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Campaign Messages (campaign + message)
Selected AbstractsAn evaluation of a heroin overdose prevention and education campaignDRUG AND ALCOHOL REVIEW, Issue 1 2010DANIELLE HORYNIAK Abstract Introduction and Aims. Following detection of an upward trend in the frequency of fatal heroin overdoses in Victoria between 2001 and 2003, Victoria's Department of Human Services planned a campaign aimed at increasing injecting drug users' (IDU) awareness of overdose risks and prevention strategies. Stickers, wallet cards and posters featuring five key messages were distributed via needle and syringe programs (NSP) and other drug and alcohol services between November 2005 and April 2006. An evaluation of the campaign was commissioned to be conducted in late 2006. Design and Methods. The evaluation consisted of analysis of three independent data sets,,quantitative data collected from IDU during the campaign period (n = 855 at baseline; and a range of 146,656 at follow up); qualitative interviews with IDU who were NSP clients during the campaign period (n = 16) and qualitative interviews with NSP staff and other key stakeholders (n = 9). Results. While key experts felt that the campaign messages had engendered lasting impact for at least some IDU, these positive impressions were not borne out by the NSP client data, with less than one quarter of all campaign messages being mentioned by a significantly higher proportion of clients during the post-campaign period compared with baseline. Key experts perceived the greatest weakness of the campaign to be the delay between issue identification and the introduction of campaign materials. Discussion and Conclusions. While IDU are generally responsive to health promotion campaigns, future initiatives in this domain should be designed and implemented rapidly and in ways that are sufficiently flexible to cope with shifts in drug markets which could influence the reception of key messages.[Horyniak D, Higgs P, Lewis J, Winter R, Dietze P, Aitken C. An evaluation of a heroin overdose prevention and education campaign. Drug Alcohol Rev 2009] [source] Political parties' use of web based marketing: some preliminary findings relating to first-time voters in the 2005 general electionINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 3 2006Graeme Drummond This paper examines the marketing of political parties, via websites, in the 2005 UK general election with specific reference to first-time voters (age 18,24). Common perception views young voters as predominantly politically apathetic and less likely to vote than older generations. However, research literature suggests given the right message and medium, the group will engage in the political process. Could the Internet provide a path to engaging younger voters and will websites become a key marketing vehicle for political parties? Young voters were asked to review political party websites using an extended web assessment method (EWAM), which is an evaluation tool created to determine both the importance and presence of website evaluation criteria. Preliminary research suggests that respondents felt the Internet had a significant role to play in the election process and marketing of campaign messages. However, while political parties scored well in relation to the technical/software aspects of website design, participants felt website material had little appeal and were ineffective in influencing voter intent. Copyright © 2006 John Wiley & Sons, Ltd. [source] Invitations for Partisan Identification: Attempts to Court Latino Voters Through Televised Latino-Oriented Political Advertisements, 1984,2000JOURNAL OF COMMUNICATION, Issue 1 2004Stacey L. Connaughton By the year 2050, Latinos will represent the dominant ethnic minority in the United States, and researchers are just beginning to examine the campaign messages targeted to this voting bloc. This article employs identification theory to understand the rhetorical approaches used in campaign advertisements designed for these voters. Through a content analysis of campaign spots targeted to Latinos over four presidential elections (1984, 1988, 1996, 2000), we find that the invitations for party identification sent to this group tend to be positive, focus on the Latino (not the candidate), and depict Latinos as an emergent force in American politics. In trying to foster identification from this desirable voting population, it appears that campaign forces encourage Latinos to view themselves, and politics, as valuable and consequential,a marked alternative to most advertising strategies at the close of the 20th century. [source] Driving less for better air: Impacts of a public information campaignJOURNAL OF POLICY ANALYSIS AND MANAGEMENT, Issue 1 2003Gary T. Henry In the wake of the 1990 amendments to the Clean Air Act, localities across the United States initiated public information campaigns both to raise awareness of threats to air quality and to change behavior related to air pollution by recommending specific behavioral changes in the campaign messages. These campaigns are designed to reduce the health hazards associated with poor air quality and to avoid federal sanctions resulting from the failure to meet air quality standards. As in many other communities across the country, a coalition of government agencies and businesses initiated a public information campaign in the Atlanta metropolitan region to reduce certain targeted behaviors, mainly driving. A two-stage model used to analyze data from a rolling sample survey shows that the centerpiece of the information campaign,air quality alerts,was effective in raising awareness and reducing driving in a segment of the population. When the overall information campaign was moderated by employers' participation in programs to improve air quality, drivers significantly reduced the number of miles they drove and the number of trips they took by car on days when air quality alerts were sounded. Public information campaigns can be successful in increasing awareness, but changing well-established behaviors, such as driving, is likely to require institutional mediation to provide social contexts that support the behavioral change, as well. © 2003 by the Association for Public Policy Analysis and Management. [source] Advancing Entertainment Education: Using The Rosie O'Donnell Show to Recognize Implementation Strategies for Saturated MarketsCOMMUNICATION THEORY, Issue 2 2009Deborah L. Larson Entertainment-education (E-E) has been widely and successfully implemented in developing countries around the world, but it is much harder to utilize in media-saturated countries. However, talk shows can be a niche market for E-E campaigns. As evidence, The Rosie O'Donnell Show has made a significant contribution to the television industry and to entertainment-education research by redefining how advocacy, education, and entertainment can work through a variety talk show format. An extemporaneous talk show can implement E-E campaigns through four main strategies to target its viewers: (1) Variability, or using a variety of forms to provide campaign information, (2) using multimediated synergistic avenues and online connections, (3) creating audience proactivity by using a small group elements to promote self and collective efficacy, and host appeal to bridge the local to national gap, and (4) the host's use of instinctive intentionality in aggregating campaign messages. As executive producer and host of her show, Rosie O'Donnell affected awareness, disseminated educational information, and encouraged proactive behavior with social, political, and philanthropic agendas through repetitive, positive, and proactive entertainment-education messages. [source] Corporate Issues Campaigns: Six Theoretical ApproachesCOMMUNICATION THEORY, Issue 1 2004Janet A. Bridges Through the broader concept of issues management, corporate issues campaigns have been tied to at least six theoretical frameworks. Systems and powerful stakeholder theories focus the organization's choice of issues on which to expend resources; legitimacy gap and issue life-cycle theories explain issue development; and social exchange theory and rhetorical analysis present approaches to practicing issue campaign management. These theories can also be applied to social-issues campaigns. All of the theories emphasize the need for research in campaign management, from understanding the relationships within the multidependencies identified by systems theory to evaluating the costs and benefits of social exchanges presented in campaign messages. This article attempts to explicate these theoretical foundations, present a model of the issues campaign process, and demonstrate the contribution the theories make to issues campaigns. [source] | |||||||||||||