• Entry
  • Reader's guide
  • Entries A-Z
  • Subject index
icon backReturn to Entries

Program Strategies: Campaigns

Public communication campaigns provide government, health practitioners, and scholars with a way to influence, intervene, and promote health behaviors. There are many strategies that communication campaigns can utilize to achieve their goals in getting a health message to the public. Some of these strategies include targeting, tailoring, fear appeals, social marketing, and entertainment–education.

Targeting and Tailoring

Targeting is a strategy that health communication campaigns may utilize to ensure the campaign message is reaching the intended audience. Most health campaigns are aimed at a particular group of people, population, or subpopulation that would benefit the most from the health campaign, whether it is because they are at most risk for a harmful behavior, in need of help, or most likely to be affected by the campaign message. Through ...

    • Loading...
    locked icon

    Sign in to access this content

    Get a 30 day FREE TRIAL

    • Watch videos from a variety of sources bringing classroom topics to life
    • Read modern, diverse business cases
    • Explore hundreds of books and reference titles