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Designing Health Communication Campaigns

Designing Health Communication Campaigns
What Works?

April 1992 | 181 pages | SAGE Publications, Inc
Advances in health care have made extraordinary changes in the life expectancy and level of vitality of the average American. Still, according to the U. S. Surgeon General, a full one-half of all premature deaths are due to lifestyle and, therefore, preventable. This important collection presents a comparative synthesis of what works and what does not in mass media health campaigns. High priority is given to coverage of substance abuse prevention campaigns, but programs on AIDS, smoking, teenage pregnancy, heart disease, Alzheimer's Disease, and vehicle seat belt use are also reviewed. Designing Health Communication Campaigns deepens our understanding of how to design, implement, and evaluate mass media campaigns by highlighting the contributions of media experts who add a human element to the various campaign experiences they describe. This work is indispensable in a fast-evolving field where it serves as both a reference and a concordance for interpreting many other analytic sources. Campaign designers, researchers, communications scholars and graduate students as well as policymakers and program funders will find the book to be valuable in helping make critical decisions about effective mass communication campaigns. "This volume is valuable because it emphasizes actual experiences, and is thus recommended as an adjunct to classic texts in the field. Graduate; faculty; professional." --Choice

The Challenge of Health Behavior Change
One Solution
Health Communication Campaigns

Two Examples of Health Communication Campaigns
The Comparative Synthesis Study
Substance Abuse and High-Risk Youth
Setting the Agenda for the Issue of Drugs
Generalizations about Health Communication Campaigns
Elaine Bratic Arkin
Georgetown University
Warren J Ashley
Entertainment Industry Coalition on AIDS
Charles Atkin
Michigan State University
Thomas E Backer
Human Interaction Research Institute
Edwin Chen
Los Angeles Times
Patrick C Coleman
Johns Hopkins University
Larry Deutchman
Entertainment Industries Council
Brian Dyak
Entertainment Industries Council
Fern Field
Brookfield Productions
Juan M Flaviar
International Institute of Rural Reconstruction, Philippines
Brian Flay
University of Illinois
June Flora
Stanford University
Vicki Freimuth
University of Maryland
Kipling J Gallion
The University of Texas at Austin
Robert W Gillespie
Population Communications
Robert Hornik
University of Pennsylvania
Jose Ruben Jara
Institute for Communication Research
C Anderson Johnson
University of Southern California
Marcy Kelly
Lawrence Kincaid
Johns Hopkins University
David McCallum
Center for Risk Communication
Jacqueline E McDonald
Scott Newman Center
John V Pavlick
Freedom Forum Media Studies Center
Mary Ann Pentz
University of Southern California
Ronald E Rice
Rutgers University
Everett M Rogers
University of Southern California
Charles Salmon
University of Wisconsin - Madison
Larry Stewart
Entertainment Industries Council
Lawrence Wallack
University of California at Berkeley
Implications for Campaign Design
Implications for Future Research

A practical handbook that many of my students liked. I use it together with more theoretical texts.

Dr Rutger De Graaf
Department of Communication Science, University of Amsterdam
May 6, 2012

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ISBN: 9780803943322

This title is also available on SAGE Knowledge, the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial.