There is a vast literature relating to public health information campaigns. Much theoretical
literature is devoted to the topic of effectiveness of health communication strategies. Mass
media campaigns have usually been one element of broader health promotion programmes
with mutually reinforcing components:
1. Mobilising and supporting local agencies and professionals who have direct access to
individuals within the target population.
2. Bringing together partnerships of public, voluntary and private sector bodies and
professional organisations.
3. Informing and educating the public, but also setting the agenda for public debate about
the health topic, thereby modifying the climate of opinion surrounding it.
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