Building a Better Message: The 10 Variables That Really Matter (The Tool) Eileen S. Haag, MEd Oak Ridge Institute for Science and Education, Oak Ridge, TN Ms. Haag explores key features of the Message Development Tool that includes a database-driven algorithm that will provide a visual of predicted average health intention based on the message elements coded by the user, communication strategy, and message development process. Social media components (including a community forum) provide users the opportunity to share messages, collect feedback, and “follow” expert users who consistently provided sound message development advice are also available.