BEHAVIORAL SCIENCES - Universitatea de Medicină şi Farmacie

abuse prevention. Informed decision-making interventions are indicated in
situations when persuasion would be inappropriate, when an individual's
values must be taken into consideration to determine the optimal behavior
(e.g., prevention of sexual assault), and when society has been unable to
reach consensus about the optimal recommended behavior (e.g.,
prevention of teen pregnancy).
But indifferently of forms of communication interventions, they do
share some underlying principles of effectiveness:
The first and most important step in communication planning is to
gain as much insight as possible into the target audience. This is done
primarily by conducting original audience research (e.g., focus groups,
surveys), assessing the results of previous communication efforts, and
drawing from theories of communication and behavior change.
The strategies and tactics of a communication intervention will
differ depending on the stated objective (e.g., informed decision-making,
persuasion, policy change). A clear statement of objectives focuses and
enhances all other elements of the communication planning process.
A critical step in communication planning is to determine what
information has the greatest value in helping to achieve the stated
objective of the campaign. The ideal (albeit rare) scenario is when a single
powerful idea is sufficient to motivate and enable members of the target
audience to embrace the campaign's objective.
After the information with the greatest value has been identified,
communication planners must determine how to convey that information
simply and clearly, often, and by many trusted sources. Message repetition
is an important element of program success. Audiences tend to process
information incrementally over time. When the message is stated simply
and clearly, when it is repeated often enough, and when it is stated by
many trusted sources, audience members are more likely to learn and
embrace the message.
► Exercises and Discussions:
1. What is health and illness?
2. What are the factors which determine appearance of illness? Share
your oven experience.
3. What is lifestyle? Describe the elements of unhealthy life style.
4. What are the effects of alcohol consuming, of the drug abuse,
smoking, sedentary life, unhealthy nutrition? Analyze each of
them.
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