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 newspaper. Schriavo (2013) describes mass media as a field that is concerned with communication with large segments of the population and the general public. Communicator creates different types of messages to be presented to individuals and their communities. The messages are disseminated quickly and continuously through the media. These messages are then received by a vast and diverse audience.Effective Health Communication Program.Mass media campaigns can produce positive changes and prevent negative changes in health-related behaviors across large populations (Wakefield, Loken, & Hornik, 2010). Media advocacy campaign is used as an effective health communication program to address alcohol and illicit drug use, cancer screening and prevention, and other health-related issues. The campaign against the above health issues placed messages in media billboards, television, radio, magazines, newspapers, and the internet to reach a large audience. According to Wakefield, Loken, & Hornik (2010), this media advocacy campaign can be for a short or extended duration and may be linked to other health institutional outreach programs to continuously sensitized the population. Mass media campaigns can prompt media discussion on health-related issues and eventually lead to changes in public policies as seen in the new smoking policy where there are restrictions in smoking in specific places in the United States.Key outcomes of the Program.key outcomes of this program turned out to be were very effective. Wakefield, Loken, & Hornik (2010) in their comprehensive review show that due to mass media campaigns, there was a decline in smoking among young people and an increasing number of adults also stopped smoking. These mass campaigns helped people to adopt healthy lifestyles and become more health-conscious. These campaigns were educating people to eat healthily, and increase physical exercise, and in so doing heart-related illnesses were on the decline. There is also a decline in infections such as HIV and other sexual-related infections due to an increase in health screening. Accidents were decreased due to campaigns against road safety.Factors and features that made it successful.This media advocacy campaign was successful because of the repetition, availability, and access to the mass media. The mass media sensitized and made the population aware of the available services that they can use. Concurrent availability of and access to key services and products are crucial to persuade individuals motivated by media messages to act on them (Wakefield, Loken, & Hornik, 2010). Policies were created to motivate change and discourage unhealthy habits, the target audience was reached, and the advertising messages were hard to ignore.ReferencesSchiavo, R. (2013). Health Communication: From Theory to Practice. Hoboken, NJ: John Wiley & Sons.Wakefield, M. A., Loken, B., & Hornik, R. C. (2010). Use of mass media campaigns to change health behavior. The Lancet, 376(9748), 1261-1271.
