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 5: A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries
A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries
The Academy for Educational Development was the project implementer under Project Director Bill Smith, while Stanford University and Applied Communication Technology were the project evaluators, under Foote. Research was funded through the offices of Education and Health of the Bureau of Science and Technology, U.S. Agency for International Development, under project AIDIDSPE-C-0028. Assistance was also generously provided by the USAID missions in Honduras and The Gambia, the Ministry of Public Health in Honduras, and the Ministry of Health, Labour, and Social Welfare in The Gambia.
Systematic evaluation of health and nutrition communication campaigns in less developed countries is of ...