Strategic communication campaigns

Abstract

One of the best ways to promote good health in society is through the use of communication campaigns to inform and educate the public about healthy habits and good health care. Although the importance of mass communication in promoting health is widely acknowledged, creating effective communication campaigns can be a complex process. Health messages have a variety of characteristics that differentiate them from other types of mediated messages. Among these are the sensitivity of health issues, the fear that some health messages evoke, the attendant feelings of resistance to some health messages, and the complex nature of many health problems. Many health messages focus on sensitive and personal issues such as sexually transmitted diseases, substance abuse and addiction, abortion, and mental illness. Because these subjects are difficult and emotional for many audience members, they can be especially challenging to develop effective communication campaigns to check.