publiccommunicationcampaigns.pptVIP

PUBLIC COMMUNICATIONCAMPAIGNS Dr. Rasha Salama PhD. Community Medicine and Public Health Faculty of Medicine Suez Canal University-Egypt PUBLIC COMMUNICATION CAMPAIGNSWhat are Public Communication Campaigns ? Public Communication Campaigns Public communications campaigns impart ideas for a strategic purpose. They are an attempt to shape behavior toward desirable social outcomes. Definition “ Public communication campaigns are campaigns that use the media, messaging, and an organized set of communication activities to generate specific outcomes in a large number of individuals and in a specified period of time.” Concept Campaigns maximize their chances of success through the coordination of media efforts with a mix of other interpersonal and community-based communication channels. “May involve a conventional mix of brochures, posters, advertisements, and commercials or a different array of communication methods” for the purpose of achieving certain objectives. Communications campaigns use a variety of techniques and strategies in hopes of improving individual lives and making the world a better place. What are the different types of campaigns? There are two main types of campaigns: Individual behavior change campaigns: that try to change in individuals the behaviors that lead to social problems or promote behaviors that lead to improved individual or social well-being; Public will campaigns: that attempt to mobilize public action for policy change. A public will campaign attempts to legitimize or raise the importance of a social problem in the public eye as the motivation for policy action or change Knowledge versus Behavior Knowledge Alone Does Not Alter Behavior With some limited exceptions, people already know what they should be doing Simply telling them what to do rarely creates change Behavior is shaped by factors such as: available range of choices social reinforcement and approval (norms) rules (laws and policies) ease/diffi