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

Course Status
Discontinued

Location
East Baltimore
Term
Summer Institute
Department
Health, Behavior and Society
Credit(s)
1
Academic Year
2013 - 2014
Instruction Method
TBD
Start Date
Thursday, June 6, 2013
End Date
Friday, June 7, 2013
Class Time(s)
Th, F, 8:30 - 11:50am
Auditors Allowed
Yes, with instructor consent
Available to Undergraduate
No
Grading Restriction
Letter Grade or Pass/Fail
Contact Name
Frequency Schedule
Every Year
Description
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.