• Journal of the Korean Society for Library and Information Science
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• v.47 no.2
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• pp.201-221
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• 2013

A public reading campaign is a sociocultural movement that can stimulate a sense of community. The 'One Book, One City' reading campaign, as a typical public reading campaign, was established as a new reading paradigm by sharing cultural experiences among community residents through discussions after reading 'one book,' thus evoking a sense of community. This study focuses on the 'One Book, SeongBuk' reading campaign in Seongbuk-Gu, Seoul, which was awarded the title of '2012 Year of Reading' program. In line with this, this study examines the theoretical background of the public reading campaign, looks into the background and contents of the 'One Book, SeongBuk' reading campaign in Seongbuk-Gu, and analyzes and pinpoints the factors that influence the campaign. By so doing, this study aims at enhancing our understanding of the public reading campaign.

• Korea Journal of Hospital Management
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• v.15 no.4
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• pp.100-124
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• 2010

This work was researched by practical method in a subjectivity study accessible in-depth, in sloughing off old habit of functional quantity analysis about Reception Type on policy reception of public & health campaign. The perception pattern come out in this study were divided into four types in Q-methodology. The result is as follows ; it is that divided'1[(N=16): Policy Improvement Type], 2[(N=7) : Public-relation Utility Type], 3[(N=19): Financial-continuance Type], 4[(N=11) : Healthy-prevention Orientation Type]'. Like this, it found that is very different type all over. Hereafter, this study is to ascertain acceptance behavior about Reception Type on policy reception of public & health campaign ; to offer a developmental suggestion about it.

• International Journal of Advanced Culture Technology
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• v.8 no.2
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• pp.146-158
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• 2020

As one of the successful brand activism ad campaigns in recent years, the current study focuses on the Always #LikeAGirl campaign that took on the issue of girls and female empowerment. As a viral video marketing campaign with YouTube as their main vehicle for campaign dissemination, this study examined how Always brand activism campaigns spread on YouTube by conducting a network analysis of YouTube video networks generated by the #LikeAGirl campaign spanning across five campaign periods. Quantifiable data (i.e., views, comments, likes, dislikes, user-generated videos) and structural network patterns show that the Always #LikeAGirl campaign was successful by both standards. Although the follow-up campaign periods were not as successful as the initial campaign, the substantial amount of views, comments, likes, and user-generated content showed that the consecutive campaigns still had impact. As shown through the network patterns, the main campaign ads were central in the diffusion of the campaign during the earlier periods but that role was passed onto the user-generated contents in the later periods. Implications of the findings and future social network analysis studies in brand advertising and brand activism campaigns are further discussed.

• The Journal of the Korea Contents Association
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• v.16 no.8
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• pp.147-159
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• 2016

The purpose of this study is to provide PR campaign strategies for revitalization of reading culture that are pertinent to Korean situation through analyzing successful international PR campaign cases of advanced countries in reading. For analyzing successful international PR campaign cases for revitalizing reading culture, this study selected four international PR campaign cases from Europe, North America, South America, and Oceania. In addition, this study analyzed the goals and objectives, strategies and tactics, and strengths and weaknesses of the selected PR campaigns in order to draw a way for establishing effective PR campaign strategies for expanding social support about reading culture and diffusing reading culture. According to the findings of this study, the selected PR campaigns are maximizing PR effect by getting attentions of news media and public through using unique and ingenious ideas, and utilizing convenience for public to participate PR campaign easily as a main PR strategy. Furthermore, the selected PR campaigns are improving public's participation in the PR campaign by targeting readers who usually like reading as a main target audience, and maximizing public's participation in the PR campaign by using interesting elements that are attracting attentions from the public.

• Journal of Korea Society of Digital Industry and Information Management
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• v.16 no.4
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• pp.123-132
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• 2020

With increasing social interest in health and health promotion, the government and many organizations are conducting various health campaigns for the public. The public health campaign is aimed at protecting the people from the dangers of disease and contributing to a healthy life and also help establishing a healthy attitude and changing behavior as well. In addition, many researches have been carried out in order to enhance the advertising effect of campaigns aimed at forming preventive attitudes and to verify it by applying many theories. However, as a result, there is a significant lack of research regarding analysis of differences in the effectiveness of the campaign by media. This study is to analyze the effect of health campaign by the type of media which published health campaign advertisements that can affect prevention attitude. To meet the purpose of this study, The 15 print media were to examine the impact of media characteristics and types on participation in campaigns for health campaigns. Through this, we will present the role of the media as an efficient channel to encourage the formation and participation of the health attitude of campaign advertisements, and present significant implications in the selection of optimal media and the execution of campaign budgets.

• Journal of Korean Library and Information Science Society
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• v.40 no.3
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• pp.5-23
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• 2009

This study focuses on the collaboration among public libraries and communities through 'One Book, One City' reading campaign. This study introduced the meaning and trend of 'One Book, One City' program on the world. And this study also suggests the ideas for the collaboration among public libraries and communities making use of this reading campaign; activation of reading campaign, building library network, establishing partnership model between private and public sectors.

• Korean Journal of Health Education and Promotion
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• v.24 no.4
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• pp.99-114
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• 2007

Object: To analyze the effect of a media-campaign for "walking exercise participation improvement", which impacted walking-related awareness and behavior change of residents in Seoul. Method: This study used three campaign media including printing information, walking exercise indication board and a public advertisement of cable TV to lead a walking-related awareness change and practice frequency(number of days per week walking) and time(minutes per day walking) of walking exercise. To evaluate the exposure and message-recall levels of a campaign and effects of awareness change and walking practice, this study used a questionnaire survey(N=377). Result: 1) Group of exposure to campaign more participate and had the higher frequency(p=.015) and time(p=.023) in walking exercise and in comparison with group of nonexposure. 2) Group of changed awareness to campaign more participate and had the higher frequency and time in walking exercise and in comparison with group of no changed perception(p <.05). 3) Level of message recall of ${\ulcorner}$printing information${\lrcorner}$ was associated with number of days per week walking, and level of message recall of ${\ulcorner}$public advertisement of cable TV${\lrcorner}$ was associated with minutes per day walking at a statistically significant level(p <.05). Conclusion: These results suggest that media campaign can enhance the success of community-based efforts to promote awareness change and walking practice.

• Asian Pacific Journal of Cancer Prevention
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• v.17 no.2
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• pp.791-797
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• 2016

Background: Punjab state is particularly reporting a rising burden of cancer. A 'door to door cancer awareness and early detection campaign' was therefore launched in the Punjab covering about 2.67 million population, wherein after initial training accredited social health activists (ASHAs) and other health staff conducted a survey for early detection of cancer cases based on a twelve point clinical algorithm. Objective: To ascertain unit cost for undertaking a population-based cancer awareness and early detection campaign. Materials and Methods: Data were collected using bottom-up costing methods. Full economic costs of implementing the campaign from the health system perspective were calculated. Options to meet the likely demand for project activities were further evaluated to examine their worth from the point of view of long-term sustainability. Results: The campaign covered 97% of the state population. A total of 24,659 cases were suspected to have cancer and were referred to health facilities. At the state level, incidence and prevalence of cancer were found to be 90 and 216 per 100,000, respectively. Full economic cost of implementing the campaign in pilot district was USD 117,524. However, the financial cost was approximately USD 6,301. Start-up phase of campaign was more resource intensive (63% of total) than the implementation phase. The economic cost per person contacted and suspected by clinical algorithm was found to be USD 0.20 and USD 40 respectively. Cost per confirmed case under the campaign was 7,043 USD. Conclusions: The campaign was able to screen a reasonably large population. High to high economic cost points towards the fact that the opportunity cost of campaign put a significant burden on health system and other programs. However, generating awareness and early detection strategy adopted in this campaign seems promising in light of fact that organized screening is not in place in India and in many developing countries.

• Journal of Korean Academy of Nursing
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• v.41 no.6
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• pp.742-749
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• 2011

Purpose: This study was conducted to examine public level of knowledge and attitudes regarding antibiotic use and potential drug resistance. Methods: A cross-sectional face-to-face survey of 1,177 residents aged 18 or over was conducted in Korea. A quota sampling method was used. Results: Most respondents (70%) did not know that antibiotics are ineffective in treating coughs and colds. Two-thirds of the respondents were unaware of the conditions under which antibiotic resistance occurs, despite understanding the concept of resistance. Lower education level and older age were independently associated with inadequate knowledge. Lower education level, older age, inadequate knowledge and no exposure to the education campaign were independently associated with poor attitude. Conclusion: The results of this study demonstrate that the general public has misunderstandings and a lack of knowledge with regard to antibiotic use, despite a national educational campaign. However, the campaign may have had an effect on the public's attitudes towards antibiotics.

• Journal of the Korean Society for Library and Information Science
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• v.42 no.1
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• pp.63-81
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• 2008

The purpose of this research is to analyze the characteristics and problems of "Reading Cheongju" campaign which started as "One Book, One City" reading promotion campaign in 2006 and conducted three times in two years. The analysis of such steps as the selection and distribution of "one book", reading and discussion. events and programs, financial assistance, public relations, etc. documents both positive and negative aspects of its performance. "Reading Cheongju" campaign helped improve both the image of the Cheongju Information Library and the importance of reading and discussion in the community, while lacking in participation from diverse groups of community members, flexibility in spending public expenses, and cooperation among libraries and other related organizations.