We should employ any and all means that make sense and can be justified in terms of cost efficiency. The mass media are crucial. If used correctly, the media can ensure high visibility in a short time, put leprosy on the public agenda, and legitimise public discussion of it. The mass media can also ensure the uniformity of the message, reinforce other efforts, and bolster the morale of health workers and volunteers involved in the overall effort. Television is a key medium, as leprosy lends itself to a highly visual campaign.
Many countries have good television and radio networks, and health messages often get free air time.
This potential must be exploited. In addition, paid advertising is crucial to ensure that messages are broadcast when people are watching television or listening to the radio. Another key element is visual materials such as posters at bus shelters and billboards. These serve as reminder messages and can trigger conversations or discussions about leprosy. Certain ground rules need to be followed to ensure that messages have the desired impact.