MASS MEDIA FOR PUBLIC HEALTH BENEFIT: THE EXAMPLE OF ANTI-SMOKING CAMPAIGNS Syllabus
Course Learning ObjectivesUpon 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.
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.
For-credit and non-credit Summer Institute students with interest in anti-smoking campaigns.
Methods of Assessment
Grading Policy: Class participation, paper
Grading Restrictions: Letter grade
Academic Ethics Code
The code, discussed in the Policy and Procedure Memorandum for Students, March 31, 2002, will be adhered to in this class:
Students enrolled in the Bloomberg School of Public Health of The Johns Hopkins University assume an obligation to conduct themselves in a manner appropriate to the University's mission as an institution of higher education. A student is obligated to refrain from acts which he or she knows, or under the circumstances has reason to know, impair the academic integrity of the University. Violations of academic integrity include, but are not limited to: cheating; plagiarism; knowingly furnishing false information to any agent of the University for inclusion in the academic record; violation of the rights and welfare of animal or human subjects in research; and misconduct as a member of either School or University committees or recognized groups or organizations.
Disability Support Services
If you are a student with a documented disability who requires an academic accommodation, please contact Betty H. Addison in the Office of Student Life Services: firstname.lastname@example.org, 410-955-3034, or 2017 E. Monument Street.