Inoculation theory states that receiving short messages over a long period of time will pre-condition behaviors. For example, telling kids that drugs are bad will deter future use once an adult. Over time, these mental cues form our attitudes. And our attitudes shape our behaviors. So the next time you hear that kids are impressionable, believe it.
Many public service announcements and programs are inoculation campaigns. Arguably the most famous inoculation campaign is McGruff "Take A Bite Out of Crime" and Smokey the Bear "Only You Can Prevent Wildfires". Inoculation campaigns tend to take years to show signs of success (or failure). As a result, these are generally well-funded campaigns that have a large amount of funding going towards measurement.
Resources:
- Example 1: AdCouncil, McGruff
- Example 2: AdCouncil, Smokey the Bear
- Example 3: Office of National Drug Control Policy, Above the Influence
-Kai D. Wright
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