Changing behaviors isn’t just about raising awareness—it’s about shifting perception, building trust, and motivating action. In health communications, that’s no small task. Whether you’re trying to increase vaccination rates, reduce stigma around mental health, or encourage people to travel safely, success depends on how well your message resonates with real people living real lives.

At Fraser Communications, we’ve spent over 25 years helping public health organizations and mission-driven brands navigate that complexity. Here’s what we’ve learned about what it takes to move the needle—ethically, effectively, and with empathy.

1. Start With Research—Always

Before you say a word, listen. At Fraser, we start every campaign with deep discovery—talking to stakeholders, conducting surveys, and analyzing what the data (and the community) is telling us. This ensures we’re not just pushing out messages—we’re solving real communication challenges that stand in the way of action.

Case in point: For our work with the LA County Department of Public Health during COVID-19, insights revealed high levels of fatigue and confusion. We responded with simple, visual messages that acknowledged people’s frustration while reinforcing key safety behaviors.

2. Address Emotions, Not Just Facts

Data may inform, but emotions inspire. That’s especially true in health campaigns, where fear, shame, or denial often stand in the way of action. Good messaging meets people where they are—with language that reflects their lived experience and acknowledges their concerns.

Whether it's vaccine hesitancy or mental health stigma, we use behavioral science to guide our creative. Because when people feel seen, they’re more likely to listen—and act.

3. Choose Messengers Your Audience Trusts

Who delivers your message is just as important as what it says. We help our clients identify the right voices—whether that’s a local healthcare worker, a trusted community leader, or a parent who’s been through it themselves.

In our “What’s Your Reason to Quit Vaping?” campaign for LA County, we featured real people sharing honest stories. The result? A message that didn’t preach—but connected.

4. Keep It Simple, Relatable, and Human

The best health campaigns don’t talk down to people—they talk with them. Clarity, simplicity, and authenticity are non-negotiable. We use plain language, real-life scenarios, and culturally relevant visuals to make sure our campaigns speak to the people they’re meant to reach.

Our “All the Tools for All the Feels” campaign for BrightLife Kids used warm, relatable imagery and language that empowered parents without judgment—and signed up over 85,000 families in 13 months.

5. Meet People Where They Are

You can’t change behavior if no one sees your message. That’s why we take a multi-channel approach—digital, radio, outdoor, social media, in-community activations—to surround audiences with messaging wherever they live, work, and scroll.

We also make sure content is inclusive and multilingual, so no community is left behind.

6. Measure and Adjust in Real Time

Impact matters. We track everything—engagement, sign-ups, click-through rates, cost-per-acquisition—and use that data to refine messaging and targeting. Our goal isn’t just reach; it’s results.

Because in public health, every sign-up, every vaccine, every behavior change counts.

Let’s Work Together to Make an Impact

If you’re launching a public health initiative, rebranding a health system, or addressing community wellness challenges, Fraser Communications is here to help. We combine research-driven insights with powerful creative to shift perception—and drive meaningful action.

Let’s talk about what we can build together.