"This report provides a timely review of what is currently known about road safety advertising design and evaluation. Australian and international advertising literature published from 2001 to 2009 was reviewed to determine best practice for road safety mass media campaigns in South Australia. Inste
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ad of determining whether road safety advertising is effective or not, this review focused on what elements of road safety advertising are more effective and for whom. The review describes current psychological theories of behaviour change and social persuasion that are relevant to road safety advertising. In terms of mass media campaign design, factors that can improve campaign effectiveness were identified such as integrating advertising with other activities (e.g. enforcement), tailoring message content and means of communication to the characteristics of the target audience, and using new technology and multiple forms of media to reach the target audience. In addition, the effects of different levels of advertising exposure were considered and the efficacy of threat appeals and alternatives (i.e. positive emotional appeals) were discussed. The review also highlighted the difficulties in establishing the effectiveness of a mass media campaign, considered different evaluation methods and discussed the value of different campaign evaluation measures. Recent campaign evaluations were reviewed to highlight current key issues in campaign evaluation research. The report concludes with constructive recommendations for best practice for road safety mass media campaigns." (Abstract)
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"This report has looked at six successful intellectual property (IP) reform campaigns from around the world, and examined the strategies, messages and goals of the campaigners who fought them. Although each example has its own lessons to share, broad trends have emerged. Several of the most striking
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campaign successes employed the internet as a mobilising force. A template for such action emerges from examining these campaigns in concert. Almost without exception, campaigners worked in coalition with other stakeholders. These coalitions varied both in style and in substance, and examining those differences is instructive. The campaigns were fought on intellectual and emotional ground which was often some distance from the mechanism of intellectual property law itself. This observation should encourage campaigners to think about the merits and pitfalls of different messaging approaches. Finally, the observation that very few of the case studies emerge from countries in the developing world prompts the report to examine why this might be so, and to challenge campaigners to examine the value of a more global perspective. It’s fair to say that the issues that motivate IP reform activists go beyond the public messages their campaigns focussed upon. The upcoming campaign against the substantive issues contained in the plurilateral Anti-Counterfeiting Trade Agreement offers campaigners an opportunity to find and voice these concerns, concerns that have motivated them thus far to undertake the significant an impressive policy interventions in the global intellectual property space that have been detailed in this report. The time has come to for a mobilising critique against the flawed orthodoxy of tough, unwieldy global intellectual property regimes." (Conclusion, page 47)
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"An analysis of the production and consumption of the communications of Make Poverty History, a high profile episode of social movement protest in the UK. The book follows the campaign throughout its lifetime and explores how attitudes towards government and political opportunities influenced the ne
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gotiation of communications." (Publisher description)
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"This handbook draws on multidisciplinary insights and the experiences of academics and campaign practitioners to provide a comprehensive guide and introduction to planning, implementing and measuring public information and communication campaigns. It outlines the basic theoretical approaches and pr
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ovides practical examples from a variety of both national and international information and communication campaigns within and across Europe. Public opinion information and campaign strategies in a recent American state election campaign are used to contrast the different perspectives and experiences in the United States. The handbook concludes by demonstrating how to measure effects, causality and public opinion change to determine what the campaign accomplished. A helpful summary and checklist for the student and practitioner using survey research is provided at the end." (Publisher description)
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