Public Awareness Campaign

Solution Preview

Welcome warmly to BrainMass! Please rate 5/5 for my ideas. Please note that my responses denote brainstorming and my guidance to give you some food for thought to launch your own research or further work.

In the first place, when analyzing a public awareness campaign by a government agency, I select the It's On US Campaign as a general example or model for you at http://itsonus.org/

Research summarizes its basic aims:

It's On Us. (2014). ED Review, 5.

In brief, "The campaign asks everyone--men and women--to make a personal commitment to step off the sidelines and be part of the solution. An estimated one in five women has been sexually assaulted during her college years. Of those assaults, only 12% are reported. Of those reported assaults, only a fraction of the offenders are punished" (p. 5).

When briefly describing the elaboration likelihood model and what it is all about, I interpret that it highlights the two main paths to persuasion: the central path and the peripheral path. The central path is most feasible when the receiver is personally motivated to process and think about the message and also has the ability to think about the message. In contrast, this model alleges that the peripheral path is most applicable when the message is ambiguous and or neutral in terms of the receiver's attitude. If the receiver is unable or unmotivated to listen to the message, then the associations with food, money, sex, or other topics might expedite the message using this path, for instance.

Again, research also explains it concisely:

Lane, R., Miller, A. N., Brown, C., & Vilar, N. (2013). An Examination of the Narrative Persuasion with Epilogue through the Lens of the Elaboration Likelihood Model. Communication Quarterly, ...