Methods. Opinion of population was analyzed on the base of scientific publications on the results of regional and all-Russian surveys as well as internet-discussions on the topic. Experts' opinion was studied using publications in scientific and broadsheet editions. Selection of sources and expert pools (politicians, public persons, representatives of State Duma and Federal Assembly of the Russian Federation, ministries and governmental agencies as well as wide range of researchers representing central and regional academic and institutional scientific and educational establishments) was determined by public interest intrinsical to demographic policy measures on health improvement and mortality reduction. That's why the discussion on their appropriateness and performance falls beyond academic circles.

Results. Surveys show that Russian society now encourage measures aimed on formation of healthy life styles, control of smoking and alcohol abuse. Among directions for prevention of risk factors, public opinion preferres informational, educational and propagandistic measures, creation of conditions for development of creative work and sports for youth as well as state support of employment of working population especially in rural areas.

Experts share population's opinion about importance of prevention considering that formation of motivation of healthy life style in population and demonstration of self-protective behaviour are the main state goals in the sphere of mortality reduction.

The important point of measures' introduction according to experts is monitoring and evaluation of their performance, recovery of adequate demographical statistics. Programs of demographic development should take into account regional specifics and regional resources.

Scope of application. Opinion of experts and population should be taken into account by decision makers while elaboration of new policy measures and correction of ineffective solutions.

Keywords. Measures on mortality reduction; demographic policy; concept; program; population opinion; expert opinion; regional and municipial level; translation of public opinion in mass media.

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