5 tips for effective messaging

The way we package our messages affect the way our audience hears and understands those messages.

1. One Fact

• Facts should support and advance your message, but not BE your message.
• The more facts included in your message, the more distracting they can be.
• Make facts easy to remember (almost a third vs. 31.8%)

2. Solutions

• Provide solutions upfront. A positive tone resonates better with people.
• Avoid crisis cues such as “obesity epidemic.” Instead, try something like, “Preventing childhood obesity now will create a healthier Wisconsin tomorrow.”
• Flip statements to make them positive (i.e., change “Kids don’t get enough physical activity” to “Children who are regularly active are more likely to maintain a healthy weight”). 

3. Ingenuity

• People relate to a can-do spirit. Phrases like, we are ready, we have the tools, and smart cities have taken action.
• See Frameworks for more examples of ingenuity and other values that resonate with broad audiences.

4. Pivot

• Personal responsibility is a strong frame. If this frame is triggered, acknowledge the role of personal responsibility, but pivot back to emphasize the role of the environment in determining health outcomes. 
• Example: While we are each responsible for our own health, communities also play a large role...

5. Story

• Media loves personal stories, but make sure to widen the lens from the individual to the environment
• Keep stories local, tangible and meaningful

For more messaging takeaways see:
A New Way to Talk About the Social Determinants of Health (RWJF)
Framing Food and Fitness as a Public Health Issue (FrameWorks Institute)