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Page last updated at 09:08 GMT, Friday, 1 May 2009 10:08 UK

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In pictures: Public health campaigns

Within days of swine flu being reported, a health awareness campaign is running. But there's a fine line between informing and alarming people, says marketing author Craig Smith of Velo. Here he reviews a range of examples.

It's a rush job - a generic cold and flu message with a swine flu badge. He's a contemporary everyman, and it's grotesque. Shock tactics are the way to cut through today.

The message is identical to this 1940s effort. It's the perfect campaign - memorable strapline, information simply delivered. Coughs and sneezes spread diseases - it's entered the lexicon. Appealing to civic duty worked then.

But this, from 1997, is imperfect. It’s from Chic, which represents makers of over-the-counter remedies. It's a confused message with poor wordplay and, ultimately, is designed to benefit pharmacists.

This from 1918's flu pandemic would never get past the advertising watchdog today - and rightly so. It's an unscientific and ultimately self-serving claim that has no place in such a serious context.

Very of its time is this 1920s Daily Express advert. It has the look of Russian propaganda art. And it's a call to action on your responsibilities as a citizen. Today public health adverts play on individual fears.

Mass participation stunts are a noughties favourite, and Giant Human Sneeze - for 2007's flu season - also earned how-they-did-it stories in mid-market tabloids. This gets the key message across outside paid-for ads.

A 2004 magazine ad that looks like a poster in a GP's surgery. It's rare to see long copy ads, but if you hook in someone from the target audience, it's a good way to provide information and reassurance about the jab.

1945 Coughs and Sneezes public information film, in which man is taught to use his hankie

Stills from a 1945 public information film. It does smack of Harry Enfield. And it's guilty of stating the obvious - showing the public how to use a hankie isn't something taxpayers' money should be spent on.