Font Size: 
Adlene Aris, Suzie Yanti Muhamad Lagis, Norazian Abdul Aziz, Azira Azlin Shaharuddin, Azmuddin Ibrahim

Last modified: 2017-01-02


This research sought to fulfill three (3) objectives; 1. To study the audiences’ perception towards the dengue awareness campaigns based on the visual content in the campaign, 2. To study the audiences’ perception towards the dengue awareness campaigns based on the verbal content in the campaign, and 3. To study the audiences’ perception towards the dengue awareness campaigns based on the type of media used for the campaign. This research is a combination of quantitative (survey) and qualitative (in-depth interview) method based on a non-probability sampling (purposive sampling) of 738 respondents from three (3) areas in Selangor namely Shah Alam (269 respondents), Subang Jaya (199 respondents) and Petaling Jaya (270 respondents) and six (6) informants of which two (2) from each area. These respondents and informants were chosen based on the following criteria; 1. Malaysian citizens, 2. Selangor residents (more than 5 yearsof residency and aged from 25 years old to 50 years old). The quantitative data received were analyzed through SPSS and tabulated according to the objectives of the research. Meanwhile, the qualitative data were categorized according to themes and tabulated also based on the research objectives.


B. Ambar, W. Jian (2009).  The Role of Branding in Public Health Campaigns.  Journal of Communication, Volume 13, Iss 1, pp. 77-91.

B.L. Wongkyong, T.F. Geoffrey, D. Timothy, D.K. Ryan, Y. Hua-Hie, B. Ron, A. Rahmat, O. Maizurah (2015).  Social Marketing in Malaysia: Cognitive, Affective and Normative  Mediators of the TAK NAK Antismoking Advertising Campaign.  Journal of Health Communication, 01-11, 2015.  Taylor and Francis Group.

Brennan, L., & Binney, W. (2009). Fear, guilt, and shame appeals in social marketing. Journal of Business Research , 140 - 146.

Dann, S. (2009). Redefining social marketing with contemporary commercial marketing definitions. Journal of Business Research , 147.

Duncan, T. (2005). Principles of Advertising & IMC. Boston: McGraw-Hill.

Folkerts, J., Lacy, S., & Larabee, A. (2008). The Media in Your Life: An Introduction to Mass Communication. United States of America: Pearson.

H. Hazel (1994). Encouraging Young People to Make the Healthier Choice.  Nutrition and Food Science.  Volume 94, Iss 2, pp. 4-6.

H. H. Yong, H.S Chin, K. Nasreen, M. Muhamad, B.H. The (2013).  Effectiveness of Anti-Smoking Advertising: The Role of Message and Media.  International Journal of Business abd Management, Vol 8, No 19; 2013. Retrieved on April 20, 2016 from

H. Nadine, R. Sandrine, C. Barbara (2011).  The Application of Marketing Principles to a Social Marketing Campaign.  Marketing Intelligence and Planning. Volume 29, Iss 7, pp. 697-706.

I. Ahmed, K. Abdullah, J. Sunniya, K. Mahwash, K. Hassan, J. Sannia, K. Saira, H.K. Adil, I.S. Muhammad, J. Imtiaz (July 9, 2008). Knowledge, Awareness and Practices Regarding Dengue Fever among the Adult Population of Dengue Hit Cosmopolitan.  Retrieved on April 20, 2016 from

Kempen berhenti merokok gagal. (2010, January 18). Utusan Malaysia , p. 1.

Kotler, P., & Armstrong, G. (2001). Principles of Marketing. New Jersey:Prentice-Hall Inc.

Kotler, P., Keller, K. L., Hoon Ang, S., Meng Leong, S., & Tiong Tan, C. (2009). Marketing Management: An Asian Perspective. Prentice Hall.

Maklumat Kes Denggi Terkini. Retrieved on April 20, 2016 from

Mohamad Md. Yusof et al.(2006). Periklanan Pembangunan: Satu Pengenalan. Dinamika Media dan Masyarakat Malaysia. Pulau Pinang: Penerbit Universiti Sains Malaysia.

New Straits Times(January 3, 2016).  Dengue Fever: 336     Fatalities Recorded Since January 3.  Retrieved on April 20, 2016 from

O. Piotr, R. Victoria, W. Janet and M. Joel, W. John, W. Simon and M. Graham P. and D. W. Mary (2013).  Running a hospital patient safety campaign: A qualitative study.  Journal of Health Organization and Management.  Volume 28, Iss 4, pp. 562-575.

The Star (January 6, 2016).  Dengue Fever Cases Still High in Selangor.  Retrieved on April 20, 2016 from

S. Tawadchai, P. Pukkapong, P. Wisakha, T. Achara (December 2005).  Evaluation of Health Media and Public Relations in Prevention and Control of Dengue Haemorrhagic Fever in Thailand.  Philippine Journal of Science. 134 (2): 127-133,ISSN 0031 - 7683

Shanon and Weaver Model of Communication.  Retrieved on April 20, 2016 from

The Star (February 13, 2016).  50% Rise In Dengue Deaths.  Retrieved on April 20, 2016 from

W. Kaye, M. Wendy (2000).  Evaluating Mass Media Approaches to Health Promotion: A Review of Methods.  Health Education.

Full Text: PDF