ABSTRACT
The mass media is one of the most seductive and compelling elements in our everyday lives, and it is credited with power and influences probably far beyond even its own wildest dreams. Mass media campaigns do appear to impart useful knowledge about alcohol and harmful drinking, though there is little learning effect beyond three months in a general population. The idea that alcohol problems in a society may be prevented by controlling the amount of alcohol consumed in that society has been a great stimulus to mass media campaigns aimed at the general public. The processes between knowledge, attitudes and behaviour change are certainly very complex and barely understood in terms of general educational theory, and therefore extremely difficult to apply to the specific areas of alcohol use. In 1974 the newly formed Health Education Council approached local statutory health authorities and social services in the Northeast of England to mount an experimental alcohol prevention campaign.
