Like the First Edition, this book serves as a guide to the science and art of community health promotion. The last decade of research and development has considerably advanced the science of achieving and maintaining health. In this new edition, international contributors share their experiences and expertise about diverse health promotion and point out areas needing adjustment in community implementation, both on an international and domestic level.
Chapter 5: Mass Media and Health Promotion: Lessons Learned, with Implications for Public Health Campaigns
Since before the development of the mass media, communication campaigns have been regarded as central in educating and persuading the public to take action to ameliorate disease and promote health. One of the first such efforts on the North American continent occurred in the 1750s in Boston. The Rev. Cotton Mather used the power of the pulpit, the pamphlet, and colonial newspapers to persuade the city's residents to seek vaccination against smallpox, which periodically ravaged the population (Paisley, 1981). Although Mather's effort was not free of opposition, it established the organized campaign as the preferred vehicle in America ...