Marketing Strategies for Human and Social Service Agencies or Organizational Aspects of Health Communication Campaigns

Marketing Strategies for Human and Social Service Agencies

Author: William J Winston

A practical “how-to” resource for improving your agency's image in the community, this book provides successful strategies and methodologies for marketing a wide variety of social service agencies to both public and private sectors.

Book about: Tasty and Exotic Foods or The World of Soy

Organizational Aspects of Health Communication Campaigns: What Works?

Author: Thomas E Backer

"This resource is an excellent overview of six health communication campaigns emphasizing insights gained and recommendations from actual experiences. . . . A total of 17 specialists with an impressive diversity of backgrounds and expertise (i.e., campaign experts, management, scientists, etc.) have contributed to this book--one that is loaded with invaluable lessons and insights for future health communications campaigns. . . . The bottom line: If you or your organization is (or will become involved) in such campaigns, this is a book worth reading. It is of interest and value to scholars, students, and professionals across a diversity of fields ranging from media studies and health education, to community policy and social work." --American Journal of Health Promotion "This is useful for its real-life examples." --Communication Booknotes With the steady rise in drug abuse, AIDS, and heart disease, those who devise health communication campaigns have been forced to become more aggressive and efficient in their agendas to promote health and prevent disease. This unique volume investigates the organizational dimensions of health campaigns, bringing together campaign experts and leading management scientists. How do organizations--universities, television and radio networks, advertising agencies, voluntary groups, advocacy and community organizations, and federal agencies--collaborate to make a campaign successful? How do organizational dynamics or structures influence campaign outcomes? Six case studies of some of the most visible campaigns in the last 20 years detail the history, development, operation, and evolution of health communication campaigns.Each case is followed by a commentary from a management expert. Readers will learn to better inspire, design, implement, and evaluate campaigns in various health areas by considering organizational factors. This extensive and accessible volume will be of interest to scholars, students, and professionals in media studies, public opinion, public health, community policy, health education, policy issues, and social work.

Table of Contents:

	Preface
1	Introduction	1
2	Partnership for a Drug-Free America: An Experiment in Social Marketing	10
	Commentary: Organizational Aspects of the Partnership for a Drug-Free America	25
3	Project STAR: A Substance Abuse Prevention Campaign in Kansas City	37
	Commentary: Organizational Aspects of Project STAR	61
4	Turkey's Mass Media Family Planning Campaign	68
	Commentary: Organizational Aspects of Turkey's Mass Media Family Planning Campaign	93
5	The Stanford Five-City Heart Disease Prevention Project	101
	Commentary: Organizational Aspects of the Stanford Five-City Heart Disease Prevention Project	129
6	Diffusion and Re-Invention of Project D.A.R.E.	139
	Commentary: Organizational Aspects of Project D.A.R.E.	163
7	The Harvard Alcohol Project: Promoting the Designated Driver on Television	178
	Commentary: Organizational Aspects of the Harvard Alcohol Project	203
8	Synthesis	214
	Index	228
	About the Authors	241