“…The chosen medium must be appropriate for the message and the audience, the information must be seen as coming from a credible source, there must be congruence between the message text and graphics, the look should be culturally appealing, and the message must be clear so that the audience comprehends its learning and behavioral intentions (Brandt, McCree, Lindley, Sharpe, & Hutto, 2005;Doak et al, 1985;Flay et al, 1980;Hunter, 2005;Meade, 2005;NCI, 1998;Solomon et al, 2005;Taylor et al, 2002). Looking specifically at cancer messages, research suggests that individuals want cancer messages that give them hope for preventing cancer and that use neutral terms (e.g., the word risk raises alarm, whereas the word chance minimizes it; NCI, 1998;Richard et al, 1999).…”