The Media and The Message: Lessons Learned From Past Public Service Campaigns

Abstract:
The National Campaign to Prevent Teen Pregnancy welcomes the interest in harnessing the great power of the media to change the behavior of teens and encourages others to take up the gauntlet. They realize that it takes more than energy to create a successful and effective media campaign; it requires the know-how of those who have come before. No group should have to start a media campaign from scratch. In an effort to support new media campaign activities and to encourage work that is research-based, the National Campaign commissioned Drs. William DeJong and Jay Winsten to complete a research review of past public service media campaigns from across the public health spectrum. This summary offers highlights only from the research found on the tenets of a well-designed and properly executed public service media campaign, the theory and understanding that should underpin any campaign, and the lessons offered by past campaigns. A more detailed, complete report is also available from the National Campaign.

Author(s): DeJong, William; Winsten, Jay A.


Date Published: 2/1/1998

Pages: 16

Location Code: 8350