3 Impactful Approaches to Public Health Messaging

As a public health worker, you’re entrusted with vital messages, but let’s face it—the world’s feeling a bit worn out lately. We’re bombarded with information day in and day out, leaving us all a little weary of listening. So, what’s a communicator to do in such a noisy environment?

Let’s discuss three strategies that will help you stand out – Positive Messaging, Authentic Audience Inclusion, and Counter-Marketing. With these approaches, you’ll have a versatile toolkit to tackle any challenge that comes your way.

1. Positive Messaging 

Positive Messaging is all about saying, “Hey, we’re on your side!” In public health, it’s easy to slip into finger-wagging mode, constantly telling people what they shouldn’t do. There’s an old adage that you can’t “should” your audience. At KidGlov, we advocate for a different approach. Rather than dwelling on the negatives, we believe in highlighting the positives. It’s about making people feel good about what they’re already doing and guiding them toward even greater outcomes.

For instance, we conducted a campaign aimed at educating parents and their children on responsible technology use and the importance of setting boundaries on screen time. Instead of simply saying, “You shouldn’t use technology so much,” we took a different approach. We acknowledged that technology is a part of modern life and emphasized that moderation is key for a positive experience. Our message was clear: “Hey, we get it—technology is everywhere, and it’s not going away. But just like enjoying a slice of pizza, a little is great, but too much can leave you feeling not-so-great.” By framing it this way, we communicated a potential negative with a positive spin, encouraging healthy tech habits without sounding preachy. This is an example of communicating a potential negative with a positive approach.

2. Authentic Audience Inclusion

Why settle for just getting your audience to listen when you can invite them to actively participate? This strategy is called Authentic Audience Inclusion, and we’re borrowing it from Crystal Borde, who is the VP of DE&I at Vanguard Communications. Crystal believes that the best way to engage your audience is to invite them to be a vocal, contributing part of your campaign.

For example, if you have created a great infographic to convey your message, invite the audience to share it on social media. One of our campaigns about family values included a pledge that readers could print off, sign, and post on their fridge or bulletin board. You can create a petition for viewers to sign, share important information via Snapchat, or anything else you can dream up that allows the audience to take action and join the conversation. Best of all, your message gets a boost in both reach and credibility when people share it with friends and family who know them and trust their opinions. 

3. Counter-Marketing

Now, let’s get into the third and final strategy: Counter-Marketing. It’s a bit more nuanced than the first two, and it may not always be the initial suggestion. However, when positive and inclusive messages fall short, counter-marketing offers a way to elevate your approach. The concept is to address the health risk or behavior you want to discourage head-on, providing a direct counter-message.

A prime example is the “Truth” campaign against tobacco during the 1990s and early 2000s. They took a straightforward approach, boldly stating, “Tobacco is harmful, no ifs, ands, or buts. Don’t do it.” Their strategy involved presenting shocking footage and information to grab attention—a tactic that’s widely regarded as one of the most effective anti-smoking messages to date.

Another example is a 2016 campaign encouraging middle school students to eat more healthy food and less fast food. The message was to “stick it to the fast-food man.” The desired behavior—eating more fruits and vegetables—was framed as empowering teens to combat deceptive or manipulative fast-food messaging. If you’ve ever been around teenagers, you can appreciate the wisdom of encouraging them to reject advice from adults and think for themselves. 

Of course, being this direct will provoke more of a reaction, both from your audience and from the opposition. You may generate some pushback, so be prepared to validate your claims. Make sure your message is authentic, in good taste, and fair. 

These strategies can help you make your voice heard in a world where everyone’s tuning out. Keep them in mind and choose the one that best suits your situation.

Need help standing out? KidGlov is here to amplify your message. Connect with us now.

KidGlov is a full-service advertising, branding, and content marketing agency with B Corp and National Women’s Business Enterprise certifications. It is located in Omaha and Lincoln, Nebraska, and specializes in nonprofit marketing, healthcare marketing, financial services marketing, social impact marketing, and purpose-driven businesses.