Table 3.

Evidence from the scoping review of unique media campaign models, schemes, typologies or taxonomies, 1990–2020.

First Author, Year Published	Goal and Issue	Description of the Media Campaign Models, Schemes, Typologies or Taxonomies (n = 9)
Bünzli and Eppler 2019 [99]	Public communications campaigns used by nonprofit organizations to create social change.	Public relations and public communications campaign model with four categories based on the communication purpose and communication style: Directing: Educate the audience by sharing their own point of view, not in receiving audience feedback or input. Platforming: Educate the audience using active listening to hear audience concerns and ideas and acts as a platform for exchange Involving: aim Empower audiences by encouraging dialogue on issues Mobilizing: Empower audiences by suggesting specific actions
Cruz et al. 2019 [80]	Examine how media campaigns are used to target populations to promote or reduce tobacco availability and use.	A model that describes two types of media campaigns to promote or discourage tobacco products. Pro-tobacco marketing campaigns: Use media to market to individuals and populations to increase tobacco sales and use. Anti-tobacco public education campaigns: Use media to educate individuals and populations to discourage and reduce tobacco purchases and use.
Dorfman et al. 2002 [100]	Reduce alcohol and tobacco availability and use.	Public communication campaign typology to reduce alcohol and tobacco use based on three criteria: Purpose: what the campaign is trying to accomplish; purpose is a continuum with personal behavior at one end and policy change at the other. Scope: the size and extent of the campaign; continuum with small, targeted on one side and large, broad on the other; and Maturity: of the campaign and issue based on a continuum with younger (informal) versus older (formal) campaigns.
Schroeder 2017 [101]	Use of branding by corporations for various purposes including media campaigns.	Corporate branding campaign typology with four dimensions: Corporate view: Focuses on developing a firm’s brand strategy to build brand awareness, recognition and loyalty; Consumer view: Focused on the role of brands and branding in the lives of customers and in consumer culture exemplified by brand relationships, brand community and brand tribes; Cultural view: Focused on brands embedded in the culture that have meaning, heritage, history and a legacy rather than being used exclusively as a management tool; and Critical view that reveals ways that brands function as ethical, ideological, and political objects.
Snyder et al. 2004 [102]	Reduce alcohol and tobacco use and promote a heathy diet to prevent cardiovascular disease.	Behavior change campaign typology to reduce alcohol use through three types of behaviors: Campaigns that promote a new behavior; Campaigns that discourage an old behavior; and Campaigns that prevent a new undesirable behavior.
ThriveHive 2017 [103]	Use social media marketing to achieve several public relations, CSR, advertising and marketing goals.	Corporate social media marketing campaign typology: Partnership campaigns: Associate a brand with a more successful or better-known brand, raise awareness about both brands, reach an audience currently not targeted by a company’s products or services, and create strong business to business relationships. Holiday campaigns: Design an advertising campaign around many holidays. Milestone campaigns: Celebrate a company’s anniversary, opening a new business location, launching a new product or service, customer loyalty targets, or reaching a certain number of social media followers. Charity campaigns: Support charitable causes and ask staff to volunteer for the company’s charity of choice and document it using social media, such as through Facebook Live streaming.
Trieu et al. 2017 [95]	Use a multicomponent media campaign to reduce population intake of dietary salt or sodium.	Multi-component media campaign typology combines two types of campaigns to reduce salt intake: Public awareness campaigns: Change population behavior on a large scale and are characterized by short messages delivered through mass media, print and digital media. Health education programs/campaigns: Provide information about salt-reduction delivered directly to groups of people.
Union of ConcernedScientists 2018 [104]	Corporate strategies used to promote business interests and undermine public health or safety.	A corporate disinformation or misinformation campaign typology with five strategies: The fake: Companies conduct counterfeit science and try to pass it off as legitimate research by ghosting writing articles, selectively publishing positive results or commissioning scientific studies biased toward predetermined results. The blitz: Companies or industry trade associations that oppose or attack scientists who speak out with results or views that challenge the industry. The diversion: Companies that may create scientific uncertainty about evidence that challenges a product’s adverse effects (e.g., tobacco, dietary salt or sugary beverages) by deceiving the public and undermining government regulatory agencies that have a mission to protect the public’s health. The screen: Companies may purchase credibility and legitimacy by developing alliances with academic universities or professional societies, or by sponsoring academic positions, students, or fund research. The fix: Influence government officials or the policy process.
Watson and Martin 2019 [105]	Reduce unhealthy food and beverage marketing to children through government engagement and regulation.	A multicomponent campaign typology with three categories to support political and social change. Use media advocacy to frame an issue and potential solutions, and boost the discussion of an issue; Encourage citizen protest and engagement; and Engage with decisionmakers to build political support for government regulation.