Using the Mass Media to Promote Health

The mass media, by communicating with people in large numbers, can have a huge impact on the public's knowledge, beliefs, perceptions, attitudes and behaviours, not only as individuals but also as families, communities and wider society. The power and reach of the mass media can influence all aspects of people's lives, including health and well-being, and can be harnessed to promote health by informing, motivating and empowering people to change behaviour and by providing a platform for advocating healthier policies and civic action. This article considers some of the basic principles and approaches of using the mass media to promote health. It looks at the changing media landscape including the advent of social networking tools and signposts readers to practical advice on how to get involved and develop their skills.