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the Development of Effective Public Awareness Programs
BibTeX
@MISC{Young_thedevelopment,
author = {Joan Young and Joan Young and Colmar Brunton and A Social and Marketing Framework},
title = {the Development of Effective Public Awareness Programs},
year = {}
}
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Abstract
This paper discusses the application of a social marketing framework to the development of effective public awareness programs among flood prone communities. The primary purpose of this type of program would be to encourage residents of flood-prone areas to become prepared for a serious flood. Central to this approach is the identification of strategies aimed at increasing knowledge and awareness, and influencing behaviour change to prevent loss of life in a serious flood. Social Marketing is defined as programs designed to influence the voluntary behaviour of target audiences to benefit the target audience and/or the society as a whole. This approach recognises that in order for a campaign to be successful, increasing levels of awareness and knowledge will not be enough unless behaviour change is an outcome of this. The literature suggests people do not undertake instantaneous behaviour change, they work their way up to it gradually, often going through clearly definable stages. A useful model of behaviour change stages has been developed by Prochaskau and
