The heart truth campaign: a communication audit Public Deposited
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- Last Modified
- March 22, 2019
- Affiliation: Hussman School of Journalism and Media
- To understand how organizations spread campaign messages, which directly relates to the theory of agenda building, a communication audit of the Heart Truth campaign and its Red Dress symbol was conducted. Through document analysis of campaign materials and interviews with campaign planners, an in-depth examination of the campaign’s planning, strategies, tactics, executions, challenges, and successes are presented. Discussion of these elements as well as a SWOT analysis reveals the agenda-building strategies that were most successful for this campaign, which include awareness events, partnership building, grassroots outreach, and media outreach. The campaign audit concludes with a set of recommendations for moving forward with the campaign, and describes how this modernday campaign is an excellent model of agenda building that other groups can emulate.
- Date of publication
- May 2007
- Resource type
- Rights statement
- In Copyright
- Boynton, Lois A.
- Degree granting institution
- University of North Carolina at Chapel Hill
- Open access
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|The heart truth campaign : a communication audit||2019-04-09||Public||