• Summary
  • Contents
  • Subject index

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 13: The Go Sun Smart Campaign: Achieving Individual and Organizational Change for Occupational Sun Protection

The Go Sun Smart Campaign: Achieving Individual and Organizational Change for Occupational Sun Protection
The go sun smart campaign: Achieving individual and organizational change for occupational sun protection
David B. BullerBarbara J. WalkoszPeter A. AndersenMichael D. ScottMark B. DignanGary R. Cutter

Skin cancer prevention is a national priority. More than 2 million cases of basal and squamous cell carcinomas, as well as thousands of potentially deadly melanomas, are diagnosed annually in the United States. Few populations are at as much risk of developing skin cancer as the ...

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