Health behavior theories are used to understand and explain why people make the choices they do about their health. These theories can also be used to develop and implement effective communication strategies to promote healthy behaviors.

COVID-19 Booster Communications

Health communication campaigns about the COVID-19 booster vaccine often use elements of the Health Belief Model (HBM). The HBM is a theory that suggests that people are more likely to take action to protect their health if they believe that they are susceptible to a disease, that the disease is severe, that the benefits of taking action outweigh the costs, and that they are capable of taking action.

For example, a COVID-19 booster communication might:

• Demonstrate susceptibility: Use data and statistics to show that people who are not boosted are more likely to get sick and be hospitalized from COVID-19.
• Convey severity: Highlight the serious health risks of COVID-19, such as hospitalization, death, and long-term health problems.
• Emphasize benefits: Highlight the benefits of getting boosted, such as reducing the risk of getting sick, being hospitalized, and dying from COVID-19.
• Address barriers: Address common barriers to getting boosted, such as lack of time, transportation, or access to a healthcare provider.

Opioid Crisis Communications

Health communication campaigns about the opioid crisis often use elements of the Transtheoretical Model (TTM). The TTM is a theory that suggests that people go through six stages of change when trying to change their behavior: precontemplation, contemplation, preparation, action, maintenance, and termination.

For example, an opioid crisis communication might:

• Increase awareness and knowledge: Target people in the precontemplation stage by educating them about the dangers of opioids and the signs and symptoms of addiction.
• Help people to make a plan for change: Target people in the contemplation stage by helping them to develop a plan for how they will quit using opioids.
• Provide support and resources: Target people in the preparation and action stages by providing them with support and resources to help them quit using opioids and stay sober.
• Help people to prevent relapse: Target people in the maintenance stage by helping them to develop strategies to prevent relapse.

Conclusion

Health behavior theories can be used to develop and implement effective communication strategies to promote healthy behaviors. By understanding the different stages of change that people go through when trying to change their behavior, health communicators can tailor their messages to reach people where they are and help them to move towards healthier behaviors.

Additional Thoughts

In addition to the HBM and TTM, other health behavior theories that can be used to develop and implement effective communication strategies include:

• Social Cognitive Theory: This theory suggests that people are more likely to adopt healthy behaviors if they see others doing them and if they believe that they are capable of performing the desired behavior.
• Integrative Model of Behavioral Prediction and Change: This model combines elements of several different health behavior theories to provide a comprehensive framework for understanding and changing health behaviors.

Health communicators can also use a variety of communication tools and techniques to promote healthy behaviors. These tools and techniques include:

• Framing: This involves presenting information in a way that influences how people think about an issue.
• Priming: This involves activating certain thoughts or associations in people’s minds before they are exposed to a health message.
• Tailoring: This involves tailoring messages to the specific needs and interests of the target audience.

By using health behavior theories and communication tools and techniques, health communicators can develop and implement effective communication strategies to promote healthy behaviors and improve public health.