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 8: How Effective Are Mediated Health Campaigns?: A Synthesis of Meta-Analyses
How Effective Are Mediated Health Campaigns?: A Synthesis of Meta-Analyses
The purpose of this chapter is to review what is known about the effectiveness of health communication interventions that use media and the conditions under which they have a greater likelihood of changing health behaviors. We also compare the effectiveness of mediated interventions to other types of interventions that involve communication. Media include little media (e.g., posters and brochures), mass media (e.g., television, radio, billboards, magazines, newspapers), and interactive media (e.g., Internet, telephone, mobile media).
As used here, media campaigns are organized communication activity, typically using mass media, directed at a particular target group for a specified period of time to achieve ...