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Broadly, health communication campaigns are restricted as the purposive efforts of informing or influencing the people behaviors in huge audiences within an itemized period by use of a systematized set of announcement activities and highlighting a collection of mediated communications in numerous channels mostly to generate non-commercial profits to society and individuals in particular. Health communication campaigns make essential contributions to the expansion of public health internationally. They are habitually deliberated as a precarious constituent of comprehensive intervention efforts such as drug abuse control or cancer. An inclusive health communication campaign purposes to; motivate, inform or persuade a particular behavior modification, operates at the societal, individual, organizational, and network levels, aims at relatively broad well definite audiences, include a systemized set of communication activities, and involves an amalgamation of the media, community and relational events. Many lessons are gathered from the past know-hows of health communication campaigns. A few effective campaigns have been conducted in the United States. For instance, some health communication campaigns include, Back to Sleep Campaign, The Real Cost Campaign, and the National Youth Anti-Drug Media Campaign.
The Real Cost Campaign is a fragmentary tobacco education campaign in the United States by the Drug and the food administration. The campaign primarily targets young adults and youth. It was first launched in the year 2014 and mainly focused on preventing or deterring cigarette smoking among teens in its preliminary attempts. Since the campaign has expanded in its attention to cover the inclusion of the electronic nicotine and smokeless tobacco distribution mechanism, In the prevention of cigarette smoking, The Real Cost campaign aims at the two particular groups; the new smokers who are yet to advance to established smoking and the non-smokers at the jeopardy of launch. The campaign’s commercials were developed centered on methodical determinative exploration and aired scheduled on movie theatres, TVs, out-of-home displays, magazines,radio, social media, the internet, and mobile gaming. Based on evaluation research, there is an indication that this campaign had a broach influence(Cornacchione Ross & Sutfin, 2019). It was well delivered and assisted approximately not less than six hundred thousand teenagers from launching cigarette smoking in about the first two years; it saved not only thousands of lives but correspondingly billions of dollars for American society.
Since several lessons care learned from The Real Cost health communication campaign, there is absolutely none which is perhaps more influential than the point that a thoughtful, adequately financed, and ongoing health education campaign can result in a substantial communal healthiness as well as economic benefits. Prevention of cigarette smoking and tobacco control is deemed crucial public health need internationally(Cornacchione Ross & Sutfin, 2019). Taking China, for instance, almost more than half of the adult men abuse tobacco, and a third of the world manufactured cigarettes are in china.
The second health communication campaign and the most expensive ever conducted in the United States is the National Youth Anti-Drug Media Campaign. It was born between the years 1998 and 2004. The United States Congress appropriated almost one billion dollars for the campaign. The campaign was intended to curtail the illicit drug abuse among American teens. The predominantly targeted addressees of this campaign involved intermittent youth users and at-risk adolescent nonusers .however, there was no expectation for the heavy users to be impacted by this healthy campaign. The campaign’s advertisement appeared at an array of mass media stations, including movie theatres, televisions, magazines, websites, and the radio(Cornacchione Ross & Sutfin, 2019). In a broad social marketing campaign, the forum encompassed community outreach and a wide-ranging structural conglomerate. A substantial ratio of the campaign’s budget reached the media buy anticipated to produce coverage to two and a half ads weakly among the targeted addressees.
The above-discussed health communication campaigns employed almost similar strategies and techniques to persuade, inform, and educate the targeted audiences. Both campaigns were advocating for drug abuse among youths. Both advertisements appeared in a wide range of media channels(Cornacchione Ross & Sutfin, 2019). Use of the television, movie theatres, magazines, websites, radio, and computer gaming was commonly used techniques and methodologies.
More specifically, lessons from the two campaigns are that the conveyed information was beyond the audiences` literal content(Sixsmith et al., 2020).This can be viewed as the weakness of the both campaigns. Either, most teens the targeted audiences had never used drugs and probably never had any interest in launching either. The campaigns` bombardment of anti-drug trailers may convince the youths that most of their age mates to become more using drugs. Under the Influence of these misperceived norms, a portion of the teens may be inclined to join their fellow youth just to fit in. either, focusing more on campaigns` exposure there is possibility suggesting that excess is not constantly better. Too much of the campaigns` exposure can create meta-messages on the hazard behavior in query may not function in favor of the movements.
However, the above-discussed campaigns have played an essential role in adopting and maintaining individual health behaviors and social change. Due to firm establishment by financial support, both campaigns were well implemented(Sixsmith et al., 2020). As a result, each campaign managed to avert up to half a million young aged between eleven and nineteen years from the jeopardy of cigarette and drug abuse initiation. Within the first operational years, the campaigns` effectiveness enabled saving billion dollars of the targeted populace. Many lessons were drawn from them. An OK –funded and serious health education campaigns are instrumental in bringing forth considerable economic and public health benefits: the control and the prevention of drug abuse the crucial health requirement internationally.
The operational strategies employed by these healthy communication campaigns by themselves escalate knowledge and awareness, thereby contributing to significant impacts in attitudes and developmental intentions of the targeted addressees(Sixsmith et al., 2020). There lies firm evidence that the campaigns have used multiple channels in addition to at least a single mass media channel pooled with distribution and promotion of the low price if not free health interconnected products. The kind of behaviors campaigned against were related to behavior –related injuries or diseases.
In conclusion, each of the discussed health campaigns has applied effective strategies in delivering the information designed to directly or indirectly persuade, inform, or influences the drug user’s defiance and attitudes on maintaining or changing healthy lifestyles. Strategically, these campaigns have applied screening services policy support and community programs. The employed techniques have triggered the production of favorable results in health-related conduct. The recent review extends and supports these campaigns’ effectiveness in diminishing health-related problems caused by drug and substance abuse. Therefore, copying the strategies of these two campaigns in developing other new health communication and social marketing programs and movements or rather campaigns can be instrumental in enhancing and improving a healthy population since it relates broadly to a variety of risks as in preventive factors.
References
Cornacchione Ross, J., Noar, S. M., & Sutfin, E. L. (2019).A systematic review of health communication for non-cigarette tobacco products. Health communication, 34(3), 361-369.
Sixsmith, J., Doyle, P., D Eath, M., & Barry, M. M…(2020) Health communication and its role in the prevention and. Methodology, 41(44), 47.
