ABSTRACT
For people who believe in the power of the mass media, a mediated communication campaign is a logical tool for spreading a health message. A wide range of health issues have been addressed in mediated campaigns, including substance abuse prevention, mammography screening, dental care, skin cancer prevention, and bicycle helmet use. Campaigns are often created to battle the actual causes of death-the lifestyle and behaviors that contribute to the leading diseases, such as heart disease and cancer. Many of the most common actual causes of death-tobacco use, poor diet, physical inactivity, alcohol consumption, microbial agents, toxic agents, and motor vehicles (National Center for Chronic Disease Prevention and Health Promotion, 2004 )-can be battled through health campaigns.
