Programmatic research to increase the effectiveness of health communication campaigns

Nancy Grant Harrington, Philip C. Palmgreen, Lewis Donohew

Research output: Contribution to journalArticlepeer-review

13 Scopus citations


This article reviews a long program of research designed to investigate ways to increase the effectiveness of televised antidrug public service announcements. The review highlights the importance of audience targeting (adolescent and young adult high sensation seekers) and message design (message sensation value) in campaign research. It also emphasizes the role of theory and evaluation in programmatic research.

Original languageEnglish
Pages (from-to)1472-1480
Number of pages9
JournalJournal of Health Communication
Issue number12
StatePublished - Dec 2 2014

Bibliographical note

Publisher Copyright:
© 2014 Copyright Taylor & Francis Group, LLC.

ASJC Scopus subject areas

  • Health(social science)
  • Communication
  • Public Health, Environmental and Occupational Health
  • Library and Information Sciences


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