Use of mass media campaigns to change health behaviour
Open accessAbstract
Mass media campaigns are widely used to expose high proportions of large populations to messages through routine uses of existing media, such as television, radio, and newspapers. Exposure to such messages is, therefore, generally passive. Such campaigns are frequently competing with factors, such as pervasive product marketing, powerful social norms, and behaviours driven by addiction or habit. In this Review we discuss the outcomes of mass media campaigns in the context of various health-risk behaviours (eg, use of tobacco, alcohol, and other drugs, heart disease risk factors, sex-related behaviours, road safety, cancer screening and prevention, child survival, and organ or blood donation). We conclude that mass media campaigns can produce positive changes or prevent negative changes in health-related behaviours across large populations. We assess what contributes to these outcomes, such as concurrent availability of required services and products, availability of community-based programmes, and policies that support behaviour change. Finally, we propose areas for improvement, such as investment in longer better-funded campaigns to achieve adequate population exposure to media messages.
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Research on health behavior modification indicates that behavior can change when knowledge increases.
“research on health behavior modification suggests that behavior can change through increases in knowledge (Sanders et al., 2000;Wakefield et al., 2010).”
From Child Sexual Abuse Prevention Opportunities: Parenting, Programs, and the Reduction of Risk (2018) · cites this paper as Wakefield et al., 2010
Research indicates that media campaigns can change behavior.
“research suggests that such campaigns can enact behavior change (Sanders, Montgomery, & Brechman-Toussaint, 2000;Wakefield, Loken, & Hornik, 2010).”
From Child Sexual Abuse Prevention Opportunities: Parenting, Programs, and the Reduction of Risk (2018) · cites this paper as Wakefield, Loken, & Hornik, 2010
Behavioral changes have been successfully brought about via awareness programs and community outreach.
“Behavioral changes have been successfully brought about via awareness programs and community outreach [128].”
From Heatwaves in South Asia: Characterization, Consequences on Human Health, and Adaptation Strategies (2022) · cites this paper as [128]
Comprehensive reviews have concluded that anti-tobacco media and education campaigns can increase negative attitudes about smoking, reduce initiation of smoking among youth, and promote smoking cessation among active smokers.
“All of these reviews have concluded that such campaigns can increase negative attitudes about smoking, reduce initiation of smoking among youth, and promote smoking cessation among active smokers.”
From Population Approaches to Improve Diet, Physical Activity, and Smoking Habits: A Scientific Statement From the American Heart Association (2012) · cites this paper as [81]
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The effect of The World Transplant Games on transplant rates in five continents.
Slapak, M. (2004) · PubMed · Cited by 7 · see citing works
Melanoma Prevention and Screening
Elwood, J. M., Makin, J. K., Sinclair, C., et al. (2024) · Routledge eBooks · doi:10.1201/9781315140711-8 · Cited by 2 · see citing works
Khandade, T. N. (2010) · Journal of Health Management · doi:10.1177/097206341001200415 · Cited by 1 · see citing works
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Research works printed but not linked: 1
- [3]Fishbein M Azjen I Predicting and changing behaviour: the reasoned action approach New York Psychology Press 2010
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European Guidelines on cardiovascular disease prevention in clinical practice (version 2012)
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Attitudes, habits, and behavior change
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Child Sexual Abuse Prevention Opportunities: Parenting, Programs, and the Reduction of Risk
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Using Mass Media Campaigns to Reduce Youth Tobacco Use: A Review
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Adolescent fertility and family planning in East Asia and the Pacific: a review of DHS reports
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Clusters of Dementia Literacy: implications from a Survey of Older Adults
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“Wake fi eld et al. (2010) demonstrated that mass media campaigns via TV, radio, and newspapers can reduce harmful behaviours in areas such as tobacco use, alcohol consumption, drug use, heart disease prevention, and road safety.”
Mobilizing for Health: A Case Study of Kazakhstan’s Vaping Ban Advocacy Campaign
Sadykova, J., Ayaganova, A., & Yergaliyev, K. A. (2025) · International Journal of Environmental Research and Public Health · doi:10.3390/ijerph22071102 · Cited by 1 · see citing works
- Authors
- Wakefield, M. A., Loken, B., & Hornik, R. C.
- Affiliations
- Cancer Council Victoria (AU)
- University of Minnesota (US)
- University of Pennsylvania (US)
- Corresponding author
- Wakefield, Melanie A
- Venue
- The Lancet
- Publisher
- Elsevier BV
- Published
- 2010-10
- Volume
- 376
- Issue
- 9748
- Pages
- 1261-1271
- ISSN
- 0099-5355 (ISSN-L)
- 0140-6736
- PMC
- PMC4248563
- OpenAlex
- W2163988786
- Cited by
- 2,485
- References
- 110
- Citations by year
- 2026: 153 · 2025: 189 · 2024: 179 · 2023: 173 · 2022: 225 · 2021: 241 · 2020: 222 · 2019: 180 · 2018: 165 · 2017: 145 · 2016: 107 · 2015: 128 · 2014: 107 · 2013: 158 · 2012: 66
- FWCI
- 477.88
- Type
- journal article
- Language
- en
- Open access
- bronze
- doi.org
- Licence
- Locations
- The Lancet (publishedVersion)
- PubMed (publishedVersion)
- Europe PMC (PubMed Central) (acceptedVersion)
- PubMed Central (acceptedVersion)
- Funders
- Medical Research Council
- National Health and Medical Research Council
- National Cancer Institute (P20CA095856)
- Topics
- Social Sciences › Arts and Humanities › Literature and Literary Theory › Media Influence and Health
- Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
- Health Sciences › Health Professions › General Health Professions › Public Health Policies and Education
- Keywords
- mass media campaigns, health behavior change, health communication, tobacco use, alcohol consumption, drug use, heart disease risk factors, sexual behavior, road safety, cancer screening, child survival, organ donation, blood donation, social norms, product marketing, health policy, campaign finance
- MeSH terms
- Adolescent, Child, Health Education, Health Promotion, Humans, Mass Media, Health Behavior
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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