• Summary
  • Contents
  • Subject index

Winner of the Distinguished Book Award by the Applied Communication Division of the National Communication Association, 2001 Effective Health Risk Messages provides step-by-step instructions for developing theoretically based campaigns that work. Students and readers will learn about message development theories, formative and summative evaluation, and even basic research designs for evaluating your campaign. Worksheets are provided at the end of each chapter to provide readers with hands-on, practical experiences in developing effective health risk messages. This book is suitable for practitioners, researchers, and students alike, and can act as a stand-alone text or supplementary text for persuasion, public health, advertising, and marketing classes.

Out of the Tower and into the Field
Out of the tower and into the field

This chapter offers several examples of how the RBD Scale is used in the HIV Counseling and Testing Program at the campus health center of Michigan State University. Remember, the RBD Scale can be used for any health topic or recommended response; we're showing you just one application of the strategies outlined in this book. The RBD Scale has been used at the campus health center since the spring of 1995 by a team of HIV counselors and testers led by one of the authors. He compares the RBD Scale to a mechanic's tool. As he explains,

My father was a mechanic who had a seemingly magical box filled with wonderful ...

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