Mass media campaigns: how effective are they as a prevention strategy?

A seminar and forum hosted by DrugInfo on Wednesday 7 September 2005.
St James Court Conference Centre, 12 Batman Street, West Melbourne

This interactive seminar aimed to raise awareness of social marketing and provide a forum for discussion of social marketing and mass media campaigns. In this report we provide a summary of each speaker's presentation and questions and discussion from the audience.

Social marketing: what it is and what it isn’t
Rob Donovan, Cancer Council of Western Australia , Chair in Behavioural Research Division of Health Sciences, Professor of Social Marketing and Director Social Marketing Research Unit, Curtin Business School , Curtin University

The role of mass media within the framework of social marketing
Netzach Goren, Research Officer, Centre for Youth Drug Studies, Australian Drug Foundation

Anti-smoking advertising: lessons learned
Melanie Wakefield, Director, Centre for Behavioural Research in Cancer, The Cancer Council Victoria .

Social marketing in road safety: “speed”—a case study
David Healy, General Manager, Road Safety, Transport Accident Commission (TAC)

Last updated: September 2005