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 behaviour and communication effectiveness by synthesizing and integrating knowledge and insights from theory and research in communication and health behaviour change. This book will be an essential aid to designing messages for use in health communication campaigns.
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 behaviour and communication effectiveness by synthesizing and integrating knowledge and insights from theory and research in communication and health behaviour change. This book will be an essential aid to designing messages for use in health communication campaigns.
PART ONE: THEORY-DRIVEN APPROACHES TO HEALTH MESSAGE DESIGN Motivation to Attend to Health Messages - Roxanne Louiselle Parrott Presentation of Content and Linguistic Considerations Encouraging Risk Reduction - David R Holtgrave, Barbara J Tinsley and Linda S Kay A Decision-Making Approach to Message Design Moving People to Behavior Change - Edward W Maibach and David Cotton A Staged Social Cognitive Approach to Message Design Fear Appeals in Health Promotion Campaigns - Jerold L Hale and James Price Dillard Too Much, Too Little, or Just Right? Thinking Positively - Jennifer L Monahan Using Positive Affect When Designing Health Messages Designing Messages for Behavioral Inoculation - Michael Pfau Reaching Young Audiences - Erica Weintraub Austin Developmental Considerations in Designing Health Messages Fishing for Success - Kim Witte Using the Persuasive Health Message Framework to Generate Effective Campaign Messages PART TWO: AUDIENCE-CENTERED STRATEGIES FOR HEALTH MESSAGE DESIGN Using Research to Inform Campaign Development and Message Design - Glen J Nowak and Michael J Siska Examples from the `American Responds to AIDS Campaign Choosing Audience Segmentation Strategies and Methods for Health Communication - Michael D Slater The Gatekeeping Process - John McGrath The Right Combinations to Unlock the Gates Use of Database Marketing and Consumer-Based Health Communication in Message Design - R Craig Lefebvre et al An Example From the Office of Cancer Communication s `5 a Day for Better Health Program PART THREE: COMBINING THEORY AND PRACTICE: ADDITIONAL CONSIDERATIONS Supplementing Health Campaign Messages - Sharon Lee Hammond Recent Developments in Informing Patients about Their Prescription Drugs Enabling Health - Roxanne Louiselle Parrott, Mary Louise Kahl and Edward W Maibach Policy and Administrative Practices at a Crossroads
PART ONE: THEORY-DRIVEN APPROACHES TO HEALTH MESSAGE DESIGN Motivation to Attend to Health Messages - Roxanne Louiselle Parrott Presentation of Content and Linguistic Considerations Encouraging Risk Reduction - David R Holtgrave, Barbara J Tinsley and Linda S Kay A Decision-Making Approach to Message Design Moving People to Behavior Change - Edward W Maibach and David Cotton A Staged Social Cognitive Approach to Message Design Fear Appeals in Health Promotion Campaigns - Jerold L Hale and James Price Dillard Too Much, Too Little, or Just Right? Thinking Positively - Jennifer L Monahan Using Positive Affect When Designing Health Messages Designing Messages for Behavioral Inoculation - Michael Pfau Reaching Young Audiences - Erica Weintraub Austin Developmental Considerations in Designing Health Messages Fishing for Success - Kim Witte Using the Persuasive Health Message Framework to Generate Effective Campaign Messages PART TWO: AUDIENCE-CENTERED STRATEGIES FOR HEALTH MESSAGE DESIGN Using Research to Inform Campaign Development and Message Design - Glen J Nowak and Michael J Siska Examples from the `American Responds to AIDS Campaign Choosing Audience Segmentation Strategies and Methods for Health Communication - Michael D Slater The Gatekeeping Process - John McGrath The Right Combinations to Unlock the Gates Use of Database Marketing and Consumer-Based Health Communication in Message Design - R Craig Lefebvre et al An Example From the Office of Cancer Communication s `5 a Day for Better Health Program PART THREE: COMBINING THEORY AND PRACTICE: ADDITIONAL CONSIDERATIONS Supplementing Health Campaign Messages - Sharon Lee Hammond Recent Developments in Informing Patients about Their Prescription Drugs Enabling Health - Roxanne Louiselle Parrott, Mary Louise Kahl and Edward W Maibach Policy and Administrative Practices at a Crossroads
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