"Changing public health policy is one of the most effective ways to improve public health on a population-wide scale. As part of the advocacy campaign to move a public health issue onto the policy agenda and through the policy making process, a strategic and well executed media advocacy campaign is ... critical. The primary components of a media advocacy campaign are the same regardless of the desired policy outcomes, just customized to meet the specific objectives. This guide is designed to help civil society organizations plan and conduct effective media advocacy campaigns that will result in the adoption and implementation of strong, effective public health policies." (About the guide) more