Impact of Public Service Advertising by Charles Atkins for Kaiser Family Foundation

This background paper, written by Charles Atkin, Michigan State University, reviews the research measuring effects of media-based health communication campaigns, to determine the degree of impact of campaigns on health behaviors, and identify promising strategies for increasing campaign effectiveness. The paper was released in conjunction with Shouting to be Heard: Public Service Advertising in a New Media Age, a new national study on public service advertising.