Creating Interpersonal Communication: The Value of Humor In a Surround Campaign Strategy

Theoretical Background and research questions/hypothesis: Conversations resulting from campaigns are infrequently evaluated, yet campaigns do not necessarily act as magic bullets or follow the Hierarchy of Effects Model (McGuire, 1984). The social diffusion of campaign messages can 1) increase the campaign’s reach, 2) further encourage behavior change through the two-step flow process (Katz & Lazarsfeld, 1995), and 3) create social change (Hornik, 2002). This study examines factors related to whether a person exposed to the campaign has conversations with others about it. The humorous, state-wide campaign (Until You’re Ready, www.AvoidTheStork.com©) targeted women 18-30 years old to encourage them to use contraceptives when they were not intending to become pregnant. College campuses received specific, intensive efforts based on the uniqueness of the population. The campaign implemented a surround strategy with messages addressing constructs of the Extended Parallel Process Model (EPPM; Witte, 1992), which were found in the campaign’s formative research to be related to contraceptive use. We hypothesized that 1) the amount of campaign exposure will be positively related to sharing, and 2) people who responded positively to the humor would be more likely to share. Additionally, we examined the relationship between EPPM constructs (addressed in the campaign messaging) and sharing the campaign message.

Methods: A random sample of college students from three large state universities were invited to participate in an online survey. These analyses included 604 students. Binary logistic regression was used to predict the likelihood of students talking about the campaign message with others.  The model included the number of channels through which respondents reported seeing campaign messages, reactions to campaign humor, whether students recalled the campaign unprompted, and EPPM constructs. Gender, relationship status, and current contraceptive behavior were control variables.

Results: Approximately 24% of students had unprompted campaign recall, while more than 90% had prompted recall. Students reported seeing the campaign on nearly 3 communication channels. Reactions to the campaign’s use of humor were positive. Approximately 47% talked about the campaign with others. Significantly more females (66%) than males (49%) talked to someone about the campaign (χ² = 19.39, p < .000). Results suggest that seeing the campaign in more places significantly increased the likelihood of sharing the message with others by 50%. Finding the campaign humorous also led to an increased likelihood of talking about the campaign by 60%. Interestingly, free recall of the campaign itself did not significantly impact the likelihood of sharing the campaign. The EPPM constructs did not significantly impact the odds of sharing the campaign via talking with others. Compared to males, females were significantly more likely to talk about the campaign with others by a factor of one.

Conclusions: Those who found the campaign more humorous and those who saw the campaign message in more places were more likely to share the message.

Implications for research and/or practice: These findings have implications for campaign design. The role humor plays needs to be further explored. To develop campaigns that not only generate exposure-based effects, but also conversation-based effects, the appropriate use of humor and surround strategy are potentially very important.