1 Introduction, 1
2 Partnership for a Drug-Free America: An Experiment in Social Marketing / Thomas E Backer and Ginna Marston, 10
Commentary: Organizational Aspects / Robert T Golembiewski, 25
3 Project STAR: A Substance-Abuse Prevention Campaign in Kansas City / Mary Ann Pentz and Thomas W Valente, 37
Commentary: Organizational Aspects / Leonard D Goodstein, 61
4 Turkey's Mass Media Family Planning Campaign / D Lawrence Kincaid et al, 68
Commentary: Organizational Aspects / David Krackhardt, 93
5 The Stanford Five-City Heart Disease Prevention Project / June A Flora with Darius Jatilus et al, 101
Commentary: Organizational Aspects / Peter B Vaill, 129
6 Diffusion and Re-Invention of Project DARE / Everett M Rogers, 139
Commentary: Organizational Aspects / Mark Kiefaber, 163
7 The Harvard Alcohol Project: Promoting the Designated Driver on Television / Kathryn C Montgomery, 178
Commentary: Organizational Aspects / Jean M Bartunek, 203
8 Synthesis, 214