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Designing Health Communication Campaigns

1st Edition

What Works?

Thomas E. Backer; Everett Rogers; Pradeep Sopory
eISBN-13: 9781452252704

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Additional Book Details

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

Sold By SAGE Publications
ISBNs 9780803943322, 9780803943322, 9781452252704, 145225270X
Language English
Number of Pages 199
Edition 1st