Building a Better Message: The 10 Variables That Really Matter (The Reason)
Galen Cole, PhD, MPH, LPC
Centers for Disease Control and Prevention, Atlanta, GA
Dr. Cole provides the background and purpose of the Message Development Tool (MDT) and describes the
results of the expert panel meeting that assisted in the tool’s design. CDC’s Division of Cancer Prevention
and Control created the Web-based MDT to enable health communicators to systematically and scientifically
develop and validate effective health messages. Message mapping is a proven communication tool to deliver
complex information in an easy-to-understand format for emergency and risk communication situations;
however, such a tool does not currently exist for chronic disease messages.
2. BACKGROUND METHODS AND RESULTS CONCLUSIONS IMPLICATIONS FOR PRACTICE Division of Cancer Prevention and Control Objectives: • Recognize the10 variables that are significant predictors for stated intentions and behavior • Understand how these 10 variables can be applied to develop and defend more effective messages • Describe the objectives, design process, and features of the CDC DCPC “Message Development Tool”
3. Division of Cancer Prevention and Control BACKGROUND METHODS AND RESULTS CONCLUSIONS IMPLICATIONS FOR PRACTICE Communication Across the Cancer Control Continuum
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5. BACKGROUND METHODS AND RESULTS CONCLUSIONS IMPLICATIONS FOR PRACTICE Division of Cancer Prevention and Control CDC Message Communication Tools Message Mapping Tool (Vince Covello model)) CDCynergy (CDC, 1999-2008)
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7. BACKGROUND METHODS AND RESULTS CONCLUSIONS IMPLICATIONS FOR PRACTICE Division of Cancer Prevention and Control CDC DCPC’s Concept “Message Development Tool (MDT) “ A web-based tool that enables health communicators to systematically and scientifically formulate, validate and defend effective health messages. MessageWorks
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11. Division of Cancer Prevention and Control CDC DCPC and ORISE used an evidence-based and expert-recommended guided approach to create the Message Development Tool. The experts will continue to be involved in prototype testing and tool dissemination by serving as mentors for new users. METHODS AND RESULTS BACKGROUND CONCLUSIONS IMPLICATIONS FOR PRACTICE
17. LESSON LEARNED The new tool will have a adaptable because THIS… IMPLICATIONS FOR PRACTICE METHODS AND RESULTS CONCLUSIONS BACKGROUND
18. Turned into this. IMPLICATIONS FOR PRACTICE METHODS AND RESULTS CONCLUSIONS BACKGROUND
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Hinweis der Redaktion
Need to remember that “Message Development Tool” will not be the name… in fact, after the User Testing we realize it’s a poor name. THE TEN VARIABLES ARE: 1. Age 2. Gender 3. Race 4. Regulatory Focus 5. Health Goal 6. Gain/Loss Framing 7. Physical vs. Social Consequences 8. Emotion 9. Referencing 10. Vividness
Communication is central to effective cancer control across all phases of the carcinogenesis process, from primary prevention to survivorship With this in mind, THE DCPC we have placed a great emphasis on improving both our short and long lead communication interventions and science
Tools that I have helped developed to address some of these problems include CDCynergy and the CDCynergy Message Mapping Guide My experience with these e-tools has left me with a strong bias toward using
Decision support tools lend themselves to addressing these problems. That is, they are:
(EI: refer to the tool name as temporary for now.) Theoretical Background and research questions/hypothesis: The Centers for Disease Control and Prevention's (CDC) Division of Cancer Prevention and Control (DCPC) has created a tool to enable health communicators to systematically and scientifically formulate and validate effective health messages.
DCPC has several DSS tools under development: MessageWorks (the focus of our presentation), SocialWorks (A social media strategy tool – released Feb 2012), WhatWorks (a DSS for evaluating communication activities and campaigns – released December 2012), CDCynergy Message Mapping (completed and in distribution), and MessageFocusing (under developmentment).
Methods and Results (informing the conceptual analysis): The web-based Message Development Tool (MDT) was created using an innovative and collaborative design process which included review of the literature, identification of an empirical model on which to base the tool, validation and design input from an expert panel, and prototype design and user testing.
Methods and Results (informing the conceptual analysis): To create the MDT, CDC DCPC and the Oak Ridge Institute for Science and Education (ORISE) conducted a literature review that resulted in identifying an empirical model for assessing message effectiveness based on key message variables. The model developed by Keller and Lehmann (2008) provides 10 variables that are significant predictors for stated intentions and behavior. The model has been validated through its application to the CDC Verb campaign (2004-2006).
Conclusions: CDC DCPC and ORISE used an evidence-based and expert-recommended guided approach to create the Message Development Tool. A prototype is being created based on the identified model, expert input, and concept testing results. The experts will continue to be involved in prototype testing and tool dissemination by serving as mentors for new users. The model on which the tool is based and a demonstration of the MDT will be presented during this Panel discussion.
Methods and Results (informing the conceptual analysis)(continued): Expert panels have shown to be an effective means of translating research into practice and of improving programmatic operations and outcomes in the fields of medicine and public health. Following identification of an empirical model, CDC DCPC and ORISE convened a panel of health communications experts to validate use of the algorithm, inform tool content, usability, dissemination and management, and gain early buy-in from partners in the field of health communication. The fifteen panelists represented private, academic, and governmental sectors and had extensive experience with message development, health and social marketing, and health communications campaigns. A facilitator lead the group through a series of questions aimed at creating or refining elements of the MDT. Data from the panelists was collected electronically using Group System's ThinkTank® Software, a format that made it possible for each participant to answer each question and react to others input in real time. Panelists prioritized responses to ensure that the MDT incorporated elements considered most critical by experts.
Methods and Results (informing the conceptual analysis)(continued):
Implications for research and/or practice: Health communication best practice stresses the importance of basing message development on formative research. The literature has identified essential variables of a health message. However, in real-world practice, where time is limited and approval channels can run deep, research and constructs are often lost. It is anticipated that the MDT will assist federal, state and local health communicators to create and defend better messages by using key variables tailored to their health problem and target audience. The experts will continue to be involved in prototype testing and tool dissemination by serving as mentors for new users. CDC hopes that the MDT will also contribute to research on effective message development. MDT administrators will carefully monitor the community forum for required updates to the Keller and Lehmann model and to the MDT algorithm.
This slide is to illustrate why we are making the tools adaptable r
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