Designing Messages to Change Student Attitudes about General Education Courses: Developing the Think Beyond the Major Campaign

Abstract

Abstract In an effort to promote undergraduate students' attitudes toward general education courses, the Think Beyond the Major campaign prioritized the design and creation of the campaign messages. These efforts produced materials that were supported in improving attitudes toward, and communication about, general education courses among undergraduate students. Message design processes and products are understood to be essential to the effectiveness of public communication campaigns. Guided by William J. McGuire's input-output model, this study reports on the focus group-guided creation of the Think Beyond the Major campaign messages. Using thematic analysis, findings explore the use of source logo, tailored images, appeal, and content for education-based campaign messages. Examining implications and findings of message design processes and products aids with the development of future campaign messages, and thus, the effectiveness of future campaigns in higher education.