**2. Communication campaigns** *vs* **mass media campaigns**

There is often confusion between the labels campaign, communication campaign or program, media or mass media campaign, and intervention. No particular definition adequately covers current practice, and there are many local variations of what is meant by these labels. Indeed, a variety of definitions exists in the literature but the following elements of a *communication* campaign are essential (Rogers and Storey 1987).

Firstly, a campaign is purposive. The specific outcomes can be extremely diverse ranging from individual level cognitive effects to societal or structural change.

Secondly, a communication campaign is aimed at a large audience. Rogers and Storey (1987) note that 'large' is used to distinguish campaigns from interpersonal persuasive communications by one individual (or a few people) aiming to seek to influence only a few others.

Thirdly, communication campaigns have a specified time limit. This is not to state that all campaigns are short lived. For example, the initial Stanford Heart Disease Prevention Program ran for three years, however follow-up investigations were conducted over decades.

The fourth point is that a communication campaign comprises a designed set of organised activities. This is most evident in message design and distribution. Messages are organised in terms of both form and content, and responsibility is taken for selecting appropriate communication channels and media. As Rogers and Storey (1987) point out, even those campaigns whose nature or goal is emancipation or participation involve organised message production and distribution.

In summary, the term communication campaign implies that:


Rogers and Storey (1987) observe that in the modern communication campaign, modest changes in audience behaviour are frequently achievable, and it is important for the campaign planner to set modest and realistic expectations about what can be achieved. They argue that a health promotion campaign might be considered successful or effective if about five percent of the target (or segmented) audience does adopt measurable changes in health behaviour over the longer-term.

In this context, it is important to define a communication campaign. It should be noted that the word communication is used to highlight the fact that not all campaigns necessarily involve mass media messages, or mass media messages in isolation, and that communication campaigns may be small-scale in scope and audience reach.

4. Encouraging local and national policy changes so as to create a supportive environment

This book chapter will first focus on some key concepts such as communication campaigns *vs* mass media campaigns, advertising *vs* communication campaigns, the concept of risk and risk communication campaigns. Later on, the chapter will focus on the effectiveness of

There is often confusion between the labels campaign, communication campaign or program, media or mass media campaign, and intervention. No particular definition adequately covers current practice, and there are many local variations of what is meant by these labels. Indeed, a variety of definitions exists in the literature but the following

Firstly, a campaign is purposive. The specific outcomes can be extremely diverse ranging

Secondly, a communication campaign is aimed at a large audience. Rogers and Storey (1987) note that 'large' is used to distinguish campaigns from interpersonal persuasive communications by one individual (or a few people) aiming to seek to influence only a few

Thirdly, communication campaigns have a specified time limit. This is not to state that all campaigns are short lived. For example, the initial Stanford Heart Disease Prevention Program ran for three years, however follow-up investigations were conducted over

The fourth point is that a communication campaign comprises a designed set of organised activities. This is most evident in message design and distribution. Messages are organised in terms of both form and content, and responsibility is taken for selecting appropriate communication channels and media. As Rogers and Storey (1987) point out, even those campaigns whose nature or goal is emancipation or participation involve organised message

Rogers and Storey (1987) observe that in the modern communication campaign, modest changes in audience behaviour are frequently achievable, and it is important for the campaign planner to set modest and realistic expectations about what can be achieved. They argue that a health promotion campaign might be considered successful or effective if about five percent of the target (or segmented) audience does adopt measurable changes in health

In this context, it is important to define a communication campaign. It should be noted that the word communication is used to highlight the fact that not all campaigns necessarily involve mass media messages, or mass media messages in isolation, and that

communication campaigns may be small-scale in scope and audience reach.

within which people are more able to change their behaviour.

**2. Communication campaigns** *vs* **mass media campaigns** 

elements of a *communication* campaign are essential (Rogers and Storey 1987).

from individual level cognitive effects to societal or structural change.

In summary, the term communication campaign implies that:




behaviour over the longer-term.

others.

decades.

production and distribution.

public health campaigns using mass media communication.
