Today, the fields of health promotion and health campaigning are strongly influenced by strategies developed in health communication. In less than fifteen years the topic of 'communication' moved to the center of attention in health campaigning research. Today's health campaigns are health communication campaigns! The optimism of politicians and health promotion experts in the U.S.A. and in Europe relating to health communication is tremendous. In the context of the new Europe 2020 Strategy European health officials praise the possible benefits of eHealth solutions, and the health experts of the Healthy People 2020 agenda in the United States especially stress the close relationship between health communication and health information technology as 'central to health care, public health, and the way our society views health.' Beyond doubt, health communication innovated and professionalized the areas of health promotion and health campaigning. With its nine chapters the book makes no claims of being complete with respect to the title 'Campaigning for Health'. The exemplary approach adopted here nevertheless should give the reader a chance to stay focused and to get a feel for the tight interdependence of the conceptual, methodological and practical strategies in the field of health communication campaigning.

InhaltsangabePart One: Introduction Health Communication, Health Promotion and Health Communication Campaigns Angela Schorr Part Two: Media Exposure and Health Campaign Effects - Psychological and Methodological Analyses The Utility of Affect-Evoking Exemplars in Health Promotion Dolf Zillmann The Methodological Problem of Media Exposure in Health Communication Research Michael D. Slater Part Three: Health Communication and Health Promotion Strategies from a Lifespan Perspective Health Communication Strategies for Older Adults Donna LloydKolkin Antismoking Messages Targeting Youth: How Do College Students Process Gain- and Loss-Framed Information? IHuei Cheng & Melissa J. Poole Part Four: Campaigning for Health - Case Studies Stair Prompts: An Empirical Case Study of Mediated Communication Jacqueline Kerr, Frank Eves & Doug Carroll Generating Anti-Smoking News: Correspondences between a Health Organisation's Press Releases and Free Publicity Luuk Lagerwerf, Erik Taal & Patricia Brouwer Portrayal of Eating Disorders in the Press with Special Regard to its Adequacy Eva Baumann, Lars Harden & Helmut Scherer Identifying Key Factors for the Successful Implementation of Health Communication Campaigns - A Study Based on In-Depth Interviews with Key Campaigners Parichart Sthapitanonda & Kitti Gunpai