The design of a program is on the basis of theories and evidence. In the same way, strategic health communication is designed based on the three theories as the following:
The Extended Parallel Process Model explains that fear of the threat stemming from health problem is highly effective to promote behaviour change. To use fear to motivate people to protect their health, 2 tasks are expected to be achieved. First, people must be made to believe that the threat of the health problem is apparent and detrimental. This is the fear component. Another task to be achieved is that once their awareness of the increased risk of health problem is heightened, they must be influenced to believe that they are capable of taking action to eliminate the risk. People’s confidence in their capability to take action (i.e., self-efficacy) and their belief about the effectiveness of their action (i.e., the response efficacy) must also be heightened. In the case that the fear is high, whereas the efficacy low, it can backfire. In other words, in that case people would feel that no matter what they do, they would not be able to change the result
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