"How do you design an effective message for a health campaign? Designing Health Messages explores this question from both theoretical and practical perspectives. The contributors, all well known for cutting-edge research in their field, demonstrate the necessity of basing message design decisions on appropriate theories of human behavior and communication effectiveness by synthesizing and integrating knowledge and insights from communication and health behavior change. 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. A much-needed book, Designing Health Messages is an indispensable resource and an essential aid for professors, students, and professionals in communication, specifically mass communication, and public health."--BOOK JACKET.