Health Communication Program Checklist
CDC, National Institute for Occupational Safety and Health

Office of Health Communications
Stages of Program
Program Components
Population Channels Message Barriers
Data Collection:

1. Review literature regarding the risk, behaviors, and characteristics of the population.

2. Conduct qualitative research: focus groups, intercepts, or in-depth interviews.

3. Conduct a representative baseline survey.
  • Identified knowledge, attitudes, and practices (KAPs) associated with the risk.
  • Identified social networks, social influences, and normative behaviors.
  • Identified structural or environmental variables associated with the risk and/or risky behaviors.
    		•
  • Identified channels for reaching the at-risk population: direct mail, paid media, earned media, spokesperson, lay professionals, field workers, other outreach.
  • Identified any countervailing channels contributing to the risky behavior.
    		•
  • Reviewed message strategies that have been effective with the specific risk and/or population.
  • Identified population-specific language associated with the threat or hazard (e.g., slang and catchphrases).
  • Identified sources the audience finds credible and trustworthy and that promote identification.
    		•
  • Evaluated the reliability and validity of the baseline research.
  • Identified population variables, behaviors, or risk factors characterized by uncertainty. 
    		•
    Setting Objectives:

    4. Develop a "change model."

    5. Set measurable objectives
    and define "success."

    6. Set a timetable for the program.

    7. Develop materials and strategies.
  • Segmented population into specific audiences using KAPs, social influence factors, demographics, channel availability, geographic considerations, barriers, and relative risk.
  • Determined intended audience(s) for the program.
    		•
    • Developed a cost-effective channel strategy for disseminating the message with maximum reach and frequency.
    • Made necessary contacts with channel "gatekeepers," organization liaisons, reporters, station-owners, etc.
  • Designed messages to be attention-getting, comprehensible, and persuasive or informative.
  • Developed message strategy that works synergistically, so that the information or appeal in one message builds on or reinforces the information in another.
  • Developed message materials for various channels, e.g., print or radio. 
    		•
  • Identified factors that might prevent audience from performing the recommended behaviors.
  • Identified the resources that the program should have given the objectives.
  • Identified staff required given the program strategies.
    		•
    Implementation:

    8. Pretest materials and strategies.

    9. Launch program.

    10. Make changes based on feedback.
  • Evaluated the accuracy and utility of the intended audience.
    		•
  • Pretested channels for reach an frequency.
  • Evaluated channel strategy and made necessary changes.
  • Established a channel for audience(s) members seeking information.
    		•
  • Pretested message materials checking for intended and unintended effects.
  • Based on pretesting, evaluated message materials and made appropriate changes.
    		•
  • Evaluated whether the barriers to the recommended behavior have been correctly identified.
  • Evaluated the sufficiency of program resources given the objectives.
  • Evaluated whether program staff is sufficient. 
    		•
    Assess Effects and Feedback:

    11. Conduct survey for a summative evaluation of campaign.

    12. Analyze results to determine the success of the program.

    13. Disseminate results.

    		 Was the intended audience clearly defined and understood?

    Was it the appropriate audience?

    		 Were the channels effective at reaching the target audience?

    Are there other channels that might work better?

    		 Did the message(s) have the intended effect?

    How might they be made more effective?

    		 Did the program have the necessary components to make the recommended change possible?

    What might have prevented the audience from making the change, or making more of a change in behavior?
     

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