HEALTH CAMPAIGNS

CAMPAIGN GOALS Determine what you want to accomplish first.

Two broad types of health campaigns: (1) Health Awareness and Behavioral Change: Raising

awareness and/or attempts to change individual health behaviors, attitudes, and beliefs (“enacting behavioral change”) (261).

(2) Public Policy Approaches: an attempt to educate people about societal conditions or situation that promote health or healthcare inequities among marginalized groups in an effort to spur new legislation or grassroots efforts to improve healthcare, an area that is often referred to as “health disparities” in the research literature (261).

Goals also help determine the target audience.

THEORETICAL APPROACHES Social Cognitive Theory (262) Theory of Reasoned Action (264) Extended Parallel Process Model (266) Stages of Change Models (267) Diffusion of Innovations (269) Motivational Sequence (lecture)

HEALTH CAMPAIGN PROCESS Audience Analysis (using available data,

surveys, interviews, focus groups, etc.) Audience Segmentation Creating message content (273)

Gaining audience attention, motivating to action Repetition of messages, vivid messages,

persuasive message appeals, logical appeals See Inoculation Theory (275)

Channels and Message Dissemination (277)

CAMPAIGN EVALUATION Formative (279) Summative