This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Maloney, S. K. Articles by Hersey, J. C. Search for Related Content PubMed Articles by Maloney, S. K. Articles by Hersey, J. C. Social Bookmarking                         What's this?

Getting Messages on the Air: Findings from the 1982 Alcohol Abuse Prevention Campaign

Community/Media Health Promotion Initiative, Office of Disease Prevention and Health Promotion, U.S. Department of Health and Human Services

James C. Hersey, PhD

SRA Technologies

A necessary step in an effective public education campaign is obtaining sufficient broadcast time to reach substantial numbers of a target audience. By this criterion, the 1982 Alcohol Abuse Prevention Campaign was very successful. Between February and December 1982, 17,409 alcohol-related public service announcements (PSAs) were broadcast in 75 major media markets around the country. Campaign messages reached target audiences with sufficient frequency to have had likely effects on attitudes and behavior. Key elements in the success of the effort were (1) producing high quality broadcast materials, (2) providing technical assistance to aid state and local groups in the message dissemination process, and (3) providing for state and local control over the timing and release of materials.

Health Education & Behavior, Vol. 11, No. 3, 273-292 (1984)
DOI: 10.1177/109019818401100305


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?