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A Field Guide toA Field Guide toA Field Guide toA Field Guide toA Field Guide to
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Population Communication Services
Johns Hopkins Bloomberg School of Public Health/Center for Communication Programs
ii A Field Guide to Designing a Health Communication Strategy
Suggested Citation:
O??Sullivan, G.A., Yonkler, J.A., Morgan, W., and Merritt, A.P. A Field Guide to Design-
ing a Health Communication Strategy, Baltimore, MD: Johns Hopkins Bloomberg
School of Public Health/Center for Communication Programs, March 2003.
Design:
Cecilia Snyder for American Institutes for Research/Prospect Center
This publication may be reproduced without permission provided that the mate-
rial is distributed free of charge and that the Johns Hopkins Bloomberg School of
Public Health/Center for Communication Programs is acknowledged. Opinions
expressed in this report are those of the authors and do not necessarily reflect the
views of the sponsoring agencies.
Prepared by American Institutes For Research/Prospect Center and Johns Hopkins
Bloomberg School of Public Health/Center for Communication Programs, with
primary support from the United States Agency for International Development
under the Population Communication Services Project (DPE??3052??A??00??0014??00).
iiiA Field Guide to Designing a Health Communication Strategy
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As the field of behavior change communication continues to evolve, there is an
ongoing need among policymakers, communication professionals, and program
staff for useful tools to help them apply their communication expertise in strategic
and innovative ways.
Since 1982, the Johns Hopkins University (JHU) Population Communication
Services (PCS) project has provided assistance worldwide to hundreds of national,
regional, and local organizations seeking to improve health outcomes for specific
audiences. JHU/PCS advocates creating a dynamic synergy between communica-
tion theory and practice to advance behavior changes in the areas of family
planning (FP), reproductive health, maternal/child health, human immunodefi-
ciency virus (HIV) acquired immunodeficiency syndrome (AIDS), and environmen-
tal health. The strategic communication process used by JHU/PCS can be extended
beyond the realm of health and can be applied to other issues relevant to devel-
oping countries, such as democracy and governance. Similarly, the behavior
change communication framework employed by JHU/PCS can be applied to
individual behavior change efforts or can be used to influence community and
social norms.
The purpose of this book is to share a set of steps and tools with those in the field
to help ensure that behavior change communication efforts are developed strate-
gically??with partic
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