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- W70120911 abstract "Publisher Summary This chapter discusses the use of the media in health education. The Scottish health education group tackled the task of public education about drugs using mass media approaches coupled with the production of materials for professionals and those working in helping agencies. The program was new but was carefully planned to include the following components: (1) the television commercials carried the Be All You Can Be theme aimed at the younger group seeking to highlight options more exacting, more acceptable, and healthier than resorting to drugs. It was decided that the issue of drugs had to be discussed in homes but not in isolation. To raise family discussion, an attractive, high-quality color magazine insert was produced. In the insert, drugs were placed in the context of broad issues such as parental concern for teenagers, teenage independence, risk-taking, and so on. In addition to these strategies for communicating directly with lay people in their homes, a booklet for professional use was also prepared. At a nonspecialist level, straight information was prepared for primary care workers, social workers, teachers, youth leaders, etc. Another component in this multimedia approach was the production of a booklet containing names, addresses, and further information about a wide range of helping agencies throughout Scotland." @default.
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- W70120911 date "1986-01-01" @default.
- W70120911 modified "2023-09-27" @default.
- W70120911 title "The Use of the Media in Health Education — A View of its Evolution in Scotland" @default.
- W70120911 doi "https://doi.org/10.1016/b978-0-08-032000-7.50032-5" @default.
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