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 McGruff Crime Prevention Campaign1

The McGruff Crime Prevention Campaign1

The McGruff crime prevention campaign
Garrett J.O'Keefe, KathaleenReid-Martinez

The ‘Take a Bite Out of Crime’ campaign was developed in the late 1970s to promote public involvement in crime prevention activities. The campaign was initiated under the sponsorship of the Crime Prevention Coalition, a group of government, private, and not-for-profit agencies, with the major media components of the program produced by the Advertising Council. Major objectives included (a) generating a greater sense of individual responsibility among citizens for reducing crime; (b) encouraging citizens to take collective preventive actions and to work more closely with law enforcement agencies; and (c) enhancing crime prevention programs at local, state, and national levels.

The Ad Council's volunteer agency for the campaign, Dancer Fitzgerald Sample, designed the media materials ...

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