Abstract
The article analyzes the rhetorical strategy of the public health campaign “Stop udarom” (Stop Strokes), treating it as an example of health communication within the framework of Rhetoric of Health and Medicine (RHM). The aim of the study is to examine how the campaign employs classical persuasive appeals - ethos, logos, and pathos - to guide the audience through three stages of communication: conveying knowledge, eliciting emotion, and motivating action. The analysis shows how various modes of expression, formats, and linguistic devices serve persuasive functions. The study contributes to the growing body of research on the rhetoric of health discourse and may serve as a reference point for the design of future preventive campaigns.