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.

Smokey Bear1

Smokey Bear1

Smokey bear
Ronald E.Rice

Each year, approximately 5 million acres of land in the United States are ravaged by wildfires. In central, southern, and eastern regions, almost all wildfires are caused by people or by equipment operated by people. This tremendous national problem has been countered with one of the most famous of all campaigns—the Smokey Bear campaign (Morrison, 1996).

The Forest Service's Cooperative Forest Fire Prevention Program began in 1942, as part of the wartime response to potential wildfires caused by enemy bombing, and to the shortage of firefighter personnel. The newly formed Wartime Advertising Council (‘Wartime’ was dropped after World War II ended) created a media campaign kit. The first poster's message was ‘Careless Matches Aid the Axis—Prevent Forest Fires.’ The idea of using ...

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