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 21: Closing the Gaps in Practice and in Theory: Evaluation of the Scrutinize HIV Campaign in South Africa
Closing the Gaps in Practice and in Theory: Evaluation of the Scrutinize HIV Campaign in South Africa
Authors’ Note: The authors acknowledge the support of the U.S. Agency for International Development for financial assistance and encouragement for the programs described in this chapter. Special thanks to Johns Hopkins Health and Education in South Africa (JHHESA) for sharing its experiences and insights about implementing the campaign. We also would like to acknowledge the leadership and contribution of JHHESA's director Patrick Coleman. Thanks also to the many partners who generously gave their time: CADRE, Mat©hboxology, Levi's®, Mediology, DramAidE, Lighthouse Foundation, and the Western Cape ...