Online platforms can help public information campaigns reach target audiences who are unlikely to engage with content distributed via traditional media. This paper adds to this emergent literature, as the first study of the Ending the Harm campaign, which is designed to change public discourse about paramilitary-style attacks in Northern Ireland. Campaign effects were explored through interviews (N = 7) conducted with key stakeholders, as well as the results of a quantitative survey of residents (N = 805) in areas most affected by these attacks. Results indicate that exposure to the ETH advertisements correlated with a belief that PSAs were unjustified. Platforms like Snapchat helped the campaign reach younger demographics (16–34 years old). Nevertheless, it was unclear whether self-reported changes in attitude toward PSAs would lead to sustained behavioral changes.

在线平台可以帮助公共信息活动覆盖不太可能参与通过传统媒体分发的内容的目标受众。本文补充了这一新兴文献，作为对结束伤害运动的第一项研究，该运动旨在改变关于北爱尔兰准军事式袭击的公众话语。通过与主要利益相关者进行的访谈（N = 7）以及对居民的定量调查结果（N= 805) 在受这些攻击影响最严重的地区。结果表明，接触 ETH 广告与认为 PSA 不合理的信念相关。Snapchat 等平台帮助该活动覆盖了更年轻的人​​群（16-34 岁）。然而，尚不清楚自我报告的对 PSA 态度的变化是否会导致持续的行为变化。