At Fraser Communications, we understand that the decision to engage in or cease harmful behaviors often extends beyond the individual to the family unit. Through several campaigns, including those focused on smoking cessation, opioid addiction, and meth prevention, we have leveraged the profound influence of family dynamics to drive public health initiatives.

This article explores the psychological underpinnings of using family as a central theme in health communications and highlights specific campaigns that demonstrate this approach's effectiveness. If you’d like to launch your own effective public health campaign, contact Fraser Communications for a consultation.

The Role of Family in Health Behavior Change

Family plays a critical role in shaping behaviors and attitudes towards health. Psychologically, the desire to protect one’s family can be a powerful motivator for change.

In public health messaging, emphasizing the impact of individual choices on loved ones can enhance the message's relevance and urgency, compelling individuals to adopt healthier behaviors not just for themselves but for their families. Here are a few examples of how we used this messaging in our clients’ campaigns:

• Smoking Cessation and Secondhand Smoke. For the Los Angeles Department of Public Health, our "Never Stop Quitting" campaign normalized the cessation process, encouraging multiple attempts until success was achieved. By highlighting the dangers of secondhand smoke, particularly to children in households, we aimed to motivate smokers not only to think about their health but the health of their families. This emotional appeal was critical in prompting smokers to seek resources to quit effectively. Watch the Campaign Video
• Opioid Addiction. In our campaigns for both LA County and the State of California, we focused on the suddenness with which addiction can impact one's life and the lives of loved ones. By dramatizing personal stories and emphasizing hope and recovery, we targeted older adults and their families, encouraging discussions about the risks of prescription opioid use and the importance of seeking help. Watch the Campaign Video
• Meth Prevention. The meth prevention campaign tackled the devastating effects of meth use by underlining its addictive nature and the resultant impact on users and their families. By employing compassionate messaging that was non-stigmatizing, we communicated the importance of seeking treatment and support, leveraging family concern as a key motivator for engagement. Watch the Campaign Video

Why This Approach Works

Using family as a central theme in public health messaging works because it:

• Amplifies the perceived risk and consequences of harmful behaviors.
• Encourages empathy and personal connection to the message.
• Strengthens the motivational factors associated with behavior change by tapping into familial bonds and responsibilities.

The use of family as a central theme in public health messaging not only underscores the individual's responsibility towards their own health but also highlights the ripple effect of their actions on loved ones.

How You Can Speak to Family Bonds in Your Next Public Health Campaign 

At Fraser Communications, our campaigns that integrate family themes do not merely inform—they inspire action and cultivate environments supportive of healthier choices. By focusing on the family, we create more than messages; we foster movements that resonate deeply within communities and lead to sustained public health improvements.

Interested in learning how family-focused public health campaigns can benefit your initiatives? Contact Fraser Communications today to discover how we can help you harness the power of family in your health messaging strategies.