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Public Health Campaigns

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2 Author(s)

Public health campaigns are a specific type of care communication that are almost ubiquitous. They are designed to prompt long‐term changes in knowledge, attitudes, behaviors, and, sometimes, public policy. This chapter presents some guidelines based on research and best practices for public health campaigns. Understanding the goal of the campaign drives the communication plan, including measurements of effectiveness. Formative research is used to form the communication, helping designers choose content, format, and delivery strategies through participatory design. It is important to use several channels, such as the news media, paid placements, independent coverage, and online venues, to ensure that the information is reaching those at risk. The chapter also discusses evaluation methods for public health campaigns.