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.
Part II: Audience-Centered Strategies for Health Message Design
- Chapter 9: Using Research to Inform Campaign Development and Message Design: Examples from the “America Responds to AIDS” Campaign
- Chapter 10: Choosing Audience: Segmentation Strategies and Methods for Health Communication
- Chapter 11: The Gatekeeping Process: The Right Combinations to Unlock the Gates
- Chapter 12: Use 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” Program
Part III: Combining Theory and Practice: Additional Considerations