MEDIA ADVOCACY - A CASE-STUDY OF SOKOLOF,PHILIP CHOLESTEROL AWARENESSCAMPAIGNS

Elevated blood cholesterol has been identified as a major causal facto r underlying heart disease. Through effective use of the mass media, P hilip Sokolof was instrumental in increasing cholesterol awareness, fo rcing major changes in the food industry, and facilitating the passage of tough, new food labeling legislation. Drawing on a variety of publ ished sources and a personal interview with Mr. Sokolof, this article describes his efforts to use the mass media to promote change in the p ublic health domain.