As part of a series of reports designed to support the implementation of Proposition 10: The California Children and Families Act and to provide comprehensive and authoritative information on critical issues concerning young children and families in California, this report focuses on the role of public education and outreach and provides background information on the basic development and production steps for a successful health communication campaign. The paper describes the processes and possible outcomes that Proposition 10 commissions can achieve by using techniques of strategic communications. The discussion includes definitions, principles of campaign development and implementation, evaluation practices, recommendations for resource allocations, lessons learned, and sample case studies. Conclusions and recommendations illustrate possible Proposition 10 funding and policy directions. The report's three appendices list maternal and child health organizations, present a bibliography of evaluated maternal and child health campaigns, and describe common theories and models used in communications campaigns. (Contains 28 references.) (KB)