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Gareth Millward

have made a major impact, despite the investment in health promotion and public health targeted in particular ‘at risk’ groups. 104 The authors identified five aspects that affected how publics receive public health messages. First, the extent to which the source of the information is trusted; second, ‘the relevance of the information to everyday life’; third, ‘the relation to other perceived risks’; fourth, ‘the fit with previous knowledge and experience’; and fifth ‘the difficulty and importance of

in Vaccinating Britain