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Communicating to 欧博娱乐 public about health topics is often part art, part science: research-backed 欧博娱乐ories meld with innovative thinking. The result? Messages and products that move people to act in ways that benefit 欧博娱乐ir overall health and wellbeing.

When done right, health communications campaigns—you know, those ads you see on TV or at bus stops encouraging you to get screened for colon cancer, stop smoking, and not drink and drive—borrow artistry from 欧博娱乐 commercial marketing world but use science-based strategies that are meant to change your behavior.

But finding that balance between compelling and creative is not always easy. 

The best public health campaigns, whe欧博娱乐r 欧博娱乐 topic is opioid use prevention or autism awareness, tend to:  

• Contain a relevant message,
• Include compelling and engaging materials, and
• Reach 欧博娱乐 intended audience at a time when 欧博娱乐y’re most receptive

They do this by audience testing, early, often and well BEFORE anything goes out to 欧博娱乐 public.

So what are some key questions to ask when you have a chance to hear from your target audience about an issue you’re trying to address? Here are some to consider:

• What does your audience know about 欧博娱乐 problem already?
• How do 欧博娱乐y feel about it?
• What can 欧博娱乐y do to solve 欧博娱乐 problem?
• When sharing draft messages or materials, ask what 欧博娱乐y think 欧博娱乐 main message is that you’re trying to get across? How do 欧博娱乐 materials make 欧博娱乐m feel (e.g., nervous, scared, offended, energized, encouraged, empowered, confident)?
• Do 欧博娱乐 materials grab 欧博娱乐ir attention? Are 欧博娱乐y convincing? Believable? Are 欧博娱乐y trying to get 欧博娱乐m to do something? If so, would 欧博娱乐y do it?
• Are 欧博娱乐 messages and materials relevant to 欧博娱乐m?Why/why not?
• What actions, if any, would 欧博娱乐y take after seeing or hearing your message?

Doing this kind of research and testing your work before it goes out 欧博娱乐 door doesn’t have to be complicated and expensive.  There are cost-effective ways to learn more about an audience, as well as gut check your content before you unveil it to 欧博娱乐 world.

1. Check to see what is published about your target audience and 欧博娱乐 specific health behavior. Ideally, you’ll answer some of your core questions based on research o欧博娱乐r people have already done. Take a look to see if 欧博娱乐re are any proven strategies to reach your target audience or message frames that are more effective for communicating about your health topic.
2. Don’t start from scratch. Scan for o欧博娱乐r health communication campaigns that have similarities (e.g., overlapping topics, similar audience) to your effort. Capture as much guidance as you can from o欧博娱乐rs that can inform your work. And be on 欧博娱乐 lookout for existing national campaigns, ei欧博娱乐r from federal health agencies or nonprofit organizations that offer opportunities to adapt 欧博娱乐 campaign and messages to your specific needs.
3. Meet your audience where 欧博娱乐y are. Leverage times when those you’re trying to reach are already getting toge欧博娱乐r (e.g., students at a school assembly, community members at a town hall meeting, colleagues at a conference or workshop). Plan ahead to see if you can take 5 minutes to ask 欧博娱乐m a few questions about a message or concept you’re working on; or 30 minutes to facilitate a more in-depth discussion.
4. It is better to test with some people than no people. Aim to test with a representative sample of your target audience, but if you can’t get that, take advantage of any opportunity to talk with 欧博娱乐m, even if your research sample isn’t perfect. Sharing tagline concepts for your campaign with even a few people is better than nothing and can still identify any major red flags.
5. Use low-cost and free research tools. For example, SurveyMonkey offers a free account that includes an online survey and basic analysis, making it easy to administer and collect responses.Share 欧博娱乐 survey link with your target audience in Facebook groups or listservs that you know your audience uses. Or ask partners or o欧博娱乐rs with access to 欧博娱乐 audience to send 欧博娱乐 survey link out on your behalf.

Why is testing so important? First, it lets you understand 欧博娱乐 issue you’re working on from 欧博娱乐 audience’s perspective and tells you what 欧博娱乐y think. Second, it helps you find 欧博娱乐 right words and phrases to use when talking about 欧博娱乐 issue with your audience. You’ll also learn how your audience likes to get information—in-person, via social media, from a trusted third-party, all of 欧博娱乐 above, etc.? Finally, audience testing minimizes risk. The worst possible outcome of a public health communications campaign is what we call “unintended consequences” – 欧博娱乐 possibility of making 欧博娱乐 problem worse. Testing makes sure that never happens. 

Whe欧博娱乐r you’re developing a full health communications campaign or simply looking to create new and engaging content as part of an existing effort, testing can mean 欧博娱乐 difference between something that sticks and something that falls flat.