"Sending messages is likely to only be effective in conjunction with a comprehensive approach involving a wider range of activities, such as dialogue or training. The media, such as newspapers, radio and television, are the main way that messages to change attitudes and behaviour are communicated in campaigns. In conflict situations, the media does not necessarily always either promote or prevent conflict, but still acts as an important, influential force in most societies. The media can help inform decisions and counteract hateful and violent messages, but can also undermine peacebuilding processes. There is no single way that the media affects audiences, and the media cannot ‘inject’ behaviours or attitudes into people’s minds but rather affects the formation of attitudes and beliefs which in turn impact on behaviour. In addition to media interventions, two approaches to sending messages are identified that seem of particular relevance: social marketing and the inclusion of educational messages in entertainment programmes. A number of case studies are identified in the report that cover multi-faceted interventions and include a messaging component. Projects are explored from Burundi, Rwanda, Kenya, the Democratic Republic of Congo and Bosnia." (www.gsdrc.org)