• Summary
  • Contents
  • Subject index

In this fully revised and updated Fourth Edition, Rice and Atkin provide readers with a comprehensive and contemporary look into the field of public communication campaigns. The volume begins with a theoretical and historical overview of public communication campaigns, which generally aim to promote non-commercial benefits to individuals or society. The contributors then explore methods and models of designing, implementing, and evaluating campaigns in depth. Topics examined include a range of recent, intriguing, and controversial campaigns such as AIDS prevention, skin cancer, organ donation, and ocean sustainability. The contributors also explore a variety of recent campaign dimensions including community-oriented campaigns, entertainment-education campaigns, digital games, mobile technology, and social media. Public Communication Campaigns, Fourth Edition 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.

Chapter 14: A Mass Media Campaign to Increase Condom Use Among High Sensation-Seeking and Impulsive Decision-Making Young Adults

A Mass Media Campaign to Increase Condom Use Among High Sensation-Seeking and Impulsive Decision-Making Young Adults
A mass media campaign to increase condom use among high sensation-seeking and impulsive decision-making young adults
Philip C. PalmgreenSeth M. NoarRick S. Zimmerman

HIV prevention intervention research over the past 15 years has begun to show impressive results. A number of programs have produced delay of onset of sexual initiation (Coyle, Kirby, Marin, Gomez, & Gregorich, 2004; Zimmerman, Cupp, Donohew, Sionean, Feist-Price, & Helme, 2008), while other programs have led to significant increases in condom use in populations including heterosexually active individuals (Albarracin, Gillette, Earl, ...

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