Based on the pioneering work of Health Com, a 12-year, 20-country project funded by the U.S. Agency for International Development, this new book provides a practical, five-step model for communication that promotes change in existing behaviors and that supports the good health practices essential to child survival.

This valuable resource offers a wealth of practical and conceptual guidance to all those engaged in struggles for social justice around the world. It explains in accessible language and painstaking detail how to deploy and to understand the tools of media and communication in advancing the goals of social, cultural, and political change. A stand-out reference on a vital topic of primary international concern, with a rising profile in communications and media research programs Multinational editorial team and global contributors Covers the history of the field as well as integrating and reconceptualising its diverse perspectives and approaches Provides a fully formed framework of understanding and identifies likely future developments Features a wealth of insights into the critical role of digital media in development communication and social change

Designed for master’s level study, Public Health Communication: Critical Tools and Strategies will prepare new graduates for any entry level position in public health policy/advocacy, health communication, health promotion, social marketing, or community health education. Filled with practical examples, the book is also a valuable resource for those preparing for the CPH or CHES exams. Students will learn core concepts for planning a communication framework as well key strategies for educating the public about health issues including understanding and reporting science, communicating for policy and advocacy, and health literacy and numeracy. The book thoroughly explores classic theories of persuasion in communication such as Extended Parallel Process Model, Inoculation, Sensation Value, and Cognitive Value. The most current forms of digital/multimedia/interactive channels of communication are examined.

We are what we eat. That old expression seems particularly poignant every time we have our blood drawn for a routine physical to check our cholesterol levels. And, it's not just what we eat that affects our health. Whole ranges of behaviors ultimately make a difference in how we feel and how we maintain our health. Lifestyle choices have enormous impact on our health and well being. But, how do we communicate the language of good health so that it is uniformly received-and accepted-by people from different cultures and backgrounds? Take, for example, the case of a 66 year old Latina. She has been told by her doctor that she should have a mammogram. But her sense of fatalism tells her that it is better not to know if anything is wrong. To know that something is wrong will cause her distress and this may well lead to even more health problems. Before she leaves her doctor's office she has decided not to have a mammogram-that is until her doctor points out that having a mammogram is a way to take care of herself so that she can continue to take care of her family. In this way, the decision to have a mammogram feels like a positive step. Public health communicators and health professionals face dilemmas like this every day. Speaking of Health looks at the challenges of delivering important messages to different audiences. Using case studies in the areas of diabetes, mammography, and mass communication campaigns, it examines the ways in which messages must be adapted to the unique informational needs of their audiences if they are to have any real impact. Speaking of Health looks at basic theories of communication and behavior change and focuses on where they apply and where they don't. By suggesting creative strategies and guidelines for speaking to diverse audiences now and in the future, the Institute of Medicine seeks to take health communication into the 21st century. In an age where we are inundated by multiple messages every day, this book will be a critical tool for all who are interested in communicating with diverse communities about health issues.

Social problems in many domains, including health, education, social relationships, and the workplace, have their origins in human behavior. The documented links between behavior and social problems have compelled governments and organizations to prioritize and mobilize efforts to develop effective, evidence-based means to promote adaptive behavior change. In recognition of this impetus, The Handbook of Behavior Change provides comprehensive coverage of contemporary theory, research, and practice on behavior change. It summarizes current evidence-based approaches to behavior change in chapters authored by leading theorists, researchers, and practitioners from multiple disciplines, including psychology, sociology, behavioral science, economics, philosophy, and implementation science. It is the go-to resource for researchers, students, practitioners, and policy makers looking for current knowledge on behavior change and guidance on how to develop effective interventions to change behavior.

FREE Chapter Download at www.changingbehavior.org WINNER - 2012 Indie Book Award AWARD WINNER - 2013 International Book Awards AWARD WINNER - 2012 USA Best Book Awards AWARDED - 5 STARS ForeWord Clarion KIRKUS REVIEW - "Recommended... Top-tier ... [a] strikingly original case for the transformative power of receptiveness"... MIDWEST BOOK REVIEW - "Changing Behavior is a choice pick for community library psychology and self-help collections." James O. Prochaska, PhD, author of "Changing for Good - Six Stages of Transtheoretical Model of Change" and renowned expert and researcher on behavior change, says this about Changing Behavior: "The model of Behavioral Engagement has the potential to transform relationships that are suffering or struggling to ones that are thriving!" Beth Borg, RN, MHA, Clinical Operations Director for the Mayo Clinic states: "If someone said you could transform your life and enhance your relationships by using a few simple communication techniques that can be applied in almost any setting, wouldn't you want to do that, wouldn't you want to learn those skills? If the answer is yes, you've found the right book. This easy to read guide is loaded with simple skills that have been scientifically shown to have a huge impact on our relationships!" Thirty-two (32) years of ground breaking, hospital tested research is engagingly presented in this beautifully illustrated large size book that explores our behaviors and relationships, including the most important relationship of all - the one we have with ourselves. Whether you are looking to bring your personal relationships to a whole new level of intimacy and fulfillment or if you desire to transform your professional communication skills, Changing Behavior provides the knowledge and tools to create lasting change for all types of relationships.

Think of the toughest problems in your organization or community. What if they'd already been solved and you didn't even know it? In The Power of Positive Deviance, the authors present a counterintuitive new approach to problem-solving. Their advice? Leverage positive deviants--the few individuals in a group who find unique ways to look at, and overcome, seemingly insoluble difficulties. By seeing solutions where others don't, positive deviants spread and sustain needed change. With vivid, firsthand stories of how positive deviance has alleviated some of the world's toughest problems (malnutrition in Vietnam, staph infections in hospitals), the authors illuminate its core practices, including: · Mobilizing communities to discover "invisible" solutions in their midst · Using innovative designs to "act" your way into a new way of thinking instead of thinking your way into a new way of acting · Confounding the organizational "immune response" seeking to sustain the status quo Inspiring and insightful, The Power of Positive Deviance unveils a potent new way to tackle the thorniest challenges in your own company and community. Richard Pascale is an associate fellow of Templeton College, Oxford University, and author or coauthor of numerous books, including Managing on the Edge, Surfing the Edge of Chaos, and The Art of Japanese Management. Jerry Sternin was the world's leading expert in the application of positive deviance as a tool for addressing social and behavioral change. Monique Sternin has been an equal partner in these efforts and now heads the Positive Deviance Institute at Tufts University