A strong case has always been needed for government investment in mass-reach behaviour change media campaigns. With further tightening of government budgets and the exploding use of online and social media, there has been keen interest in pursuing online and digital media channels to deliver behaviour change. This presentation will first examine trends in Australians' use of and engagement with traditional, online and social media, and then explore via case studies the extent to which we may be able to both reach and impact target audiences with these different media channels.