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Designing Health Messages
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Designing Health Messages
Approaches from Communication Theory and Public Health Practice

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Health Communication
July 2012 | 320 pages | SAGE Publications, Inc
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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
Roxanne Louiselle Parrott
Motivation to Attend to Health Messages
Presentation of Content and Linguistic Considerations

 
David R Holtgrave, Barbara J Tinsley and Linda S Kay
Encouraging Risk Reduction
A Decision-Making Approach to Message Design

 
Edward W Maibach and David Cotton
Moving People to Behavior Change
A Staged Social Cognitive Approach to Message Design

 
Jerold L Hale and James Price Dillard
Fear Appeals in Health Promotion Campaigns
Too Much, Too Little, or Just Right?

 
Jennifer L Monahan
Thinking Positively
Using Positive Affect When Designing Health Messages

 
Michael Pfau
Designing Messages for Behavioral Inoculation
Erica Weintraub Austin
Reaching Young Audiences
Developmental Considerations in Designing Health Messages

 
Kim Witte
Fishing for Success
Using the Persuasive Health Message Framework to Generate Effective Campaign Messages

 
 
PART TWO: AUDIENCE-CENTERED STRATEGIES FOR HEALTH MESSAGE DESIGN
Glen J Nowak and Michael J Siska
Using Research to Inform Campaign Development and Message Design
Examples from the `American Responds to AIDS' Campaign

 
Michael D Slater
Choosing Audience Segmentation Strategies and Methods for Health Communication
John McGrath
The Gatekeeping Process
The Right Combinations to Unlock the Gates

 
R Craig Lefebvre et al
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

 
 
PART THREE: COMBINING THEORY AND PRACTICE: ADDITIONAL CONSIDERATIONS
Sharon Lee Hammond
Supplementing Health Campaign Messages
Recent Developments in Informing Patients about Their Prescription Drugs

 
Roxanne Louiselle Parrott, Mary Louise Kahl and Edward W Maibach
Enabling Health
Policy and Administrative Practices at a Crossroads

 

Very well organised book with up to date concepts

Dr Florbela Soares Teixeira
Education, Coventry University College
June 2, 2016
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Very well suited for campaigns related to behavior change etc.

Dr Nickesia Gordon
Communications , Barry University
January 14, 2016
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Edward W. Maibach

Dr. Edward Maibach is a University Professor and Director of Mason’s Center for Climate Change Communication (4C). In the Department of Communication, he teaches seminars in climate change communication, strategic communication, and social marketing. His research currently focuses exclusively on how to mobilize populations to adopt behaviors and support public policies that reduce greenhouse gas emissions and help communities adapt to the unavoidable consequences of climate change.... More About Author

Roxanne Louiselle Parrott

I emphasize the processes and outcomes associated with communication about health. My recent research focuses on the design of health messages to promote behavioral adaptation in situations where individuals are unable, unwilling, and/or unlikely to avoid situations and practices that put their health at risk. I have applied a behavioral adaptation approach to farmers' sun protection practices and am currently investigating its utility for involving the lay public in understanding the implications of human genetics research and information for personal well-being. I utilize a community-based approach in the dissemination of behavioral... More About Author

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ISBN: 9780803953987
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