Every year, new public health mass media campaigns are launched attempting to change health behavior and improve health outcomes. These campaigns enter a crowded media environment filled with messages from competing sources. Public health practitioners have to capture not only the attention of the public amid such competition, but also motivate them to change health behaviors that are often entrenched or to initiate habits that may be new or difficult. In what ways are public health mass media campaigns now attempting to succeed in a world crowded with media messages from a myriad of sources? What are the conditions that are necessary for a media campaign to successfully alter health behaviors and alter outcomes in the long term? To what extent can the successes and failures of previous campaigns be useful in teaching important lessons to those planning campaigns in the future? In this chapter we attempt to answer these questions, drawing from recent literature on public health mass media campaigns.

中文翻译：

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从公共卫生大众媒体运动中学到的经验教训：在拥挤的媒体世界中营销健康。

每年，都会发起新的公共卫生大众媒体运动，试图改变健康行为并改善健康结果。这些活动进入了一个拥挤的媒体环境，里面充满了来自竞争来源的消息。公共卫生从业人员不仅要在这种竞争中引起公众的注意，还必须激励他们改变通常根深蒂固的健康行为，或者养成可能是新的或困难的习惯。现在，公共卫生大众媒体运动正试图通过什么方式在这个无数来源的媒体信息拥挤的世界中取得成功？长期而言，媒体运动成功改变健康行为并改变结果的必要条件是什么？先前活动的成功和失败在多大程度上可以为将来的那些计划活动传授重要教训？在本章中，我们尝试根据有关公共卫生大众媒体运动的最新文献来回答这些问题。