The manuscript described the basis issues of Roger’s diffusion of innovations theory, the variety of empirical data on applying this theoretical approach in promotion of protective health behaviors and prevention of health risk behaviors. Also author presents the main results of longitudinal research conducted to evaluate the effectiveness of group behavioral intervention for popular opinion leaders as part of international research project to prevent HIV/STD among students living in dormitories in St. Petersburg, Russia. The study was funded by National Institute of Mental Health (USA) — NIMH Collaborative HIV/STD Prevention Trial.