Brings the perspective of advertisers to the broader health communication world. The book gives straightforward overviews of relevant health communication theories, a discussion of principles of visual communication, and guidelines for plain language and clear communication.

"This text illustrates the importance of effective communication in disease prevention and health promotion by building theory-based messages while being responsive to diverse audience needs. This book clearly explains core health communication principles and processes for designing effective messages for health communication interventions and campaigns while integrating perspectives from multiple areas including psychology, public health, and social marketing. Key features: &• theory-based message design links theory and practice by explaining how psychosocial theories of behaviour change can be used to design effective health communication messages &• audience-centered message design provides clarity on how diverse audiences' cultures, beliefs, barriers, and needs can be effectively addressed &• suggested further readings guide students through additional theory and research &• end-of-chapter discussion questions encourage critical thinking about the implication of each chapter on future theory, research, and practice relevant to health communication message design and evaluation "--Pubisher.

The first section covers theory-driven approaches and includes content and linguistic considerations, the role of fear in content, and using positive affect. Part II discusses audience-centered strategies and looks at the "America responds to AIDS" campaign and the cancer communication's "5 a day for better health" program. This comprehensive volume concludes with recent developments and policy and administrative practices for health message design

Effective Health Risk Messages provides step-by-step instructions for developing theoretically-based campaigns that work. Worksheets are provided at the end of each chapter to provide practical experience.

Through the use of new technologies, researchers, and practitioners in health education and health communication can now provide health information and behavior change strategies that are customized based on the unique needs, interests, and concerns of different individuals. These tailored health messages can be highly effective in assisting individuals in understanding and responding to health concerns. In this volume, Matthew Kreuter, David Farrell, and their colleagues define the process of tailoring and describe its uses in health communication programs. They present a theoretical and public health rationale for tailoring and support their position with empirical evidence. They also lay out the steps involved in creating and delivering tailored health communication programs, which can then be applied in practice. Practitioners, researchers, and students in health communication, health psychology, public health, and related areas will find this book to be a vital and invaluable resource for improving communication about health issues.

This important collection presents a comparative synthesis of what works and what does not in mass media health campaigns. High priority is given to coverage of substance abuse prevention campaigns, but programmes on AIDS, smoking, teenage pregnancy, heart disease, Alzheimer's Disease and vehicle seat belt use are also reviewed. Designing Health Communication Campaigns deepens our understanding of how to design, implement and evaluate mass media campaigns by highlighting the contributions of media experts who add a human element to the various campaign experiences they describe.

The Institute of Medicine's Roundtable on Population Health Improvement brings together individuals and organizations that represent different sectors in a dialogue about what is needed to improve population health. On September 22, 2014, the roundtable held a workshop to discuss some of the science of health communication, audiences, and messaging, and to explore what it will take to generate widespread awareness, acceptance, and action to improve health, including through the entertainment media, the news media, and social media. This report summarizes the presentations and discussion of the workshop.

Leaflets, information sheets and written materials designed to influence people′s health-related behaviours often fail to achieve their aims. To improve such written materials we need to understand: (i) how people read and process information, (ii) how to design persuasive messages, (iii) how to make written text easy to use and (iv) how to change behaviour. Writing for Health Communication: An Evidence-Based Guide for Professionals is a practical guide to producing effective written materials. The book presents easy-to-understand, evidence-based guidance on providing information, presenting persuasive messages and promoting behaviour change. Topics include: - Message framing, - Use of fear appeals, - Tailoring messages, - Using graphics, - Behaviour change Each chapter is illustrated with examples - including both good and bad practice and covering a range of health topics. For students and professionals in healthcare, health psychology, health education and promotion, and public health, Writing for Health Communication: An Evidence-Based Guide for Professionals is an invaluable guide to best practice.

Vaccinate children against deadly pneumococcal disease, or pay for cardiac patients to undergo lifesaving surgery? Cover the costs of dialysis for kidney patients, or channel the money toward preventing the conditions that lead to renal failure in the first place? Policymakers dealing with the realities of limited health care budgets face tough decisions like these regularly. And for many individuals, their personal health care choices are equally stark: paying for medical treatment could push them into poverty. Many low- and middle-income countries now aspire to universal health coverage, where governments ensure that all people have access to the quality health services they need without risk of impoverishment. But for universal health coverage to become reality, the health services offered must be consistent with the funds available—and this implies tough everyday choices for policymakers that could be the difference between life and death for those affected by any given condition or disease. The situation is particularly acute in low- and middle income countries where public spending on health is on the rise but still extremely low, and where demand for expanded services is growing rapidly. What’s In, What’s Out: Designing Benefits for Universal Health Coverage argues that the creation of an explicit health benefits plan—a defined list of services that are and are not available—is an essential element in creating a sustainable system of universal health coverage. With contributions from leading health economists and policy experts, the book considers the many dimensions of governance, institutions, methods, political economy, and ethics that are needed to decide what’s in and what’s out in a way that is fair, evidence-based, and sustainable over time.