Atul Gawande's latest New Yorker article is quite good. Ostensibly, it's about innovation, but really it's about how to change social norms:
There is plenty of interesting detail throughout, including a good discussion of a successful person-to-person social marketing campaign in Bangladesh for improving cholera treatment. Gawande's theory is basically that person-to-person social marketing is more successful than social marketing campaigns that use traditional marketing methods such as print, radio and television advertisements. In itself, this is hardly a shock; marketing companies have long been aware of this and are working hard to increase their use of person-to-person marketing via new tools such as social media.
In any case, my instinct is that, for public health interventions, campaigns that target fewer people, but with deeper interventions, will change social norms more effectively than broader, less personal campaigns.