Mass media campaigns are characterized by the use of radio, television and/or print media with broad distribution channels. In public health, space or time in mass media channels can be bought or donated to a campaign by television networks, radio stations, and newspapers for public service advertisements. Mass media messages can create general awareness and are often supplemented with other approaches, such as the distribution of health education materials, client reminders, or campaign events.
Small media campaigns are smaller in scope and distribution and include patient education materials, fact sheets, newsletters, posters, displays, presentations, and promotional items such as pencils, magnets, and t-shirts. Messages still target a particular antecedent in a culturally appropriate and audience-appealing manner, but small media campaigns are also an ideal opportunity for tailored messaging. Mass media can draw statewide or national attention, with local media providing messaging tailored to address audience-specific local barriers or cues.