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Program Strategies: Campaigns

  • By: Donald Helme & Brittany Lash
  • In: Encyclopedia of Health Communication
  • Edited by: Teresa L. Thompson
  • Subject:Public Health Education & Health Promotion, Health Psychology, Health Communication

Public communication campaigns provide government, health practitioners, and scholars with a way to influence, intervene, and promote health behaviors. There are many strategies that communication campaigns can utilize to achieve their goals in getting a health message to the public. Some of these strategies include targeting, tailoring, fear appeals, social marketing, and entertainment–education.

Targeting and Tailoring

Targeting is a strategy that health communication campaigns may utilize to ensure the campaign message is reaching the intended audience. Most health campaigns are aimed at a particular group of people, population, or subpopulation that would benefit the most from the health campaign, whether it is because they are at most risk for a harmful behavior, in need of help, or most likely to be affected by the campaign message. Through ...

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