The following volume details the findings of a two-stage research study involving: first, a literature review which focused on “evaluations” of national and international mass media campaigns designed to improve the health of young people and identified guiding principles or generalisations about media campaigns aimed specifically at youth; and second, a study of attitudes of a selection of managers of Australian mass media campaigns directed at youth and addressing youth risk-taking. The latter component of the research included the gathering of reports and campaign data on not only the campaigns which were the focus of the interviews but also other campaigns which were felt to have relevance to the inquiry. A listing of the main campaigns considered appears in the Appendix. The volume represents thousands of hours of searching and analysing data and listening to professionals involved in media campaigns aimed at reducing youth risk-taking behaviours. The ground covered in this volume is both wide ranging and in-depth. It attempts to blend practical and experiential knowledge with empirical and theoretical perspectives. In so doing, the aim is to provide a “source book” of guidance which can serve as a reference for anyone considering using mass media campaigns. The study was deliberately limited to mass media campaigns. It does not attempt to address in any significant detail the role and importance of school- or community-based activities directed at youth risk-taking; however, the authors are cognisant of the value of these activities both as meaningful activities in their own right and also as important adjuncts to a mass media campaign. The role of early prevention and intervention programs is also worthy of consideration, and these issues are touched on in the report. (Author/publisher)
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