Use of mass media campaigns to change health behaviour.

  title={Use of mass media campaigns to change health behaviour.},
  author={Melanie A. Wakefield and Barbara Loken and Robert C Hornik},
  volume={376 9748},
Mass media campaigns are widely used to expose high proportions of large populations to messages through routine uses of existing media, such as television, radio, and newspapers. Exposure to such messages is, therefore, generally passive. Such campaigns are frequently competing with factors, such as pervasive product marketing, powerful social norms, and behaviours driven by addiction or habit. In this Review we discuss the outcomes of mass media campaigns in the context of various health-risk… CONTINUE READING
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