ABSTRACT
This chapter discusses the second step in the preparedness campaign process which focuses on the development of a campaign strategy and a communication plan. In this step, the planning team works together to determine how they intend to communicate the risk reduction solutions identified in step one. Campaign strategy development, which draws primarily from the market research conducted in preparation for the communication campaign, involves the selection of appropriate communication settings, channels, and method. Kickoff meeting participants who are part of the project planning team or coalition should be provided with a packet containing information about the project and all participants and partners. External variables can exert both positive and negative pressures on a communication campaign. The Health Belief Model (HBM) is a theory that helps to explain which beliefs about a particular health behavior program planners should focus on when designing campaign messages to promote positive health behaviors.
