The question of whether or not the mass media can successfully be used as a vehicle for creative social and individual change is discussed and brief descriptions are given of successful and unsuccessful campaigns that attempted to improve public attitudes toward certain health problems. Ten recommendations are made for using the mass media effectively in promoting good health: (1) identify the needs and interests of the intended audience; (2) conduct marketing research prior to planning a campaign; (3) target the segments of the population most likely to be responsive; (4) select goals carefully; (5) establish objectives for each message or component of a campaign; (6) create high quality messages and materials; (7) match the media carefully with the targeted population; (8) use the mass media in conjunction with community organization, interpersonal efforts, and face to face instruction; (9) evaluate the messages, programs, and campaigns as a part of the ongoing process; and (10) cultivate a relationship with reporters and editors that will enable the improvement of the health and well-being of the community to become a joint effort between media and health professionals. A 26-item reference list is appended. (JD)