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 Designated Driver Campaign

The Designated Driver Campaign

The designated driver campaign
Jay A.Winsten, WilliamDeJong

Using a designated driver is a simple strategy for avoiding driving after drinking. A couple or group of friends selects one person to abstain from alcohol and be responsible for driving, with the others free to drink or not as they choose. The designated driver concept has been heavily promoted by the Harvard Alcohol Project (HAP), a national media campaign launched in 1988 by the Harvard School of Public Health's Center for Health Communication. Working with the cooperation of leading television networks and Hollywood production studios, the campaign's thrust is to promote an emerging social norm that the driver should abstain from alcohol (Winsten, 1994).

Although lobbying of the U.S. entertainment industry to include prosocial messages in ...

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