Following the Bierville seminar, the CFES, together with the Commission of the European Communities and the Health Education Authority, organized a workshop to discuss public communication regarding two major public health issues: tobacco and alcohol. Some thirty experts from European Union countries and Eastern European countries discussed the role and place of communication in general, and media campaigns in particular, within health policies in their respective countries. The communication strategies of the various countries were compared, as were the methods used to evaluate the effectiveness of the campaigns. The evaluation of these campaigns and their integration with on-the-ground actions led to an exchange of experiences, enabling the formulation of recommendations that policymakers and health promotion professionals can take into account when implementing communication initiatives. A glossary of communication and evaluation terms completes the seminar proceedings.