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 programmes 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.
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 McCallum Scott Newman Center - Jacqueline E McDonald 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
