Book Review Essay : Comparative Synthesis of Mass Media Health Behavior Campaigns

Abstract

The effectiveness of mass media campaigns intended to promote health behavior change can be enhanced by a comparative synthesis of what works and what does not across a number of health behavior areas. An example of such a synthesis from the mental health field is presented, and an in-process research study using the comparative synthesis approach is discussed. The effectiveness of campaigns can also be increased by more intensive efforts to understand and develop partnerships between campaign designers and mass media organizations, such as television networks An example of a partnership for a recent campaign on AIDS and IV drug abuse is analyzed, and some overall recommendations for mass media health behavior campaigns are presented.