Awareness is a common goal of public health campaigns. However, awareness as an end goal may be counter-productive and may lead to slactivism instead of action. The purpose of the present research was to analyze reactions to the Facebook breast cancer “Do You Like it on the …”game via feedback to an article stating that the game is not cute/sexy/informative. Thematic analysis revealed several themes: Support or Disagreement with the author’s points, the Game is Ineffective, the Game Spreads Awareness, and Awareness is the Beginning. The researchers suggested (1) a distinction be made between awareness and attention and awareness and knowledge and (2) campaigns should communicate specific informative messages and move beyond simply gaining attention and creating general awareness.
Awareness, Health Campaigns, Slacktivism, Thematic Analysis
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Recommended APA Citation
Hill, M. D., & Hayes, M. (2015). Do You Like it On The…?: A Case-Study of Reactions to a Facebook Campaign for Breast Cancer Awareness Month. The Qualitative Report, 20(11), 1747-1762. https://doi.org/10.46743/2160-3715/2015.2364