The picture of health? Message standardization and recall of televised AIDS public service announcements

The results of The Picture of Health demonstrate that differences exist between African Americans and Non Hispanic Whites in recall of verbal and visual themes of televised AIDS public service announcements. These differences are anchored in a complex relationship among emotions, attitudes, and opinions about the place of science and technology in society, and the “how we say it” elements used to create an individual PSA. The data suggest that effective healthcare communication campaigns require a focused thematic strategy, tactically organized to different combinations of “how we say it” elements to communicate effectively with a diverse, active audience