The heart truth campaign: a communication audit

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Last Modified
  • March 22, 2019
Creator
  • Allrich, Helen
    • 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.
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  • In Copyright
Advisor
  • Boynton, Lois A.
Degree granting institution
  • University of North Carolina at Chapel Hill
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  • Open access
Date uploaded
  • October 19, 2010

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