Health campaigns now use striking visual and verbal imagery and the full resources of the mass media to advocate change in individual lifestyle. Politicians also advocate behaviour change. The origin of this approach lay in the post-war decades with the rise of a new style of public health underpinned by chronic disease epidemiology. In stressing individual responsibility for good health, it reconfigured what citizenship and health were about. The new health agenda laid particular emphasis on the visual, and on techniques of mass persuasion. It had a view of the public which was distinctively different from the wartime concept. Its immediate roots lay in transatlantic influence, in the emergence of mass consumption in the aftermath of wartime restrictions; but also in structural changes in responsibility for health and the central/local tension which has characterized much of British health policy.In April 2006 Tony Blair, then prime minister, appeared at a press conference in a tracksuit to publicize the need for exercise and healthy eating. Later that summer, in one of a series of valedictory speeches, he explored the dilemmas of intervention in public health matters for politicians. 1 Blair's involvement in such activities and discussions -and also the public relations form of the tracksuit exercise -epitomized the change in public health which had taken place in the post-war years. By the end of the twentieth century, such public health tactics were commonplace. We expect politicians to talk about how the population should eat and drink and doctors to give advice on lifestyle and health behaviour. We expect mass advertising campaigns which inculcate norms of health behaviour. Advertising is a key site of engagement for contemporary British public health. Control of advertising deemed detrimental to population health is an important strategy, recently demonstrated in the success of efforts to prohibit tobacco advertising, 2 in discussion of food advertising aimed at children and in a 2008 alcohol campaign. 3 Mass advertising has a paradoxical dual function in public health. A central cause for concern, it is also a central resource, a strategy used by public health interests and by government. Health campaigns use striking visual and verbal imagery and the full resources of the mass media. Everyone * This article is a revised version of the plenary lecture delivered at