ABSTRACT
This chapter takes what we have learned about behavioral goals and objectives and begins to demonstrate how these can be used to design effective, evidence-based messages. It highlights the value of first using formal and informal research to understand what people believe and then thinking through the full range of things that you could communicate considering your goal behavior and the communication assets you have available. The chapter also explores a range of ideas that communicators can consider when communicating, as well as how to think about evaluation in the context of message design. Key among these is the importance of ensuring that messages meant to result in long-term behavior change both motivate and enable participants to engage with you and your message.
