This resource is an excellent overview of six health communication
campaigns emphasizing insights gained and recommendations from
actual experiences. . . . A total of 17 specialists with an
impressive diversity of backgrounds and expertise (i.e., campaign
experts, management, scientists, etc.) have contributed to this
book--one that is loaded with invaluable lessons and insights for
future health communications campaigns. . . . The bottom line: If
you or your organization is (or will become involved) in such
campaigns, this is a book worth reading. It is of interest and
value to scholars, students, and professionals across a diversity
of fields ranging from media studies and health education, to
community policy and social work. --American Journal of Health
Promotion "This is useful for its real-life examples."
--Communication Booknotes With the steady rise in drug abuse, AIDS,
and heart disease, those who devise health communication campaigns
have been forced to become more aggressive and efficient in their
agendas to promote health and prevent disease. This unique volume
investigates the organizational dimensions of health campaigns,
bringing together campaign experts and leading management
scientists. How do organizations--universities, television and
radio networks, advertising agencies, voluntary groups, advocacy
and community organizations, and federal agencies--collaborate to
make a campaign successful? How do organizational dynamics or
structures influence campaign outcomes? Six case studies of some of
the most visible campaigns in the last 20 years detail the history,
development, operation, and evolution of health communication
campaigns. Each case is followed by a commentary from a management
expert. Readers will learn to better inspire, design, implement,
and evaluate campaigns in various health areas by considering
organizational factors. This extensive and accessible volume will
be of interest to scholars, students, and professionals in media
studies, public opinion, public health, community policy, health
education, policy issues, and social work.
General
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