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.

Public Communication Campaigns to Promote Organ Donation: Theory, Design, and Implementation

Public Communication Campaigns to Promote Organ Donation: Theory, Design, and Implementation

Public communication campaigns to promote organ donation: Theory, design, and implementation
Susan E. Morgan

Author's Note: The author would like to gratefully acknowledge the assistance of Andy J. King and Tyler R. Harrison in the preparation of this chapter.

Theory-grounded public communication campaigns to promote health are increasingly common. Even the small effect sizes often associated with campaigns that target large populations (see Snyder & LaCroix, Chapter 8) can translate into many lives saved. Organ donation is an example of a health-related issue that has benefitted from the collaborative efforts of scholars and practitioners to produce effective campaigns.

There are many challenges associated with promoting nonliving organ donation (that is, organ donation that takes place after the ...

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