Deck 16: Health Communication Campaigns

Question 1

One of the ways health informational campaigns differ from classic commercial advertising is

A) They seek to influence attitude more than behavior
B) They frequently target those least likely to change behaviors
C) Interpersonal and organizational communication play a smaller role than in commercial advertising
D) There are fewer ethical quandaries in health informational campaigns compared to commercial advertising

Answer 1

B

Question 2

According to health communication research, which of the following is a true statement?

A) It is frequently easier to get people to start a new behavior than to stop an unhealthy behavior.
B) Campaigns designed using diffusion theory are more likely to avoid the problem of reactance
C) There is strong evidence that social norms campaigns are effective and successful
D) Campaigns that focus on raising awareness are less successful than those that focus on changing behavior.

Answer 2

A

Question 3

The view that concerted interpersonal communication, in conjunction with media, can lead to changes in health behavior is representative of which model of health informational campaigns?

A) The psychological approach
B) Social marketing
C) Social norms campaigns
D) Diffusion theory

Answer 3

D

Question 4

Social norms approaches to health communication campaigns are likely to be particularly impactful when they apply which strategy below?

A) Don't micro-target specific, narrowly-defined audiences
B) Emphasize economic, structural, and cultural factors
C) Induce individuals to focus on social obligation
D)Encourage individuals to abstain from doing something rather than doing something new.

Question 5

Write an essay in which you choose a public health issue and devise an outline for a health informational campaign designed to increase awareness or change behavior in relation to that issue. Your essay should explain how the elements of your campaign apply the health communication theories discussed in this chapter, and what the strengths and weaknesses of your campaign approach may be.

Question 6

What social, cultural, and political aspects of society may impact the success of a health campaign? If you were promoting a pro-social issue, how might you address these aspects?

Question 7

Many universities are attempting social norm marketing related to binge drinking. What factors should a university consider in tailoring their appeal? How should they measure campaign effectiveness? Do you think this campaign would be successful on your campus? Why or why not?

Question 8

Values and ethics are an inescapable part of health campaigns. What are some campaigns that reflect a certain set of value judgments? How do you feel about these campaigns and/or value judgments? How might some alternative values be reflected in a similar campaign?