Communication Campaigns: Theory, Design, Implementation, and Evaluation

Abstract

Public communication campaigns can be broadly defined as (a) purposive attempts; (b) to inform, persuade, or motivate behavior changes; (c) in a relatively well-defined and large audience; (d) generally for noncommercial benefits to the individuals and/or society at large; (e) typically within a given time period; (f) by means of organized communication activities involving mass media; and (g) often complemented by interpersonal support (adapted and expanded from Rogers & Storey, 1987).

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