In this new, fully revised and expanded Third Edition, Rice and Katz provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Largely rewritten to reflect the latest theories and research, this text continues in the tradition of ongoing improvement and expansion into new areas. This Third Edition contains several new features. First, an expanded "sampler" section including more recent, intriguing and controversial campaigns has been added. Second, more attention is given to specific practical implications and evaluation of campaigns, using examples from both AIDS and anti-drug campaigns. Third, the book's final section introduces a variety of recent campaign dimensions including community-oriented campaigns, entertainment-education campaigns, and Internet/Web-based campaigns. This volume will be a valuable resource for both students and researchers in the fields of communication, journalism, public relations, mass media, advertising, and public health programs.

The Stanford Community Studies: Campaigns to Reduce Cardiovascular Disease

The Stanford Community Studies: Campaigns to Reduce Cardiovascular Disease

The stanford community studies: Campaigns to reduce cardiovascular disease
June A.Flora

Rationale for Community Campaigns

Health behavior and health status are strongly influenced both by biology and by lifestyle, which includes social, cultural, political, and economic factors (Aiken & Mott, 1970; Blum, 1981; Brown, 1984; Flora, Jackson, & Maccoby, 1989; Warren, 1972). The leading causes of death in the United States (cardiovascular disease [CVD] and cancer) are related to lifestyle factors such as diet, exercise, and smoking (U.S. Department of Health and Human Services, 1989). Therefore, a primary premise of the two Stanford community studies was that to be successful, efforts to change behavior must go beyond individuals and include the family, social, and cultural contexts (Farquhar, Fortmann, Flora, ...

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