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Communication Campaign (communication + campaign)
Selected AbstractsTesting the Long-Term Effects of the Go Sun Smart Worksite Health Communication Campaign: A Group-Randomized Experimental StudyJOURNAL OF COMMUNICATION, Issue 3 2008Peter A. Andersen This study examined the long-term effects of the Go Sun Smart (GSS) campaign, a large-scale health communication intervention designed to promote sun safety to employees at 26 ski areas in western North America. Employees were enrolled in a pair-matched group-randomized pretest,posttest controlled design with 2 follow-up surveys. Half of the ski areas were randomly assigned to implement GSS in the winter. This article reports analyses of a hierarchical linear design with responses from 1,463 employees who completed the second follow-up survey at the end of the following summer (69% of those who completed the first posttest). GSS continued to have positive effects on employees who worked at intervention ski areas into the summer. Employees exposed to GSS reported less sunburning, engaged in more sun safety behaviors, were more aware of the program, and had more discussions of sun safety at home than employees at matched control group resorts. The long-term effects of GSS support recommending that sun protection programs be implemented at workplaces, but such programs should be implemented with high fidelity to achieve maximum benefits. Despite limitations due to nonresponse, geography, measurement, and ethnicity, the hierarchical clustered design improved the internal validity and generalizability of the findings. [source] The Effects of Source Credibility in the Presence or Absence of Prior Attitudes: Implications for the Design of Persuasive Communication CampaignsJOURNAL OF APPLIED SOCIAL PSYCHOLOGY, Issue 6 2010G. Tarcan Kumkale Most theories of persuasion predict that limited ability and motivation to think about communications should increase the impact of source credibility on persuasion. Furthermore, this effect is assumed to occur, regardless of whether or not the recipients have prior attitudes. In this study, the effects of source credibility, ability, and motivation (knowledge, message repetition, relevance) on persuasion were examined meta-analytically across both attitude formation and change conditions. Findings revealed that the Source Credibility × Ability/Motivation interaction emerged only when participants lacked prior attitudes and were unable to form a new attitude based on the message content. In such settings, the effects of source credibility decayed rapidly. The implications of these findings for applied communication campaigns are discussed. [source] Editor's Introduction: Theoretical Approaches to Communication CampaignsCOMMUNICATION THEORY, Issue 2 2003Joseph N. Cappella First page of article [source] Social representations of organ donors and non-donorsJOURNAL OF COMMUNITY & APPLIED SOCIAL PSYCHOLOGY, Issue 2 2005Mary Anne Lauri Abstract This paper illustrates the empirical investigation of social representations by means of photographs as stimulus material and the technique of correspondence analysis to study the resulting data. The research was part of a campaign carried out to promote organ donation in Malta. The study tries to find out whether a public communication campaign could change perceptions. Five focus groups were held before the campaign and another five, two months after the campaign. Part of the data collected through these focus groups was analysed using correspondence analysis. The results showed that before the campaign, donors were generally perceived to be either young or important people or public personalities. After the campaign, donors were perceived more to be ordinary family people, educated, generous and religious. On the other hand, before the campaign, non-donors were seen as conservative, uncouth and uncaring, whereas after the campaign non-donors were generally perceived to be older, uninformed and uneducated people. Copyright © 2005 John Wiley & Sons, Ltd. [source] Promoting eco manufacturing: an Australian caseJOURNAL OF PUBLIC AFFAIRS, Issue 4 2008Roumen Dimitrov This paper analyses the communication campaign of a small industry plant, the Fuji Xerox Eco Manufacturing Center in Sydney, Australia. Disproportionably to its size, it has become a national and world leader in the push for waste free, sustainable manufacturing. The rarity of the case,a resource-poor for-profit organization taking the role of an influential advocate,helps to highlight the centrality of public relations in the promotional mix. I examine ,remanufacturing' not as a one-off technical innovation, but as prolonged internal and external communication campaign. I also stress on the public character of internal communication, where public relations is instrumental from the start. I draft and discuss an alternative model of integrated marketing communications for small businesses and nonprofits. Integration happens here on personnel rather than organizational (interdepartmental) level. The more such organizations turn towards external causes and multiple publics,as in this case of industrial advocacy and public affairs,the more likely public relations transforms from a component into the organizing principle of the communication strategy. Copyright © 2008 John Wiley & Sons, Ltd. [source] Selling the Public on Sustainable Watershed ConservationBULLETIN OF LATIN AMERICAN RESEARCH, Issue 3 2004Jeff Pugh Abstract:, The city of Quito, Ecuador, began working in 2000 to protect the ecologically fragile watershed area for its drinking water. In order to protect the Papallacta watershed, the independent Fund for the Conservation of Watersheds (FONAG) was launched to finance and manage economically sound sustainability projects in the area. FONAG is funded in part through start up grants from several organisations and a 1 per cent fee on all Quito water bills, but it has been unable to build an endowment sizeable enough to begin implementing conservation projects. We measure perceptions of the fund among Quito's university,based residents in two settings and evaluate the quality of the fund's proposed communication campaign based on existing communication theory. Further, we propose an adapted environmental education model based on a synthesis of existing theory and the empirical findings from our examination of the FONAG example. The Papallacta case study illuminates the potential strengths and weaknesses of the cultural ecology and political will of this type of collaborative sustainability project for addressing water problems in a developing country in a mountainous setting, centred around the themes of water conservation and sustainable development. [source] Model explaining the predisposition to donate blood from the social marketing perspectiveINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 3 2009Asunción Beerli-Palacio The purpose of this research is to develop a model of the explanatory factors that determine the predisposition to donate blood in order to improve the effectiveness of donor recruitment and retention programs. A personal survey was conducted on a sample of 303 potential donors between 18 and 60 years old and from both sexes, who are resident in Las Palmas de Gran Canaria (Spain) and have either never donated blood or not donated in the last 3 years. The findings lead us to say that the predisposition to donate blood is positively influenced by the information that the potential donor has about the requirements to become a donor, and by the motivations to donate blood. It is negatively influenced by the inhibiting factor of fear of the extraction procedure and its after-effects. However, prior experience as a donor and links with reference groups who are donors do not have any direct influence on the predisposition. These findings suggest that it is necessary (1) to design communication campaigns in which information and education are the goals, and which aim to make donation a habit; (2) to clarify to society the need for blood donation and to describe the process of donation in order to eliminate those inhibitors linked to fear and the perception of risks; (3) to design advertising campaigns focused on rational messages since information exercises a greater influence on the predisposition to donate than motivations linked to altruism; (4) to recommend that no great efforts be made to recapture previous donors, since experience is not a direct antecedent of the predisposition to donate but an indirect antecedent via information and (5) to stimulate word-of-mouth among reference groups using member-get-member programs whereby current donors bring new donors to the system. Copyright © 2008 John Wiley & Sons, Ltd. [source] The Effects of Source Credibility in the Presence or Absence of Prior Attitudes: Implications for the Design of Persuasive Communication CampaignsJOURNAL OF APPLIED SOCIAL PSYCHOLOGY, Issue 6 2010G. Tarcan Kumkale Most theories of persuasion predict that limited ability and motivation to think about communications should increase the impact of source credibility on persuasion. Furthermore, this effect is assumed to occur, regardless of whether or not the recipients have prior attitudes. In this study, the effects of source credibility, ability, and motivation (knowledge, message repetition, relevance) on persuasion were examined meta-analytically across both attitude formation and change conditions. Findings revealed that the Source Credibility × Ability/Motivation interaction emerged only when participants lacked prior attitudes and were unable to form a new attitude based on the message content. In such settings, the effects of source credibility decayed rapidly. The implications of these findings for applied communication campaigns are discussed. [source] The Intersection of Conversation, Cognitions, and Campaigns: The Social Representation of Organ DonationCOMMUNICATION THEORY, Issue 1 2009Susan E. Morgan Social representations theory (SRT) has been underused in the communication field. This theory helps explain the interrelationships between interpersonal communication, cognition, and the mass media, particularly in situations where a new phenomenon emerges that requires some kind of social response. Because organ donation is still poorly understood by the public, in large part because of entertainment television, SRT is well suited to helping researchers and practitioners understand the complex interplay of factors within a population(s) that contribute to reluctance to donate organs after death. In this paper, it is argued that public communication campaigns should include strategies to provoke interpersonal communication about the topic as a means of creating social representations that promote behaviors that support public health. Résumé Au croisement des conversations, de la cognition et des campagnes de communication : La représentation sociale du don d'organes La théorie des représentations sociales (TRS) demeure sous-utilisée dans les sciences de la communication. Cette théorie aide à expliquer les relations entre la communication interpersonnelle, la cognition et les médias de masse, surtout dans les situations où l'émergence d,un nouveau phénomène requiert une certaine réaction sociale. Puisque le don d'organes demeure mal compris du public, en grande partie à cause de la télévision récréative, la TRS est utile pour aider les chercheurs et les intervenants à comprendre l,interaction complexe, dans une population, de facteurs contribuant à une réticence à donner ses organes après son décès. Dans cet article, il est soumis que les campagnes de communication publique devraient inclure des stratégies visant à provoquer la communication interpersonnelle sur le sujet, de manière à créer des représentations sociales qui promeuvent les comportements en appui à la santé publique. Abstract Die Schnittstelle zwischen persönlichem Gespräch, Kognitionen und Kampagnen: Die soziale Repräsentation von Organspende Bislang fand die Theorie der sozialen Repräsentation in der Kommunikationswissenschaft nur ungenügend Anwendung. Die Theorie erklärt die Beziehungen zwischen interpersonaler Kommunikation, Kognition und den Massenmedien, insbesondere in Situationen, in denen ein neues Phänomen zu Tage tritt, das eine bestimmte Art sozialer Reaktion erfordert. Da die Organspende vor allem aufgrund des Unterhaltungsfernsehens in der Öffentlichkeit immer noch eher schlecht verstanden ist, trägt die Theorie der sozialen Repräsentation dazu bei, dass Forscher und Praktiker das komplexe Zusammenspiel der Faktoren besser verstehen, welches die Zurückhaltung gegenüber der Spende von Organen nach dem Tod in verschiedenen Populationen beeinflusst. In diesem Artikel wird deshalb argumentiert, dass öffentliche Kommunikationskampagnen auch Strategien beinhalten sollten, die interpersonale Kommunikation zum Thema anregen, was wiederum als Mittel dient, soziale Repräsentationen herzustellen und Verhaltensweisen zu fördern, die der öffentlichen Gesundheit zuträglich sind. Resumen La Intersección entre la Conversación, las Cogniciones, y las Campañas: La Representación Social de la Donación de Órganos La teoría de las representaciones sociales (SRT) ha sido poco usada en el campo de la comunicación. Esta teoría ayuda a explicar las interrelaciones entre la comunicación interpersonal, la cognición y los medios de comunicación, particularmente en situaciones donde un nuevo fenómeno, que requiere algún tipo de respuesta social, emerge. Dado que la donación de órganos es poco comprendida por el público, en gran parte debido a la televisión de entretenimiento, la teoría de representación social (SRT) es apropiada para ayudar a los investigadores y los profesionales a entender la complejidad de la interacción de los factores que dentro de una población (o poblaciones) contribuyen a la renuencia a donar órganos después de la muerte. Este artículo sostiene que la comunicación pública de las campañas debería incluir estrategias que provoquen la comunicación interpersonal acerca del tema como un medio para crear representaciones sociales que promuevan los comportamientos de apoyo a la salud pública. ZhaiYao Yo yak [source] Using Theory to Design Effective Health Behavior InterventionsCOMMUNICATION THEORY, Issue 2 2003Martin Fishbein This article demonstrates the usefulness of two theories for the development of effective health communication campaigns. The integrative model of behavioral prediction focuses on changing beliefs about consequences, normative issues, and efficacy with respect to a particular behavior. Media priming theory focuses on strengthening the association between a belief and its outcomes, such as attitude and intention toward performing the behavior. Both the integrative model of behavioral prediction and media priming theory provide guidance with respect to the selection of beliefs to target in an intervention. The article describes the theories, shows how they can be applied to the selection of target beliefs, and, for each theory, defines the criteria for belief selection. The two theories as well as their appropriate analytic strategies are complementary rather than conflicting. [source] | ||||||||||||||||