When communication strategies of government and public health officials across the world during a crisis are unclear and incompetent, it can lead to confusion and increase fear and anxiety in the public. Health campaigns should be organized strategically and professionally, and must rely on creative briefs to develop communication strategies informed by a theory of change. This essay argues for the relevance of integrating instructional communication scholarship into health campaign design and details specific evidence-based concepts that should be identified, measured, and assessed to increase campaign efficacy.