<p>Authors: Jonas Franzén and Jim Kautto</p><p>Title: Information campaign analysis of the Region Council of Kalmar Counties public information campaign about final storage of radioactive waste.</p><p>Level: BA Thesis in Media and Communication Studies.</p><p>Key words: Campaign, Campaign analysis, final storage of radioactive waste, Region Council.</p><p>Language: Swedish</p><p>Content: The Regional Council of Kalmar County launched a campaign about final storage of radioactive waste in the spring of 2009. This study analyzes how that campaign was received by the target group.</p><p>Theory: Following theories have been used in the study; theories of communication, planning of communication, public campaigns and receptions studies.</p><p>Method: Methods used in this study is observing people passing the exhibition, asking questions to people passing the exhibition and two focus groups. We also asked questions to people riding the bus where the commercial was shown. Finally we got background information from two interviews with the creators of the campaign.</p><p>Results: The campaign was launched based on a political decision. Despite that the decision was vague and that the Region Council was lacking a clear objective and measureable goals, the campaign still came out as a success. Since the objective with the campaign was to broaden the dialogue regarding final storage of radioactive waste, and make the public more informed about what could happen in Oskarshamn if the final storage comes there, the campaign succeeded in waken up some interest from the public opinion. The studies could not determine whether the campaign decreased the public's worries about the final storage of radioactive waste or not.</p><p>Number of pages: 49 + appendix</p><p>Program: Program for International Communication</p><p>Location: University of Kalmar</p><p>Institution: Institution of Communication and Design</p><p>Period: Spring of 2009</p><p>Tutor: Sara Hamqvist</p><p>Examiner: Britt-Marie Ringfjord</p>

Authors: Jonas Franzén and Jim Kautto Title: Information campaign analysis of the Region Council of Kalmar Counties public information campaign about final storage of radioactive waste. Level: BA Thesis in Media and Communication Studies. Key words: Campaign, Campaign analysis, final storage of radioactive waste, Region Council. Language: Swedish Content: The Regional Council of Kalmar County launched a campaign about final storage of radioactive waste in the spring of 2009. This study analyzes how that campaign was received by the target group. Theory: Following theories have been used in the study; theories of communication, planning of communication, public campaigns and receptions studies. Method: Methods used in this study is observing people passing the exhibition, asking questions to people passing the exhibition and two focus groups. We also asked questions to people riding the bus where the commercial was shown. Finally we got background information from two interviews with the creators of the campaign. Results: The campaign was launched based on a political decision. Despite that the decision was vague and that the Region Council was lacking a clear objective and measureable goals, the campaign still came out as a success. Since the objective with the campaign was to broaden the dialogue regarding final storage of radioactive waste, and make the public more informed about what could happen in Oskarshamn if the final storage comes there, the campaign succeeded in waken up some interest from the public opinion. The studies could not determine whether the campaign decreased the public's worries about the final storage of radioactive waste or not. Number of pages: 49 + appendix Program: Program for International Communication Location: University of Kalmar Institution: Institution of Communication and Design Period: Spring of 2009 Tutor: Sara Hamqvist Examiner: Britt-Marie Ringfjord