Contents

List of Tables and Figures

Preface and Acknowledgments

Part I: Overview and History

1 - Theory and Principles of Public Communication Campaigns

2 - Public Communication Campaigns—The American Experience

3 - Why Can’t We Sell Human Rights Like We Sell Soap?

Part II: Design and Evaluation

4 - Guidelines for Formative Evaluation Research in Campaign Design

5 - A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries

6 - Evaluating Communication Campaigns

7 - Communication Campaign Effectiveness and Effects

8 - How Effective Are Mediated Health Campaigns?

Part III: Theory Foundations

9 - McGuire’s Classic Input–Output Framework for Constructing Persuasive Messages

10 - Sense-Making Methodology as an Approach to Understanding and Designing for Campaign Audiences

11 - Inducing Fear as a Public Communication Campaign Strategy

12 - Truth in Advertising

Part IV: Applying Theory and Evaluation

13 - The Go Sun Smart Campaign

14 - A Mass Media Campaign to Increase Condom Use Among High Sensation-Seeking and Impulsive Decision-Making Young Adults

15 - Public Communication Campaigns to Promote Organ Donation

16 - Transdisciplinary Approaches for Twenty-First Century Ocean Sustainability Communication

17 - Sociocognitive Approaches for AIDS Prevention

18 - Corporate Social Responsibility Campaigns

19 - Designing Digital Games, Social Media, and Mobile Technologies to Motivate and Support Health Behavior Change

20 - Community Partnership Strategies in Health Campaigns

21 - Closing the Gaps in Practice and in Theory

22 - The Rising Tide of Entertainment–Education in Communication Campaigns

23 - Putting Policy Into Health Communication

About the Contributors

Index