RCRG members involved: Jeff Niederdeppe & Chris Clarke

Description: The field of population health focuses on (1) multiple determinants of health, including medical care, individual behavior, and (in particular) social determinants of health (SDH) and (2) health disparities between population groups.  The goal of this research is to develop and test messages that raise public awareness of and concern about SDH and health disparities. Ultimately, we aim to support efforts to mobilize action toward community health by identifying a series of messaging best practices and disseminating a message design “toolkit” for use in local communities.  Different messaging strategies may be needed for different stakeholders, which include both the general public and policymakers (in health and non-health sectors).   In particular, personal stories and evocative visual imagery may be uniquely influential.  However, characteristics of effective narrative and visual strategies have not yet been identified.

To identify specific message strategies that hold the greatest promise for mobilizing action toward community health, this project will use focus groups, in-depth interviews, and message testing studies.  Interview questions and messages for the testing studies will be developed based on results obtained in the focus groups.