Mass Media Campaigns

People are exposed to mass media campaigns almost everywhere and on a daily basis, on the streets or in front of a television. These channels convey various – and sometimes even contradictory – messages on issues often considered controversial, or a top priority, in a given society. Campaigns can target issues as various as gun control, tobacco and alcohol abuse, nuclear armament, gender-based discrimination, environmental protection and disease prevention. Mass media campaigns aimed at providing road safety education have shown the significant impact by helping reduce accidents on the roads by up to 9 to 13%.

A specific study conducted by a group of Pakistani researchers revealed the effectiveness of a media awareness campaign on local drivers’ readiness to give priority to emergency vehicles on public roads. From march 11th -26th 2016, a mass media campaign was conducted in Karachi, Pakistan’s most populous city, to raise public awareness on the importance of giving way to ambulances on the roads after the_ Health Care in Danger _project revealed a strong behavioral reluctance among vehicle drivers to do so. The campaign consisted of sending out public awareness messages through various broadcast channels including billboards, TV advertisements and talk shows both on television and the radio. The study revealed that after the campaign, drivers were significantly more likely to give space to ambulances on Karachi roads.

This study foregrounds an interesting concept in communication studies called **change theory **which underscores the sizable impact and influence of mass media campaigns on public opinion and behavior. Beyond merely creating awareness, mass media campaigns can influence people’s behavior in the desired direction by altering their attitudes and/or opinions through persuasion rather than threats, rewards or bribes. The theory also suggests that high-credibility communicators -such as renowned journalists and TV commentators, and famous radio hosts- produce greater attitudinal change than lower-credibility communicators, such as anonymous individuals.

Mass media campaigns also have the potential to raise awareness on a wide range of societal issues, and promote positive actions and social behavior, to protect groups traditionally considered vulnerable within the society. In the context of UN Women’s annual campaign to end gender-based discrimination in Morocco known as the “16 days of Activism” campaign, OXFAM makes extensive use of public billboards, national newspapers and digital media (such as Hespress, le 360, Yabiladi), as well as national TV and radio channels (like 2M TV, Luxe Radio) to raise public awareness on the extent of gender-based discrimination in the country, and propose viable solutions/recommendations to fight different forms of gender inequality in the workplace, in public spaces and in the private sphere. To do so, the campaign mobilizes a wide range of actors including public institutions, civil society organizations, local and international media, and other UN agencies.

The objective of the mass broadcast campaign is to advocate gender equality at the national level by pushing not only for a gender inclusive agenda and gender-sensitive policies at the decisional (upper) level, but also for individual actions to be taken by the people (bottom) to fight gender-based discrimination. The campaign, which begins on the 25th of November each year, on the International Day for the Elimination of Violence against Women, and runs until December 10th, on the International human rights Day, involves  both attitudinal  and  behavioral  changes by improving public awareness and creating a concrete call for action.

Mass media broadcast campaigns articulate a unique conception of generosity where the act of ‘giving’ happens through communication – of knowledge and information to create a  better awareness and life opportunities – and representation – by giving marginalized people -and ideas- a better visibility, voice and public platform to articulate their oppression and  needs to advocate social justice. By promoting just causes and ethical actions/behaviors, mass media campaigns have the potential to create healthier, more equitable and cohesive societies.

Contributor: Maha Tazi