Rogers (1987) has applied his diffusion of innovations concept to the promotion of preventive behaviour. Here, the innovation is one that, if adopted, could prevent something negative from happening to the adopter. These innovations are characterised by being something that is delayed in time and being something that can be difficult to assess because even if they are not adopted, harm might never occur.

Some key codas emerge from the application of the diffusion of innovations to preventive innovations:

- Interpersonal communication through peer networks is of particular importance
- The perceived credibility of the source of communication partly determines the success of that communication

There is no one theory of communication campaigns. There have been attempts to synthesise findings to offer a basic construct.

Four basic elements of communication campaigns can be said to be the following: - the campaign is purposive - specific results are intended
- the campaign is aimed at a large audience
- the campaign occurs during a given time period
- the campaign involves a planned set of communication activities
(Rogers and Storey, 1987)

There are a number of factors that need to be considered in order to conduct a successful communications campaign. Windahl et al (1997), drawing on Rice and Atkin (1989) and Rogers and Story (1987) summarise these factors into the following seven:

1. The role of the mass media. Initial awareness and knowledge can be created by mass media.
2. The role of interpersonal communication. Interpersonal communication, especially through peer groups and social networks, is instrumental for behaviour change and the maintenance of the change.
3. Characteristics of source or medium. Credibility of the source can influence the outcome of the campaign.
4. Formative evaluation. The campaign message must be tested against the viability of it in reality. The means to achieve the message being promoted must exist.
5. Campaign appeals. Campaigns must be specific to individuals in order to appeal to their values and have the desired effect.
6. Preventive behaviour. Long-term prevention goals are difficult to achieve because the rewards are delayed and are not certain.
7. Timeliness, compatibility and accessibility. The message of a campaign must be timely and culturally acceptable and the channels used must be available to the target audience.