It assesses them on creativity, communication skills, and critical thinking. The highest level is "Exemplary" and shows a new design that clearly displays an innovative anti-smoking message. It also includes well-written explanations of how the original ad was altered to convey the new message and promote refusal skills.

1. Wellness 7 Tobacco Project Mixed Messages Rubric
CRITERIA EXEMPLARY PROFICIENT DEVELOPING EMERGING Comments
A A- B+ B B- C+ C C- D+ D D-
94% 88% 76% 64%
CREATIVITY  New design clearly displays an anti-  New design clearly displays an  New design displays an  New design
smoking message based on the original ad anti-smoking message anti-smoking message is incomplete.
Re-Designed and displays excellent original thought. based on the original ad and shows some based on the original ad but lacks visual
Advertisement: original thought. appeal and original thought.  Lacks imagination,
Effective  Shows excellent imagination, insight and insight and style.
Creative style.  Shows some imagination, insight and  Shows minimal imagination, insight and
Presentation
style. style.  Elements of the
 Adverts and written paragraphs are task are missing
10 points neatly mounted and presented  Adverts and written paragraphs are  Adverts and written paragraphs are
neatly presented poorly presented
COMMUNICATION  The audience is given a detailed and  The audience is given a well- written  The written explanation the audience is  Written
well-written explanation of how tobacco explanation of how tobacco companies use given lacks clarity of how tobacco paragraphs are
Written paragraphs: companies use advertising techniques to ad techniques to sell their products. companies use ads to sell their products. incomplete.
Language sell their products.  They are able to state what changes
Informative were made to the original advert.  Written paragraphs are written but lack
 They are able to explain what changes clarity about the changes they made to the
10 points were made to the original advert.  Written paragraphs provide an original ad.
understanding of why they made these
 Written paragraphs provide a clear and changes.
thorough understanding of why they made
these changes and they explain their
message.
CRITICAL THINKING  New design shows excellent use of  New design shows good use of refusal  New design inadequately shows use of  New design does
refusal and decision making skills to show and decision making skills to show an refusal and decision making skills. not show the use of
Re-Designed a very effective anti-smoking message. effective anti-smoking message. refusal skills.
Advertisement:  Personal avoidance, facts about
Reflection  They are able to clearly explain with  They are able to clearly explain smoking and refusal skills is rushed and  Personal
Refusal skills insight and empathy about personal personal avoidance, facts about smoking lacking thought avoidance, facts
avoidance, facts about smoking and refusal and refusal skills about smoking and
10 points skills refusal skills is
incomplete