Designing Health Messages

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.Dr. Maibach holds a BA in social psychology from University of California at San Diego (1980), an MPH in health promotion from San Diego State University (1983), and a PhD in communication research from Stanford University (1990).Dr. Maibach previously had the pleasure to serve as Associate Director of the National Cancer Institute, Worldwide Director of Social Marketing at Porter Novelli, and Chairman of the Board for Kidsave International. He has also held academic positions at George Washington University and Emory University.What students may not know about Dr. Maibach is that he helped plan a multi-billion dollar communication campaign for the Office of National Drug Control Policy in the late 1990s. 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 adaptation messages.

• PART ONE: THEORY-DRIVEN APPROACHES TO HEALTH MESSAGE DESIGNMotivation to Attend to Health Messages - Roxanne Louiselle ParrottPresentation of Content and Linguistic ConsiderationsEncouraging Risk Reduction - David R Holtgrave, Barbara J Tinsley and Linda S KayA Decision-Making Approach to Message DesignMoving People to Behavior Change - Edward W Maibach and David CottonA Staged Social Cognitive Approach to Message DesignFear Appeals in Health Promotion Campaigns - Jerold L Hale and James Price DillardToo Much, Too Little, or Just Right?Thinking Positively - Jennifer L MonahanUsing Positive Affect When Designing Health MessagesDesigning Messages for Behavioral Inoculation - Michael PfauReaching Young Audiences - Erica Weintraub AustinDevelopmental Considerations in Designing Health MessagesFishing for Success - Kim WitteUsing the Persuasive Health Message Framework to Generate Effective Campaign MessagesPART TWO: AUDIENCE-CENTERED STRATEGIES FOR HEALTH MESSAGE DESIGNUsing Research to Inform Campaign Development and Message Design - Glen J Nowak and Michael J SiskaExamples from the `American Responds to AIDS′ CampaignChoosing Audience Segmentation Strategies and Methods for Health Communication - Michael D SlaterThe Gatekeeping Process - John McGrathThe Right Combinations to Unlock the GatesUse of Database Marketing and Consumer-Based Health Communication in Message Design - R Craig Lefebvre et alAn Example From the Office of Cancer Communication′s `5 a Day for Better Health′ ProgramPART THREE: COMBINING THEORY AND PRACTICE: ADDITIONAL CONSIDERATIONSSupplementing Health Campaign Messages - Sharon Lee HammondRecent Developments in Informing Patients about Their Prescription DrugsEnabling Health - Roxanne Louiselle Parrott, Mary Louise Kahl and Edward W MaibachPolicy and Administrative Practices at a Crossroads