Designing Health Communication Campaigns : What Works?

by Thomas E. Backer

• ISBN13: 9780803943322
• ISBN10: 0803943326
• Format: Paperback
• Copyright: 1992-04-30
• Publisher: SAGE Publications, Inc

Summary

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.

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 - 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

Mediascope - 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

PART FOUR: IMPLICATIONS AND FUTURE DIRECTIONS

Implications for Campaign Design

Implications for Future Research