Communication campaigns are not new to the health field. Some of the first mass media health campaigns took place in the 1700s with the smallpox epidemic and later in the 1800s with the promotion of healthy eating. Grand-scale research on mass populations, public health, and social marketing campaigns have all garnered important space in the health communication literature. While the health campaign literature is rich with large-scale mass media, community-based, and social marketing campaigns, there are also formative bodies of research and theory to advance multicultural campaigns. Cultural awareness, competency, and information dissemination are important factors in a multicultural campaign.


Campaigns generate specific outcomes and effects by targeting a large number of individuals at specific times while using an ordered set of communication strategies. Multicultural ...

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