R.E. & Atkin, C. (1994). Principles of successful communication
campaigns: A summary from recent research. In J. Bryant & D.
Zillman (Eds.), Media effects: Advances in theory and research
(pp. 365-387). NJ: Erlbaum.
Public Communication campaigns can be
broadly defined as purposive
attempts (2) to inform, persuade, or motivate behavior changes (3) in a
well-defined and large audience, (4) generally for noncommercial
to the individuals and/or society at large, (5) typically within a
time period, (6) by means or organized communication activities
mass media, and (7) often complemented by interpersonal support. (Rice
Atkin, 1989, p. 7, adapted and expanded from Rogers & Storey, 1987,
This article suggests ways in which communication campaign
developers, implementors, and researchers can improve the likelihood of
campaign success. The ten principles outlined here are naturally based
on considerable and diverse
theoretical developments, research efforts, and practical experience.
many current campaigns still fall below expectations, many theoretical
of campaigns are still only partially understood, and many (often
or uncontrollable) factors my influence the direction, implementation,
outcomes of campaigns. Because campaigns are pragmatically goal
oriented, this chapter features a prescriptive tone in presenting the
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