An organizational theory of health communication campaigns: Evidence from the Uganda AIDS campaign

Date of Completion

January 1999


Health Sciences, Public Health|Sociology, Public and Social Welfare|Mass Communications




More and more, public and private organizations are relying on communication campaigns to communicate directly with the public. Communication campaigns have particularly become a vital vehicle for dealing with health issues. There are certain design elements that are consistently related to campaign success. However, little is known about the organizational factors that influence campaign design elements. This study has systematically studied what organizational factors increase the chances of running quality campaigns. By doing so we have proposed an “Organizational theory of Health Communication Campaigns”. The causal modeling and the regression analysis support our theory. The results show that financial resources, training, and participation of the audience are key organizational variables that influence campaign elements in the running of quality campaigns. ^