**Meet the editors**

Muhiuddin Haider, PhD, is Clinical Professor in Global Health at the University of Maryland School of Public Health's Institute for Applied Environmental Health. Since 2009, he has been teaching undergraduate courses under the Public Health Science and Global Health Scholars Programs, while also teaching graduate-level courses in the Global Health Certificate Program offered

through the University of Maryland School of Public Health. In addition to teaching, Dr. Haider is currently a coinvestigator in Project HEAL: Health through Early Awareness and Learning, an intervention to increase cancer screening in African American faith-based communities in Prince Georges County, Maryland. He is also the Principal Investigator on a study to assess the US Public Health Service Commissioned Corps Officers' value to public health.

Dr. Haider is a highly skilled public health professional who has managed and led diverse public health projects and research studies in more than a dozen countries worldwide over the past 30 years on behalf of several international agencies and universities. He has assisted multisector initiatives to advance the delivery of quality healthcare services in the areas of avian influenza, HIV/AIDS, TB, RH/FP, and malaria, and has developed expertise in the areas of health communication, health promotion, health education, and social marketing. His research into strategies of behavior change, application of social marketing tools, and communications capacity building has led to several acclaimed publications.

He has led major public health projects in several countries in Africa and Asia, for which he utilized technical skills to stimulate innovative and culturally sensitive approaches grounded in organizational and technical soundness. His recent research and programmatic work has focused on avian and pandemic influenza, for which he has contributed to creating and adapting IEC, BCC, and IPC training materials to establish and implement best practices within public healthcare systems and promote public/ private partnerships.

Dr. Haider has worked collaboratively on numerous occasions with counterparts in the veterinary and agriculture sectors and has advanced the "One World, One Health" framework through curriculum development, targeted coursework for public health students, and the development of a concept paper endorsed by the DOD Veterinary Service Activity, Princeton University-based One Health Initiative Advocacy Group, Agricultural Research Service, DOA, and WHO. Dr. Haider has developed and conducted training sessions for media/health reporting, with special focus on AI through DOS/VOA and IBB. Recently, Dr. Haider was awarded a Fulbright Scholar Grant to assist the Ecuadorian Nutritional Program, Universidad De Saint Francisco in Quito.

Heather Nicole Platter is a doctoral candidate in Behavioral and Community Health in the School of Public Health at the University of Maryland. She completed her Bachelor and Master of Science from the University of Florida. Heather worked in Peru for many years to improve child health in rural communities by implementing community health worker programs. Additionally,

Contents

**Preface VII**

**Section 2 Theory and Concepts 9**

**Perspectives 27**

**Considerations 43** Mohsen Shams

**Issues and Challenges 3**

Emily J. Haas and Patrick L. Yorio

Ji-Young An and Jinkyung Paik

**the Brazilian Federal Senate 57**

Carvalho Calvano Mendes

**Section 3 Social Marketing: Application in Global Health 41**

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

Chapter 5 **Social Marketing and Health Communication: A Case Study at**

Paulo Ricardo dos Santos Meira, Ilana Trombka and Daniele

Anton Schneider and Muhiuddin Haider

Chapter 1 **Introductory Chapter: Global Health Communication - Focused**

Chapter 2 **Using Sensemaking Theory to Improve Risk Management and Risk Communication: What Can We Learn? 11**

Chapter 3 **Healthcare Message Design toward Social Communication: Convergence Based on Philosophical and Theoretical**

**Section 1 Introduction 1**

she managed a Peruvian organization to improve access to post-secondary education for youths with disabilities. She is currently a research fellow at the Horowitz Center for Health Literacy. Her research interests include health communication, health literacy, tobacco control and cancer prevention, health behavior, and global health. Her dissertation is a grounded theory study exploring health literacy barriers to screening for lung cancer.
