Thus, the goal of this strategy may be to affect the kinds of issues that are discussed among family members, a group of friends or co-workers. Organizations include work sites, schools, health care settings, supermarkets and retail outlets. Social norms, laws and policies as well as physical and information environments play an important role in shaping health. It is important to consider what types of communication channels are best suited to achieve different campaign objectives. The media is the least interactive method of communication and the one that is best suited for broadcasting messages that are clear and simple.
Media campaigns can raise public awareness and shift people's beliefs about an issue.
They can reach large numbers of people while allowing for more involvement and participation. Events also serve as cues to action. These discussions may include sharing information, advice, skills or support. In addition, events can provide incentives or cues to motivate people to action. The media can be used to increase gatekeeper knowledge and enroll the support of these people to pursue changes about a health topic.