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Course Catalog

410.667.11 Mass Media for Public Health Benefit: the Example of Anti-Smoking Campaigns

Health Behavior and Society
Summer Inst. term
1 credit
Academic Year:
2012 - 2013
East Baltimore
Thu 06/07/2012 - Fri 06/08/2012
Class Times:
  • Th F,  8:30 - 11:50am
Auditors Allowed:
Yes, with instructor consent
Grading Restriction:
Letter Grade or Pass/Fail
Amanda Richardson
Course Instructor:

Introduces the principles of social marketing and how public health mass media campaigns can be effectively used to promote changes in attitudes, beliefs and behaviors within a population of interest. Addresses the process by which media campaigns are developed and implemented, including formative research and collaborative work with advertising and other media agencies to develop, frame and place the message in appropriate channels to reach the target audience. Emphasizes the importance of evaluating campaigns in order to inform future campaigns, further our understanding of effective health communications, and aid in other public health efforts. Case examples focus on anti-smoking campaigns, including the truth® smoking prevention and EX smoking cessation campaigns.

Learning Objectives:

Upon successfully completing this course, students will be able to:

  1. Define the principles of social marketing as applied to public health mass media campaigns
  2. Explain the process by which mass media campaigns are developed, specifically the initial qualitative and quantitative research undertaken to understand and segment the target audience and the creative work undertaken by agencies to develop and test messaging strategy
  3. Detail the development of a media strategy, including the choice of which media channels to use (e.g. radio, TV, billboards) and how to introduce and sustain a campaign using these channels to maximize the effect on the target audience
  4. Describe elements of a campaign evaluation, including how to define and measure campaign reach, awareness, and impact
Methods of Assessment:

Class participation, paper

Instructor Consent:

No consent required