What I learned -
81 % of college students consume alcohol.
Alcohol kills more people under 21 than alcohol, cocaine and marijuana and heroine combined.
One major media campaign focused on college student drinking that created a climate of support for eviornmental change was “Had Enough”.
Similar to life it’s good to see how others have succeeded or failed in past mass communication campaigns. Failures are caused from poor planning and bad formative research.
Print and internet are the most effective forms of mass media campaigns for changing behavior on drinking.
There is a whole lot to do to get started, continue the process and be successful in mass media campaigns.
Launch a strategic planning process, select a strategic objective, select the target audience, develop a staged approach, define the key promise, avoid fear appeals, select the right message source, select a mix of media channels, maximize media exposure, conduct process and outcome evaluations. {Breath}
Many campaigns don’t give that extra piece of information for people to go and make that change. The website might be missing, the hotline number will not be included or the steps to quitting will not be included. The ad might inspire someone to change but yet doesn’t supply additional information to continue the process or finish the process. Maybe their relying on the individual who might’ve been inspired by the ad to seek additional information on their own.
“Important messages were identified for parents that they should talk to their college-age children…but no advice was provided on how to have that discussion.”
The change process – Awareness – help make people aware of a problem that they or someone they know might face
Knowledge and Beliefs
Behavorial Skills
Self efficacy
and
Supports for sustaining change
What I discovered that I did not expect
was how these people can spend so much money on these ad campaigns and still make mistakes like not adding a phone number or not doing enough research.
I expected the amounted of work required to set up a campaign but not all that I read. Wow! My hat goes off to the teams of people that work for little or no pay just to make a change.
Scaring people doesn’t necessarily force them to change. ” Most experts have condlude that fear campaigns are extremely difficult to execute, rarely succeed and should be used only under limited circumstances.”
> was how these people can spend so much money on these ad campaigns and still make mistakes like not adding a phone number or not doing enough research.
I think this happens because they don;t have a lot of money and decide to spend it all on the campaign to be more efficient – without realizing the research is what makes a campaign efficient.