PUBLIC INFORMATION CAMPAIGN

A public information campaign can be broadly defined as a purposive attempt to inform, persuade, or
motivate changes in behavior, in a relatively well-defined audience, for non-commercial benefits, within a
given time period, through the use of mass media and, more recently, social media, complemented by
interpersonal communication strategies (Rogers & Storey, 1987).

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The common components of a public information campaign in a conceptual dimension are (Paisley,
1998):
1. objectives and methods which emphasize social control strategies to achieve certain objectives;
2. strategies in how a campaign is perceived;
3. individual or collective benefits which emphasize social changes or outcomes;
4. first party and second party entitlement when the campaign sources have a primary stake on the
issue; and
5. type of stakeholders, whether the primary campaign sponsors and actors are associations,
government institutions, foundations, or private companies. They all affect the public agenda.

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Public information campaigns aim to:

1. inform,
2. educate, and
3. communicate.

The purposes of public information campaigns are to:

1. increase public awareness,
2. increase the involvement of the target audience, and
3. enhance public thought and behavior.

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