Abstract
This book chapter seeks to: (i) consider models of communication and assess their relevance to health communication; (ii) suggest that health promotion must adopt participatory means of communication; (iii) critique top-down 'banking' approaches to communication and education; (iv) discuss the implications of digital technology development on health communication; (v) assert the importance of health education and consider the idea of health literacy; (vi) explore and critique social marketing; and (vii) explore and critique psychological models of behaviour change.