Whilst mass media campaigns constitute a popular and apparently simple method of ‘getting the message across’ it is important for those involved in the coordination of such initiatives to be aware of the benefits and limitations of this type of intervention. Mass media campaigns can play a valuable role in health education but optimum effectiveness is achieved when such initiatives are evaluated using appropriate outcome criteria and when used in combination with other health education and health promotion strategies.
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PA Brown (1996) studied this question.
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