The heart truth campaign: a communication audit Public Deposited

Analytics

Downloadable Content

Download PDF
Request Version for Screen Reader
Last Modified
  • March 22, 2019
Creator
  • Allrich, Helen
    • Affiliation: Hussman School of Journalism and Media
Abstract
  • 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
DOI
Resource type
Rights statement
  • In Copyright
Advisor
  • Boynton, Lois A.
Degree granting institution
  • University of North Carolina at Chapel Hill
Language
Access
  • Open access
Parents:

This work has no parents.

Items

Thumbnail Title Date Uploaded Visibility Actions
The heart truth campaign : a communication audit 2019-04-09 Public