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Communicating the social determinants of health common messaging guidelines

Communicating about the everyday factors that affect health, especially those outside the health care system, can be challenging. This document provides information about how to create effective, targeted messages about the impact of factors like income and education on health. It explores common worldviews and metaphors that people hold and through which they filter and understand messages about health.

The document offers strategic advice for expressing concepts, and for using facts, stories and images.  It includes examples of effective messages for key audiences such as youth, parents, educators, health practitioners, private and public sector leaders and the media.  A practical list of “dos and don’ts” is also included.

“The Canadian Council on the Social Determinants of Health is a collaborative, multi-sectoral stakeholder group in Canada that aims to address the factors that shape health and wellbeing.” - CCSDH website

Use this resource to:

  • Create effective, targeted messages that resonate with different audiences
  • Gain insights into the needs of priority audiences
  • Identify and use worldviews and frames related to the social determinants of health and health equity


Canadian Council on the Social Determinants of Health. (2013). Communicating the social determinants of health guidelines for common messaging. Ottawa, ON: Canadian Council on the Social Determinants of Health

Tags: Communicate, Document

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