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Implementing THCU's Twelve Steps--Project Breakthrough: A Campaign to Reduce Stigma Attached to Mental Illnesses from the Canadian Psychiatric Research Foundation


I Introduction

II Background

III Step One: Project Management

IV Step Two: Revisit Health Promotion Strategy

V Step Three: Audience Analysis and Segmentation

VI Step Four: Communication Inventory

VII Step Five: Set Communication Objectives

VIII Step Six: Select Channels and Vehicles

IX Step Seven: Combine and Sequence

X Step Eight: Develop Messages

XI Step Nine: Develop Identity

XII Step Ten: Production

XIII Step Eleven: Implementation

XIV Step Twelve: Evaluation

XV For More Information

-- written by Jodi Thesenvitz and Urmila Chandran of The Health Communication Unit and Judy Hills of the Canadian Psychiatric Research Foundation.

This article is based on one of THCU's new series of case studies, "Implementing THCU's 12 Steps," where actual campaign development is described using our 12-step process. For moreinformation, visit

Smoke-Free Homes Pre- and Post-Campaign Survey


I Introduction

II Campaign Description

III Discussion of Key Findings

IV Recommendations

V Conclusion and Next Steps

-- based on the survey's Executive Summary prepared by the NCR+PickerGroup in April 2004 for the Program Training and Consultation Centre ( with additional material provided by Karen McLean

To download the Executive Summary or 90-page full Smoke-Free Homes Report, visit

If you have a resource or point of view to add to this article, let us know by writing to More information on our Letters to the Editor column can be found in our submission guidelines (


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