Updated link: http://www.adweek.com/news/advertising-branding/scientist-influencer-theory-bogus-105981 Don't worry about finding the influential people when trying to bring about social change, but rather look for the easily influenced people.

Divides approaches out by direct service, social marketing/education, business/consumerism, policy advocacy (i.e., government and corporate), and politics (i.e., via elections).

Complexity science seeks to understand how complex adaptive systems work the patterns of relationships within them, how they are sustained, how they self-organize and how outcomes emerge.

What makes one health communication ad effective and another not? There are many variables that can make or break the success of the message.

How we change what others think, believe, feel and do

theory paper from CSAP