Designing Health Messages

by Maibach, Edward; Parrott, Roxanne Louiselle

• ISBN13: 9780803953970
• ISBN10: 0803953976
• Format: Hardcover
• Copyright: 1995-04-01
• Publisher: Sage Pubns

Summary

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.

Table of Contents

Theory-Driven Approaches To Health Message Design

Motivation to Attend to Health Messages

Presentation of Content and Linguistic Considerations

Encouraging Risk Reduction

A Decision-Making Approach to Message Design

Moving People to Behavior Change

A Staged Social Cognitive Approach to Message Design

Fear Appeals in Health Promotion Campaigns

Too Much, Too Little, or Just Right?

Thinking Positively

Using Positive Affect When Designing Health Messages

Designing Messages for Behavioral Inoculation

Reaching Young Audiences

Developmental Considerations in Designing Health Messages

Fishing for Success

Using the Persuasive

Health Message

Framework to Generate

Effective

Campaign Messages

Audience-Centered Strategies For Health Message Design

Research to Inform Campaign Development and Message Design

Using Examples from the 'American Responds to AIDS' Campaign

Choosing Audience Segmentation Strategies and Methods for Health Communication

The Gatekeeping Process

The Right Combinations to Unlock the Gates

Use of Database Marketing and Consumer-Based Health Communication in Message Design

An Example From the Office of Cancer Communication's '5 a Day for Better Health' Program

Combining Theory And Practice: Additional Considerations

Supplementing Health Campaign Messages

Recent Developments in Informing Patients about Their Prescription Drugs

Enabling Health

Policy and Administrative Practices at a Crossroads

Table of Contents provided by Publisher. All Rights Reserved.