Fifteen Years after a 10-year Retrospective: The State of Health Mass Mediated Campaigns.

Publisher: Taylor & Francis Country of Publication: United States NLM ID: 9604100 Publication Model: Print-Electronic Cited Medium: Internet ISSN: 1087-0415 (Electronic) Linking ISSN: 10810730 NLM ISO Abbreviation: J Health Commun

Publication: Apr./June 1998- : Philadelphia : Taylor & Francis
Original Publication: Washington, DC : Taylor & Francis, c1996-

Mass Media* ; Health Communication*; Humans ; Retrospective Studies ; Health Promotion

In 2006, a 10-year retrospective of successful mass mediated health communication campaigns reviewed the field and highlighted strategies for successful campaigns. In the 15 years since the retrospective, there have been dramatic changes in the media environment and advances in health communication research. In this article, we describe changes in the health communication media landscape and in our understanding of mass mediated health communication campaigns in the 15 years since the retrospective. Although the media environment has shifted, we argue that effective principles of health communication have remained relatively constant. We note significant advances in technology since the previous retrospective that can further advance health communication campaigns, with new technologies offering promise as channels for health communication campaigns as well as for campaign planning. We also recommend that campaign researchers report in detail on their use of theory, audience segmentation, channel selection, and the role of formative research when describing campaign efforts; that communicators continue to develop frameworks that integrate principles of effective campaign design; and that additional research focus on understanding how technology can be effectively incorporated into campaign planning, distribution, and evaluation.

Date Created: 20220811 Date Completed: 20221108 Latest Revision: 20221123

20240628

10.1080/10810730.2022.2110627

35950540