| Table 1: Types of Media Campaigns (Coffman, 2002:6) Campaign Type/Goal | Individual Behaviour Change | Public Will |
| Objectives | • Influence beliefs and knowledge about a behaviour and its consequences • Affect attitudes in support of behaviour and persuade • Affect perceived social norms about the acceptability of a behaviour among one's peers • Affect intentions to perform the behaviour • Produce behaviour change (if accompanied by supportive program components) | • Increase visibility of an issue and its importance • Affect perceptions of social issues and who is seen as responsible • Increase knowledge about solutions based on who is seen as responsible • Affect criteria used to judge policies and policymakers • Help determine what is possible for service introduction and public funding • Engage and mobilize constituencies to action |
| Target Audience | Segments of the population whose behaviour needs to change | Segments of the general public to be mobilized and policymakers |
| Strategies | Social marketing | Media advocacy, community organizing, and mobilization |
| Media Vehicles | Public service/affairs programming: print, television, radio, electronic advertising | News media: print, television, radio, electronic advertising |
Social marketing campaign goals and objectives: Coffman, 2002.
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