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Use and Abuse of Media

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At the Intersection of Health, Health Care and Policy Cite this article as: W DeJong and J A Winsten The use of mass media in substance abuse prevention Health Affairs, 9, no.2 (1990):30-46 doi: 10.1377/hlthaff.9.2.30

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These recommendations are based on: (1) our newly completed two-year study of previous mass media campaigns and innovative practices in advertising, marketing, and public relations; and (2) our experience in implementing the Harvard Alcohol Project, a research-based media campaign conducted in collaboration with the nation’s broadcast, advertising, and entertainment industries. What Can Mass Media Campaigns Accomplish In Health Promotion? When the broadcast media emerged as a major force, many public health advocates assumed that the presentation of factual information through public communication campaigns would automatically change attitudes and lead to more healthful behavior. Subsequently, when several such campaigns produced disappointing results, this boundless optimism was replaced by the highly pessimistic view that mass media campaigns to change behavior are doomed to failure. Investigators recognized that a campaign could reinforce existing behavior, but this was viewed as the most that could be achieved. Pessimists noted that the apparent success of commercial advertising had raised unrealistic expectations about the potential of mass media to change behavior. In fact, there are basic differences in the goals of commercial advertising and public health campaigns. Commercial advertising seldom is designed to bring about new attitudes or patterns of behavior; rather, it intends to

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