Thomas E. Backer & Everett M. Rogers 
Designing Health Communication Campaigns [PDF ebook] 
What Works?

Advances in health care have made extraordinary changes in the life expectancy and level of vitality of the average American. Still, according to the U. S. Surgeon General, a full one-half of all premature deaths are due to lifestyle and, therefore, preventable. This important collection presents a comparative synthesis of what works and what does not in mass media health campaigns. High priority is given to coverage of substance abuse prevention campaigns, but programs on AIDS, smoking, teenage pregnancy, heart disease, Alzheimer′s Disease, and vehicle seat belt use are also reviewed. Designing Health Communication Campaigns deepens our understanding of how to design, implement, and evaluate mass media campaigns by highlighting the contributions of media experts who add a human element to the various campaign experiences they describe. This work is indispensable in a fast-evolving field where it serves as both a reference and a concordance for interpreting many other analytic sources. Campaign designers, researchers, communications scholars and graduate students as well as policymakers and program funders will find the book to be valuable in helping make critical decisions about effective mass communication campaigns. 'This volume is valuable because it emphasizes actual experiences, and is thus recommended as an adjunct to classic texts in the field. Graduate; faculty; professional.’ –Choice

Spis treści

Introduction

PART ONE: OVERVIEW

The Challenge of Health Behavior Change

One Solution

Health Communication Campaigns

Two Examples of Health Communication Campaigns

The Comparative Synthesis Study

Substance Abuse and High-Risk Youth

Setting the Agenda for the Issue of Drugs

PART TWO: GENERALIZATIONS ABOUT HEALTH COMMUNICATION CAMPAIGNS

Overview

Generalizations about Health Communication Campaigns

Discussion

PART THREE: INTERVIEWS WITH CAMPAIGN DESIGNERS/EXPERTS

Georgetown University – Elaine Bratic Arkin

Entertainment Industry Coalition on AIDS – Warren J Ashley

Michigan State University – Charles Atkin

Human Interaction Research Institute – Thomas E Backer

Los Angeles Times – Edwin Chen

Johns Hopkins University – Patrick C Coleman

Entertainment Industries Council – Larry Deutchman

Entertainment Industries Council – Brian Dyak

Brookfield Productions – Fern Field

International Institute of Rural Reconstruction, Philippines – Juan M Flaviar

University of Illinois – Brian Flay

Stanford University – June Flora

University of Maryland – Vicki Freimuth

The University of Texas at Austin – Kipling J Gallion

Population Communications – Robert W Gillespie

University of Pennsylvania – Robert Hornik

Institute for Communication Research – Jose Ruben Jara

University of Southern California – C Anderson Johnson

Mediascope – Marcy Kelly

Johns Hopkins University – Lawrence Kincaid

Center for Risk Communication – David Mc Callum

Scott Newman Center – Jacqueline E Mc Donald

Freedom Forum Media Studies Center – John V Pavlick

University of Southern California – Mary Ann Pentz

Rutgers University – Ronald E Rice

University of Southern California – Everett M Rogers

University of Wisconsin – Madison – Charles Salmon

Entertainment Industries Council – Larry Stewart

University of California at Berkeley – Lawrence Wallack

PART FOUR: IMPLICATIONS AND FUTURE DIRECTIONS

Implications for Campaign Design

Implications for Future Research