In Effective Health Message Design, Ratzan (et al., 1994) attempt to analyze a governmental media campaign, the American Responds to AIDS campaign. In so doing, they use the analysis tool known as WIN (workable integrative negotiation) principles of COAST (communication, options, alternatives, standards, and trust). On both the macro- and micro-levels, the authors’ purpose is to reveal shortcomings and strengths in the governmental media campaign designed to promote awareness regarding AIDS to populations most at-risk.
Like most marketing campaigns which are being designed to reach more and more segmented markets of American consumers, so with governmental media campaigns targeting specific health issues the authors “concur on the necessity of a comprehensive approach of individually adapting health care messages to advance the overall quality of media campaigns and the health of America in general” (Ratzan et al., 294).
Using the five COAST criteria for their analysis, the authors argue that a more individual approach is needed for a more effective media campaign now that the general public has been targeted regarding AIDS awareness and prevention campaigns. While the authors do argue in favor of major media efforts as a “significant step forward in reaching targeted publics”, they criticize the ability of PSAs as a means of attitude and behavioral change “PSAs are limited in actual impact on attitude and behavior change” (Ratzan et. al., 306).
The authors argue that only a health campaign that meets the criteria of the COAST model will prove effective when it comes to helping change attitudes and behaviors, particularly among target populations whose attitude and behavior are considered at-risk for the spread of AIDS (i.e., intravenous drug-users, prostitutes, etc.). The main criticism the authors levy at national media campaigns like the America Responds to AIDS campaign is
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