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.
Chapter 1: What are Health Risk Messages?
We remember the first time we saw a crashed car—the kind with bloodstains on the seat and pieces of hair embedded in the broken windshield. It was parked in front of a grocery store to “remind” teenagers to avoid drinking and driving. We would peer into it, trying to imagine what those last few moments of life were like for the occupants. Did they feel the crash? How long were they alive with their heads through the windshield? What were their last moments like? We would read the vignettes about the victims' lives and what led to their deaths—usually binge drinking and then racing their cars at 80 mph down 35 mph roads. When their deaths ...