Date of Award


Document Type

Master Thesis

Degree Name

Master of Arts (Research)

First Advisor

Emmet Coffey

Second Advisor

Dr. Gearoid O'Suilleabhain


To understand the role of offline and online communication in public information campaigns, research of the Health Service Executive (HSE) “Quit” Campaign was conducted. Through document analysis of campaign materials and interviews, an in-depth examination of the campaign communication platform is presented. Discussion of these elements reveals the strengths of both communication tools in current public messaging. The research concludes with a set of recommendations for future public information campaigns and describes how this modem day campaign is an excellent model that other organisations can emulate.

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