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Health Campaigns

  • By: Kami J. Silk
  • In: Encyclopedia of Health Communication
  • Edited by: Teresa L. Thompson
  • Subject:Public Health Education & Health Promotion, Health Psychology, Health Communication

Health campaigns are one strategy used to influence specific outcomes among a large number of individuals in a particular target audience using communication activities over a defined period of time. Health campaigns are generally constructed to raise awareness, increase knowledge, influence attitudes, and/or change behavior. Health campaigns can be school- or community-based and regional, national or international in their reach, and large-scale campaigns are often mass media-based, which in recent years includes the use of social media. Mass media-focused health campaigns typically are used to increase awareness or knowledge, while smaller campaigns conducted in schools and/or communities are focused on influencing attitudes and behavior. Health campaigns are complex in that they require the development of communication activities that are creative and of high quality, yet ...

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