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Once a community has decided to adopt a program to address a health issue, the community needs to communicate and market the program and its intent to invite participation in changing behavior. Like any product or service, messaging, advertising, and marketing are needed to reach the target audience and promote the program. Agencies and communities may want to communicate specific health messages to create general awareness or change a specific behavior, such as making people aware of the importance of getting a vaccine to prevent contracting a disease like COVID-19 or encouraging them to go get their annual flu vaccine.
Health communication is the study and practice of using communication strategies to inform and influence individual and community decisions to change health behavior and enhance well-being (Society for Health Communication, n.d.). The primary goals of health communication are to improve health literacy, influence health behaviors, promote public health policies and practices, and generate or increase awareness of health issues and interventions.
Health messages within the practice of health communication are carefully crafted messages designed to inform, influence, and motivate individuals or communities so that they can adopt healthier behaviors. Health messages also increase awareness of health hazards and emergencies like infectious disease outbreaks, fires, floods, and hurricanes. These messages can be delivered through various methods, such as public health campaigns, which can include channels like social media, television, radio, and billboards. Public health campaigns aim to reach large audiences within a specific time with a specific health message using a variety of communication activities across different channels. One goal listed in Healthy People 2030 is to improve health communication, with objectives related to increasing the health literacy of the population and increasing the proportion of adults who talk to their family and friends about their health (Healthy People 2030, n.d.).
Poorly crafted health communications and messages can have several detrimental effects on public and community health. If messages are not clear or accurate, they can spread misinformation, leading to confusion about health practices and guidelines (Calanan et al., 2023). Complex or jargon-filled messages can be misunderstood, causing individuals to take inappropriate actions or ignore important health advice. Inconsistent or unclear communication can erode public trust in health authorities and institutions (CommunicateHealth, 2023). Poor communication can exacerbate health inequities, particularly among populations with lower health literacy or limited access to information. Ineffective communication can create barriers to accessing health services, especially for marginalized communities (Bauder et al., 2023). Miscommunication can lead to the misuse of health care resources, such as unnecessary hospital visits or incorrect use of medical supplies. Ensuring that health communications are well crafted, clear, and culturally sensitive is essential for promoting public health, building trust, and achieving better health outcomes.
Health messages encourage behavior change in many ways. Raising awareness through health messages about specific health issues or behaviors is one way. This example of health information would be adapted to specific audiences, and, depending upon what the audience needs to hear and how that audience needs to be reached, the information would be communicated using different channels, such as a poster at the local university or a flyer at the local health department, or even made into a video for television or a script for a radio broadcast or podcast. Adaptations can be related to the health literacy levels, cultural norms, knowledge, attitudes, and beliefs of the target audience. For example, campaigns about the dangers of smoking highlight the risks associated with tobacco use.
This is a sample campaign to market a program to encourage people to quit smoking. This is an American Lung Association program. The italicized indicators throughout the message are intended to highlight for the student the elements needed to build a strong message campaign.
IN CONTEXT
Say No to Tobacco
Did You Know?
Tobacco use is one of the leading causes of preventable death worldwide. Smoking and other forms of tobacco use can lead to serious health problems, including lung cancer (smoking is responsible for 85% of cases); heart disease (tobacco use increases the risk for heart disease and stroke); respiratory issues (smoking damages the airways and lungs, leading to chronic pulmonary disease [COPD]); and addiction, as nicotine in tobacco is highly addictive, making it difficult to quit once you start. [Message on how tobacco affects health]
Why Quit?
To improve your health. Quitting smoking can significantly reduce your risk of developing tobacco-related diseases.
To save money. Tobacco products are expensive; quitting can save you a substantial amount of money.
To protect loved ones. Secondhand smoke is harmful to those around you, especially children and pets.
To enhance your quality of life. Nonsmokers often experience better overall health, increased energy levels, and an improved sense of taste and smell. [Belief/attitude about why quitting matters to your health]
Take Action Today!
Seek support and talk to your health care provider about resources to help you quit, such as counseling, medications, and support groups.
Stay informed by educating yourself about the risks of tobacco use and the benefits of quitting.
Make a plan to set a quit date, and develop a plan to manage cravings and triggers.
It’s not too late to quit. Every step you take toward quitting is a step toward a healthier, happier life. [Behavior change]
Changing attitudes and beliefs is another effective use of a health message to change behaviors. Effective health messages can shift people’s attitudes and beliefs, as demonstrated in the tobacco campaign example above. Messaging about the dangerous health effects of tobacco use is a health message for people who use tobacco (the target audience). They may know that smoking is dangerous for their health but believe they cannot quit because they are addicted to nicotine. However, the tobacco message campaign example suggests that if they quit smoking, their health will improve considerably. The “Take Action Today” is a call to action for behavior change.
In April 2021, the Centers for Disease Control and Prevention (CDC) declared that racism is a “serious public health threat that directly affects the well-being of millions of Americans, and, as a result, affects the health of our entire nation. CDC has long recognized that racism is the root cause of many health disparities” (CDC, 2024). Another example of a health message to change attitudes is an anti-racism campaign that is designed to raise awareness about the impact of racism on health and to promote behaviors and policies that support health equity.
These messages aim to educate the public, health care providers, and policymakers about the ways in which racism affects health outcomes. A well-crafted anti-racism health message would contain educational content with factual information about the health impacts of racism, such as stress-related illnesses and disparities in health care access. The message can educate the public on the serious consequences of racism. Historical context about systemic racism is also needed. This helps people understand how past injustices continue to affect present-day health outcomes.
IN CONTEXT
Equity in Care: Addressing Implicit Bias in Maternal Health
The objective of this campaign is to educate OB-GYN physicians [target audience] about the harmful effects of implicit bias in treating Black pregnant women and to change their attitudes and beliefs about racial differences in their patients, which would ultimately reduce morbidity and mortality rates.
Key Messages of the Campaign
Physicians need to understand implicit bias. The messages should define implicit bias and explain how it can unconsciously influence medical decisions and patient interactions. The messages should encourage a commitment to equitable care for all patients, regardless of race.
Communication Channels
Workshops and seminars can be used to communicate these messages. Virtual workshops can be organized to educate physicians about implicit bias and its impact on maternal health. Educational materials like brochures, posters, and infographics can be produced and distributed in hospitals and clinics. Various social media platforms can be used, newsletters can be sent via email, and a dedicated website to share information and resources can be created. Peer group discussions can be facilitated for physicians to share experiences and strategies. Patient testimonials from Black women who have experienced implicit bias in maternal care can humanize the issue.
Campaign Activities
Implicit bias training on recognizing and addressing implicit bias can be conducted for all OB-GYN physicians. Data sharing through presentations on racial disparities in maternal health outcomes can be an activity that highlights the urgency of the issue. Other possible activities might include role-playing scenarios, patient feedback system development and monitoring, and offering ongoing education and resources to keep physicians informed of best practices.
Other communication channels include personal stories and testimonials in health messages, which can foster empathy by humanizing the experiences of those affected by any health topic like those we have discussed in this course. This can lead to a shift in attitudes as people begin to see the issue from a more personal and emotional perspective. A strong message can debunk myths and stereotypes about different groups (e.g., racial groups or those who vaccinate vs. those who do not), replacing them with accurate and respectful information. Clear calls to action that provide specific actions that individuals can take, such as supporting anti-racism policies, participating in community initiatives, or educating themselves further, can empower people to contribute to change. Transparency and honesty in health messages about the challenges and acknowledging the ongoing nature of the fight against any health topic like those we have discussed in this course can build trust with the audience. Tailoring messages that are culturally sensitive and resonate with diverse audiences ensures that the message is relevant and respectful, increasing the effectiveness of the message.
The following are examples of personalizing health messages to improve attitudes toward and understanding of groups.
IN CONTEXT
RISE (Racism Still Exists) Campaign
The RISE campaign in New York City used outdoor advertising to highlight the persistence of racism in the United States. This “countermarketing” campaign (use of commercial marketing tactics to reduce the demand for an unhealthy product, message, or service) displayed stark facts about racism’s ongoing impact on public health, aiming to raise awareness and provoke thought among the general public.
IN CONTEXT
COVID-19 Messaging by Physicians
During the COVID-19 pandemic, clear and accurate messages delivered by trusted medical professionals significantly improved knowledge and preventive behaviors across racial lines. This approach demonstrated the power of trusted voices in conveying important health information and addressing racial inequities in health care (Newsome, 2022).
Health communication experts lead projects that help stop harmful behaviors and encourage good ones in at-risk communities. Making a successful campaign isn’t just about spreading awareness. These projects are carefully planned to make sure that they effectively tackle the health problems they aim to solve. Ingredients for a successful campaign are like those explored in preplanning a community program. These ingredients are reflected in an ecological model like the socio-ecological model discussed earlier. This model considers not just physical health but also social and cultural factors. The levels to explore for strategically planning a health communication plan include family and community relationships; living and working conditions; and broader local, state, national, and global factors. Effective health communication strategies are crucial for promoting well-being and the quality of life in public and community health. Some strategies to craft effective health messages are included in the following table (Rural Health Information Hub, 2023).
| Strategy Type | Description |
|---|---|
| Audience-centered | Understand the demographics, cultural background, and health literacy levels of the target audience. Develop messages that resonate with the values, beliefs, and language of the audience. |
| Use of multiple channels | Utilize traditional media like radio, television, newspapers, and brochures and digital media like social media, websites, and mobile apps to engage tech-savvy populations. |
| Health literacy and clear messaging | Use plain language and avoid medical jargon to ensure that messages are easily understood. Use infographics or videos to enhance these. |
| Community engagement | Collaborate with local organizations, community leaders, and influencers to build trust and credibility. |
| Education and feedback | Test messages and materials with a sample of the target audience before full-scale implementation. Adjust them based on feedback. |
Much like the early stages of preplanning for a community program, there are several preplanning steps to undertake in the early stages of planning an audience-centered message campaign. The first step is identifying the target audience and whom the campaign is trying to reach. Exploring demographics, behaviors, culture, needs, and preferences is prioritized. The next step is to gather information through research about the knowledge, attitudes, behaviors, and cultural or social factors that may influence behavior. Defining objectives and goals that are measurable and specific helps clarify what the campaign is meant to achieve. Then, it is important to create clear, concise, and compelling messages that resonate with the target audience, ensuring that they are culturally sensitive and relevant. Here is an example of a well-crafted health message using the audience-centered strategy.
IN CONTEXT
Protect Your Family, Protect Your Community: Get Vaccinated Today!
Dear community members,
We understand that making healthy decisions for your family is important and sometimes challenging. That’s why we want to provide you with clear, accurate information about the benefits of vaccination.
Why Vaccinate?
Protect your loved ones: Vaccines help protect your family from serious diseases like measles, flu, and COVID-19.
Community immunity: When more people are vaccinated, it helps protect those who can’t get vaccinated, such as newborns and those with certain medical conditions.
Safe and effective: Vaccines undergo rigorous testing to ensure that they are safe and effective for everyone.
What You Need to Know
Free and accessible: Vaccines are available at no cost at local health clinics, pharmacies, and community centers.
Convenient locations: Find a vaccination site near you by visiting our website or calling our hotline.
Support available: If you have questions or concerns, our health care professionals are here to help. We offer information in multiple languages to ensure that everyone can understand.
Your health, your choice. We respect your right to make informed health decisions. Please contact us if you need more information or support. Together, we can keep our community healthy and strong.
For more details, visit [our website] or call [hotline number].
Stay safe and healthy!
This message is tailored to address the community’s needs and concerns, using clear, simple language and providing actionable information. It also emphasizes respect for individual choices and offers support, which helps build trust and engagement.
How do you know that the message is crafted to the correct health literacy level? Using the readability formula can help. This is a tool that calculates readability based on syllable count and sentence length. The syllable count for a lower literacy level should be no more than four syllables, and even then, this should be only for a few words out of the total message word count. Also, keeping sentences short is important (8–10 words ideally, as they are more digestible this way). Limit paragraphs to three to five sentences to avoid overwhelming the reader. Using clear and concrete examples to illustrate points, which can help make the message more relatable and easier to understand, is crucial to adapting to the correct literacy level.
By following these guidelines, health messages can be created that are more accessible to individuals with varying levels of literacy. Ensuring that health communications are well crafted, clear, and culturally sensitive is essential for promoting public health, building trust, and achieving better health outcomes.
Source: THIS TUTORIAL WAS AUTHORED BY SOPHIA LEARNING. PLEASE SEE OUR TERMS OF USE.
Disclaimer: The use of any CDC and United States government materials, including any links to the materials on the CDC or government websites, does not imply endorsement by the CDC or the United States government of us, our company, product, facility, service, or enterprise.
REFERENCES
Bauder, L., Giangobbe, K., & Asgary, R. (2023). Barriers and gaps in effective health communication at both public health and healthcare delivery levels during epidemics and pandemics; systematic review. Disaster Medicine and Public Health Preparedness, 17, e395. doi.org/10.1017/dmp.2023.61
Calanan, R. M., Bonds, M. E., Bedrosian, S. R., Laird, S. K., Satter, D., & Penman-Aguilar, A. (2023). CDC’s guiding principles to promote an equity-centered approach to public health communication. Preventing Chronic Disease, 20, E57. doi.org/10.5888/pcd20.230061
Centers for Disease Control and Prevention. (2024, June 20). Racism and health. www.cdc.gov/minority-health/racism-health/index.html
CommunicateHealth, Inc. (2023, March 9). A framework for equity-centered health communication. communicatehealth.com/wp-content/uploads/ch-echc-framework.pdf
Healthy People 2030. (n.d.). Health communication. U.S. Department of Health and Human Services. health.gov/healthypeople/objectives-and-data/browse-objectives/health-communication
Newsome, M. (2022, October 3). Taking steps toward anti-racist health care. Harvard Public Health. harvardpublichealth.org/policy-practice/taking-steps-toward-anti-racist-healthcare/
Rural Health Information Hub. (2023). Health communication. www.ruralhealthinfo.org/toolkits/health-promotion/2/strategies/health-communication
Society for Health Communication. (n.d.). Health communication. www.societyforhealthcommunication.org/health-communication
