Introduction 1 Public Communication Campaigns 1 Changes in the Media Landscape 2 What This Textbook Offers 2 A Comprehensive Focus 3 An Easy Focus 3 An International Focus 3 A Practical Focus 4 A Theoretical Focus 4 Summary of All Chapters 5 Notes 7 Part I Introducing Public Communication Campaigns 9 Chapter 1 Definitions, Strategies, and Background Information 11 What Are Public Communication Campaigns? 11 A Method of Reform and Governance 12 Public Communication Campaigns vs. Advertising 12 Two Main Types of Public Communication Campaigns 12 Communication 13 Definitions 13 Communication as a Mediator of Social Change 14 Community-Based and Interpersonal Communication 14 Messaging 15 The "Public" Aspect of Campaigns 15 Public Communication 16 Public Sphere 16 Segmented Communication 17 Personal Messaging 17 Focal Segments 18 Experiential Identity 19 Diffusion of Innovations (DoI): An Introduction 19 Five Steps of Diffusion 19 Four Elements of DoI 20 Diffusion of Innovations (DoI): Social Capital 21 Social Network Analysis 21 Centralized, Decentralized, and All-Channel Networks 21 Case Study: The Guy-to-Guy Project 22 Diffusion of Innovations (DoI): Opinion Leadership 23 Friends and Colleagues as Opinion Leaders 23 Social Influencers in the Internet Era 24 Public Communication Campaigns in History 24 Case Study 1: The United States 25 Case Study 2: The Temperance Movement 26 Case Study 3: Singapore 27 Current Strategies of Communication Campaigns 28 Social Marketing 28 Marketing Perspectives 29 Five Types of Social Marketing 29 Social Norms Marketing 30 Social Norms 31 Types of Social Norms 32 Peer Groups 33 Third-Person Effect 33 The Theory of Planned Behavior 34 Notes 35 Chapter 2 The 10 Steps of Public Communication Campaigns 47 Step 1: Define and Select Your Topic 48 Step 2: Set Goals and Objectives 49 Step 3: Analyze and Understand the Situation Beforehand 50 Planning 50 Formative Research 51 Communication Design 51 Step 4: Define Your Audience(s) 52 Audience Analysis 52 Audience Beliefs 53 Audience Values 54 Audience Needs 54 Audience Adaptation 55 Audience Perception 55 Step 5: Understand the Timeline and Budget 56 Allocating the Budget 57 Government Funding 57 Step 6: Choose Appropriate Media 58 What Medium to Use? 58 Media Advocacy 58 Audience Engagement on Social Networks 59 Building a Website for the Campaign? 60 Uses & Gratifications (U&G) Theory 61 Step 7: Develop Optimal Message Content 62 Keep the Message Simple 62 Emphasize Benefits over Risks 63 Avoid Confusion 63 Copyright and Intellectual Property Issues 63 Step 8: Avoid Monologic Communication and Interact with Your Audience(s) 64 Monologic Communication 64 Dialogic Communication 64 Communal Mindset 65 Step 9: Update the Campaign with Timely, Relevant, and Accurate Information 66 Boost the Confidence to Make Changes 66 Update Campaign Memes 67 Step 10: Evaluate the Overall Campaign 67 What Is Meant by "Evaluation"? 67 Beginning at the Outset of the Campaign 69 Different Platforms for Evaluation 69 Notes 70 Chapter 3 Persuasion in Public Communication Campaigns 80 Three Types of Messages 81 Three Paths of Persuasion 81 Logos, Pathos, and Ethos 82 Logos 82 Pathos 82 Ethos 83 Behavior Change Communication (BCC) 83 Behavioral Intention 84 Belief Change 84 Priming 85 Repeated Exposure 85 Self-Affirmation Theory 86 The Three Components 86 Self-Integrity 86 The Elaboration Likelihood Model (ELM) 87 Central Route 87 Peripheral Route 88 The Transtheoretical Model 88 The Five Stages 88 Application to the Struggles of Obesity 89 Understanding Attitude 89 Attitude Object 90 Attitude Change 90 Ego 91 Social Judgment Theory (SJT) 91 The Three-Part Latitude 92 Persuasion as a Two-Stage Process 92 Attitude Accessibility Theory 92 Examples 93 Biased Message Processing 93 Expectancy Theory 94 Intrinsic and Extrinsic Motivation 94 Three Components of Expectancy Theory 94 The 10 Ethical Principles of Public Communication Campaigns 95 1Ethical Campaigners Are Factual 95 2Ethical Campaigners Are Honest 96 3Ethical Campaigners Act with Integrity 96 4Ethical Campaigners Balance the Message 96 5Ethical Campaigners Demonstrate Respect 97 6Ethical Campaigners Give Informed Choices 97 7Ethical Campaigners Do Not Violate Individuals'' Autonomy 98 8Ethical Campaigners Avoid Conflicts of Interests 98 9 E thical Campaigners Avoid Unnecessarily Privileging One Group over Another 98 10Ethical Campaigners Are Responsible 98 Persuasive Effects of Public Communication Campaigns 99 Five Positive Effects of Public Communication Campaigns 99 Unintended Effects 101 Indirect Routes 101 The 12 Negative Effects of Public Communication Campaigns 102 1Low External Locus of Control 102 2Messages that Produce the Opposite Behavior 103 3Reactance 104 4Widening Disparity 105 5Opportunity Cost 105 6Enabling 105 7Loss of Self-Esteem 106 8Less Enjoyment 106 9Culpability 107 10Increased Danger to One''s Health 107 11Misunderstanding 108 12Desensitization 108 Notes 109 Chapter 4 Thought-Provoking Public Communication Campaigns 121 The Extended Parallel Process Model (EPPM) 122 Past Research 122 The EPPM as a Process Model 123 Sensation Seeking 123 High-Sensation Seekers 124 Sensation Seeking Targeting (SENTAR) 124 Case Study 125 Sensation Value 125 Effects of Alarmist Language 126 Negative Effects: Case Studies 126 Nonconsequentialism: An Argument against Alarmist Language 127 Visual Materials 128 Responsive Chord 128 Vivid Information 129 Case Study: Climate Communication Campaigns 129 Provocation: Definitions 129 Case Study: Antismoking Campaigns in England 131 Shockvertising 131 Controversial, Troubling, Explicit, and Crass 131 Selective Perception Theory 132 Perceptual Defense and the Salience Effect 132 Framing Theory 133 Framing a Campaign 133 Gain-Framed vs. Loss-Framed Messages 134 Case Study: People for the Ethical Treatment of Animals (PETA) 135 PETA as an Organization 135 Techniques and Communications 136 PETA''s Campaigns 136 Campaign #1: "I''d Rather Go Naked Than Wear Fur" 137 Women as Headline-Grabbers 137 Female Sexuality and Female Bodies 137 Campaign #2: "Holocaust on Your Plate" 138 Holocaust, Animals, and Himmler 139 Personhood 140 Criticism 140 Describing PETA''s Campaigns through Self-Efficacy Theory and Inoculation Theory 141 Notes 142 Part II Health Communication Campaigns 153 Chapter 5 Health Communication Campaigns: General Perspectives 155 Perceptions of Health over Time 156 Public Health 156 Communication Tools 157 Goals and Strategies 157 Noncommercial Aims 158 How Effective Are Health Communication Campaigns? 158 Perceptions of Mass Media Messages about Health 159 Five-Step Strategy for Better Health Communication Campaigns 160 Antismoking Campaigns 162 The Health Belief Model (HBM) 162 The Negative Effects of Stigmatizing Smokers in Campaigns 163 Case Study: The truth Campaign 164 "Finish It" 164 Methods 165 truth''s Most Recognized Media 166 Effects of the truth Campaign 167 Costs of the Campaign 167 Bar-Based Interventions 167 Harm Reduction Campaigns 168 Campaigns to Legalize Prostitution 168 Case Study: DanceSafe 169 Criticism of Harm Reduction Campaigns 169 Case Study: HIV Campaigns in South Africa 170 HIV Campaigns 171 World AIDS Day 171 Case Study: Examining Social Determinants of Health (SDH) and ABC Behaviors in Uganda 172 Risky Sexual Behaviors 173 ABC Behaviors 173 ABC Behaviors Campaign in Uganda 174 Tackling Gender Inequities 175 Situation Today 175 Fisheries 176 Case Study: The "Clean India Mission" Campaign 176 Notes 177 Chapter 6 Differences in Literacy and Culture in Health Campaigns 189 Health Literacy 190 Four Message Characteristics 190 eHealth and the Digital Divide 191 Bridging the Digital Divide 192 E-Inclusion 192 Case Study: UNICEF''s Reimagine Education Campaign 193 Bridging the Digital Divide 193 Examples across the World 194 Facing Cultural Barriers 194 Antismoking Campaigns 195 Understanding Culture-Specific Interpretations 195 Case Study: Jamaica 196 Patois or Creole 197 The Health Literacy Problem 197 Targeted Community Interve.