Lights, Facts, and Goals: A Novel Framework to Enhance Community Health Messaging Campaign Design, Implementation, and Assessment

James S. Brooks, Luz Claudio, Faven Araya, Muhammed Y. Idris, Kristelle Pierre, Maya Korin

Research output: Contribution to journalArticlepeer-review


The spread of health misinformation has made the task of health communicators more difficult. However, the success of health messaging hinges not only on meaningful message content but also on the credibility of who is delivering the message. “Trusted messengers,” like local leaders and community-based organizations, have a greater ability to influence improvements in community health, due to their shared cultural experience with their communities. Health communication agencies should empower trusted messengers with the tools they need to succeed in health communication. One tool critical for their success is a succinct health messaging framework to plan and implement health messaging. Marketing has “See, Think, Do”—a simple, practical framework used to influence consumer purchases. As a more trustworthy corollary, we propose the “Lights, Facts, and Goals” framework, a concise, authentic, and transparent method for planning, implementing, and assessing health messaging campaigns that influence health improvements. “Lights” refers to different methods of reaching communities like trusted messengers, advertisements, and text messages. “Facts” refers to key sourced scientific information relevant to a specific aspect of community health. “Goals” refers to actions community members can take to improve their health in connection with the communicated health facts. This article describes how the “Lights, Facts, and Goals” framework both simplifies the creation and communication of scientifically sound health messaging and strengthens the partnership between health agencies and trusted messengers in the community. Through “Lights, Facts, and Goals,” community-based organizations, community leaders, and their partners will be more effective at improving community health through messaging.

Original languageEnglish
JournalHealth Promotion Practice
StateAccepted/In press - 2023


  • communication theory
  • community intervention
  • community organization
  • social marketing/health communication
  • trusted messengers


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