| Abstract: | This article presents an entertainment education strategy used to influence Holly wood prime - time and daytime television programs to add storylines on the impor tance of immunizations to their shows . Rather than giving information about immunizations to show producers , directors , actors , and writers , we furnished ''log lines'' and true stories about immunizations that could be used to inspire scripts that included immunization themes . By working through personal contacts within the entertainment television industry's closed system of networks , we were able to gain entree and some airtime for our campaign agenda . Embedded messages aired on eight popular shows in the 1996 - 1997 broadcast season , with five scheduled to air in the 1997 - 1998 season . These efforts were evaluated qualitatively , focusing on issues of personal networks , content of aired messages , and comparative costs for paid airtime . The strategy developed can be adapted for a range of entertainment education interventions . |
