**Chapter Summaries**

Chapter 1: Introduction: Focused on Issues and Challenges in Global Health Communication

Over the years, social and behavior change (SBC) has accumulated a robust body of compel‐ ling evidence, consisting of both scientific research and documented success stories that demonstrate how the tools and approaches of SBC have effectively influenced behavior change in almost every area of public health, as well as related sectors. The many adoptions of creative products and services that have been developed within the field make it easy for policy makers and program implementers to see that art and creativity play an important role in SBC.

Chapter 2: Using Sensemaking Theory to Improve Risk Management and Risk Communica‐ tion: What Can We Learn?

This chapter introduces the topics of risk management and communication, as well as a model on the identification and mitigation of hazards using sensemaking theory to improve interpersonal communications and subsequent decision making. For risk communication to facilitate sensemaking, the authors advise distinctiveness, consistency, and consensus. Through the sensemaking process, individuals are expected to change behavior by taking responsibility and perceiving risks to identify and prevent accidents. In addition to intro‐ ducing the four components of sensemaking, this chapter reviews the five stages of the tra‐ ditional risk management cycle.

Chapter 3: Healthcare Message Design Toward Social Communication: Convergence Based on Philosophical and Theoretical Perspectives

This chapter presents the emerging concept Healthcare Message Design (HMD), which en‐ tails the use of interdisciplinary science to develop effective communication mechanisms

with the goal of improving health outcomes and facilitating the healing process. The authors illustrate HMD using a hybrid model made up of three phases: theoretical, fieldwork, and analytical. This chapter expands on the theoretical phase of the model and defines the four attributes of HDM, which include concepts (healthcare, design, and communication), an in‐ terdisciplinary approach, meanings and measurements, and working conditions.

hope these chapters are able to assist scholars in addressing health communication challeng‐

Haider, Muhiuddin (2005). Global Public Health Communication, Jones and Bartlett Pub‐

Obregon, Rafael and Waisbord, Silvio (2012). The Handbook of Global Health Communica‐

**Muhiuddin Haider**

Preface IX

University of Maryland College Park, MD, USA **Heather Nicole Platter** School of Public Health University of Maryland College Park, MD, USA **Bridget L. Higginbotham** Assistant to the Editor University of Maryland College Park, MD, USA

Clinical Professor in Global Health

Rogers, Everett M. (2003). Diffusion of Innovations (Fifth Edition), Free Press, New York Zimmerman, Rick S., DiClemente, Ralph J., Andrus, Jon K., and Hosein, Everold N. (2016).

es at the theoretical, methodological, and best practice levels.

Society for Public Health Education, Jossey-Bass, San Francisco

The Communication Initiative: www.comminit.org The Health Compass: www.thehealthcompass.org

For further reading

tion, Wiley-Blackwell , Meldon

lishers, Boston

Chapter 4: Social Marketing for Health: Theoretical and Conceptual Considerations

This chapter begins by introducing a set of benchmark criteria for social marketing interven‐ tions, which will allow users to utilize key concepts of social marketing to increase the im‐ pact of an intervention. Additionally, this chapter presents the Social Marketing Assessment and Response Tool (SMART), a social marketing planning model that encompasses seven phases to successfully plan a social marketing intervention. Further, this chapter explores the successful implementation of social marketing to (1) reduce risky driving behaviors among taxi drivers, (2) increase the use of helmets and safety masks among construction workers, (3) promote mammograms to women over 35, and (4) promote normal vaginal de‐ livery among pregnant mothers considering a cesarean section.

Chapter 5: Social Marketing and Health Communication: A Case Study at the Brazilian Fed‐ eral Senate

This chapter provides an overview of social marketing and internal marketing as powerful tools that institutions can use to achieve effective health communication. The utility of these marketing tools is highlighted with a case study on Pink October, the 2017 Brazilian Federal Senate month-long campaign for breast cancer. The campaign was brought together by an interdepartmental and interinstitutional partnership and utilizes social marketing and inter‐ nal marketing concepts to achieve social change. Since challenges remain regarding the as‐ sessment of effective social marketing programs, the authors evaluate the campaign through the use of focused interviews, analysis of media articles, and a literature review. The results of the evaluation include the strengths of the campaign as well as the challenges and con‐ cerns that will need to be improved upon in future years.

#### **Closing**

The chapters in this book challenge the approach and deepen the understanding of health communication under a holistic model where health systems and public health are connect‐ ed. The case studies used in the chapters provide an in-depth analysis of the complexities that exist in the health sector enterprise and the balance between health products, human behavior change, and social benefits.

Both theoretical and methodological analyses represent an enormous step forward in com‐ mercializing social awareness and social marketing fully in the field of health communica‐ tion implementation. Insights into the practice of social cognition theory are invaluable for any serious reader of behavioral economics in this contemporary society.

The centrality of addressing the public health trust and influences of marketing interests in campaign messages make this book an essential contribution to the capacity building of public health and health communication. Efforts in capacity building should address: (1) op‐ timizing biomedical approaches, (2) reducing risk behaviors, (3) modifying unhealthy be‐ haviors, and (4) shifting norms that have the potential to influence individual and collective behavior in the long term. Given the numerous challenges in health communication, we hope these chapters are able to assist scholars in addressing health communication challeng‐ es at the theoretical, methodological, and best practice levels.

For further reading

with the goal of improving health outcomes and facilitating the healing process. The authors illustrate HMD using a hybrid model made up of three phases: theoretical, fieldwork, and analytical. This chapter expands on the theoretical phase of the model and defines the four attributes of HDM, which include concepts (healthcare, design, and communication), an in‐

This chapter begins by introducing a set of benchmark criteria for social marketing interven‐ tions, which will allow users to utilize key concepts of social marketing to increase the im‐ pact of an intervention. Additionally, this chapter presents the Social Marketing Assessment and Response Tool (SMART), a social marketing planning model that encompasses seven phases to successfully plan a social marketing intervention. Further, this chapter explores the successful implementation of social marketing to (1) reduce risky driving behaviors among taxi drivers, (2) increase the use of helmets and safety masks among construction workers, (3) promote mammograms to women over 35, and (4) promote normal vaginal de‐

Chapter 5: Social Marketing and Health Communication: A Case Study at the Brazilian Fed‐

This chapter provides an overview of social marketing and internal marketing as powerful tools that institutions can use to achieve effective health communication. The utility of these marketing tools is highlighted with a case study on Pink October, the 2017 Brazilian Federal Senate month-long campaign for breast cancer. The campaign was brought together by an interdepartmental and interinstitutional partnership and utilizes social marketing and inter‐ nal marketing concepts to achieve social change. Since challenges remain regarding the as‐ sessment of effective social marketing programs, the authors evaluate the campaign through the use of focused interviews, analysis of media articles, and a literature review. The results of the evaluation include the strengths of the campaign as well as the challenges and con‐

The chapters in this book challenge the approach and deepen the understanding of health communication under a holistic model where health systems and public health are connect‐ ed. The case studies used in the chapters provide an in-depth analysis of the complexities that exist in the health sector enterprise and the balance between health products, human

Both theoretical and methodological analyses represent an enormous step forward in com‐ mercializing social awareness and social marketing fully in the field of health communica‐ tion implementation. Insights into the practice of social cognition theory are invaluable for

The centrality of addressing the public health trust and influences of marketing interests in campaign messages make this book an essential contribution to the capacity building of public health and health communication. Efforts in capacity building should address: (1) op‐ timizing biomedical approaches, (2) reducing risk behaviors, (3) modifying unhealthy be‐ haviors, and (4) shifting norms that have the potential to influence individual and collective behavior in the long term. Given the numerous challenges in health communication, we

any serious reader of behavioral economics in this contemporary society.

terdisciplinary approach, meanings and measurements, and working conditions. Chapter 4: Social Marketing for Health: Theoretical and Conceptual Considerations

livery among pregnant mothers considering a cesarean section.

cerns that will need to be improved upon in future years.

behavior change, and social benefits.

eral Senate

VIII Preface

**Closing**

Haider, Muhiuddin (2005). Global Public Health Communication, Jones and Bartlett Pub‐ lishers, Boston

Obregon, Rafael and Waisbord, Silvio (2012). The Handbook of Global Health Communica‐ tion, Wiley-Blackwell , Meldon

Rogers, Everett M. (2003). Diffusion of Innovations (Fifth Edition), Free Press, New York

Zimmerman, Rick S., DiClemente, Ralph J., Andrus, Jon K., and Hosein, Everold N. (2016). Society for Public Health Education, Jossey-Bass, San Francisco

The Communication Initiative: www.comminit.org

The Health Compass: www.thehealthcompass.org

### **Muhiuddin Haider**

Clinical Professor in Global Health University of Maryland College Park, MD, USA

### **Heather Nicole Platter**

School of Public Health University of Maryland College Park, MD, USA

#### **Bridget L. Higginbotham**

Assistant to the Editor University of Maryland College Park, MD, USA

**Section 1**

**Introduction**

**Section 1**
