Health Communication and Social Marketing: Campaigns That Include Mass Media and Health-Related Product Distribution
Description of Resource:
Based on strong evidence of effectiveness for producing intended behavior changes, health communication campaigns that use multiple channels, one of which must be mass media, combined with the distribution of free or reduced-price health-related products, are recommended. Health communication campaigns apply integrated strategies to deliver messages designed, directly or indirectly, to influence health behaviors of target audiences. Messages are communicated through various channels that can be categorized as: mass media (e.g., television, radio, billboards); small media (e.g., brochures, posters); social media (e.g., Facebook, Twitter, blogs); and interpersonal communication (e.g., one-on-one or group education).