Includes bibliographical references and index.

Contents: Theory-driven approaches to health message design: Motivation to attend to health messages: Presentation of content and linguistic consideration -- Encouraging risk reduction: A decision-making approach to message design -- Moving people to behavior change: A staged social cognitive approach to message design -- Fear appeal in health promotion campaigns: Too much, too little, or just right? -- Thinking positively: Using positive affect when designing health messages -- Designing messages for behavioral inoculation -- Reaching young audiences: Development consideration in designing health messages -- Fishing for success: Using the persuasive health message framework to generate effective campaign messages -- Audience-centered strategies for health message design: Using research to inform campaign development and message design: Examples from the "America responds to AIDS" campaign -- Choosing audience segmentation strategies and methods for health communication -- The gatekeeping process: The right combinations to unlock the gates -- Use of database marketing and consumer-based health communication in message design: An example from the office of cancer communications "5 a day for better health" program -- Combining theory and practice: Additional considerations: Supplementing health campaign messages: Recent developments in informing patients about their prescription drugs -- Enabling health: Policy and administrative practices at a crossroads.