PECULIARITIES OF COMMUNICATION CAMPAIGNS AIMED AT VULNERABLE POPULATION GROUPS
DOI:
https://doi.org/10.11603/1681-2786.2022.3.13433Keywords:
public health, information and communication campaigns, vulnerable population groupsAbstract
Purpose: to conduct review and analysis of the effectiveness of modern approaches and tools of information and communication campaigns in public health aimed at vulnerable categories of the population.
Materials and Methods. Were used the bibliosemantic method, methods of content and structural-logical analysis and generalization. The research materials were theoretical propositions, research results and methodological developments of foreign and domestic scientists.
Results. Conducted analysis and evolution of approaches to evaluating the effectiveness of information and communication campaigns, and the principles of effective information about risks for vulnerable categories of the population were formulated. It was determined that the use of business experience in PR campaigns, a combination of different approaches to their implementation for different target groups of influence allows effectivly implement information and communication campaigns in the field of public health. At the same time, it is important to clearly understand the main features of the key target groups of such information and communication campaigns, to correctly define the communication channels and meaningful content and design of the basic message. Accurate dissemination of information among individual groups requires special communication strategies.
Conclusion. It is important during planning of information and communication campaigns in the field of public health is the need to take into account all the features of the key target group of such a campaign, among which high-risk groups (vulnerable population groups) with special behavioral patterns that cause their vulnerability occupy a prominent place.
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