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The internet is one of the many communication tools used in social publicity campaigns. In Quebec, several government campaigns in healthcare include and make use of some form of online resource. However, the modalities governing the use of internet can vary according to the specific targets and healthcare issues in question. While the addition of Web strategies to the traditional types of social campaigning (e.g. print, television, radio) implies a range of benefits, it also raises a number of important issues. The internet remains a little known tool, and this paper argues that we need to gain a better understanding of its limits and potential.