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WHAT STARTS HERE CHANGES THE WORLD Center for Health Communication @UTHEALTHCOMM Moody College of Communication Beyond Clear and Simple: Integrating Patient Perspectives to Design Persuasive Messages that Promote Behavior Change Michael Mackert, Ph.D. Deputy Director, UT Center for Health Communication Associate Professor, UT Stan Richards School of Advertising & Public Relations Adjunct Professor, UTHealth School of Public Health
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Page 1: Beyond Clear and Simple - bumc.bu.edu€¦ · Associate Professor, UT Stan Richards School of Advertising & Public Relations Adjunct Professor, UTHealthSchool of Public Health. WHAT

WHAT STARTS HERE CHANGES THE WORLD

Center for Health Communication @UTHEALTHCOMMMoody College of Communication

Beyond Clear and Simple:Integrating Patient Perspectives to Design Persuasive 

Messages that Promote Behavior Change

Michael Mackert, Ph.D.Deputy Director, UT Center for Health Communication

Associate Professor, UT Stan Richards School of Advertising & Public RelationsAdjunct Professor, UTHealth School of Public Health

Page 2: Beyond Clear and Simple - bumc.bu.edu€¦ · Associate Professor, UT Stan Richards School of Advertising & Public Relations Adjunct Professor, UTHealthSchool of Public Health. WHAT

WHAT STARTS HERE CHANGES THE WORLD

Center for Health Communication @UTHEALTHCOMMMoody College of Communication

Page 3: Beyond Clear and Simple - bumc.bu.edu€¦ · Associate Professor, UT Stan Richards School of Advertising & Public Relations Adjunct Professor, UTHealthSchool of Public Health. WHAT

WHAT STARTS HERE CHANGES THE WORLD

Center for Health Communication @UTHEALTHCOMMMoody College of Communication

We Want Behavior Change

Page 4: Beyond Clear and Simple - bumc.bu.edu€¦ · Associate Professor, UT Stan Richards School of Advertising & Public Relations Adjunct Professor, UTHealthSchool of Public Health. WHAT

WHAT STARTS HERE CHANGES THE WORLD

Center for Health Communication @UTHEALTHCOMMMoody College of Communication

Developing Effective Messages

• This isn’t always a linear process

• Think “organic”

ResearchInsight

Strategy Creative

Page 5: Beyond Clear and Simple - bumc.bu.edu€¦ · Associate Professor, UT Stan Richards School of Advertising & Public Relations Adjunct Professor, UTHealthSchool of Public Health. WHAT

WHAT STARTS HERE CHANGES THE WORLD

Center for Health Communication @UTHEALTHCOMMMoody College of Communication

Hand Hygiene

Page 6: Beyond Clear and Simple - bumc.bu.edu€¦ · Associate Professor, UT Stan Richards School of Advertising & Public Relations Adjunct Professor, UTHealthSchool of Public Health. WHAT

WHAT STARTS HERE CHANGES THE WORLD

Center for Health Communication @UTHEALTHCOMMMoody College of Communication

Hand Hygiene

Page 7: Beyond Clear and Simple - bumc.bu.edu€¦ · Associate Professor, UT Stan Richards School of Advertising & Public Relations Adjunct Professor, UTHealthSchool of Public Health. WHAT

WHAT STARTS HERE CHANGES THE WORLD

Center for Health Communication @UTHEALTHCOMMMoody College of Communication

Hand Hygiene

Page 8: Beyond Clear and Simple - bumc.bu.edu€¦ · Associate Professor, UT Stan Richards School of Advertising & Public Relations Adjunct Professor, UTHealthSchool of Public Health. WHAT

WHAT STARTS HERE CHANGES THE WORLD

Center for Health Communication @UTHEALTHCOMMMoody College of Communication

Folic Acid Promotion

Page 9: Beyond Clear and Simple - bumc.bu.edu€¦ · Associate Professor, UT Stan Richards School of Advertising & Public Relations Adjunct Professor, UTHealthSchool of Public Health. WHAT

WHAT STARTS HERE CHANGES THE WORLD

Center for Health Communication @UTHEALTHCOMMMoody College of Communication

Folic Acid Promotion

Page 10: Beyond Clear and Simple - bumc.bu.edu€¦ · Associate Professor, UT Stan Richards School of Advertising & Public Relations Adjunct Professor, UTHealthSchool of Public Health. WHAT

WHAT STARTS HERE CHANGES THE WORLD

Center for Health Communication @UTHEALTHCOMMMoody College of Communication

Folic Acid Promotion

Page 11: Beyond Clear and Simple - bumc.bu.edu€¦ · Associate Professor, UT Stan Richards School of Advertising & Public Relations Adjunct Professor, UTHealthSchool of Public Health. WHAT

WHAT STARTS HERE CHANGES THE WORLD

Center for Health Communication @UTHEALTHCOMMMoody College of Communication

Improving Maternal & Child Health

Page 12: Beyond Clear and Simple - bumc.bu.edu€¦ · Associate Professor, UT Stan Richards School of Advertising & Public Relations Adjunct Professor, UTHealthSchool of Public Health. WHAT

WHAT STARTS HERE CHANGES THE WORLD

Center for Health Communication @UTHEALTHCOMMMoody College of Communication

Improving Maternal & Child Health

Page 13: Beyond Clear and Simple - bumc.bu.edu€¦ · Associate Professor, UT Stan Richards School of Advertising & Public Relations Adjunct Professor, UTHealthSchool of Public Health. WHAT

WHAT STARTS HERE CHANGES THE WORLD

Center for Health Communication @UTHEALTHCOMMMoody College of Communication

MICHAEL MACKERT, PH.D.DEPUTY DIRECTOR, UT CENTER FOR HEALTH [email protected]

Improvisation guided by available material and personal interests and contacts.‐Paul Lazarsfeld, describing his research agenda


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