Effective Health Message Design

The America Responds to Aids Campaign

Bibliographic Data

ID3758133
AuthorsScott C Ratzan (0000-0001-5118-4506, Emerson College), J Gregory Payne (Emerson College), Holly A Massett (University of Maryland)
Year1994
Volume38
Issue2
Pages294-309
Publication date1994-11-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueAmerican Behavioral Scientist (JOURNAL)
Journal identifiersISSN: 0002-7642 • E-ISSN: 1552-3381
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.1177/0002764294038002010
OpenAlexW2117707344
LanguageEN
Citations received6
References cited15

The greatest health communication challenge of the 20th century-preventing the spread of HIV and curtailing the AIDS epidemic-threatens the health of citizens for the next century despite governmental efforts to limit the spread of the deadly disease. The authors analyze a governmental media campaign, the America Responds to AIDS campaign waged by the U.S. Centers for Disease Control and Prevention, outlining strengths and shortcomings of the effort. This article applies the workable integrative negotiation (WIN[UNKNOWN]) principles of COAST[UNKNOWN] (communication, options, alternatives, standards, and trust) in a descriptive analysis of a specific national marketing communication effort by the government. The authors concur on the necessity of a comprehensive approach of individually adapting health care messages to advance the overall quality of media campaigns and the health of America in general

Business · Government (linguistics · Health care · Health communication · Negotiation · Political science · Public relations · Law · Media Studies and Communication · Public Relations and Crisis Communication · Risk Perception and Management

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