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Health Promotion Practice
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Managing Fear in Public Health Campaigns: A Theory-Based Formative Evaluation Process

Hyunyi Cho, PhD

Department of Communication at Purdue University in West Lafayette, Indiana.

Kim Witte, PhD

Center for Communication Programs at Johns Hopkins University in Baltimore, Maryland; Department of Communication, Michigan State University in East Lansing, Michigan

The HIV/AIDS infection rate of Ethiopia is one of the world's highest. Prevention campaigns should systematically incorporate and respond to at-risk population's existing beliefs, emotions, and perceived barriers in the message design process to effectively promote behavior change. However, guidelines for conducting formative evaluation that are grounded in proven risk communication theory and empirical data analysis techniques are hard to find. This article provides a five-step formative evaluation process that translates theory and research for developing effective messages for behavior change. Guided by the extended parallel process model, the five-step process helps message designers manage public's fear surrounding issues such as HIV/AIDS. An entertainment education project that used the process to design HIV/AIDS prevention messages for Ethiopian urban youth is reported. Data were collected in five urban regions of Ethiopia and analyzed according to the process to develop key messages for a 26-week radio soap opera.

Key Words: formative research • fear appeals • the extended parallel process model • HIV/AIDS prevention

Health Promotion Practice, Vol. 6, No. 4, 482-490 (2005)
DOI: 10.1177/1524839904263912
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