Public socially responsible communication campaigns or better said campaigns of social problems that have institutional support are crucial for changing the society's perception and behavior, despite being long-term in nature and having little effect (impact). Without them society would never have progressed. They are tasked with presenting a new, alternative knowledge and behavior to the people. To understand their effects (impact) it is necessary to have knowledge of the five level trans-theoretical model of changing knowledge and behaviors of individuals (precontemplation, contemplation, preparation, action and maintenance). Their effectiveness depends on six features of individuals: level, consequences, compromises, other influences, segmentation and competition of changed behavior. In addition, collaboration of all stakeholders is essential for success of the campaigns. Public socially responsible communication campaigns, supported by state institutions but without support of the media, will never fulfil the whole potential as they could with a broad support of all the stakeholders and vice versa. The stakeholders are reciprocal, which we attempted to show with the application of the current issue of migration and public socially responsible communication campaign 'All different – all equal'. Through the bachelor thesis we discovered that in spite of everything, state institutions carry the major part of the burden in solving social problems. We highlighted that by comparing the migrations during wars on the Balkan territory and 'European refugee crisis' and two key concepts: cultural and institutional racism.
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