This study examined the impact of the American Cancer Society's (ACS's) media based peer education program, Message Magic: Selling Healthy Eating and Physical Activity, on participant self-reported dietary and physical activity behaviors and advocacy skill development. High school students participating in the program were required to work as a team to examine advertising techniques and then develop a media-based message to be presented to peers. Results indicated that significant nutritional improvements in girls and physical activity improvements in boys were realized. The majority (76%) of participants expressed that their media messages had made a positive difference in their school and the program enhanced their advocacy skills. Students rated their experience in the program favorably. Findings suggest the ACS media-based program may be a viable option for a high school health curriculum. (Contains 3 tables.)