Health promotion campaigns : a quantitative evaluation of an anti-smoking advert

Abstract

Over the years the rapid expansion of the media has led to the growth of health promotion campaigns which aim at improving the health of individuals and the nation at large. Social marketing provides an important framework in which health campaigns can be developed, implemented and evaluated. This study aims at assessing the response to an anti-smoking advert amongst a section of the target audience which are female University students. Through the dissemination of a survey, the respondents will rate various factors related to the anti-smoking advert. This will yield information as to how effective the advert was at appealing to this particular target audience, as well as the kind of amendments which can be made. Such information is vital since it directly influences how future campaigns can be developed and implemented.