Two approaches to health promotion in the mass media

World Health Forum. 1990;11(2):143-54; discussion 155-64.


This article concentrates on two strategies for health promotion in the mass media: social marketing aims to influence people's behaviour, media advocacy to influence their environment. The author argues that greater weight should be given to media advocacy than to social marketing so as to achieve an improved understanding of the conditions required for health.

MeSH terms

  • Health Behavior
  • Health Promotion / methods*
  • Humans
  • Mass Media*
  • Social Environment