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 3: Why can't We Sell Human Rights Like we Sell Soap?
Why can't We Sell Human Rights Like we Sell Soap?
In 1951, Wiebe asked whether we can sell brotherhood like we sell soap; he thought we could if we just worked like commercial marketers do. More than a half century after Wiebe's question, what seemed like a straightforward proposition has turned out not to be. In some cases, public communication has been a successful strategy in influencing “good” behavior; in many more, it has turned out be ineffective (Hornik, 2002; Wakefield, Loken, & Hornik, 2010). What have we learned from that experience that might be applied to issues of human rights?
My purpose in this chapter is to describe some current thinking and ...