C68.
Atkin, C. K. & Rice, R. E. (2013). Strategies and principles for
using
mass and online/digital media in health communication campaigns. In D.
K.
Kim, A.
Singhal, & G. Kreps (Eds.), Health communication: Strategies for
developing global health programs
(pp. 13-36).
NY: Peter Lang.
Public
communication
health
campaigns have made significant progress in addressing problems such as
smoking, drunk driving, AIDS, drug use, heart disease, and unprotected
vehicle
occupants, primarily due to sustained high-quantity message
dissemination, audience
receptivity to the advocated action, and the compelling persuasive
incentives,
promotion of informal interpersonal influences, and policy initiatives
(including deterrence) to supplement direct effects. This chapter
presents
strategic phases and components of the use of mass, online, and mobile
media in
health communication campaigns, focusing on campaign design frameworks,
formative evaluation, types of effects, types of messages, message
content and
style, media channels, quantitative dissemination factors, and
summative
evaluation. It also references a wide array of resources and case
studies.
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