This important collection presents a comparative synthesis of what works and what does not in mass media health campaigns. High priority is given to coverage of

"This text illustrates the importance of effective communication in disease prevention and health promotion by building theory-based messages while being respon

The first section covers theory-driven approaches and includes content and linguistic considerations, the role of fear in content, and using positive affect. Pa

This important collection presents a comparative synthesis of what works and what does not in mass media health campaigns. High priority is given to coverage of

This book is a must have for anyone designing or developing a campaign in health promotion or public health. It is the only textbook which takes the reader righ