Engaging Motorcycle Safety in a University Community: Toward a Health Campaign Pedagogy Model for Community Advocacy

Abstract

Health campaign pedagogy can serve students and their communities as communication practice and advocacy. This chapter highlights the case of the Motorcycle Safety at Purdue (MS@P) campaign to build on and extend communication pedagogy as communication praxis (Mattson, Haas, & Kosmoski, 2013; Barge & Shockley-Zalabak, 2008; Morreale & Pearson, 2008; Query, Wright, Bylund, & Mattson, 2007) by forwarding a health campaign pedagogy model for engaging students in community advocacy. Although the model is based on the social marketing framework (Kotler & Lee, 2008), the Message Development Tool (Mattson & Basu, 2010a, 2010b), and a unique campaign exemplar, the phases of the model are adaptable to other health issues, communities, and health communication curricula. We begin by introducing the Motorcycle Safety at Purdue (MS@P; ItInvolvesYou.com) campaign case study. Then, we provide an overview of the theoretically grounded framework that guides the campaign. Finally, we argue for extending the campaign framework to promote a health campaign pedagogy model that engages students in communication practice and community advocacy.