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Health Campaigns, Communication in

Seth M. Noar

Subject Medicine
Communication Studies » Health Communication

Key-Topics health

DOI: 10.1111/b.9781405131995.2008.x


Health communication campaigns have long been a tool used to influence the health of the public in countries around the world. Campaigns are an organized set of communication activities to produce health effects or outcomes in a relatively large number of individuals, typically within a specified period of time ( Rogers & Storey 1987 ). The history of campaigns in the United States provides a window into how the general health communication campaign literature has progressed, and is now presented along with some important caveats. While health communication campaigns in the USA can be traced back as far as the 1700s, the modern history of campaigns began in the 1940s and 1950s, when large-scale campaign efforts were carried out and seemingly resulted in minimal or no effects. According to Rogers and Storey (1987) , this was an era of minimal effects . The 1960s and 1970s then ushered in a “ campaigns can succeed” era , in which campaign successes, most notably the Stanford 3-City Heart Disease Prevention Program, brought new optimism to the campaign literature. Campaign scholars began to blame ineffective campaigns, rather than the recipients of those campaigns, for a lack of effects. Such scholars also began to uncover and formalize principles of effective campaign design, which paved the way for a new era of campaigns. This latest era of campaigns has been referred to as ... log in or subscribe to read full text

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