This guide presents an overall direction for mass media messages and materials developed for public audiences under the National Cholesterol Education Program (NCEP), with particular emphasis on overall consistency and coherence in broadcast and print materials. Section 1 introduces the program and presents overall objectives, purpose, and scope of the communications strategy; recent NCEP developments influencing the strategy; scientific basis for the strategy; public knowledge basis for the strategy; and role of the mass media campaign. Section 2 states the problem in detail using data from the third National Health and Nutrition Examination Survey (1988-91). This section presents a two-pronged strategy, with one prong aimed at the total population and the other at the high risk groups. Section 3 reviews important considerations for public education efforts, especially the general population's knowledge level regarding nutrition. Section 4, which deals with target audiences, specifies that the high risk treatment population is defined on the basis of LDL-cholesterol levels. Section 5 lists communications objectives and strategies for both the general population and high-risk groups. Section 6 lays out the desired resulting actions for both groups. Section 7 presents conclusions and notes anticipated future changes in public knowledge, health behavior, and education. (JB)