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 substance abuse prevention campaigns, but programmes on AIDS, smoking, teenage pregnancy, heart disease, Alzheimer's Disease and vehicle seat belt use are also reviewed. Designing Health Communication Campaigns deepens our understanding of how to design, implement and evaluate mass media campaigns by highlighting the contributions of media experts who add a human element to the various campaign experiences they describe.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 substance abuse prevention campaigns, but programmes on AIDS, smoking, teenage pregnancy, heart disease, Alzheimer's Disease and vehicle seat belt use are also reviewed. Designing Health Communication Campaigns deepens our understanding of how to design, implement and evaluate mass media campaigns by highlighting the contributions of media experts who add a human element to the various campaign experiences they describe.Introduction PART ONE: OVERVIEW The Challenge of Health Behavior Change One Solution Health Communication Campaigns Two Examples of Health Communication Campaigns The Comparative Synthesis Study Substance Abuse and High-Risk Youth Setting the Agenda for the Issue of Drugs PART TWO: GENERALIZATIONS ABOUT HEALTH COMMUNICATION CAMPAIGNS Overview Generalizations about Health Communication Campaigns Discussion PART THREE: INTERVIEWS WITH CAMPAIGN DESIGNERS/EXPERTS Georgetown University - Elaine Bratic Arkin Entertainment Industry Coalition on AIDS - Warren J Ashley Michigan State University - Charles Atkin
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