Designing Health Communication Campaigns: What Works? / Edition 1

by Thomas E. Backer, Everett M. Rogers, Pradeep Sopory

Overview

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 programmes 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.

Product Details

ISBN-13:	9780803943322
Publisher:	SAGE Publications
Publication date:	04/30/1992
Edition description:	New Edition
Pages:	181
Product dimensions:	5.50(w) x 8.50(h) x 0.46(d)

Table of Contents

Introduction
PART ONE: OVERVIEW
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
PART TWO: GENERALIZATIONS ABOUT HEALTH COMMUNICATION CAMPAIGNS
Overview
Generalizations about Health Communication Campaigns
Discussion
PART THREE: INTERVIEWS WITH CAMPAIGN DESIGNERS/EXPERTS
Georgetown University - Elaine Bratic Arkin
Entertainment Industry Coalition on AIDS - Warren J Ashley
Michigan State University - Charles Atkin
Human Interaction Research Institute - Thomas E Backer
Los Angeles Times - Edwin Chen
Johns Hopkins University - Patrick C Coleman
Entertainment Industries Council - Larry Deutchman
Entertainment Industries Council - Brian Dyak
Brookfield Productions - Fern Field
International Institute of Rural Reconstruction, Philippines - Juan M Flaviar
University of Illinois - Brian Flay
Stanford University - June Flora
University of Maryland - Vicki Freimuth
The University of Texas at Austin - Kipling J Gallion
Population Communications - Robert W Gillespie
University of Pennsylvania - Robert Hornik
Institute for Communication Research - Jose Ruben Jara
University of Southern California - C Anderson Johnson
Mediascope - Marcy Kelly
Johns Hopkins University - Lawrence Kincaid
Center for Risk Communication - David Mc Callum
Scott Newman Center - Jacqueline E Mc Donald
Freedom Forum Media Studies Center - John V Pavlick
University of Southern California - Mary Ann Pentz
Rutgers University - Ronald E Rice
University of Southern California - Everett M Rogers
University of Wisconsin - Madison - Charles Salmon
Entertainment Industries Council - Larry Stewart
University of California at Berkeley - Lawrence Wallack
PART FOUR: IMPLICATIONS AND FUTURE DIRECTIONS
Implications for Campaign Design
Implications for Future Research

Editorial Reviews

Identifies successful tactics for mass media campaigns to convince people to obey doctors' orders. The emphasis is on substance abuse, but AIDS, smoking, teenage pregnancy, heart disease, Alzheimer's disease, and seat belts are also considered. An overview and general approaches are followed by about five- page interviews with veteran campaigners. No index. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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