ABSTRACT
This chapter reviews three strategies that can be used to influence the health behavior of large groups of people: mass media campaigns, community-based interventions, and school-based interventions. It explores some of the most common types of health communication campaigns and interventions to provide further insight into what they are and what they can be expected to accomplish. The chapter explains the role of theory in campaigns and interventions, as well as discusses the direction future campaigns and interventions are headed. It illustrates the critical role that mass media campaigns and interventions play in health promotion and risk prevention. The biggest changes to the design and expectation of mass media campaigns have come from technological advancements. Websites that accompany mass media campaigns can utilize the full capabilities of the Internet to bring awareness to their purpose, such as webcasts, chat rooms, blogs, and informational videos.
