This Handbook draws on insights from cognitive science, linguistics, focus groups and a nationally representative message-testing survey. It includes audience insights, tested language and science-based do’s and don’ts that public health officials can use to transform their communications.

The messages included have been tested with a nationally representative sample of U.S. adults, and can be used verbatim. But most often, messengers will need to tailor these messages to different media, opportunities, and audiences. To facilitate adoption, the authors have analyzed the most motivating aspects of each message and translated them into best practices to use in communications.