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