APA Dictionary of Psychology

an organized, multipronged effort to educate the public at the local, regional, state, or national level about a health problem or other issue. The message is crafted on the basis of what research has shown will be persuasive to the intended audience and is delivered through multiple channels by multiple organizations, such as governmental agencies, grassroots groups, schools, and businesses. The most successful campaigns have a clear goal, a well- and frequently communicated message, and a good understanding of the target audience.