Trends in the Research and Practice of Health Communication Campaigns

A compelling communication tool that can potentially impact health‐related outcomes and indicators across numerous health problems among a diversity of audiences is the health communication campaign. The purpose of the current article is to discuss trends in the research and practice of health communication campaigns. First, we discuss the issue of campaign effects and discuss a framework that encompasses key principles of effective campaigns. Next, we discuss four trends in health communication campaigns: (a) the increased application of marketing principles in campaigns; (b) the greater use of rigorous outcome evaluation designs in campaign research; (c) the increased use of cost effectiveness analysis in campaigns; and (d) the increased use of new media technologies in campaigns. Finally, we conclude the article with thoughts about the future of health communication campaign research and practice in relation to these trends.