Traditionally, a health intervention campaign attempts to therapeutically impact an audience’s (and an individual’s) health awareness, knowledge, attitudes, behaviours and decisions (Fishbein and Ajzen 1975; Flora 2001). Until recently health campaign research was dominated by initiatives to foster health information and persuasion consistent with public health priorities. However, the field now includes communication activities to enhance patient care and consumer use of health-care delivery services, as well as to support self-determined pathways to better health.