Methods of message design: experiences from the Stanford Five City Project.

The Stanford Five City Project (FCP) is a long-term field experiment designed to investigate the impact of a comprehensive community-wide educational effort on cardiovascular disease risk factors and on cardiovascular disease, morbidity and mortality. Five theoretical models of individual, organization and community change guide the design, development, implementation and evaluation of educational programs. Data from formative research aid in the selection of target audiences and in development of messages and programs for these audiences. These data also give feedback about the extent to which these educational products accomplished their information and behavior-change goals. Formative research data collection methods include surveys, focus groups, interviews and unobtrusive measures. This paper describes how change theories and formative research are used to the comprehensive community-wide change effort for the Stanford FCP and how examples from the FCP can be used as a model for the successful development of other social change programs.