Public health campaigns often focus on increasing awareness, but awareness alone does not always lead to action. A review of behavioural science and public health literature shows that people make health decisions based on a range of psychological, social, and practical factors, from fear and misinformation to trust and convenience.

The evidence suggests that effective health messaging goes beyond sharing facts. Messages that create a sense of ownership, provide a clear call to action, emphasise hope and recovery, encourage people to protect their loved ones, and reinforce positive social norms are more likely to influence behaviour. Simple reminders and personalised communication can also help bridge the gap between intention and action.

The literature also identifies approaches that are less effective. Information-heavy campaigns, technical language, fear-based messaging without practical guidance, and communication that requires people to navigate multiple steps often have limited impact on changing behaviour.

Another key insight is that the messenger matters. Evidence shows that trusted healthcare providers, community leaders, and local networks can play a significant role in improving the uptake of health interventions. Community-based and interactive communication approaches are particularly valuable in settings where trust and social connections strongly influence health-seeking behaviour.

These evidence-based insights formed part of a presentation by Dr. Deepshikha Batheja, Principal Research Scientist at the Max Institute of Healthcare Management, Indian School of Business, during national tuberculosis communication workshops convened by the Central TB Division and The Union. By bringing together findings from the global literature, the presentation contributed to discussions on designing more effective communication strategies to support India's tuberculosis response.