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Expanding the Reach of Health Campaigns: Can Community Organizations Serve as Viable Channels of Health Information?
Unformatted Document Text:  Expanding the Reach 19 Discussion For a number of years, scholars (Rogers & Storey, 1987; Schooler et al., 1998) have noted that, to enhance campaign effectiveness, health promotion efforts must make use of multiple channels to disseminate their messages. The primary aim of this study was to determine whether community organizations could be used as one class of such channels. Results suggest that incorporating this strategy is likely to expand campaign reach and enhance desirable campaign outcomes. In this paper we proposed that community organizations fulfill instrumental and affinity functions. Instrumentally, they provide the means and physical resources. Membership often exists in a specific geography and hence reaching the target audience is more efficient when campaigns are able to enlist the support of community organizations. Many organizations also have various forms of communication infrastructure in place (e.g., newsletters, bulletin boards, etc.). Access to these channels within the organization might be one reason that we find organizational membership a significant predictor of health knowledge. In addition to extending the reach, they also provide a physical venue where large numbers of individuals gather. All these factors facilitate the dissemination of campaign messages. Apart from providing the physical resources, community organizations also facilitate change because of the affinity functions they serve. Many organizations are defined by their mission; thus the self-selection of members is usually based on the affinity that they feel with the objectives of the organization. Tapping into the right organization provides campaigns with ready access to a group of individuals who are homogenous in their values, objectives, or motivations. In this sense, we can conceptualize community organizations as audience segmentation tools. Audience segmentation is a social marketing process where the audience is

Authors: Stephens, Keri., Rimal, Rajiv. and Flora, June.
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Expanding the Reach 19
Discussion
For a number of years, scholars (Rogers & Storey, 1987; Schooler et al., 1998) have
noted that, to enhance campaign effectiveness, health promotion efforts must make use of
multiple channels to disseminate their messages. The primary aim of this study was to determine
whether community organizations could be used as one class of such channels. Results suggest
that incorporating this strategy is likely to expand campaign reach and enhance desirable
campaign outcomes.
In this paper we proposed that community organizations fulfill instrumental and affinity
functions. Instrumentally, they provide the means and physical resources. Membership often
exists in a specific geography and hence reaching the target audience is more efficient when
campaigns are able to enlist the support of community organizations. Many organizations also
have various forms of communication infrastructure in place (e.g., newsletters, bulletin boards,
etc.). Access to these channels within the organization might be one reason that we find
organizational membership a significant predictor of health knowledge. In addition to extending
the reach, they also provide a physical venue where large numbers of individuals gather. All
these factors facilitate the dissemination of campaign messages.
Apart from providing the physical resources, community organizations also facilitate
change because of the affinity functions they serve. Many organizations are defined by their
mission; thus the self-selection of members is usually based on the affinity that they feel with the
objectives of the organization. Tapping into the right organization provides campaigns with
ready access to a group of individuals who are homogenous in their values, objectives, or
motivations. In this sense, we can conceptualize community organizations as audience
segmentation tools. Audience segmentation is a social marketing process where the audience is


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