From Awareness to Commitment in Public Health Campaigns

The Awareness Myth

• Author(s): Myleea D. Hill, Marceline Thompson-Hayes,
• Publisher: Rowman & Littlefield
• Pages: 152
• ISBN_10: 1498533302
  ISBN_13: 9781498533300
  
• Language: en
• Categories: Language Arts & Disciplines / Communication Studies , Social Science / Media Studies , Social Science / Disease & Health Issues ,

Description:... Attempts to raise awareness on a multitude of health issues may actually be counter-productive and even dangerous to solving contemporary health problems. From Awareness to Commitment in Public Health Campaigns: The Awareness Myth discusses several myths of the benefits of raising awareness. Myleea Hill and Marceline Thompson-Hayes argue that using awareness as an end-point in public health campaigns is misguided and does more harm than good. They offer a model of the current awareness culture that simply leads to an ever-increasing cycle of awareness without behavioral change or sustained participation and support for causes. Then, they demonstrates how three factors (recognition involvement, knowledge-seeking and education, and participation) intersect to create commitment to solving and alleviating health problems through various methods of communication (social media, mass communication, and interpersonal communication).