Using communication theory in injury prevention campaigns

Communication research and theory can increase the impact of campaigns in the field of injury prevention Dozens of communication campaigns have been designed and implemented on local, state, and federal levels for purposes of reducing injury related risks and rates of injuries (including both unintentional injury and intentional injury resulting from violence). However, practitioners rarely turn to communication research and theory in order to design and implement campaigns. Theory driven research and literature from the communication disciplines can provide useful insight into campaign development. After extensive and detailed review of communication research that addressed injury prevention campaigns, we developed guidelines that may improve the results of campaigns that use communication tools for purposes of reducing injury rates in the US. Communication campaigns are designed for a relatively well defined and large audience, and they typically are limited to a given time period.1 Campaigns include the organized use of both mass media and interpersonal sources of information to increase awareness and knowledge about injury and safety and to increase rates of safety behaviors. Mass media include television, radio, newspapers, billboards, and the Internet. Interpersonal sources can include face to face meetings, home visits, and workshops. Printed materials, such as brochures and pamphlets, may be considered a mass medium and can also be used in interpersonal contexts. We summarize here four theoretical perspectives that emerged from a comprehensive literature review conducted of all communication research published from 1992 to 2002: 162 journal articles, book chapters, and books were collected. The literature was examined according to: theory; methodology; audience targeted; scope of intervention—that is, individual message, interpersonal versus media tactics, or full campaign; and any cultural specificity. We conclude here with a set of guidelines developed from the theoretical perspectives and research findings. The research literature on communication campaigns for injury prevention …