Agnieszka Dziadas
Zarządzanie Publiczne, Numer 4 (24), 2013, s. 379-391
https://doi.org/10.4467/20843968ZP.13.031.1736Social campaigns embrace communication activities targeted at certain communities, and their aim is to increase public knowledge or change its behavior. A major differences between commercial and social campaigns are both the subject and the arguments (symbols) used in a message. The purpose of this paper is to show the specificity of social campaigns, as well as to present subjective opinions about discussed campaign attractiveness and their impact on behavior.