Designing Health Messages: Approaches from Communication Theory and Public Health Practice
How do you design an effective message for a health campaign? This book explores this question from both practical and theoretical perspectives. The contributors demonstrate the necessity of basing message design decisions on appropriate theories of human behavior and communication effectiveness by synthesizing and integrating knowledge and insights from theory and research in communication and health behavior change. This book will be an essential aid to designing messages for use in health...
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How do you design an effective message for a health campaign? This book explores this question from both practical and theoretical perspectives. The contributors demonstrate the necessity of basing message design decisions on appropriate theories of human behavior and communication effectiveness by synthesizing and integrating knowledge and insights from theory and research in communication and health behavior change. This book will be an essential aid to designing messages for use in health communication campaigns.
PrefacePt. ITheory-Driven Approaches to Health Message Design11Motivation to Attend to Health Messages: Presentation of Content and Linguistic Considerations72Encouraging Risk Reduction: A Decision-Making Approach to Message Design243Moving People to Behavior Change: A Staged Social Cognitive Approach to Message Design414Fear Appeals in Health Promotion Campaigns: Too Much, Too Little, or Just Right?655Thinking Positively: Using Positive Affect When Designing Health Messages816Designing Messages for Behavioral Inoculation997Reaching Young Audiences: Developmental Considerations in Designing Health Messages1148Fishing for Success: Using the Persuasive Health Message Framework to Generate Effective Campaign Messages145Pt. IIAudience-Centered Strategies for Health Message Design1679Using Research to Inform Campaign Development and Message Design: Examples From the "America Responds to AIDS" Campaign16910Choosing Audience Segmentation Strategies and Methods for Health Communication18611The Gatekeeping Process: The Right Combinations to Unlock the Gates19912Use of Database Marketing and Consumer-Based Health Communication in Message Design: An Example From the Office of Cancer Communications' "5 a Day for Better Health" Program217Pt. IIICombining Theory and Practice: Additional Considerations24713Supplementing Health Campaign Messages: Recent Developments in Informing Patients About Their Prescription Drugs24914Enabling Health: Policy and Administrative Practices at a Crossroads270Index284About the Contributors299
