1. The case for recycling and adapting anti-tobacco mass media campaigns
- Author
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Anita Dessaix, Trish Cotter, Donna Perez, James F. Bishop, Sally M. Dunlop, and Wai Tak Hung
- Subjects
Media campaign ,Health (social science) ,Risk behaviour ,business.industry ,Process (engineering) ,Computer science ,Internet privacy ,Public Health, Environmental and Occupational Health ,Target audience ,Smoking Prevention ,Advertising ,Health Promotion ,Health protection ,Component (UML) ,Humans ,Smoking Cessation ,Mass Media ,business ,Mass media - Abstract
Effective mass media campaigns are hard to come by. A delicate blend of art and science is required to ensure content is technically accurate as well as being creatively engaging for the target audience. However, the most expensive component of a media campaign is not its development but its placement at levels that allow smokers to see, engage and respond to its content. This paper uses two examples to illustrate the process of adapting existing effective material to maximise the expenditure of precious resources on the placement of material.
- Published
- 2010
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