Using Media Campaigns In

Health communication

Done by:
AL-Joharah
& Dina
Content:
 Definitions
 Types of MM
 Positive , Negative influence of MM
 Target audience
 Advantages vs. Disadvantages of mass media
 Media can vs. Cann’t do
 Theoretical models underlying campaign
strategies
 Developing a campaign
 Summary
Mass media campaign

• Used to describe public communication

campaigns, or public education campaigns.

• The term refers to a form of advertising designed

specifically for a target concept.

• Campaigns “purposeful attempts to either inform,

persuade, or motivate behaviour changes in a large
audience within a given time period.”
Cont,

Mass media is any written, printed, visual, electronic,

auto-visual media developed to reach mass audience
and the public.
 The mass media used for:

• Communication
• Entertainment
• Dissemination of information
• Advertising
• Marketing
• Expressing and sharing views, opinions and ideas
Mass media is a double-edged sword which means that
there are positive effects of media as well as
negative influences of media.
The positive effect of
MM:

• Increase an overall awareness of the masses.

• They enhance the general knowledge by
providing us information from all over the
world.
• Contribute to the enhancement of our
vocabulary
• Contribute to a transformation in the cultural
and social values of the masses
• Transformation in the way the masses think
The negative effect
of MM:

• The negatives in society are highlighted with an

intent to awaken the people about the society.
• Changing their mental setup and the declining
quality of their lifestyle.( Children)
• Effect the practices.(Youths)
 Types of mass
media:

• Print Media:
 (Newspaper, Magazines, Pamphlets)
• Electronic Media:
 ( TV, Radio, DVD)
• New-age Media:
 ( Internet, Mobile phone )
 Advantages vs. Disadvantages Of
Mass Media
Advantages of MM:
o Reaches many people quickly
o Low cost per person reached

Disadvantages of MM:
o Difficult to make specific to local community
o Fixed message
o Can be easily misunderstood
o Access often difficult
o Lacks feedback
The Reality of the Mass Media-
“The Can Do”
The Reality of the Mass Media-
“The Cannot Do”
target audience:

This is the group of people that the media campaign

trying to reach the message to them .
target audience characteristic

• Age
• education level
• ethnicity/religion
• Attitudes /beliefs /values
• Size (how many people)
• Level of knowledge.
• Readiness to change.
• Skills level.
• Geography.
Questions to identify target audience
• What skills, strengths and knowledge do they have
that you can further develop?

• What skills, strengths and knowledge do they lack that

can be developed?.
 Things to consider about target audience

• Economic factor
• Social factor
• Cultural factor
• Environmental factor
• Timing.
Types of target audience

• Primary audience
 is the group that needs to make the behavior change

• Secondary audience
 are people who can help the primary target audiences
 Educator’s Model:

• For centuries, educators have assumed that if they

provide students with information, that information
will lead to new attitudes.

• They have also assumed that these new attitudes

will then lead to new behavior.
Educator’s Model
Cont,

• 20th century research shows that the linkages

between information and attitudes and,
even more importantly, between
attitudes and behavior are not
strong.

• This age-old educator’s model is not really very

effective at changing behaviors.
• The biggest gap in human nature is between what
we know and what we do !
Advertiser’s Model:

• Why?
They found the educator’s model useless in selling
products, especially in getting consumers to select
their product over similar products.
Cont,

Advertiser’s Model
Cont,

• Ads usually start with an “attention grabber”

that we may think of as an “irrelevant motivator.”

• An irrelevant motivator is something that motivates

the consumer to buy the product, but it is not related to
the product.

• This motivator is connected to a “need state” of

the potential customer
Cont,

• As powerful as these appeals to human needs states

are, a single exposure to an advertisement rarely
has much impact on the consumer.

• Even after they buy the product, consumers may begin

to question the link between the product and the need
state.
Cont,

• “Cognitive Dissonance.”

• This is an uncomfortable state that most humans will

seek to resolve so that their actions are in line with
their beliefs and knowledge.
To resolve the situation :

• keep listening to the original message for reassurance

that you are doing the right thing.

• Thus advertisers typically repeat their message

endlessly not only to attract new customers, but also to
reassure current customers.

• This repetition creates a direct relationship in our

minds between the product and the fulfillment of our
needs.
Cont,

In fact most advertising is aimed at customers who have

already made the decision to buy the product and is
intended to reinforce that decision.
An Environmental Communications Model
(Sandman’s model)

“Advertiser’s
Model”

“Educator’s Model”
Cont,

• Ex:
children often nag their parents into doing something—
such as recycling—that they learned about
at school.
At first the parent responds to please the
child, but later will ask “Why am I really doing
this? Is it really worthwhile?”
Cont,

• Sandman’s model follows the advertiser’s model

except that almost all environmental messages can
use a relevant motivator that addresses a need state
to get people to perform an initial small behavior.

• Performing this behavior still induces some cognitive

dissonance, as it does in the advertising model.
Cont,

• Here the Sandman model departs from the

advertiser’s model. Environmental communicators
have something that most advertisers don’t—good
reasons to continue the behavior that can replace the
initial irrelevant reasons.

• Rather than endlessly repeating the motivational

message, environmental communicators can now
switch to the real reasons for the behavior by providing
information.
Cont,

• Why not just provide the

information in the first place?
Because the audience wasn’t
interested in it then.

Now they are. They are interested in

finding information that will support
their new behavior.
• To creating and maintaining a behavior requires two
messages :

o 1 st message contains an irrelevant Motivator.

o 2 nd message is designed to reinforce the behavior.
(It contains the reasons why they are doing a good
thing and builds on the behavioral commitment.)
Stages of a Campaign
oGoal, Audience and
Medium

• Formative research helps define which behaviors the

campaign will attempt to change to achieve its broad
goals.

• It is important to explore what people already know,

believe, and care about.
Cont,

• Explore the media diet of the audience. Are they

literate? Do they listen to radio? Do they read any
publication regularly? This will help define the strategy
and choice of media.

• Organize funding and how to obtain access to Variety

of media.
oMessage
cont,

• Message content needs to be:

o based in research.
o Realistic.
o credible.
o should be tailored to the social and psychographic
profiles of the target audience.

• The style should be attractive and entertaining.

cont,

• Furthermore, there should not been too many different

messages in any one time frame, in order to avoid
confusion among the target audience.

• Element of the campaign should be pretested with the

intended audience.
 oImplementing The
Campaign

• It is never easy, but if stages one and two have been

done well, implementation should go smoothly.
 o Monitoring and
Evaluating

• Evaluation should begin during implementation and be

used to make mid-course corrections.

• Campaign can be evaluated in

several ways:
o by recording the exposure.
o by surveying people.
o by observing changes in behavior or the environment
that could be attributed, in part, to the campaign.
 SUMMARY

 Information alone is not enough to support behavior.

 information can lead to a change in attitude that can
lead to behavior
 But, without a motivator and an initial action to create
cognitive dissonance and start the information seeking
process, there is nothing to trigger the uptake of the
Information.
 Positive attitudes support long-term behavior