Noar Seth M
University of North Carolina at Chapel Hill, North Carolina, USA.
Health Promot Pract. 2012 Jul;13(4):481-8. doi: 10.1177/1524839910386901. Epub 2011 Mar 24.
Recent reviews of the literature have indicated that a number of health communication campaigns continue to fail to adhere to principles of effective campaign design. The lack of an integrated, organizing framework for the design, implementation, and evaluation of health communication campaigns may contribute to this state of affairs. The current article introduces an audience-channel-message-evaluation (ACME) framework that organizes the major principles of health campaign design, implementation, and evaluation. ACME also explicates the relationships and linkages between the varying principles. Insights from ACME include the following: The choice of audience segment(s) to focus on in a campaign affects all other campaign design choices, including message strategy and channel/component options. Although channel selection influences options for message design, choice of message design also influences channel options. Evaluation should not be thought of as a separate activity, but rather should be infused and integrated throughout the campaign design and implementation process, including formative, process, and outcome evaluation activities. Overall, health communication campaigns that adhere to this integrated set of principles of effective campaign design will have a greater chance of success than those using principles idiosyncratically. These design, implementation, and evaluation principles are embodied in the ACME framework.
近期的文献综述表明，许多健康传播活动仍未遵循有效活动设计的原则。缺乏一个用于健康传播活动设计、实施和评估的综合组织框架可能导致了这种情况。本文介绍了一种受众-渠道-信息-评估（ACME）框架，该框架梳理了健康活动设计、实施和评估的主要原则。ACME还阐明了不同原则之间的关系和联系。ACME的见解包括：在活动中选择关注的受众细分群体，会影响活动设计的所有其他选择，包括信息策略和渠道/组成部分选项。虽然渠道选择会影响信息设计的选项，但信息设计的选择也会影响渠道选项。评估不应被视为一项单独的活动，而应贯穿于活动设计和实施过程的始终，包括形成性评估、过程评估和结果评估活动。总体而言，遵循这套有效活动设计综合原则的健康传播活动比那些随意使用原则的活动更有可能取得成功。这些设计、实施和评估原则体现在ACME框架中。
