Think Human: What does this mean in a communications perspective?

The paper probes the background of the dire rhetoric of the Danish National Health Board’s 40 week anti-alcohol consumption campaign, in particular the model of communication implied by the campaign's strategy. Contrasting the campaign's strategy in 2011 with the results of evaluations of previous years' campaigns suggests that the theory of communication underlying the campaign has its basis in mechanical action rather than in human communication. The practice of 'Communication design' is investigated in relation to this metaphorical 'machine thinking' model of communication and contrasted with the human-centered theory of communication advocated by integrationism.