Public
communication
campaigns can be broadly defined as (1) purposive attempts (2) to
inform,
persuade, or motivate behavior changes (3) in a relatively well-defined
and
large audience, (4) generally for noncommercial benefits to the
individuals
and/or society at large, (5) typically within a given time period, (6)
by means
of organized communication activities involving mass media, and
(7) often
complemented by interpersonal support (adapted and expanded from Rogers
&
Storey, 1987). The use of
digital media in
campaigns extends the traditional definition a bit. The chapter
summarizes general campaign components according to a framework derived
from
both Atkin (2001) and McGuire (2001), with increased attention to
implications
of online/digital media for campaigns.