Namkoong, Kang; Nah, Seungahn; Van Stee, Stephanie K; Record, Rachael A
This study examined the effects of an anti-smoking campaign that employs a crowdsourcing method with a social networking service. Drawing upon social capital scholarship and the expression effect research paradigm in eHealth systems, the study also investigated the roles of social trust and community life satisfaction in the social media campaign that has a specific geographical boundary. To that end, we conducted an experiment using a two-group pretest-posttest design. We randomly assigned 201 participants to two conditions: "campaign message reception only" as a control group and "message reception and expression" as a treatment group in which participants fully engaged in the campaign process by sharing their own campaign ideas with other participants. Findings revealed that social trust and community life satisfaction interacted with the treatment condition to positively affect persuasive intentions, but in distinct ways. Social trust moderated the effect of the message reception and interaction condition on participants' willingness to encourage community members to stop smoking. In contrast, community life satisfaction moderated the effect of the treatment condition on encouraging others to comply with the community's anti-smoking policy. These results provide theoretical and practical implications related to the roles of social capital in geographically defined social media campaigns.
McAfee, Tim; Davis, Kevin C; Shafer, Paul; Patel, Deesha; Alexander, Robert; Bunnell, Rebecca
Background While antismoking media campaigns have demonstrated effectiveness, less is known about the country-level effects of increased media dosing. The 2012 US Tips From Former Smokers (Tips) campaign generated approximately 1.6 million quit attempts overall; however, the specific dose?response from the campaign was only assessed by self-report. Objective Assess the impact of higher ad exposure during the 2013 Tips campaign on quit-related behaviours and intentions, campaign awareness, com...
Jiang, Shaohai; Beaudoin, Christopher E
The China Tobacco Control Media Campaign on Sina Weibo is novel in the context of smoking prevention and cessation in China and has not to date been evaluated. This study draws on health behavior theories and dialogic theory in public relations to analyze microblog campaign postings and their relationships with the outcome of online audience engagement. Microblog postings from May 2011 to January 2015 were content analyzed, showing that the most common persuasive content characteristic was perceived risk, followed by subjective norms and self-efficacy. Perceived risk and self-efficacy postings positively influenced online audience engagement, whereas subjective norm postings was a nonsignificant predictor. Postings were more likely to share information than aim to interact with audience members. However, both information sharing and audience interaction postings were positive predictors of online audience engagement. There was also evidence of main and interactive effects of message originality on online audience engagement. The current study has, to the best of our knowledge, broken new ground in 2 regards: (a) using health behavior theories as a basis for analyzing the content of an anti-smoking social media campaign and (b) examining the content of an anti-smoking media campaign of any type in China.
Murray, D M; Prokhorov, A V; Harty, K C
BACKGROUND. In 1985, The Minnesota Legislature initiated a long-term and broad-based program to deter adolescent tobacco use. The initiative was funded by higher taxes on tobacco products and combined school-based programming, mass-media campaigns, and local community grants. The Minnesota-Wisconsin Adolescent Tobacco-Use Research Project was designed to evaluate this effort by monitoring adolescent tobacco use and related factors in Minnesota and Wisconsin from 1986 to 1990. The results presented in this paper indicate that the Minnesota initiative dramatically increased Minnesota schoolchildren's reported exposure to the anti-smoking messages in the mass media but had little effect on smoking-related beliefs or smoking behaviors. CONCLUSIONS. These results, together with the findings from other recent studies, suggest that even dramatic increases in exposure to anti-tobacco messages in the mass-media, in the absence of a substantial and sustained school-based tobacco prevention measures, may be insufficient to generate reductions in adolescent tobacco use.
Digital media plays an important role in driving direct responses to campaign websites that offer support, and in generating discussion. However, it is still TV that drives the conversation and response rates online; digital display performs best if it features campaign visuals, while TV advertising is often discussed in Facebook responses. We continue to make the case to fund TV advertising.
Namkoong, Kang; Nah, Seungahn; Record, Rachael A; Van Stee, Stephanie K
This study examines direct and indirect effects of interactive communication in an antismoking social media campaign. To that end, we pose a multitheoretical framework that integrates communication mediation models and the Theory of Planned Behavior. To test the theorized model, we conducted an experiment using a two-group pretest-posttest design. Participants (N = 201) were randomly assigned into two experimental conditions: "campaign message reception only" as a control group and "message reception and social interaction" as a treatment group, in which the participants contributed to the antismoking campaign by posting their own campaign ideas and information they found through mediated and interpersonal communication. The findings show that interactive communication catalyzes the participants' information searching behaviors through diverse communication channels. In turn, increased media use plays a crucial role in changing their attitudes and perceived social norms about smoking behaviors, and eventually reducing smoking intention. This study affirms that the theory of planned behavior is effective in predicting behavioral intention and demonstrates the usefulness of a multitheoretical approach in interactive campaign research on social media.
McAfee, Tim; Davis, Kevin C; Shafer, Paul; Patel, Deesha; Alexander, Robert; Bunnell, Rebecca
While antismoking media campaigns have demonstrated effectiveness, less is known about the country-level effects of increased media dosing. The 2012 US Tips From Former Smokers (Tips) campaign generated approximately 1.6 million quit attempts overall; however, the specific dose-response from the campaign was only assessed by self-report. Assess the impact of higher ad exposure during the 2013 Tips campaign on quit-related behaviours and intentions, campaign awareness, communication about campaign, and disease knowledge. A 3-month national media buy was supplemented within 67 (of 190) randomly selected local media markets. Higher-dose markets received media buys 3 times that of standard-dose markets. We compared outcomes of interest using data collected via web-based surveys from nationally representative, address-based probability samples of 5733 cigarette smokers and 2843 non-smokers. In higher-dose markets, 87.2% of smokers and 83.9% of non-smokers recalled television campaign exposure versus 75.0% of smokers and 73.9% of non-smokers in standard-dose markets. Among smokers overall, the relative quit attempt rate was 11% higher in higher-dose markets (38.8% vs 34.9%; pmedia campaign compared standard and higher doses by randomisation of local media markets. Results demonstrate the effectiveness of a higher dose for engaging non-smokers and further increasing quit attempts among smokers, especially African-Americans. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://www.bmj.com/company/products-services/rights-and-licensing/.
Andy Lloyd; James Mckendrick; Ailsa Rutter
Background and challenges to implementation The evidence for mass media to raise awareness about the harm of smoking and benefits of quitting remains strong. However, pressures on budgets means TV is not always seen as an affordable option, while the emergence of digital media presents an attractive option to funders as a way of saving costs while maintaining responses. Digital and social media has provided us with learnings about the role of “push” (broadcast) and “pull” (direct responses...
Shahwan, Shazana; Fauziana, Restria; Satghare, Pratika; Vaingankar, Janhavi; Picco, Louisa; Chong, Siow Ann; Subramaniam, Mythily
Background Youths are more likely to rebel against messages perceived to inhibit their independence. In order for antismoking campaigns to be effective with this population, adopting evidence-based strategies is crucial. In this study, we examined youths’ reaction to past and ongoing antismoking campaigns, and delineate effective and ineffective components of campaigns as identified by them. Methods 12 focus group discussions were conducted with 91 youth smokers aged 15–29 years. Data were analysed using qualitative content analysis. A codebook was derived through an iterative process. The data were coded systematically by three coders, using Nvivo V.10. Results Fear appeals that had no immediate relevance to youths, and campaigns involving humour or sports/dance activities that distracted youths from the antismoking messages, were deemed ineffective. In contrast, elements identified to be efficacious were: positive tone, low-fear visual images, ‘low-controlling language’ and a genuine spokesperson. Youth tended to favour campaigns circulating on social media platforms. Importantly, youths voiced a lack of tangible support for their efforts to quit smoking. Conclusions Participants expressed a preference towards antismoking messages that were less authoritative, and perceived a distinct lack of support for their intentions to quit smoking. There is room for incorporating suggestions by participants in future antismoking campaigns. Future research is needed to identify barriers to accessing available support. PMID:26944686
Cotter, Trish; Hung, Wai Tak; Perez, Donna; Dunlop, Sally; Bishop, James
The iconic Sponge anti-smoking television advertisement was first made in Sydney, Australia, in 1979. In 2007, it was re-made for a new generation of smokers. This paper examines the impact of the re-made Sponge advertisement. Qualitative evaluation of the original Sponge ad by younger and older smokers (n=51) was followed by an online pre-test survey of the modernised version (n=301). A continuous tracking telephone survey of smokers and recent quitters (quit in past 12 months) over 18 years monitored performance of the modernised version while on air in late 2007 (total n=453; seen ad n=380). Qualitative research found that the concept of the original Sponge ad may motivate younger smokers--who had not previously seen the ad--to quit. Online pre-testing demonstrated that the modernised version provided new information to 54% of 18-24 year olds (compared to 31% of older smokers). Tracking survey results indicated that believability of the modernised version was highest among 18-24 year olds (92%), that the ad was 'attention-grabbing' (86%), and that it was effective at influencing quitting intentions. Effects were amplified by the generation of pressure from family and friends. The re-made Sponge advertisement had a positive impact on smokers, and was particularly effective among the new market of smokers aged less than 40 years. Adapting successful mass media campaign material can be an effective and economical strategy to influence smokers. © 2011 The Authors. ANZJPH © 2010 Public Health Association of Australia.
Bui, Quang M; Huggins, Richard M; Hwang, Wen-Han; White, Victoria; Erbas, Bircan
Anti-smoking advertisements are an effective population-based smoking reduction strategy. The Quitline telephone service provides a first point of contact for adults considering quitting. Because of data complexity, the relationship between anti-smoking advertising placement, intensity, and time trends in total call volume is poorly understood. In this study we use a recently developed semi-varying coefficient model to elucidate this relationship. Semi-varying coefficient models comprise parametric and nonparametric components. The model is fitted to the daily number of calls to Quitline in Victoria, Australia to estimate a nonparametric long-term trend and parametric terms for day-of-the-week effects and to clarify the relationship with target audience rating points (TARPs) for the Quit and nicotine replacement advertising campaigns. The number of calls to Quitline increased with the TARP value of both the Quit and other smoking cessation advertisement; the TARP values associated with the Quit program were almost twice as effective. The varying coefficient term was statistically significant for peak periods with little or no advertising. Semi-varying coefficient models are useful for modeling public health data when there is little or no information on other factors related to the at-risk population. These models are well suited to modeling call volume to Quitline, because the varying coefficient allowed the underlying time trend to depend on fixed covariates that also vary with time, thereby explaining more of the variation in the call model.
Lee, Wonkyong Beth; Fong, Geoffrey T; Dewhirst, Timothy; Kennedy, Ryan D; Yong, Hua-Hie; Borland, Ron; Awang, Rahmat; Omar, Maizurah
Antismoking mass media campaigns are known to be effective as part of comprehensive tobacco control programs in high-income countries, but such campaigns are relatively new in low- and middle-income countries and there is a need for strong evaluation studies from these regions. This study examines Malaysia's first national antismoking campaign, TAK NAK. The data are from the International Tobacco Control Malaysia Survey, which is an ongoing cohort survey of a nationally representative sample of adult smokers (18 years and older; N = 2,006). The outcome variable was quit intentions of adult smokers, and the authors assessed the extent to which quit intentions may have been strengthened by exposure to the antismoking campaign. The authors also tested whether the impact of the campaign on quit intentions was related to cognitive mechanisms (increasing thoughts about the harm of smoking), affective mechanisms (increasing fear from the campaign), and perceived social norms (increasing perceived social disapproval about smoking). Mediational regression analyses revealed that thoughts about the harm of smoking, fear arousal, and social norms against smoking mediated the relation between TAK NAK impact and quit intentions. Effective campaigns should prompt smokers to engage in both cognitive and affective processes and encourage consideration of social norms about smoking in their society.
McVey, D.; Stapleton, J.
OBJECTIVES—To evaluate the effectiveness of the Health Education Authority for England's anti-smoking television advertising campaign in motivating smokers to give up and preventing relapse in those who had already given up. DESIGN—A prospective, controlled trial was conducted in four TV regions in central and northern England. One region received no intervention (controls), two regions received TV anti-smoking advertising (TV media), and one region received TV anti-smoking advertising plus locally organised anti-tobacco campaigning (TV media + LTCN). The TV advertisements were screened in two phases over 18 months; during the first phase the intensity of the advertising was varied between TV regions. 5468 men and women (2997 smokers, 2471 ex-smokers) were selected by two stage random sampling and interviewed before the intervention, of whom 3610 were re-interviewed six months later, after the first phase of the campaign. Only those interviewed at six months were followed to the main end point at 18 months when 2381 subjects were re-interviewed. MAIN OUTCOME MEASURES—Self reports of cigarette smoking at the 18 month follow up were compared between the three levels of intervention. Odds ratios for intervention effects were adjusted for pre-intervention predictors of outcome and pooled for smokers and ex-smokers using meta-analytic methods. RESULTS—After 18 months, 9.8% of successfully re-interviewed smokers had stopped and 4.3% of ex-smokers had relapsed. The pooled adjusted odds ratio for not smoking in the TV media only condition compared to controls was 1.53 (95% confidence intervals (CI) 1.02 to 2.29, p = 0.04), and for TV media + LTCN versus controls, 1.67 (95% CI 1.0 to 2.8, p = 0.05). There was no evidence of an extra effect of the local tobacco control network when combined with TV media (odds ratio 1.15, 95% CI 0.74 to 1.78, p = 0.55). The was also no evidence of any intervention effects after the first phase of the
McVey, D; Stapleton, J
To evaluate the effectiveness of the Health Education Authority for England's anti-smoking television advertising campaign in motivating smokers to give up and preventing relapse in those who had already given up. A prospective, controlled trial was conducted in four TV regions in central and northern England. One region received no intervention (controls), two regions received TV anti-smoking advertising (TV media), and one region received TV anti-smoking advertising plus locally organised anti-tobacco campaigning (TV media + LTCN). The TV advertisements were screened in two phases over 18 months; during the first phase the intensity of the advertising was varied between TV regions. 5468 men and women (2997 smokers, 2471 ex-smokers) were selected by two stage random sampling and interviewed before the intervention, of whom 3610 were re-interviewed six months later, after the first phase of the campaign. Only those interviewed at six months were followed to the main end point at 18 months when 2381 subjects were re-interviewed. Self reports of cigarette smoking at the 18 month follow up were compared between the three levels of intervention. Odds ratios for intervention effects were adjusted for pre-intervention predictors of outcome and pooled for smokers and ex-smokers using meta-analytic methods. After 18 months, 9. 8% of successfully re-interviewed smokers had stopped and 4.3% of ex-smokers had relapsed. The pooled adjusted odds ratio for not smoking in the TV media only condition compared to controls was 1.53 (95% confidence intervals (CI) 1.02 to 2.29, p = 0.04), and for TV media + LTCN versus controls, 1.67 (95% CI 1.0 to 2.8, p = 0.05). There was no evidence of an extra effect of the local tobacco control network when combined with TV media (odds ratio 1.15, 95% CI 0.74 to 1.78, p = 0.55). The was also no evidence of any intervention effects after the first phase of the TV media campaign, including no effect of varying the intensity of the advertising
Brennan, Emily; Durkin, Sarah J; Wakefield, Melanie A; Kashima, Yoshihisa
Campaign-stimulated conversations have been shown to increase the effectiveness of antismoking campaigns. In order to explore why such effects occur, in the current study we coded the content of naturally occurring conversations. We also examined whether the short-term effects of talking, and of different types of talk, on quitting intentions were mediated through intrapersonal message responses. Using the Natural Exposure(SM) methodology, we exposed 411 smokers to 1 of 6 antismoking advertisements while they were watching television at home. Responses to the advertisement-conversation participation and content, emotional responses, personalized perceived effectiveness, and changes in intentions to quit-were measured within 3 days of exposure. Conversations were coded for appraisal of the advertisement (favorable, neutral, or unfavorable) and the presence of quitting talk and emotion talk. Mediation analyses indicated that the positive effects of talking on intention change were mediated through personalized perceived effectiveness and that the positive effects were driven by conversations that contained a favorable appraisal and/or quitting talk. Conversely, conversations that contained an unfavorable appraisal of the advertisement were negatively associated with campaign effectiveness. These findings highlight the importance of measuring interpersonal communication when evaluating campaigns and the need for further research to identify the message characteristics that predict when smokers talk and when they talk only in desirable ways.
van den Putte, Bas; Yzer, Marco; Southwell, Brian G; de Bruijn, Gert-Jan; Willemsen, Marc C
In the context of health campaigns, interpersonal communication can serve at least 2 functions: (a) to stimulate change through social interaction and (b) in a secondary diffusion process, to further disseminate message content. In a 3-wave prospective study of 1,079 smokers, the authors demonstrate that mass media messages (antismoking campaigns and news coverage relevant to smoking cessation) have an indirect effect on smoking cessation intention and behavior via interpersonal communication. Exposure to campaigns and news coverage prompts discussion about the campaigns, and, in turn, about smoking cessation. Interpersonal communication regarding smoking cessation then influences intention to quit smoking and attempts to quit smoking. The study finds evidence not only for the social interaction function of interpersonal communication, but also for the secondary diffusion function. A substantial number of smokers who are not directly exposed to the antismoking campaigns are nevertheless indirectly exposed via communication with people who have seen these campaigns. These results imply that encouragement of interpersonal communication can be an important campaign objective.
Kranzler, Elissa C; Gibson, Laura A; Hornik, Robert C
Though previous research suggests the FDA's "The Real Cost" anti-smoking campaign has reduced smoking initiation, the theorized pathway of effects (through targeted beliefs) has not been evaluated. This study assesses the relationship between recall of campaign television advertisements and ad-specific anti-smoking beliefs. Respondents in a nationally representative survey of nonsmoking youths age 13-17 (n = 4,831) reported exposure to four The Real Cost advertisements and a fake ad, smoking-relevant beliefs, and nonsmoking intentions. Analyses separately predicted each targeted belief from specific ad recall, adjusting for potential confounders and survey weights. Parallel analyses with non-targeted beliefs showed smaller effects, strengthening claims of campaign effects. Recall of four campaign ads (but not the fake ad) significantly predicted endorsement of the ad-targeted belief (Mean β = .13). Two-sided sign tests indicated stronger ad recall associations with the targeted belief relative to the non-targeted belief (p < .05). Logistic regression analyses indicated that respondents who endorsed campaign-targeted beliefs were more likely to have no intention to smoke (p < .01). This study is the first to demonstrate a relationship between recall of ads from The Real Cost campaign and the theorized pathway of effects (through targeted beliefs). These analyses also provide a methodological template for showing campaign effects despite limitations of available data.
Shahriar Khandaker; Juwel Rana
Background. Smoking causes ischemic heart disease, cerebrovascular disease, and lung cancer killing 15,000 Australians every year. Despite extensive publicity of the harmful health effects of smoking, one in six Australian aged 15 years and over smoked daily representing 2.7 million active smokers. Objectives. The research aimed to comprehend how active university student smokers respond to different appeals employed in public service antismoking campaigns in Western Australia. M...
Brennan, Emily; Gibson, Laura A; Kybert-Momjian, Ani; Liu, Jiaying; Hornik, Robert C
Behavior change campaigns typically try to change beliefs that influence behaviors, with targeted beliefs comprising the campaign theme. We present an empirical approach for choosing among a large number of potential themes, and results from the implementation of this approach for campaigns aimed at 4 behavioral targets: (1) preventing smoking initiation among youth, and (2) preventing initiation, (3) stopping progression to daily smoking and (4) encouraging cessation among young adults. An online survey of 13- to 17-year-olds and 18- to 25-year-olds in the United States (US), in which 20 potential campaign themes were represented by 154 beliefs. For each behavioral target, themes were ranked based on the strength of belief-intention and belief-behavior associations and size of the population not already endorsing the beliefs. The most promising themes varied across behavioral targets but 3 were consistently promising: consequences of smoking for mood, social acceptance and social popularity. Using a robust and systematic approach, this study provides campaign developers with empirical data to inform their selection of promising themes. Findings related to the campaign to prevent initiation among youth informed the development of the US Food and Drug Administration's "The Real Cost" campaign.
Halkjelsvik, Torleif; Lund, Karl Erik; Kraft, Pål; Rise, Jostein
- Norway has one of the most comprehensive infrastructures for tobacco control in the world and has launched several media campaigns recent years. Can yet another anti-smoking campaign, using fear appeal messages, have an immediate impact on smoking behavior, motivation to quit and health beliefs? A sample of smokers (N = 2543) completed a survey before and after a 7-week national media campaign. Individual exposure to campaign (unaided recall) was used as predictor of change. We observed ...
Halkjelsvik, Torleif; Lund, Karl Erik; Kraft, Pål; Rise, Jostein
Norway has one of the most comprehensive infrastructures for tobacco control in the world and has launched several media campaigns recent years. Can yet another anti-smoking campaign, using fear appeal messages, have an immediate impact on smoking behavior, motivation to quit and health beliefs? A sample of smokers (N = 2543) completed a survey before and after a 7-week national media campaign. Individual exposure to campaign (unaided recall) was used as predictor of change. We observed no st...
Stewart, Harold S.; Bowden, Jacqueline A.; Bayly, Megan C.; Sharplin, Greg R.; Durkin, Sarah J.; Miller, Caroline L.; Givans, Sharon E.; Warne, Charles D.; Wakefield, Melanie A.
Aboriginal and Torres Strait Islander Australians (Indigenous Australians) have more than twice the smoking prevalence of non-Indigenous Australians. Anti-smoking campaigns have demonstrated success in the general population but little is known about their impact among Indigenous people. A total of 143 Indigenous and a comparison group of 156…
Sahi, Salme; Maatta, Kaarina
This article describes the use of a Neuro Linguistic Program (NLP) in an antismoking campaign and studies how successful this campaign was according to secondary school students. This campaign was carried out in a small town in northern Finland as an intensive three-day-long campaign. The data consisted of the essays and interviews of those…
Zhan, Qianyi; Zhang, Jiawei; Yu, Philip S; Emery, Sherry; Xie, Junyuan
Anti-tobacco mass media campaigns are designed to influence tobacco users. It has been proved that campaigns will produce users' changes in awareness, knowledge, and attitudes, and also produce meaningful behavior change of audience. Anti-smoking television advertising is the most important part in the campaign. Meanwhile, nowadays, successful online social networks are creating new media environment, however, little is known about the relation between social conversations and anti-tobacco campaigns. This paper aims to infer social influence of these campaigns, and the problem is formally referred to as the Social Influence inference of anti-Tobacco mass mEdia campaigns (Site) problem. To address the Site problem, a novel influence inference framework, TV advertising social influence estimation (Asie), is proposed based on our analysis of two real anti-tobacco campaigns. Asie divides audience attitudes toward TV ads into three distinct stages: 1) cognitive; 2) affective; and 3) conative. Audience online reactions at each of these three stages are depicted by Asie with specific probabilistic models based on the synergistic influences from both online social friends and offline TV ads. Extensive experiments demonstrate the effectiveness of Asie.
van den Heerik, R.A.M.; van Hooijdonk, C.M.J.; Burgers, C.; Steen, G.J.
This article considers co-creation as a new persuasive strategy in health campaigns. Co-creation enables target audience members to become active campaign producers. A recent Dutch anti-smoking campaign applied co-creation, inviting the target audience to complete the slogan “smoking is sóóó . . . ”
van den Heerik, R.A.M.; van Hooijdonk, C.M.J.; Burgers, C.F.; Steen, G.J.
This article considers co-creation as a new persuasive strategy in health campaigns. Co-creation enables target audience members to become active campaign producers. A recent Dutch anti-smoking campaign applied co-creation, inviting the target audience to complete the slogan “smoking is sóóó . . . ”
Pedersen, Rasmus Tue
that news coverage of negative campaigning does apply the strategic game frame to a significantly larger degree than articles covering positive campaigning. This finding has significant implications for campaigning politicians and for scholars studying campaign and media effects.......News media coverage of election campaigns is often characterized by use of the strategic game frame and a focus on politicians’ use of negative campaigning. However, the exact relationship between these two characteristics of news coverage is largely unexplored. This article theorizes that consumer...... demand and norms of journalistic independence might induce the news media outlets to cover negative campaigning with a strategic game frame. A comprehensive content analysis based on several newspaper types, several election campaigns, and several different measurements of media framing confirms...
Yu, Shaohua; Koplan, Jeffrey; Eriksen, Michael P; Yao, Shuo; Redmon, Pamela; Song, Julia; Uretsky, Elanah; Huang, Cheng
The prevalence of adolescent smoking has been increasing rapidly in China. Expanding adolescent exposure to antismoking messages may be an effective approach to prevent tobacco use among this population. Using a cross-sectional sample of 8,444 high school students in four Chinese cities, this study assessed the relation between self-reported exposure to antismoking messages from families, schools, and mass media and the rate of past 30-day smoking and smoking intention among junior and senior high school students. Results from logistic regression suggested that antismoking messages delivered via school and media inhibited both tobacco use and the intention to smoke. The effects of familial warnings about harmful effects of smoking, in contrast, were at best insignificant.
The main objective of this dissertation is to examine attitudes toward shock advertising of western-European and Serbian university students with regard to public health context (anti-smoking and anti-HIV/AIDS campaigns). Although the use of shock advertising is widely adopted in practice, there has not been extensive research with regard to this topic. Public health context is of special interest in this dissertation as there is an urge for social marketing on Serbian market. The results of ...
Moran, Meghan Bridgid; Murphy, Sheila T; Sussman, Steve
Identity-based strategies have been suggested as a way to promote healthy behaviors when traditional approaches fall short. The truth® campaign, designed to reduce smoking in adolescents, is an example of a campaign that uses such a strategy to reach youth described as being outside the mainstream. This article examines the effectiveness of this strategy in promoting antitobacco company beliefs among youth. Survey data from 224 adolescents between 14 and 15 years of age were used to examine whether the truth® campaign was more or less effective at reaching and promoting antitobacco company beliefs among youth who identify with nonmainstream crowds (deviants and counterculture) versus those who identify with mainstream crowds (elites and academics). Analyses revealed that adolescents who identified as deviants and counterculture were more likely to have been persuaded by the truth® campaign. Social identity theory is used as a theoretical framework to understand these effects and to make recommendations for future health campaigns.
Davis, Kevin C; Duke, Jennifer; Shafer, Paul; Patel, Deesha; Rodes, Robert; Beistle, Diane
Measures of perceived effectiveness (PE) of ads have been validated to predict changes in cognitive precursors of quit attempts, but a relationship between PE and actual quit attempts has not been shown in population-based studies. We analyzed smokers' PE ratings of ads from the national Tips From Former Smokers (Tips) campaign to (1) establish the validity of PE in predicting quit attempts in a large, nationally representative sample of smokers; (2) identify behavioral and demographic correlates of PE among respondents; and (3) examine whether PE is influenced by matching the race/ethnicity of ad participants with that of the ad viewer. We used survey data from two waves (baseline and follow-up) of a longitudinal online cohort of adult U.S. cigarette smokers. Respondents were shown one or more of 14 Tips campaign ads and were asked to assess each ad in terms of PE. We used multivariate models to estimate the association between baseline PE and prospective quit attempts; cross-sectional associations between PE and various respondent characteristics, including race/ethnicity, desire to quit, and health conditions; and the association between race/ethnicity of respondents and Tips ad participants. Higher PE at baseline was associated with increased odds of a quit attempt at follow-up. Higher PE scores were associated with non-Hispanic black race, Hispanic ethnicity, higher desire to quit, presence of a chronic health condition, and presence of a mental health condition. There was no relationship between PE scores and matched race/ethnicity of the respondent and Tips ad participants. This is the first study to demonstrate an association between PE scores for antismoking ads and prospective quit attempts in a large, nationally representative sample of smokers. Our findings also provide strong evidence that racial/ethnic minority subpopulations, including non-Hispanic blacks and Hispanics, react more favorably to Tips campaign ads irrespective of race/ethnicity of
Full Text Available In Europe, according to official statistics (ec.europa.eu the percentage of smokers is about 29% of the population, and smoking still remains the main reason underlying the deaths and illnesses that could have been prevented. In the past 12 months, 31% of EU smokers have tried to quit smoking. In this gloomy context, the European Commission already has a tradition in preventing and stopping smoking, in addition to the broader tobacco control: in recent years have been organized numerous campaigns that aim to inform the European public about the problems caused by consumption tobacco, increasing awareness of the dangers of smoking, thus contributing to the long-term objective proposed by the Commission as "Europe free from tobacco smoke."
van den Heerik, Romy A M; van Hooijdonk, Charlotte M J; Burgers, Christian; Steen, Gerard J
This article considers co-creation as a new persuasive strategy in health campaigns. Co-creation enables target audience members to become active campaign producers. A recent Dutch anti-smoking campaign applied co-creation, inviting the target audience to complete the slogan "smoking is sóóó . . . " with something outdated on social networking sites (SNSs) like Facebook and Twitter to stress non-smoking as the new social norm. From a corpus-linguistic perspective, we investigated how the slogans from the target audience resonated with or deviated from the campaign's original message. In general, the target audience slogans followed the campaign's approach, but on the SNSs, differences were found regarding the valence, type of utterance, and domain to which smoking was compared. The target audience frequently compared smoking with other (inter)personal social norms. Co-creation thus provides the target audience with an opportunity to disseminate campaign messages from their own perspective, but at the same time a co-creation strategy risks diluting the intended campaign message.
Evans, W Douglas
Media-related commercial marketing aimed at promoting the purchase of products and services by children, and by adults for children, is ubiquitous and has been associated with negative health consequences such as poor nutrition and physical inactivity. But, as Douglas Evans points out, not all marketing in the electronic media is confined to the sale of products. Increasingly savvy social marketers have begun to make extensive use of the same techniques and strategies used by commercial marketers to promote healthful behaviors and to counter some of the negative effects of conventional media marketing to children and adolescents. Evans points out that social marketing campaigns have been effective in helping to prevent and control tobacco use, increase physical activity, improve nutrition, and promote condom use, as well as other positive health behaviors. He reviews the evidence from a number of major recent campaigns and programming in the United States and overseas and describes the evaluation and research methods used to determine their effectiveness. He begins his review of the field of social marketing by describing how it uses many of the strategies practiced so successfully in commercial marketing. He notes the recent development of public health brands and the use of branding as a health promotion strategy. He then goes on to show how social marketing can promote healthful behavior, how it can counter media messages about unhealthful behavior, and how it can encourage discussions between parents and children. Evans concludes by noting some potential future applications to promote healthful media use by children and adolescents and to mitigate the effects of exposure to commercial marketing. These include adapting lessons learned from previous successful campaigns, such as delivering branded messages that promote healthful alternative behaviors. Evans also outlines a message strategy to promote "smart media use" to parents, children, and adolescents and
Guignard, Romain; Gallopel-Morvan, Karine; Mons, Ute; Hummel, Karin; Nguyen-Thanh, Viêt
Mass media campaigns to encourage smoking cessation have been shown to be effective in a context of comprehensive tobacco control programme. The effectiveness of antismoking ads that evoke negative emotions remains unclear, in particular in countries with high smoking prevalence and among smokers with low perceived susceptibility, low self-efficacy or who are not users of smoking cessation services. To evaluate short-term and long-term effects of a 1-month French national highly emotional media campaign, with a focus on these specific targets. A 6-month longitudinal survey by Internet. A sample of 3000 smokers were interviewed before the media campaign (T0). They were contacted again just after (T1) and 6 months after the campaign (T2). Perceived susceptibility to the risks of smoking, self-efficacy to quit smoking, use of smoking cessation services (quitline and website) and 7-day quitting. The analysis was carried out on 2241 individuals who answered at T1 and T2. Multiple logistic regressions were computed to test the association between the change in each outcome at T1 and T2 and the level of exposure based on self-reported recall. Self-reported recall was associated with an increase in perceived susceptibility and with use of cessation services. Campaign recall was also associated with higher 7-day quitting immediately after the campaign (OR=1.8 (1.0 to 3.2), Pmedia campaigns can be effective in encouraging cessation among smokers in a country with high smoking prevalence (France), but should be accompanied by convincing self-efficacy messages. © Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2018. All rights reserved. No commercial use is permitted unless otherwise expressly granted.
Alcaraz Mateos, Eduardo; Guerra Pastrián, Laura; Pijuan Andújar, Lara; López Solache, Laura; Zucchiatti, Adriana; García Ángel, Rubén; Prieto Cuadra, Juan Daniel; Labiano Miravalles, Tania; Carvalho, Rita; Gardner, Jerad M; Terrádez, Cristina; de Álava, Enrique
Pathology is a speciality that is often poorly understood, not only by the general public, but also by clinicians. However, the recent widespread use of social media provides an opportunity to increase the visibility and comprehension of our profession. A working group was formed to carry out this task. The members of the Spanish Society of Pathology were contacted through its Communication and Social Projection Subcommittee to engage in the campaign #IWantYouForSEAP, to form a network on Twitter. The recruitment period was one month (August, 2016). The resulting project, developed during the XXVIII Congress of the SEAP-IAP, was registered using the analytical tools Symplur and Tweet Binder. 32 applications (29 pathologists, 2 histotechnicians, 1 administrative personnel) were received from all over Spain, including participants from 14 of the 17 Autonomous Regions, from 22 cities and 25 medical centres. The activity in relation to the hashtag #SEAP2017V used in the congress included 685 participants with 6704 tweets and 8,837,435 impressions. 28 of the 32 recruited by the #IWantYouForSEAP campaign participated, contributing with 2410 tweets, and generating 2,090,423 impressions (36% and 24% of the total, respectively). It is possible to promote and motivate teamwork within our discipline through social media networks. This preliminary experience of the use of social media networks in our scientific community has had encouraging results which have raised high expectations among participants. An appropriate use of social media networks could help to narrow the gap between pathologists and society. Copyright © 2017 Sociedad Española de Anatomía Patológica. Publicado por Elsevier España, S.L.U. All rights reserved.
Halkjelsvik, Torleif; Lund, Karl Erik; Kraft, Pål; Rise, Jostein
Norway has one of the most comprehensive infrastructures for tobacco control in the world and has launched several media campaigns recent years. Can yet another anti-smoking campaign, using fear appeal messages, have an immediate impact on smoking behavior, motivation to quit and health beliefs? A sample of smokers (N = 2543) completed a survey before and after a 7-week national media campaign. Individual exposure to campaign (unaided recall) was used as predictor of change. We observed no statistically significant effect on smoking status but tendencies were in the expected direction for daily smokers (P = 0.09). There were no effects on number of cigarettes per day, likelihood to quit or reduce smoking. Small but statistically significant effects were found on motivation to quit (P < 0.01, ηp(2) = 0.004) and perceived seriousness of health hazards (P < 0.05, ηp(2) = 0.002). In addition, there was an increase in interpersonal discussions about health and smoking for those exposed to the campaign (P < 0.01, ηp(2) = 0.008). We conclude that there are very small effects of a relatively short and intense mass media campaign on a population of smokers already exposed to one of the most comprehensive tobacco control programs in the world.
Gottlieb, Stephen S.
This digest examines the relationship between the political process and the media. The digest discusses the ramifications of advertising in politics; the role of the televised debate in elections; individual voter characteristics and the media; and media coverage and campaign awareness. Fifteen references are attached. (RS)
Beaudoin, Christopher E; Thorson, Esther
This article examines the impact of a socially oriented public health media campaign that aims to influence social indicators among adults as a means to advances in youth health outcomes. Hierarchical regression analyses are conducted on telephone survey data from 18 weekly telephone surveys of adults in Kansas. Media campaign exposure was positively associated with two outcome measures: beliefs about youth development and behaviors toward youth development. In addition, these two outcome measures increased significantly over time, with the dissemination of the campaign's television and newspaper advertisements. Furthermore, these over-time increases were present only among respondents who were exposed to the media campaign. These findings offer support for the campaign's influence on the two social indicators, which would, per other research, be expected to influence improvements in youth health. Findings are discussed in reference to previous research in the areas of public health and mass communication, with implications made for practitioners and researchers.
Voorveld, H.A.M.; van Noort, G.
Inspired by the increasing popularity of advertising on social media, and especially on social network sites (SNSs), the aim of this study is to give insight into the effectiveness of SNS advertising. The first experimental study compares consumer responses to advertising on SNSs and television (TV) and demonstrates that while TV campaigns are evaluated more positively, SNS campaigns result in more favourable cognitive responses. Moreover, the persuasive intent of SNS campaigns is less recogn...
van den Putte, B.; Yzer, M.; Southwell, B.G.; de Bruijn, G.-J.; Willemsen, M.C.
In the context of health campaigns, interpersonal communication can serve at least 2 functions: (a) to stimulate change through social interaction and (b) in a secondary diffusion process, to further disseminate message content. In a 3-wave prospective study of 1,079 smokers, the authors demonstrate
Mass media publicity campaigns against driving while intoxicated have been conducted in the netherlands for a number of years. A new, more aggressive approach was introduced in 1984 with the slogan "alcohol ..... all too easily a crime". Goals of this campaign were (1) internationalization of the
Recently, it has been demonstrated that self-persuasion can be activated by media campaigns, which were more effective than those using direct argumentation. Extending these findings, in the present paper we investigated conditions under which self-persuasion can be successfully applied in media
Shropshire, Ali M.; Brent-Hotchkiss, Renee; Andrews, Urkovia K.
Objective: To describe the effectiveness of a mass media campaign in increasing the rate of college student influenza vaccine obtainment. Participants/Methods: Students ("N" = 721) at a large southern university completed a survey between September 2011 and January 2012 assessing what flu clinic media sources were visualized and if they…
Gharis, Laurie W.; Hightower, Mary F.
Today's Extension professionals are tasked with more work and fewer resources. Integrating social media campaigns into outreach efforts can be an efficient way to meet work demands. If resources go toward social media, a practical method for collecting metrics is needed. Collecting metrics adds one more task to the workloads of Extension…
Wakefield, Melanie A; Loken, Barbara; Hornik, Robert C
Mass media campaigns are widely used to expose high proportions of large populations to messages through routine uses of existing media, such as television, radio, and newspapers. Exposure to such messages is, therefore, generally passive. Such campaigns are frequently competing with factors, such as pervasive product marketing, powerful social norms, and behaviours driven by addiction or habit. In this Review we discuss the outcomes of mass media campaigns in the context of various health-risk behaviours (eg, use of tobacco, alcohol, and other drugs, heart disease risk factors, sex-related behaviours, road safety, cancer screening and prevention, child survival, and organ or blood donation). We conclude that mass media campaigns can produce positive changes or prevent negative changes in health-related behaviours across large populations. We assess what contributes to these outcomes, such as concurrent availability of required services and products, availability of community-based programmes, and policies that support behaviour change. Finally, we propose areas for improvement, such as investment in longer better-funded campaigns to achieve adequate population exposure to media messages. Copyright © 2010 Elsevier Ltd. All rights reserved.
Evans, W. Douglas
Media-related commercial marketing aimed at promoting the purchase of products and services by children, and by adults for children, is ubiquitous and has been associated with negative health consequences such as poor nutrition and physical inactivity. But, as Douglas Evans points out, not all marketing in the electronic media is confined to the…
Bock Segaard, Signe; Agger Nielsen, Jeppe
candidates, content registration of local blogs, and log file data of local blogs through Google Analytics). In contrast to the democratic vision for social media the analysis demonstrates that the election blogs primarily are used by those who are most politically active in advance. The analysis also shows...... and their actual behavior in social media. The experiences from the Norwegian local elections indicate that the usage of social media has not yet constituted a vital democratic frontier. The myth that the “tone" in online debates always is hard, concise and person fixed has also been disproved....
Terry-McElrath, Yvonne M.; Emery, Sherry; Wakefield, Melanie A.; O’Malley, Patrick M.; Szczypka, Glen; Johnston, Lloyd D.
Objective Young adults in the U.S. have one of the highest smoking prevalence rates of any age group, and young adulthood is a critical time period of targeting by the tobacco industry. We examined relationships between potential exposure to tobacco-related media campaigns from a variety of sponsors and 2-year smoking change measures among a longitudinal sample of U.S. adults aged 20-30 from 2001-2008. Methods Self-report data were collected from a longitudinal sample of 13,076 U.S. young adults from age 20-30. These data were merged with tobacco-related advertising exposure data from Nielsen Media Research. Two-year measures of change in smoking were regressed on advertising exposures. Results Two-year smoking uptake was unrelated to advertising exposure. The odds of quitting among all smokers and reduction among daily smokers in the two years between the prior and current survey were positively related to anti-tobacco advertising, especially potential exposure levels of 104-155 ads over the past 24 months. Tobacco company advertising (including corporate image and anti-smoking) and pharmaceutical industry advertising were unrelated to quitting or reduction. Conclusions Continued support for sustained, public health-based, well-funded anti-tobacco media campaigns may help reduce tobacco use among young adults. PMID:21972061
Full Text Available As the virtual environment is constantly changing, not only users’ informational and knowledge needs but also the means and channels of communication with customers applied by organizations change. There is a noticeable trend to move more and more advertising campaigns to social media networks because of the opportunities they provide to organizations and users, which results in the ever-increasing popularity of social media networks and a number of their users. Such a transition is explained by one of the main objectives organizations have: to inform their customers in an appropriate way and receive feedback on social media networks, which is difficult when traditional advertising channels and means are applied. Since advertising campaigns on social media networks are evolving rapidly, their assessment factors and methods, which receive controversial opinions in both scientific literature and practice, change too. Researchers assess and interpret the factors that influence the effectiveness of advertising campaigns on social media networks differently. Thus, a problem arises: how should we evaluate which approach is more capable of accurately and fully reflecting and conveying reality? In this research, this problem is studied by connecting approaches of different researchers. These approaches are linked to the effectiveness assessment of advertising campaigns on social media network aspects. To achieve the objective of this study, such research methods as analysis of scientific literature, multiple criteria and expert assessment (a structured survey and an interview were applied. During the study, out of 39 primary assessment factors, eight primary factors that influence the effectiveness of advertising campaigns on social media networks were identified: sales, content reach, traffic to website, impressions, frequency, relevance score, leads and audience growth.
Droge, David; Davis, Kristine
High turnout for the 1980 Iowa caucuses and conflicting explanations for that high turnout formed the background for an investigation of the relationship between media uses and gratifications, involvement in the local community, and caucus participation. Campaign fan gratifications--either excitement seeking or communicative utility--were…
G. Grow (Gabrielle); J.R. Ward (Janelle)
textabstractAuthenticity is a popular buzzword in electoral politics: Electoral candidates and politicians are expected to be authentic in their public interactions. Since 2008, campaigning via social media has become an integral part of elections in the United States, and continues to gain
Full Text Available The election campaign has lately become a real challenge where all the political actors display their skills, the communication ones, but also those related to the electoral marketing and public relations which play a vital role in creating the image of a particular candidate. The interest that the public manifest towards the presidential debates, as well as towards all the means of political communication used by the actors involved represents a reference point in the construction of an election campaign. Our paper aims to achieve a quantitative analysis of the communicational messages sent during the 2014 presidential campaign in the online media. In this respect, we are going to conduct a media monitoring on two central newspapers, namely “Evenimentul Zilei” (“Daily Event” and “Jurnalul Național” (“National Journal”, to track the online media visibility of the political communication starting from several indicators predefined in order to measure the efficiency of the political communication. Thus, our approach considers the influence of political communication in the election campaign as it appears in the online press in Romania.
Full Text Available The subject of this research is how spokespersons can be used in campaigns of non-profit organizations, with a goal to increase their visibility and gain public support. Namely, many companies employ celebrities for their media campaigns as protagonists and promoters of brand values. With their appearance and engagement, celebrities transfer part of their image and credibility to the brand, which widens and enriches the field of associations which brands trigger in consumers' conscience. Non-profit organizations could get similar benefits out of these campaigns. In a society where there is a certain level of fascination with celebrities, i.e. celebrity culture, their influence can be used not only to attract attention to the goods, but also to ideas. The goal of the paper is to show how spokespersons can influence behavior and attitudes of the public by participating in media campaigns, and also the important aspects of choosing a spokesperson. The paper is supposed to be a starting point for practitioners,so they can design creative ideas based on this technique on the non-profit organizations market, especially in Serbia.
Voorveld, H.A.M.; Neijens, P.C.; Smit, E.G.
The aim of the study is to investigate the role of media sequence on consumers' responses to cross-media campaigns. To do so, we conducted an experiment in which we studied the effects of a combination of TV commercials and websites (TV commercial-website vs. website-TV commercial) for two different
Huberty, Jennifer; Dodge, Tammie; Peterson, Kerri R; Balluff, Mary
Activate Omaha (AO), a community-wide health initiative, was awarded a grant by Active Living by Design in 2003. To establish credibility of the partners in AO and increase awareness of active living in the community by emphasizing promotions (branding, logo recognition). Media, including billboards, TV and radio ads, high-profile spokespersons, grassroots efforts, and worksite "toolkits" featuring tips and creative messaging on physical activity were combined to incentivize people to be physically active. Campaign surveys were conducted by the Market Survey Research Group each year from 2005 to 2008. Survey data based on the first campaign indicated that 86% of Omahans wanted to be part of an active community and to be active with younger generations. The second campaign focused on getting families physically active together, and this survey data showed that citizens wanted to be a part of an active community. A third campaign added practical examples of citizens being active within the community and efforts expanded to worksites with consistent messaging for employees. The final survey indicated that 78% of respondents found Omaha to be an active community compared to 63% who had that response 3 years earlier. Activate Omaha was successful in gaining credibility and leveraging additional funding to implement complementary programming and physical projects, and as a result, changing community perceptions and influencing policy decisions. Copyright © 2012 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights reserved.
Full Text Available In this paper, we aim at gaining insight into the Romanian president’s online campaign during the 2014 elections. Although there is a growing body of literature on online political campaigns in Western democracies, little research exists on using Social Media in an emergent economy like Romania. In order to take a closer look at the president’s online communication strategy, we conducted a content analysis on the posts published on the president’s official Facebook page over the two weeks leading up to Election Day. This study is the first of this kind and it indicates that president Iohannis used close-ended messages to control the speech, while reaching out to emotion to gain users’ support.
Mahmud, Jalal; Gao, Huiji
Twitter has been increasingly used for spreading messages about campaigns. Such campaigns try to gain followers through their Twitter accounts, influence the followers and spread messages through them. In this paper, we explore the relationship between followers sentiment towards the campaign topic and their rate of retweeting of messages generated by the campaign. Our analysis with followers of multiple social-media campaigns found statistical significant correlations between such sentiment ...
Terry-McElrath, Yvonne M; Emery, Sherry; Wakefield, Melanie A; O'Malley, Patrick M; Szczypka, Glen; Johnston, Lloyd D
Young adults in the USA have one of the highest smoking prevalence rates of any age group, and young adulthood is a critical time period of targeting by the tobacco industry. The authors examined relationships between potential exposure to tobacco-related media campaigns from a variety of sponsors and 2-year smoking change measures among a longitudinal sample of US adults aged 20-30 years from 2001 to 2008. Self-report data were collected from a longitudinal sample of 12,931 US young adults from age 20 to 30. These data were merged with tobacco-related advertising exposure data from Nielsen Media Research. Two-year measures of change in smoking were regressed on advertising exposures. Two-year smoking uptake was unrelated to advertising exposure. The odds of quitting among all smokers and reduction among daily smokers in the 2 years between the prior and current survey were positively related to anti-tobacco advertising, especially potential exposure levels of 104-155 ads over the past 24 months. Tobacco company advertising (including corporate image and anti-smoking) and pharmaceutical industry advertising were unrelated to quitting or reduction. Continued support for sustained, public health-based well-funded anti-tobacco media campaigns may help reduce tobacco use among young adults.
This article categorizes and describes current media campaigns to reduce college student drinking, reviews key principles of campaign design and outlines recommendations for future campaigns. The article describes three types of media campaigns on student drinking: information, social norms marketing, and advocacy. Key principles of campaign design are derived from work in commercial marketing, advertising, and public relations and from evaluations of past public health campaigns. Information campaigns on the dangers of high-risk drinking are common, but none has been rigorously evaluated. Quasi-experimental studies suggest that social norms marketing campaigns, which correct misperceptions of campus drinking norms, may be effective, but more rigorous research is needed. As of this writing, only one major media campaign has focused on policy advocacy to reduce college student drinking, but it is still being evaluated. Lessons for campaign design are organized as a series of steps for campaign development, implementation and assessment: launch a strategic planning process, select a strategic objective, select the target audience, develop a staged approach, define the key promise, avoid fear appeals, select the right message source, select a mix of media channels, maximize media exposure, conduct formative research, and conduct process and outcome evaluations. Future campaigns should integrate information, social norms marketing, and advocacy approaches to create a climate of support for institutional, community and policy changes that will alter the environment in which students make decisions about their alcohol consumption.
Huang, Li-Ling; Thrasher, James F.; Abad, Erika Nayeli; Cummings, K. Michael; Bansal-Travers, Maansi; Brown, Abraham; Nagelhout, Gera E.
Objective: Evaluate the second flight of the U.S. "Tips From Former Smokers" (Tips) campaign. Method: Data were analyzed from an online consumer panel of U.S. adult smokers before (n = 1,404) and after (n = 1,401) the 2013 Tips campaign launch. Generalized estimating equation models assessed whether the Tips advertisement recall was…
Yoruk, Baris K.
Fundraising campaigns advertised via mass media are common. To what extent such campaigns affect charitable behavior is mostly unknown, however. Using giving and volunteering surveys conducted biennially from 1988 to 1996, I investigate the effect of a national fundraising campaign, "Give Five," on charitable giving and volunteering patterns. The…
James M Nonnemaker
Full Text Available Disparities in tobacco use and smoking cessation by race/ethnicity, education, income, and mental health status remain despite recent successes in reducing tobacco use. It is unclear to what extent media campaigns promote cessation within these population groups. This study aims to (1 assess whether exposure to antitobacco advertising is associated with making a quit attempt within a number of population subgroups, and (2 determine whether advertisement type differentialy affects cessation behavior across subgroups. We used data from the New York Adult Tobacco Survey (NY-ATS, a cross-sectional, random-digit-dial telephone survey of adults aged 18 or older in New York State conducted quarterly from 2003 through 2011 (N = 53,706. The sample for this study consists of 9,408 current smokers from the total NY-ATS sample. Regression methods were used to examine the effect of New York State's antismoking advertising, overall and by advertisement type (graphic and/or emotional, on making a quit attempt in the past 12 months. Exposure to antismoking advertising was measured in two ways: gross rating points (a measure of potential exposure and self-reported confirmed recall of advertisements. This study yields three important findings. First, antismoking advertising promotes quit attempts among racial/ethnic minority smokers and smokers of lower education and income. Second, advertising effectiveness is attributable in part to advertisements with strong graphic imagery or negative emotion. Third, smokers with poor mental health do not appear to benefit from exposure to antismoking advertising of any type. This study contributes to the evidence about how cessation media campaigns can be used most effectively to increase quit attempts within vulnerable subgroups. In particular, it suggests that a general campaign can promote cessation among a range of sociodemographic groups. More research is needed to understand what message strategies might work for
Nonnemaker, James M.; Allen, Jane A.; Davis, Kevin C.; Kamyab, Kian; Duke, Jennifer C.; Farrelly, Matthew C.
Disparities in tobacco use and smoking cessation by race/ethnicity, education, income, and mental health status remain despite recent successes in reducing tobacco use. It is unclear to what extent media campaigns promote cessation within these population groups. This study aims to (1) assess whether exposure to antitobacco advertising is associated with making a quit attempt within a number of population subgroups, and (2) determine whether advertisement type differentialy affects cessation behavior across subgroups. We used data from the New York Adult Tobacco Survey (NY-ATS), a cross-sectional, random-digit-dial telephone survey of adults aged 18 or older in New York State conducted quarterly from 2003 through 2011 (N = 53,706). The sample for this study consists of 9,408 current smokers from the total NY-ATS sample. Regression methods were used to examine the effect of New York State’s antismoking advertising, overall and by advertisement type (graphic and/or emotional), on making a quit attempt in the past 12 months. Exposure to antismoking advertising was measured in two ways: gross rating points (a measure of potential exposure) and self-reported confirmed recall of advertisements. This study yields three important findings. First, antismoking advertising promotes quit attempts among racial/ethnic minority smokers and smokers of lower education and income. Second, advertising effectiveness is attributable in part to advertisements with strong graphic imagery or negative emotion. Third, smokers with poor mental health do not appear to benefit from exposure to antismoking advertising of any type. This study contributes to the evidence about how cessation media campaigns can be used most effectively to increase quit attempts within vulnerable subgroups. In particular, it suggests that a general campaign can promote cessation among a range of sociodemographic groups. More research is needed to understand what message strategies might work for those with
Nonnemaker, James M; Allen, Jane A; Davis, Kevin C; Kamyab, Kian; Duke, Jennifer C; Farrelly, Matthew C
Disparities in tobacco use and smoking cessation by race/ethnicity, education, income, and mental health status remain despite recent successes in reducing tobacco use. It is unclear to what extent media campaigns promote cessation within these population groups. This study aims to (1) assess whether exposure to antitobacco advertising is associated with making a quit attempt within a number of population subgroups, and (2) determine whether advertisement type differentialy affects cessation behavior across subgroups. We used data from the New York Adult Tobacco Survey (NY-ATS), a cross-sectional, random-digit-dial telephone survey of adults aged 18 or older in New York State conducted quarterly from 2003 through 2011 (N = 53,706). The sample for this study consists of 9,408 current smokers from the total NY-ATS sample. Regression methods were used to examine the effect of New York State's antismoking advertising, overall and by advertisement type (graphic and/or emotional), on making a quit attempt in the past 12 months. Exposure to antismoking advertising was measured in two ways: gross rating points (a measure of potential exposure) and self-reported confirmed recall of advertisements. This study yields three important findings. First, antismoking advertising promotes quit attempts among racial/ethnic minority smokers and smokers of lower education and income. Second, advertising effectiveness is attributable in part to advertisements with strong graphic imagery or negative emotion. Third, smokers with poor mental health do not appear to benefit from exposure to antismoking advertising of any type. This study contributes to the evidence about how cessation media campaigns can be used most effectively to increase quit attempts within vulnerable subgroups. In particular, it suggests that a general campaign can promote cessation among a range of sociodemographic groups. More research is needed to understand what message strategies might work for those with poor
Villanti, Andrea C.; Cullen, Jennifer; Vallone, Donna M.; Stuart, Elizabeth A.
Sustained mass media campaigns have been recommended to stem the tobacco epidemic in the United States. Propensity score matching (PSM) was used to estimate the effect of awareness of a national smoking cessation media campaign (EX[R]) on quit attempts and cessation-related cognition. Participants were 4,067 smokers and recent quitters aged 18-49…
Hall, Ingrid J; Johnson-Turbes, Ashani; Berkowitz, Zahava; Zavahir, Yasmine
To evaluate whether a culturally appropriate campaign using "Black radio" and print media increased awareness and utilization of local mammography screening services provided by the Centers for Disease Control and Prevention's National Breast and Cervical Cancer Early Detection Program among African American women. The evaluation used a quasi-experimental design involving data collection during and after campaign implementation in two intervention sites in GA (Savannah with radio and print media and Macon with radio only) and one comparison site (Columbus, GA). We used descriptive statistics to compare mammography uptake for African American women during the initial months of the campaign (8/08-1/09) with the latter months (2/09-8/09) and a post-campaign (9/09-12/09) period in each of the study sites. Comparisons of monthly mammogram uptake between cities were performed with multinomial logistic regression. We assumed a p value campaign to the later period. However, the increase did not persist in the post-campaign period. Analysis comparing monthly mammogram uptake in Savannah and Macon with Columbus showed a significant increase in uptake from the first to the second period in Savannah only (OR 1.269, 95 % CI (1.005-1.602), p = 0.0449). Dissemination of health promotion messages via a culturally appropriate, multicomponent campaign using Black radio and print media was effective in increasing mammogram uptake in Savannah among low-income, African American women. Additional research is needed to quantify the relative contribution of campaign radio, print media, and community components to sustain increased mammography uptake.
Hornik, Robert C; Yanovitzky, Itzhak
We present a general theory about how campaigns can have effects and suggest that the evaluation of communication campaigns must be driven by a theory of effects. The National Youth Anti-Drug Media Campaign illustrates both the theory of campaign effects and implications that theory has for the evaluation design. Often models of effect assume that individual exposure affects cognitions that continue to affect behavior over a short term. Contrarily, effects may operate through social or institutional paths as well as through individual learning, require substantial levels of exposure achieved through multiple channels over time, take time to accumulate detectable change, and affect some members of the audience but not others. Responsive evaluations will choose appropriate units of analysis and comparison groups, data collection schedules sensitive to lagged effects, samples able to detect subgroup effects, and analytic strategies consistent with the theory of effects that guides the campaign.
Dunlop, Sally; Cotter, Trish; Perez, Donna; Wakefield, Melanie
We assessed the effects of levels and duration of exposure to televised antismoking advertising on cognitive and behavioral changes. We used data from a serial cross-sectional telephone survey with weekly interviews of adult smokers and recent quitters in New South Wales, Australia (n = 13,301), between April 2005 and December 2010. We merged survey data with commercial TV ratings data to estimate individuals' exposure to antismoking advertising. Logistic regression analyses indicated that after adjustment for a wide range of potential confounders, exposure to antismoking advertising at levels between 100 and 200 gross rating points per week on average over 6 to 9 weeks was associated with an increased likelihood of having (1) salient quitting thoughts and (2) recent quit attempts. Associations between exposure for shorter periods and these outcomes were not significant. Broadcasting schedules may affect the success of antismoking ads. Campaign planners should ensure advertising exposure at adequate frequency over relatively sustained periods to maximize impact.
De Nooy, W.; Kleinnijenhuis, J.
In multiparty election campaigns, many political parties and candidates compete for media attention, voters, and a government majority. Negative campaigning, which is often newsworthy, is an attractive strategy in the competition for media attention. However, political support for another party
de Nooy, W.; Kleinnijenhuis, J.
In multiparty election campaigns, many political parties and candidates compete for media attention, voters, and a government majority. Negative campaigning, which is often newsworthy, is an attractive strategy in the competition for media attention. However, political support for another party
Full Text Available BackgroundReflecting the increasing prevalence of online media, many mass media health campaigns are now delivered using both television (TV and online media formats. The aim of this study was to evaluate a smoking cessation mass media campaign according to the cost-effectiveness of the various combinations of TV and online media formats to inform future media buying decisions.MethodsA quasi-experimental interrupted time series approach was employed. The campaign was delivered in seven 1-week bursts using TV, online video (OV, or online display (OD (e.g., banner ads formats in isolation and in various combinations over a 13-week period. Campaign bursts were separated by “off-weeks” in which no campaign materials were delivered. Assessed outcomes were the number of campaign response “events” recorded (campaign web page views, calls to a smoking cessation telephone service, and registrations for smoking cessation services. The cost-effectiveness of each individual and combined media format condition in terms of these outcome variables was calculated using attributed production and broadcasting costs.ResultsOverall, OD alone was found to be the most cost-effective means of achieving the nominated campaign outcomes, followed by a combination of OV and OD and a combination of TV and OV. The use of TV in isolation was the least cost-effective.ConclusionThe results of this evaluation indicate that online media constitute a promising means of enhancing the cost-effectiveness of smoking cessation campaigns. Future research assessing a broader range of outcomes, especially smoking cessation, is needed to provide a more comprehensive account of the cost-effectiveness of various campaign media.
Allom, Vanessa; Jongenelis, Michelle; Slevin, Terry; Keightley, Stacey; Phillips, Fiona; Beasley, Sarah; Pettigrew, Simone
Reflecting the increasing prevalence of online media, many mass media health campaigns are now delivered using both television (TV) and online media formats. The aim of this study was to evaluate a smoking cessation mass media campaign according to the cost-effectiveness of the various combinations of TV and online media formats to inform future media buying decisions. A quasi-experimental interrupted time series approach was employed. The campaign was delivered in seven 1-week bursts using TV, online video (OV), or online display (OD) (e.g., banner ads) formats in isolation and in various combinations over a 13-week period. Campaign bursts were separated by "off-weeks" in which no campaign materials were delivered. Assessed outcomes were the number of campaign response "events" recorded (campaign web page views, calls to a smoking cessation telephone service, and registrations for smoking cessation services). The cost-effectiveness of each individual and combined media format condition in terms of these outcome variables was calculated using attributed production and broadcasting costs. Overall, OD alone was found to be the most cost-effective means of achieving the nominated campaign outcomes, followed by a combination of OV and OD and a combination of TV and OV. The use of TV in isolation was the least cost-effective. The results of this evaluation indicate that online media constitute a promising means of enhancing the cost-effectiveness of smoking cessation campaigns. Future research assessing a broader range of outcomes, especially smoking cessation, is needed to provide a more comprehensive account of the cost-effectiveness of various campaign media.
Rady, Mohamed Y; McGregor, Joan L; Verheijde, Joseph L
Mass media campaigns are widely and successfully used to change health decisions and behaviors for better or for worse in society. In the United States, media campaigns have been launched at local offices of the states' department of motor vehicles to promote citizens' willingness to organ donation and donor registration. We analyze interventional studies of multimedia communication campaigns to encourage organ-donor registration at local offices of states' department of motor vehicles. The media campaigns include the use of multifaceted communication tools and provide training to desk clerks in the use of scripted messages for the purpose of optimizing enrollment in organ-donor registries. Scripted messages are communicated to customers through mass audiovisual entertainment media, print materials and interpersonal interaction at the offices of departments of motor vehicles. These campaigns give rise to three serious concerns: (1) bias in communicating information with scripted messages without verification of the scientific accuracy of information, (2) the provision of misinformation to future donors that may result in them suffering unintended consequences from consenting to medical procedures before death (e.g, organ preservation and suitability for transplantation), and (3) the unmanaged conflict of interests for organizations charged with implementing these campaigns, (i.e, dual advocacy for transplant recipients and donors). We conclude the following: (1) media campaigns about healthcare should communicate accurate information to the general public and disclose factual materials with the least amount of bias; (2) conflicting interests in media campaigns should be managed with full public transparency; (3) media campaigns should disclose the practical implications of procurement as well as acknowledge the medical, legal, and religious controversies of determining death in organ donation; (4) organ-donor registration must satisfy the criteria of informed
Leavy, Justine E.; Bull, Fiona C.; Rosenberg, Michael; Bauman, Adrian
Internationally, mass media campaigns to promote regular moderate-intensity physical activity have increased recently. Evidence of mass media campaign effectiveness exists in other health areas, however the evidence for physical activity is limited. The purpose was to systematically review the literature on physical activity mass media campaigns,…
Wakefield, Melanie; Flay, Brian; Nichter, Mark; Giovino, Gary
This paper reviews empirical studies, encompassing community trials and field experiments, and evaluates government-funded anti-smoking campaigns, ecologic studies of population impact of anti-smoking advertising, and qualitative studies that have examined the effects of anti-smoking advertising on teenagers. We conclude that anti-smoking advertising appears to have more reliable positive effects on those in pre-adolescence or early adolescence by preventing commencement of smoking. It is unclear whether this is due to developmental differences, or is a reflection of smoking experience, or a combination of the two. In addition, it is evident that social group interactions, through family, peer and cultural contexts, can play an important role in reinforcing, denying, or neutralizing potential effects of anti-smoking advertising. Although there is some research to suggest that advertising genres that graphically depict the health effects of smoking, emphasize social norms against smoking, and portray the tobacco industry as manipulative can positively influence teenagers, these findings are far from consistent. Finally, the effects of anti-smoking advertising on youth smoking can be enhanced by the use of other tobacco control strategies, and may be dampened by tobacco advertising and marketing. Overall, the findings of this review indicate that there is no single "recipe" for anti-smoking advertising that leads to reductions in youth smoking. Anti-smoking advertising can influence youth smoking, but whether it does in the context of individual anti-smoking campaigns needs to be the subject of careful evaluation.
Acosta, Joie; Ramchand, Rajeev; Becker, Amariah
Although communication is a key component of US strategies to prevent suicide and there are a number of marketing campaigns promoting messages that suicide is a preventable public health problem, there has been little evaluation of these campaigns. The study describes the development of a checklist of best practices for suicide prevention communication campaigns and the use of the checklist to evaluate California's investment in "Know the Signs" (KTS-M), a suicide prevention mass media campaign. We conducted a literature review and solicited expert feedback to identify best practices and then used the RAND/UCLA appropriateness method to assess whether KTS-M was consistent with the identified best practices. Overall, experts agreed that KTS-M adhered to most of the 46 checklist items and suggested that the campaign was among the best suicide prevention media campaigns they had observed. The checklist was developed through expert input and literature review and focuses only on media campaigns. Given the nascent state of the evidence about what makes an effective suicide prevention message and the growing number of campaigns, the checklist of best practices reflects one way of promoting quality in this evolving field. The consistency between the experts' comments and their ratings of KTS-M suggests that the checklist may provide important guidance to inform the development of future campaigns and the evaluation of ongoing campaigns.
Zucker, D; Hopkins, R S; Sly, D F; Urich, J; Kershaw, J M; Solari, S
The "truth" campaign was created to change youth attitudes about tobacco and to reduce teen tobacco use throughout Florida by using youth-driven advertising, public relations, and advocacy. Results of the campaign include a 92 percent brand awareness rate among teens, a 15 percent rise in teens who agree with key attitudinal statements about smoking, a 19.4 percent decline in smoking among middle school students, and a 8.0 percent decline among high school students. States committed to results-oriented youth anti-tobacco campaigns should look to Florida's "truth" campaign as a model that effectively places youth at the helm of anti-tobacco efforts.
Suman, Arnela; Bostick, Geoffrey P; Schopflocher, Donald; Russell, Anthony S; Ferrari, Robert; Battié, Michele C; Hu, Richard; Buchbinder, Rachelle; Gross, Douglas P
This paper evaluates the long-term impact of a Canadian mass media campaign on general public beliefs about staying active when experiencing low back pain (LBP). Changes in beliefs about staying active during an episode of LBP were studied using telephone and web-based surveys. Logistic regression analysis was used to investigate changes in beliefs over time and the effect of exposure to campaign messaging. The percentage of survey respondents agreeing that they should stay active through LBP increased annually from 58.9 to ~72.0%. Respondents reporting exposure to campaign messaging were statistically significantly more likely to agree with staying active than respondents who did not report exposure to campaign messaging (adjusted OR, 95% CI = 1.96, 1.73-2.21). The mass media campaign had continued impact on public LBP beliefs over the course of 7 years. Improvements over time were associated with exposure to campaign messaging.
Khang, Young-Ho; Yun, Sung-Cheol; Cho, Hong-Jun; Jung-Choi, Kyunghee
With enactment of the 1995 Health Promotion Act, the Korean government has developed numerous antismoking policies, including smoke-free buildings and zones, a public media campaign, and tobacco taxation. The present study examined whether governmental antismoking policy during the past decade was associated with reduced socioeconomic differentials in cigarette smoking in South Korea. Data from 99,980 men and 105,193 women aged 25-64 years were analyzed from four rounds of Social Statistical Surveys of Korea between 1995 and 2006. Socioeconomic position (SEP) indicators were education, occupational class, employment status, and household income. Age-adjusted prevalence of smoking was calculated. Prevalence ratios and the relative index of inequality (RII) were estimated using log-binomial regression analysis. Absolute socioeconomic differentials in age-adjusted prevalence of smoking increased between 1995 and 2006. Increases were found in both men and women. Prevalence ratios and RIIs also showed widening relative inequalities in smoking in all four SEP indicators in men. For women, increases in RIIs for education and income were statistically significant. The magnitude of change in prevalence ratios and RIIs by SEP indicators between 1999 and 2003 was statistically significant, whereas the difference between 2003 and 2006 was not. Despite reducing overall cigarette smoking rates in males, the governmental antismoking policies of South Korea did not reduce socioeconomic inequalities in smoking in both genders. However, the recent tobacco taxation policy is likely to dampen the ever-increasing trends in smoking inequalities. More progressive antismoking policies to reduce socioeconomic inequalities in smoking are warranted in South Korea.
Zawahir, Shukry; Omar, Maizurah; Awang, Rahmat; Yong, Hua-Hie; Borland, Ron; Sirirassamee, Buppha; Fong, Geoffrey T; Hammond, David
Finding ways to discourage adolescents from taking up smoking is important because those who begin smoking at an earlier age are more likely to become addicted and have greater difficulty in quitting. This article examined whether anti smoking messages and education could help to reduce smoking susceptibility among adolescents in two Southeast Asian countries and to explore the possible moderating effect of country and gender. Data came from Wave 1 of the International Tobacco Control Southeast Asia Project (ITC-SEA) survey conducted in Malaysia (n = 1,008) and Thailand (n = 1,000) where adolescents were asked about receiving antismoking advice from nurses or doctors, being taught at schools about the danger of smoking, noticing antismoking messages, knowledge of health effects of smoking, beliefs about the health risks of smoking, smoking susceptibility, and demographic information. Data were analyzed using chi-square tests and logistic regression models. Overall, significantly more Thai adolescents reported receiving advice from their nurses or doctors about the danger of smoking (p < .001), but no country difference was observed for reported antismoking education in schools and exposure to antismoking messages. Multivariate analyses revealed that only provision of antismoking education at schools was significantly associated with reduced susceptibility to smoking among female Malaysian adolescents (OR = 0.26). Higher knowledge of smoking harm and higher perceived health risk of smoking were associated with reduced smoking susceptibility among Thai female (OR = 0.52) and Malaysian male adolescents (OR = 0.63), respectively. Educating adolescents about the dangers of smoking in schools appears to be the most effective means of reducing adolescents' smoking susceptibility in both countries, although different prevention strategies may be necessary to ensure effectiveness for male and female adolescents.
The mass media campaign reinforced people's knowledge and attitudes about harmful health effects of smoking and SHS exposure, increased people's desire to quit, and improved people's support for smoking bans in public places.
Morley, B.; Niven, P.; Dixon, H.; Swanson, M.; Szybiak, M.; Shilton, T.; Pratt, I. S.; Slevin, T.; Hill, D.; Wakefield, M.
The Western Australian (WA) "LiveLighter" (LL) mass media campaign ran during June-August and September-October 2012. The principal campaign ad graphically depicts visceral fat of an overweight individual ("why" change message), whereas supporting ads demonstrate simple changes to increase activity and eat healthier…
This paper describes the evaluation of a Dental Health Mass-Media Campaign directed at 5-7-yr-old children and their mothers. It aimed at increasing knowledge and awareness of dental health by making use of three different components: inserts in women's magazines; television commercial; material...... that future national health education campaigns combine the mass-media approach to increase health awareness with active involvement activities to stimulate behavioural changes....
B. Pınar Özdemir
Full Text Available Advocacy has been one of the main fields of study in public relations and is established amongst the main functions of public relations. The strong need of non-governmental organizations for public support in order to reach their goals locates public relations and advocacy at a central position for these organizations. Social media, which have been introduced by the further development of Internet technology, especially Web 2.0, has had a significant impact upon public relations and advocacy activities of non-governmental organizations in particular. This development also led non-governmental organizations towards online advocacy campaigns that promote active participation of supporters with more cost effective methods that can easily become widespread. The aim of this study is to place the advocacy campaigns of non-governmental organizations into the context of public relations and to discuss how social media can be utilized in online advocacy through the case study of the Yemezler! (We do not buy it! campaign by Greenpeace Mediterranean that has been significantly successful in a short period in Turkey. The Dragonfly Effect model developed by Aaker and Smith (2010 is employed as a framework in the analysis of the Yemezler! campaign.
This study is premised on the increasing global concerns over the widespread resistance to polio eradication campaign in northern Nigeria. It aims to determine the level of campaign acceptance and compare the influences of mass media and interpersonal communication sources in Zaria local government area, being one of the high-risk (WPV-endemic) areas in northern Nigeria, where campaign resistance is known to be high. By way of quantitative survey, the study utilized 10% sample of the populations of eight out of the thirteen Wards in Zaria local government area, with a response rate of 78.6%. Findings reveal close ranks between campaign acceptance and resistance in the local government area, thus further confirming the difficulties still faced in polio eradication campaign in the region. This study also indicates higher performance of Interpersonal than Mass Media sources in influencing campaign acceptance and resistance in the local communities. Contact with friends and relations was rated the most influential interpersonal sources in the acceptance and resistance decision of individuals, while newspapers and magazines were rated most influential media sources that influenced campaign resistance in the local communities. The study concludes that a polio eradication campaign, backed with competent and sufficient communication expertise that utilizes knowledge-based indigenous interpersonal communication strategies will likely result in greater community acceptance in northern Nigeria.
Dunlop, Sally M; Perez, Donna; Cotter, Trish
The necessary first steps for televised media campaign effects are population exposure and recall. To maximise the impact of campaign funding, it is critical to identify modifiable factors that increase the efficiency of an advertisement reaching the target audience and of their recalling that advertisement. Data come from a serial cross-sectional telephone survey with weekly interviews of adult smokers and recent quitters from the state of New South Wales, Australia, collected between April 2005 and December 2010 (total n=13 301). Survey data were merged with commercial TV ratings data (Gross Rating Points (GRPs)) to estimate individuals' exposure to antismoking campaigns. Multivariable logistic regression analyses indicated that GRPs and broadcasting recency were positively associated with advertisement recall, such that advertisements broadcast more at higher levels or in more recent weeks were more likely to be recalled. Advertisements were more likely to be recalled in their launch phase than in following periods. Controlling for broadcasting parameters, advertisements higher in emotional intensity were more likely to be recalled than those low in emotion; and emotionally intense advertisements required fewer GRPs to achieve high levels of recall than lower emotion advertisements. There was some evidence for a diminishing effect of increased GRPs on recall. In order to achieve sufficient levels of population recall of antismoking campaigns, advertisements need to be broadcast at adequate levels in relatively frequent cycles. Advertisements with highly emotional content may offer the most efficient means by which to increase population recall.
Murukutla, Nandita; Yan, Hongjin; Wang, Shuo; Negi, Nalin Singh; Kotov, Alexey; Mullin, Sandra; Goodchild, Mark
Tobacco control mass media campaigns are cost-effective in reducing tobacco consumption in high-income countries, but similar evidence from low-income countries is limited. An evaluation of a 2009 smokeless tobacco control mass media campaign in India provided an opportunity to test its cost-effectiveness. Campaign evaluation data from a nationally representative household survey of 2898 smokeless tobacco users were compared with campaign costs in a standard cost-effectiveness methodology. Costs and effects of the Surgeon campaign were compared with the status quo to calculate the cost per campaign-attributable benefit, including quit attempts, permanent quits and tobacco-related deaths averted. Sensitivity analyses at varied CIs and tobacco-related mortality risk were conducted. The Surgeon campaign was found to be highly cost-effective. It successfully generated 17 259 148 additional quit attempts, 431 479 permanent quits and 120 814 deaths averted. The cost per benefit was US$0.06 per quit attempt, US$2.6 per permanent quit and US$9.2 per death averted. The campaign continued to be cost-effective in sensitivity analyses. This study suggests that tobacco control mass media campaigns can be cost-effective and economically justified in low-income and middle-income countries. It holds significant policy implications, calling for sustained investment in evidence-based mass media campaigns as part of a comprehensive tobacco control strategy. © Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2017. All rights reserved. No commercial use is permitted unless otherwise expressly granted.
Lewis, Sarah; Katikireddi, Srinivasa Vittal; Bauld, Linda; Stead, Martine; Angus, Kathryn; Campbell, Mhairi; Hilton, Shona; Thomas, James; Hinds, Kate; Ashie, Adela; Langley, Tessa
Abstract Aims To assess the effectiveness of mass media messages to reduce alcohol consumption and related harms using a systematic literature review. Methods Eight databases were searched along with reference lists of eligible studies. Studies of any design in any country were included, provided that they evaluated a mass media intervention targeting alcohol consumption or related behavioural, social cognitive or clinical outcomes. Drink driving interventions and college campus campaigns were ineligible. Studies quality were assessed, data were extracted and a narrative synthesis conducted. Results Searches produced 10,212 results and 24 studies were included in the review. Most campaigns used TV or radio in combination with other media channels were conducted in developed countries and were of weak quality. There was little evidence of reductions in alcohol consumption associated with exposure to campaigns based on 13 studies which measured consumption, although most did not state this as a specific aim of the campaign. There were some increases in treatment seeking and information seeking and mixed evidence of changes in intentions, motivation, beliefs and attitudes about alcohol. Campaigns were associated with increases in knowledge about alcohol consumption, especially where levels had initially been low. Recall of campaigns was high. Conclusion Mass media health campaigns about alcohol are often recalled by individuals, have achieved changes in knowledge, attitudes and beliefs about alcohol but there is little evidence of reductions in alcohol consumption. Short summary There is little evidence that mass media campaigns have reduced alcohol consumption although most did not state that they aimed to do so. Studies show recall of campaigns is high and that they can have an impact on knowledge, attitudes and beliefs about alcohol consumption. PMID:29329359
Young, Ben; Lewis, Sarah; Katikireddi, Srinivasa Vittal; Bauld, Linda; Stead, Martine; Angus, Kathryn; Campbell, Mhairi; Hilton, Shona; Thomas, James; Hinds, Kate; Ashie, Adela; Langley, Tessa
To assess the effectiveness of mass media messages to reduce alcohol consumption and related harms using a systematic literature review. Eight databases were searched along with reference lists of eligible studies. Studies of any design in any country were included, provided that they evaluated a mass media intervention targeting alcohol consumption or related behavioural, social cognitive or clinical outcomes. Drink driving interventions and college campus campaigns were ineligible. Studies quality were assessed, data were extracted and a narrative synthesis conducted. Searches produced 10,212 results and 24 studies were included in the review. Most campaigns used TV or radio in combination with other media channels were conducted in developed countries and were of weak quality. There was little evidence of reductions in alcohol consumption associated with exposure to campaigns based on 13 studies which measured consumption, although most did not state this as a specific aim of the campaign. There were some increases in treatment seeking and information seeking and mixed evidence of changes in intentions, motivation, beliefs and attitudes about alcohol. Campaigns were associated with increases in knowledge about alcohol consumption, especially where levels had initially been low. Recall of campaigns was high. Mass media health campaigns about alcohol are often recalled by individuals, have achieved changes in knowledge, attitudes and beliefs about alcohol but there is little evidence of reductions in alcohol consumption. There is little evidence that mass media campaigns have reduced alcohol consumption although most did not state that they aimed to do so. Studies show recall of campaigns is high and that they can have an impact on knowledge, attitudes and beliefs about alcohol consumption.
Abioye, Ajibola I; Hajifathalian, Kaveh; Danaei, Goodarz
Mass media campaigns are frequently used to influence the health behaviors of various populations. There are currently no quantitative meta-analyses of the effect of mass media campaigns on physical activity in adults. We searched six electronic databases from their inception to August 2012 and selected prospective studies that evaluated the effect of mass media campaigns on physical activity in adults. We excluded studies that did not have a proper control group or did not report the uncertainties of the effect estimates. Two reviewers independently screened the title/abstracts and full articles. We used random-effects models to pool effect estimates across studies for 3 selected outcomes. Nine prospective cohorts and before-after studies that followed-up 27,601 people over 8 weeks to 3 years met the inclusion criteria. Based on the pooled results from these studies, mass media campaigns had a significant effect on promoting moderate intensity walking (pooled relative risk (RR) from 3 studies=1.53, 95% Confidence Interval: 1.25 to 1.87), but did not help participants achieve sufficient levels of physical activity [4 studies pooled RR=1.02, 95% CI: 0.91 to 1.14)]. The apparent effect of media campaigns on reducing sedentary behavior (pooled RR=1.15, 95% CI: 1.03 to 1.30) was lost when a relatively low-quality study with large effects was excluded in a sensitivity analysis. In subgroup analyses, campaigns that promoted physical activity as a 'social norm' seemed to be more effective in reducing sedentary behavior. Mass media campaigns may promote walking but may not reduce sedentary behavior or lead to achieving recommended levels of overall physical activity. Further research is warranted on different campaign types and in low- and middle- income countries.
Brandenburg, H.; van Egmond, M.
This study reassesses the ability of the mass media to influence voter opinions directly. Combining data on media content with individuals’ assessments of British political parties during the 2005 general election campaign allows a test of newspapers’ persuasive influence in a way previously
Anderson, Jenny O.; Mullins, Robyn M.; Siahpush, Mohammad; Spittal, Matthew J.; Wakefield, Melanie
Low socio-economic status (SES) has been associated with lower cervical screening rates. Mass media is one known strategy that can increase cervical screening participation. This study sought to determine whether a mass media campaign conducted in Victoria, Australia, in 2005 was effective in encouraging women across all SES groups to screen. Data…
Johann, David; Königslöw, Katharina Kleinen-von; Kritzinger, Sylvia; Thomas, Kathrin
An increasing number of citizens change and adapt their party preferences during the electoral campaign. We analyze which short-term factors explain intra-campaign changes in voting preferences, focusing on the visibility and tone of news media reporting and party canvassing. Our analyses rely on an integrative data approach, linking data from media content analysis to public opinion data. This enables us to investigate the relative impact of news media reporting as well as party communication. Inherently, we overcome previously identified methodological problems in the study of communication effects on voting behavior. Our findings reveal that campaigns matter: Especially interpersonal party canvassing increases voters’ likelihood to change their voting preferences in favor of the respective party, whereas media effects are limited to quality news outlets and depend on individual voters’ party ambivalence.
Johann, David; Königslöw, Katharina Kleinen-von; Kritzinger, Sylvia; Thomas, Kathrin
An increasing number of citizens change and adapt their party preferences during the electoral campaign. We analyze which short-term factors explain intra-campaign changes in voting preferences, focusing on the visibility and tone of news media reporting and party canvassing. Our analyses rely on an integrative data approach, linking data from media content analysis to public opinion data. This enables us to investigate the relative impact of news media reporting as well as party communication. Inherently, we overcome previously identified methodological problems in the study of communication effects on voting behavior. Our findings reveal that campaigns matter: Especially interpersonal party canvassing increases voters' likelihood to change their voting preferences in favor of the respective party, whereas media effects are limited to quality news outlets and depend on individual voters' party ambivalence.
Goodman, Jordi; Wennerstrom, Ashley; Springgate, Benjamin F
Barack Obama's successful campaign for the presidency has been widely attributed to the use of social networking sites, mobile devices, and interactive websites to engage previously hard-to-reach populations in political activity. Campaign communication strategies may be applicable for youth health promotion efforts, particularly for the highly stigmatized issue of mental health. In this article, we examine elements of the 2008 Obama presidential campaign's use of social media technologies and content designed to foster effective political participation among youth. We outline how the same social media technologies may be applied to public health efforts focused on reaching and providing services to the 20% of young people who have a diagnosable mental disorder. We discuss the strengths and limitations of the application of these media to date, and raise questions about the future use of these media for engaging hard-to-reach populations in addressing stigmatized public health issues.
Watson, Jennifer M; Tomar, Scott L; Dodd, Virginia; Logan, Henrietta L; Choi, Youjin
The purpose of this study was to provide a systematic evaluation of a theory-driven oral cancer awareness media campaign. We surveyed a cohort of residents in an intervention city (250) and a control city (250) immediately prior to and after the media campaign. Participants (125 black/African American and 125 white) in each city completed surveys at baseline and follow-up. Oral cancer campaign awareness was assessed in both cities, along with 4 hypothetical health campaigns. Oral cancer awareness, oral cancer exam awareness, intent to receive an oral cancer exam, interest in exam, and receipt of exam were also assessed in both cities, both at baseline and follow-up. Intervention city residents showed a significant increase in recognition of the campaign, awareness of the oral cancer exam, and interest in getting an exam, while no significant changes in those topics were found for the control city. Blacks/African Americans in the intervention city were significantly more likely than whites to demonstrate increases in awareness of the campaign, oral cancer awareness, and interest in receiving an oral cancer exam. A theory-driven media campaign was successful in increasing awareness of the oral cancer exam and interest in the exam among blacks/African Americans.
IRINA DIANA MĂDROANE
Advocacy media campaigns, staged by Romanian television channels and focused on changing social policies, have gained increasing visibility in the Romanian public sphere. The article examines models of journalism and normative theories about the role of the press in a democracy in order to carve out a normative position from which this emerging media format can be analysed. It situates media advocacy within the frame of interpretive journalism, aimed both at facilitating democratic debate ...
Gibson, Laura A; Parvanta, Sarah A; Jeong, Michelle; Hornik, Robert C
Although there is evidence that promoting individual cessation aids increases their utilization, mass media campaigns highlighting the benefit of using help to quit have not been evaluated. The effects of a Philadelphia adult smoking-cessation media campaign targeting using help in ad taglines were analyzed from March to November 2012. This study distinctively analyzed the campaign's impact at both the population level (effects on the average person) and the individual level (effects among those who reported exposure). The 16-month mass media campaign aired in Philadelphia PA from December 2010 to March 2012. A representative sample of adult Philadelphia smokers was interviewed by telephone at baseline (n=491) and new samples were interviewed monthly throughout the campaign (n=2,786). In addition, a subsample of these respondents was reinterviewed 3 months later (n=877). On average, participants reported seeing campaign ads four times per week. Among individual respondents, each additional campaign exposure per week increased the likelihood of later reporting using help (OR=1.08, p<0.01), adjusting for baseline use of help and other potential confounders. This corresponded to a 5% increase in the use of help for those with average exposure relative to those with no exposure. Cross-sectional associations between individual campaign exposure and intentions to use help were consistent with these lagged findings. However, there was no evidence of population-level campaign effects on use of help. Although the campaign was effective at the individual level, its effects were too small to have a population-detectable impact. Copyright © 2014 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights reserved.
Szczypka, Glen; Wakefield, Melanie A; Emery, Sherry; Terry-McElrath, Yvonne M; Flay, Brian R; Chaloupka, Frank J
To describe the nature and timing of, and population exposure to, Philip Morris USA's three explicit corporate image television advertising campaigns and explore the motivations behind each campaign. Analysis of television ratings from the largest 75 media markets in the United States, which measure the reach and frequency of population exposure to advertising; copies of all televised commercials produced by Philip Morris; and tobacco industry documents, which provide insights into the specific goals of each campaign. Household exposure to the "Working to Make a Difference: the People of Philip Morris" averaged 5.37 ads/month for 27 months from 1999-2001; the "Tobacco Settlement" campaign averaged 10.05 ads/month for three months in 2000; and "PMUSA" averaged 3.11 ads/month for the last six months in 2003. The percentage of advertising exposure that was purchased in news programming in order to reach opinion leaders increased over the three campaigns from 20%, 39% and 60%, respectively. These public relations campaigns were designed to counter negative images, increase brand recognition, and improve the financial viability of the company. Only one early media campaign focused on issues other than tobacco, whereas subsequent campaigns have been specifically concerned with tobacco issues, and more targeted to opinion leaders. The size and timing of the advertising buys appeared to be strategically crafted to maximise advertising exposure for these population subgroups during critical threats to Philip Morris's public image.
Mendelsohn, Harold; O'Keefe, Garrett J.
This summary report highlights the results of a study that examined the effects of the first phase of a nationwide, multimedia, crime prevention campaign featuring a trench-coated, animated dog named McGruff. Following an introduction explaining the purpose of the two surveys that comprised the study, the eight remaining sections of the report…
Gonzales, Ralph; Corbett, Kitty K; Wong, Shale; Glazner, Judith E; Deas, Ann; Leeman-Castillo, Bonnie; Maselli, Judith H; Sebert-Kuhlmann, Ann; Wigton, Robert S; Flores, Estevan; Kafadar, Karen
Large-scale strategies are needed to reduce overuse of antibiotics in US communities. To evaluate the impact of a mass media campaign-"Get Smart Colorado"-on public exposure to campaign, antibiotic use, and office visit rates. Nonrandomized controlled trial. Two metropolitan communities in Colorado, United States. The general public, managed care enrollees, and physicians residing in the mass media (2.2 million persons) and comparison (0.53 million persons) communities. : The campaign consisting of paid outdoor advertising, earned media and physician advocacy ran between November 2002 and February 2003. Antibiotics dispensed per 1000 persons or managed care enrollees, and the proportion of office visits receiving antibiotics measured during 10 to 12 months before and after the campaign. After the mass media campaign, there was a 3.8% net decrease in retail pharmacy antibiotic dispenses per 1000 persons (P = 0.30) and an 8.8% net decrease in managed care-associated antibiotic dispenses per 1000 members (P = 0.03) in the mass media community. Most of the decline occurred among pediatric members, and corresponded with a decline in pediatric office visit rates. There was no change in the office visit prescription rates among pediatric or adult managed care members, nor in visit rates for complications of acute respiratory tract infections. A low-cost mass media campaign was associated with a reduction in antibiotic use in the community, and seems to be mediated through decreases in office visits rates among children. The campaign seems to be cost-saving.
Langley, Tessa; Lewis, Sarah; McNeill, Ann; Gilmore, Anna; Szatkowski, Lisa; West, Robert; Sims, Michelle
To characterize publically funded tobacco control campaigns in England between 2004 and 2010 and to explore if they were in line with recommendations from the literature in terms of their content and intensity. International evidence suggests that campaigns which warn of the negative consequences of smoking and feature testimonials from real-life smokers are most effective, and that four exposures per head per month are required to reduce smoking prevalence. Characterization of tobacco control advertisements using a theoretically based framework designed to describe advertisement themes, informational and emotional content and style. Study of the intensity of advertising and exposure to different types of advertisement using data on population-level exposure to advertisements shown during the study period. England. Television Ratings (TVRs), a standard measure of advertising exposure, were used to calculate exposure to each different campaign type. A total of 89% of advertising was for smoking cessation; half of this advertising warned of the negative consequences of smoking, while half contained how-to-quit messages. Acted scenes featured in 72% of advertising, while only 17% featured real-life testimonials. Only 39% of months had at least four exposures to tobacco control campaigns per head. A theory-driven approach enabled a systematic characterization of tobacco control advertisements in England. Between 2004 and 2010 only a small proportion of tobacco control advertisements utilized the most effective strategies-negative health effects messages and testimonials from real-life smokers. The intensity of campaigns was lower than international recommendations. © 2013 The Authors. Addiction published by John Wiley & Sons Ltd on behalf of The Society for the Study of Addiction.
I first explored the strength of Taiwanese high school students' beliefs regarding five antismoking messages. Findings of a nationwide survey showed that the students held these beliefs in the following order of decreasing strength: second-hand smoke damages health, smoking has long-term health consequences, smoking has short-term health consequences, cigarette marketers are manipulative, and smokers are perceived negatively. Experiment one further showed that antismoking ads featuring weakly held beliefs are more effective than those featuring strongly held beliefs. Experiment two demonstrated that antismoking campaigns need to be framed carefully; in general, it is more effective to positively frame messages about strongly held antismoking beliefs but negatively frame messages about weakly held antismoking beliefs.
Jawad, Mohammed; Abass, Jooman; Hariri, Ahmad; Akl, Elie A.
Introduction. Waterpipe tobacco smoking prevalence is increasing worldwide despite its documented health effects. A general belief that it is less harmful than cigarettes may be fuelled by the lack of media campaigns highlighting its health effects. We aimed to create and assess the impact of a social media campaign about dangers of waterpipe smoking. Methods. The “ShishAware” campaign included three social media (Facebook, Twitter, and YouTube) and a website. Nine months after launch we coll...
Huhman, Marian; Potter, Lance D; Wong, Faye L; Banspach, Stephen W; Duke, Jennifer C; Heitzler, Carrie D
To determine the effects of a mass media campaign on the levels of physical activity among children 9 to 13 years of age. A prospective, longitudinal, quasi-experimental design was used. A baseline survey was conducted in April to June 2002, before the launch of VERB advertising. Random-digit-dialing methods were used to survey a nationally representative sample of children and parents. The follow-up survey was repeated with the same cohort of children and parents in April to June 2003. Propensity scoring was used to determine the campaign's effects on awareness and physical activity behaviors. United States. A total of 3120 parent-child dyads. Intervention. The VERB campaign is a multiethnic campaign that combines paid advertisements with school and community promotions and Internet activities to encourage children 9 to 13 years of age to be physically active every day. Launched in 2002 by the Centers for Disease Control and Prevention, VERB uses commercial marketing methods to advertise being physically active as cool, fun, and a chance to have a good time with friends. Using the VERB brand, paid advertising ran nationally from June 2002 through June 2003, targeting 9- to 13-year-old youths. Children's awareness of the campaign and self-reported estimates of free-time and organized physical activity sessions during nonschool hours in the week before the interview. After 1 year, 74% of children surveyed were aware of the VERB campaign. Levels of reported sessions of free-time physical activity increased for subgroups of children 9 to 13 years of age. A pattern of effects across 2 measures was observed for younger children (9-10 years of age), girls, children whose parents had less than a high school education, children from urban areas that were densely populated, and children who were low active at baseline. These subgroups engaged in more median weekly sessions of free-time physical activity than did children who were unaware of VERB and, as the children's level
Grigg, Michele; Waa, Andrew; Bradbrook, Shane Kawenata
To assess any effects among Māori (the indigenous people of New Zealand) smokers and their whānau (the traditional Māori family unit) of a campaign designed to support Māori smokers to quit smoking. New Zealand-wide cross sectional population surveys between 2000 and 2002 of smokers and whānau pre- and post-airing of the campaign. Measures included recall and awareness of the campaign; perceptions of the campaign; and campaign-attributed changes in quitting-related attitudes and behaviours. Seventy-eight per cent of smokers and 73% of whānau were able to recall the campaign one year following its launch. The television commercials (TVCs) were consistently rated very believable or very relevant by over half of the smokers who had seen them. More than half of smokers (54%) stated that the campaign had made them more likely to quit. This nationwide mass media cessation campaign developed to deliver a cessation message to indigenous people was received positively by Māori smokers and their whānau and played a role in prompting quit attempts. Social marketing campaigns have an important role as part of a tobacco control program to reduce high smoking prevalence among Māori and inequalities in health outcomes between Māori and other New Zealanders.
IRINA DIANA MĂDROANE
Full Text Available Advocacy media campaigns, staged by Romanian television channels and focused on changing social policies, have gained increasing visibility in the Romanian public sphere. The article examines models of journalism and normative theories about the role of the press in a democracy in order to carve out a normative position from which this emerging media format can be analysed. It situates media advocacy within the frame of interpretive journalism, aimed both at facilitating democratic debate and citizen participation (civic journalism, and at social reform (radical journalism. The reassessment of media strategies based on emotions and interpretation as mediators of social reality may lead to a positive, ‘optimistic’ view of campaign journalism. However, the advanced commercialisation of the media and the struggles for political representation interfere with and make the task of socially responsible journalism an incredibly challenging one
Goodman, Jordi; Wennerstrom, Ashley; Springgate, Benjamin F.
Barack Obama’s successful campaign for the presidency has been widely attributed to the use of social networking sites, mobile devices, and interactive websites to engage previously hard-to-reach populations in political activity. Campaign communication strategies may be applicable for youth health promotion efforts, particularly for the highly stigmatized issue of mental health. In this article, we examine elements of the 2008 Obama presidential campaign’s use of social media technologies an...
Allen, Jane Appleyard; Duke, Jennifer C; Davis, Kevin C; Kim, Annice E; Nonnemaker, James M; Farrelly, Matthew C
This review synthesizes the published literature on using mass media campaigns to reduce youth tobacco use, with particular focus on effects within population subgroups and the relative effectiveness of campaign characteristics. A search of PubMed and PsycINFO conducted in March of 2014 yielded 397 studies with 34 suitable for inclusion. Included were quantitative studies that evaluate an antitobacco media campaign intended to influence youth cognitions or behavior or explore the relative effectiveness of campaign characteristics among youth. An automated search and assessment of suitability for inclusion was done. Study outcomes were compared and synthesized. Antitobacco media campaigns can be effective across racial/ethnic populations, although the size of the campaign effect may differ by race/ethnicity. Evidence is insufficient to determine whether campaign outcomes differ by socioeconomic status (SES) and population density. Youth are more likely to recall and think about advertising that includes personal testimonials; a surprising narrative; and intense images, sound, and editing. Evidence in support of using a health consequences message theme is mixed; an industry manipulation theme may be effective in combination with a health consequences message. Research is insufficient to determine whether advertising with a secondhand smoke or social norms theme influences youth tobacco use. Our recommendation is to develop antitobacco campaigns designed to reach all at-risk youth, which can be effective across racial/ethnic populations. Research priorities include assessing campaign influence among lower SES and rural youth, disentangling the effects of message characteristics, and assessing the degree to which this body of evidence may have changed as a result of changes in youth culture and communication technology.
Jensen, Tina Blegind; Dyrby, Signe
In recent years we have witnessed political parties adopting social media as part of their election campaign strategy to encourage citizen participation and involvement. The purpose of this paper is to investigate what Facebook as a social media platform is perceived to afford political parties...... in their campaign strategy and how these intentions are reflected in the actual actions during the campaign. Based on a case study of political parties’ use of Facebook in the Danish general election in 2011, our findings reveal that the medium is perceived to afford: 1) facilitation of direct communication...... to promote political interests and enable dialogue, 2) projection of an image of authenticity through informal media and 3) creating interaction and involvement through dynamic relationships with supporters. A closer look at the parties’ actual use of Facebook shows that the majority of the intended...
Morley, B; Niven, P; Dixon, H; Swanson, M; Szybiak, M; Shilton, T; Pratt, I S; Slevin, T; Hill, D; Wakefield, M
The Western Australian (WA) 'LiveLighter' (LL) mass media campaign ran during June-August and September-October 2012. The principal campaign ad graphically depicts visceral fat of an overweight individual ('why' change message), whereas supporting ads demonstrate simple changes to increase activity and eat healthier ('how' to change message). Cross-sectional surveys among population samples aged 25-49 were undertaken pre-campaign (N= 2012) and following the two media waves (N= 2005 and N= 2009) in the intervention (WA) and comparison state (Victoria) to estimate the population impact of LL. Campaign awareness was 54% after the first media wave and overweight adults were more likely to recall LL and perceive it as personally relevant. Recall was also higher among parents, but equal between socio-economic groups. The 'why' message about health-harms of overweight rated higher than 'how' messages about lifestyle change, on perceived message effectiveness which is predictive of health-related intention and behaviour change. State-by-time interactions showed population-level increases in self-referent thoughts about the health-harms of overweight (P stereotypes of overweight individuals did not increase after LL aired. LL was associated with some population-level improvements in proximal and intermediate markers of campaign impact. However, sustained campaign activity will be needed to impact behaviour. © The Author 2016. Published by Oxford University Press.
Sanders, Amy; Robinson, Cendrine; Taylor, Shani C; Post, Samantha D; Goldfarb, Jeffrey; Shi, Rui; Hunt, Yvonne M; Augustson, Erik M
To describe the impact of the National Cancer Institute's promotion of its youth smoking cessation program, Smokefree Teen (SFT). We provide a description of campaign strategies and outcomes as a means to engage a teen audience in cessation resources using a cost-effective approach. The campaign occurred nationally, using traditional (TV and radio), online, and social media outreach. Ads targeted adolescent smokers (aged 14-17). The baseline population was 42 586 and increased to 464 357 during the campaign. Metrics used to assess outcomes include (1) visits to SFT website from traditional and online ads, (2) cost to get an online ad clicked (cost-per-click), and (3) SmokefreeTXT program enrollments during the 8-week campaign period. We conducted a quantitative performance review of all tactics. The SFT campaign achieved an online ad click-through rate of 0.33%, exceeding industry averages of 0.15%. Overall, web traffic to teen.smokefree.gov increased by 980%, and the online cost-per-click for ads, including social media actions, was approximately $1 as compared with $107 for traditional ads. Additionally, the campaign increased the SmokefreeTXT program teen sign-ups by 1334%. The campaign increased engagement with evidence-informed cessation resources for teen smokers. Results show the potential of using multiple, online channels to help increase engagement with core resources.
Vallone, Donna M; Niederdeppe, Jeff; Richardson, Amanda Kalaydjian; Patwardhan, Pallavi; Niaura, Raymond; Cullen, Jennifer
To assess the effectiveness of a large-scale, national smoking cessation media campaign, the EX campaign, across racial/ethnic and educational subgroups. A longitudinal random-digit-dial panel study conducted prior to and 6 months following the national launch of the campaign. The sample was drawn from eight designated media markets in the United States. The baseline survey was conducted on 5616 current smokers, aged 18 to 49 years, and 4067 (73% follow-up response rate) were resurveyed at the 6-month follow-up. The primary independent variable is confirmed awareness of the campaign advertising, and the outcome variables are follow-up cessation-related cognitions index score and quit attempts. Multivariable logistic and linear regression analyses were conducted within racial/ethnic and educational strata to assess the strength of association between confirmed awareness of campaign advertising and cessation-related outcomes. Confirmed awareness of campaign advertising increased favorable cessation-related cognitions among Hispanics and quit attempts among non-Hispanic blacks, and increased favorable cessation-related cognitions and quit attempts among smokers with less than a high school education. These results suggest that the EX campaign may be effective in promoting cessation-related cognitions and behaviors among minority and disadvantaged smokers who experience a disproportionate burden of tobacco-related illness and mortality.
Brooks-Russell, Ashley; Levinson, Arnold; Li, Yaqiang; Roppolo, Rebecca Hebner; Bull, Sheana
Colorado is among the first states to legalize the recreational sale of marijuana and therefore among the first to develop regulations outlining the purchase, possession, consumption, and enforcement, and penalties. Colorado legislators set aside funds for a statewide informational media campaign to educate Colorado residents on legal use of marijuana. This study evaluated the effectiveness of the mass media campaign to increase awareness of the law through a prospective cohort surveyed before and 6 months after the launch of the campaign ( n = 798). A total of 28.0% reported recall of the Good to Know campaign. There was a significant positive change in accurate knowledge of marijuana laws from baseline to follow-up for each of the four primary indicators of knowledge of the marijuana laws. Among those who had inaccurate knowledge of the laws at baseline, those who reported seeing the campaign at least once or more were 2.53 (95% confidence interval = 1.29-4.95) times as likely to report accurate knowledge of the laws at follow-up compared with those who did not recall seeing the campaign, particularly among marijuana users. Those individuals who reported recall of the campaign were more likely to increase their accurate knowledge of marijuana laws.
Blosser, Betsy J.; And Others
To address the issues of drunk driving and failure to use car restraints among teens and young adults, a 21-month-long media campaign has been developed especially for the 15- to 24-year-old audience to compare the effectiveness of paid advertisements and public service announcements. A formative research approach to message design will be used to…
Perkins, H Wesley; Linkenbach, Jeffrey W; Lewis, Melissa A; Neighbors, Clayton
This research evaluated the efficacy of a high-intensity social norms media marketing campaign aimed at correcting normative misperceptions and reducing the prevalence of drinking and driving among 21-to-34-year-olds in Montana. A quasi-experimental design was used, such that regions of Montana were assigned to one of three experimental groups: social norms media marketing campaign, buffer, and control. Four random samples of Montanans between the ages of 21 and 34 were assessed at four time points over 18 months via phone surveys. Findings suggest that the social norms media campaign was successful at exposing the targeted population to social norms messages in the counties within the intervention region. Moreover, results demonstrate the campaign reduced normative misperceptions, increased use of designated drivers, and decreased drinking and driving among those young adults in counties within the intervention region. Social norms media marketing can be effective at changing drinking-related behaviors at the population level. This research provides a model for utilizing social norms media marketing to address other behaviors related to public health. 2010 Elsevier Ltd. All rights reserved.
Linkenbach, Jeffrey W.; Lewis, Melissa A.; Neighbors, Clayton
This research evaluated the efficacy of a high-intensity social norms media marketing campaign aimed at correcting normative misperceptions and reducing the prevalence of drinking and driving among 21-to-34-year-olds in Montana. A quasi-experimental design was used, such that regions of Montana were assigned to one of three experimental groups: social norms media marketing campaign, buffer, and control. Four random samples of Montanans between the ages of 21 and 34 were assessed at four time points over 18 months via phone surveys. Findings suggest that the social norms media campaign was successful at exposing the targeted population to social norms messages in the counties within the intervention region. Moreover, results demonstrate the campaign reduced normative misperceptions, increased use of designated drivers, and decreased drinking and driving among those young adults in counties within the intervention region. Social norms media marketing can be effective at changing drinking-related behaviors at the population level. This research provides a model for utilizing social norms media marketing to address other behaviors related to public health. PMID:20619177
Knox, Emily; Biddle, Stuart; Esliger, Dale W; Piggin, Joe; Sherar, Lauren
Mass media campaigns are an important tool for promoting health-related physical activity. The relevance of sedentary behavior to public health has propelled it to feature prominently in health campaigns across the world. This study explored the use of messages regarding sedentary behavior in health campaigns within the context of current debates surrounding the association between sedentary behavior and health, and messaging strategies to promote moderate-to-vigorous physical activity (MVPA). A web-based search of major campaigns in the United Kingdom, United States, Canada, and Australia was performed to identify the main campaign from each country. A directed content analysis was then conducted to analyze the inclusion of messages regarding sedentary behavior in health campaigns and to elucidate key themes. Important areas for future research were illustrated. Four key themes from the campaigns emerged: clinging to sedentary behavior guidelines, advocating reducing sedentary behavior as a first step on the activity continuum and the importance of light activity, confusing the promotion of MVPA, and the demonization of sedentary behavior. Strategies for managing sedentary behavior as an additional complicating factor in health promotion are urgently required. Lessons learned from previous health communication campaigns should stimulate research to inform future messaging strategies.
Wittmeier, Kristy; Holland, Cindy; Hobbs-Murison, Kendall; Crawford, Elizabeth; Beauchamp, Chad; Milne, Brodie; Morris, Melanie; Keijzer, Richard
Social media can be particularly useful for patients or families affected by rare conditions by allowing individuals to form online communities across the world. Our aim in this study was to conduct a descriptive and quantitative analysis of the use of a social media community for Hirschsprung's Disease (HD). In July 2011, a mother of a child with HD launched the "Shit Happens" campaign. The campaign uses social media (blogs, Twitter, and Facebook) to engage other families affected by HD. Internet analytics including Google Analytics and Facebook Insights were used to evaluate the reach and responsiveness of this campaign. On the day the HD campaign was launched, 387 people viewed the blog "Roo's Journey". Blog views have now exceeded 5400 views from 37 countries. The Facebook page extends to 46 countries, has an average post reach of 298 users, 1414 "likes", and an overall reach of 131,032 users. The campaign has 135 Twitter followers and 344 tweets at the time of writing. The most common question posted on the Facebook page is related to treatment for extreme diaper rash. Responsiveness assessment demonstrated that within 2 hours of posting, a question could receive 143 views and 20 responses, increasing to 30 responses after 5 hours. Social media networks are well suited to discussion, support, and advocacy for health-related conditions and can be especially important in connecting families affected by rare conditions. The HD campaign demonstrates the reach and responsiveness of a community that primarily relies on social media to connect families affected by HD. Although responsive, this community is currently lacking consistent access to evidence-based guidance for their common concerns. We will explore innovative consumer-researcher partnerships to offer a solution in future research.
Voorveld, H.A.M.; van Noort, G.
Inspired by the increasing popularity of advertising on social media, and especially on social network sites (SNSs), the aim of this study is to give insight into the effectiveness of SNS advertising. The first experimental study compares consumer responses to advertising on SNSs and television (TV)
Jeong, Michelle; Gilmore, Joelle Sano; Bleakley, Amy; Jordan, Amy
This study examined local news media's framing of obesity preceding and surrounding the Philadelphia sugar-sweetened beverage reduction media campaign. Using key search terms pertaining to obesity and sugary beverages, the authors searched the LexisNexis database and gathered local news stories (n = 167) that were aired or published between October, 2010 and March, 2011. They conducted a content analysis, coding for framing-related outcome measures (underlying factors, action steps, and contextual agents). Overall, the news media employed individual-level framing in the majority of stories when discussing obesity, both before and after the campaign launch. After the campaign launched, however, stories were significantly more likely to mention systemic-level contextual agents such as food companies (P = .008), beverage companies (P = .03), and champions or advocates (P = .001). The researchers observed a shift in the local news media discourse toward more thematic framing of obesity, and suggest that public health officials consider the potential impact of news media frames on garnering public support for future policy implementations. Copyright © 2014 Society for Nutrition Education and Behavior. Published by Elsevier Inc. All rights reserved.
Pedrana, Alisa E; Hellard, Margaret E; Higgs, Peter; Asselin, Jason; Batrouney, Colin; Stoovè, Mark
We qualitatively examined gay men's reactions to the national "Drama Downunder" HIV/STI social marketing campaign targeting gay men in Australia to identify key campaign elements that underpinned the demonstrated effectiveness of the campaign. We present findings from six qualitative focus groups held with 49 participants as part of the evaluation of the sexual-health-promotion campaign over 2008-2009. Participants identified attention-grabbing images, a humorous approach, positive and simple tailored messaging, and the use of mainstream media as campaign features crucial in normalizing sexual health testing, driving campaign engagement, and ensuring high message exposure. Our results suggest that designers of future campaigns should strive to balance positive and negative campaign images and messages, and find new ways to engage men with sexual health topics, particularly younger gay men. We discuss the implications of our findings about campaign effectiveness for future health-promotion campaigns and message design.
Borgmann, Hendrik; Kliesch, Sabine; Roth, Stephan; Roth, Mael; Degener, Stephan
We performed a professional campaign in Germany intending to establish the urologic profession as a competent and helpful point of contact for patients with cryptorchidism. The aim of this study was to assess the feasibility of this campaign and to quantify the efficacy of using Internet vs. social media. The strategic design of the campaign comprised a strategy meeting, creation of a landing page, and targeted advertisements on Google in the form of Adwords and on Facebook in the form of sidebar ads and sponsored posts. Outcome measurements were number of impressions, homepage sessions, and downloads of an information brochure. The campaign generated 2,511,923 impressions, 7,369 homepage sessions and 1,086 downloads of information brochures using a total investment budget of 7,500€. Use of Google Adwords was more efficient on outcome measurements than Facebook. A subanalysis of Facebook advertisements showed that sidebar ads and sponsored posts were equally efficient. New media are an effective platform for a profession campaign. Google Adwords is a more effective and cost-efficient platform than Facebook for a targeted campaign. © 2016 S. Karger AG, Basel.
Boyle, Terry; Shepherd, Carrington C J; Pearson, Glenn; Monteiro, Heather; McAullay, Daniel; Economo, Kristina; Stewart, Susan
Antismoking mass media campaigns have been shown to reduce smoking prevalence in the mainstream community, however there is little published research on their effect on Aboriginal Australian smokers. To evaluate the awareness and impact of a mainstream mass media advertising campaign (the 'Bubblewrap' campaign) on Aboriginal smokers in the state of Western Australia. A personal intercept survey was conducted in July 2008 across three sites (the Perth metropolitan area and the non-metropolitan towns of Kalgoorlie and Broome). An opportunity or convenience sampling strategy was used to recruit Aboriginal participants, and face-to-face interviews were conducted with 198 Aboriginal smokers to ascertain awareness of the campaign advertisements, whether they were seen as believable and relevant, and the impact the advertisements had on smoking behaviour. The majority of the participants interviewed had seen and/or heard the 'Bubblewrap' campaign advertisements, although there was considerably greater awareness of the television advertisement than the radio advertisements. Both forms of advertising were considered to be believable and relevant by the majority of Aboriginal smokers. Most of the smokers interviewed thought about cutting down and/or quitting after seeing or hearing the advertisements. Our findings suggest that mainstream antismoking mass media campaigns can positively influence the thoughts and behaviours that Aboriginal smokers have, and exhibit, towards quitting smoking. Notwithstanding this, advertisers should continue to look for better ways to incorporate Aboriginal themes in campaign messages. Future mainstream antismoking campaigns should source sufficient funds to ensure that advertising messages reach the large Aboriginal populations in regional and remote Australia.
Adit Rama Putra
Full Text Available Indonesia is a nation which rich of biodiversity. Various vegetation and good supporting climate make Indonesia a comfortable homeland for some specieses. Deforestation and illegal hunting threatened some speciecess. Seeing that situation, there are many ways to avoid that , one of them is using game as the media.Wana Warrior is a game used as education media of animal saving. The concept of this game is using game as the medium for conveying the information through design and gameplay which attract the players and they can learn without they realize from the provided information. Using Agenda Setting theory, provided informations are selected important issues. So players are focused only on provided issues. The result of the research shows “Wana Warrior” game can educate people about animal biodiversity, especially, in Indonesia.
Full Text Available Women and men entering the 2014 presidential arena. Running a campaign on social media explores how the usage of social media in the electoral campaign supports or resists representation of conventional stereotypes of femininity/masculinity and politics (such as the public man/private woman whether women and men candidates have addressed substantive representation of women and tried to mobilize the support of women voters through specific targeted messages. Even if at the beginning of the research my intention was to focus exclusively on women entering the arena, I chose to expand the focus and address the two most preeminent men engaging in the campaign. I explain the reasons and advantages of such an approach in the research section.
Pavelko, Rachelle L.; Myrick, Jessica Gall; Verghese, Roshni S.; Hester, Joe Bob
Objective: The aim of this study was to analyse social media users' reactions to a celebrity's cancer announcement in order to inform future cancer-related campaigns. Design: A content analysis of Facebook users' written responses to the actor Hugh Jackman's 2013 post announcing his skin cancer diagnosis. Setting: Facebook's application…
Wray, Ricardo J; Jupka, Keri; Ludwig-Bell, Cathy
Engaging in moderate physical activity for 30 minutes five or more times per week substantially reduces the risk of coronary heart disease, stroke, colon cancer, diabetes, high blood pressure, and obesity, and walking is an easy and accessible way to achieve this goal. A theory-based mass media campaign promoted walking and local community-sponsored wellness initiatives through four types of media (billboard, newspaper, radio, and poster advertisements) in St Joseph, Mo, over 5 months during the summer of 2003. The Walk Missouri campaign was conducted in four phases: 1) formative research, 2) program design and pretesting, 3) implementation, and 4) impact assessment. Using a postcampaign-only, cross-sectional design, a telephone survey (N = 297) was conducted in St Joseph to assess campaign impact. Study outcomes were pro-walking beliefs and behaviors. One in three survey respondents reported seeing or hearing campaign messages on one or more types of media. Reported exposure to the campaign was significantly associated with two of four pro-walking belief scales (social and pleasure benefits) and with one of three community-sponsored activities (participation in a community-sponsored walk) controlling for demographic, health status, and environmental factors. Exposure was also significantly associated with one of three general walking behaviors (number of days per week walking) when controlling for age and health status but not when beliefs were introduced into the model, consistent with an a priori theoretical mechanism: the mediating effect of pro-walking beliefs on the exposure-walking association. These results suggest that a media campaign can enhance the success of community-based efforts to promote pro-walking beliefs and behaviors.
Mackenzie, Isla S; Wei, Li; Rutherford, Daniel; Findlay, Evelyn A; Saywood, Wendy; Campbell, Marion K; MacDonald, Thomas M
AIM To increase public awareness and understanding of clinical research in Scotland. METHODS A generic media campaign to raise public awareness of clinical research was launched in 2008. The ‘Get Randomised’ campaign was a Scotland-wide initiative led by the University of Dundee in collaboration with other Scottish universities. Television, radio and newspaper advertising showed leading clinical researchers, general practitioners and patients informing the public about the importance of randomised clinical trials (RCTs). ‘Get Randomised’ was the central message and interested individuals were directed to the http://www.getrandomised.org website for more information. To assess the impact of the campaign, cross-sectional surveys were conducted in representative samples of 1040 adults in Scotland prior to campaign launch and again 6 months later. RESULTS There was an improvement in public awareness of clinical trials following the campaign; 56.7% [95% confidence interval (CI) 51.8, 61.6] of the sample recalled seeing or hearing advertising about RCTs following the campaign compared with 14.8% (10.8, 18.9) prior to the campaign launch (difference = 41.4%; 95% CI for difference 35.6, 48.3; P advertising, 49% felt that the main message was that people should take part more in medical research. However, on whether they would personally take part in a clinical trial if asked, there was little difference in response following the campaign [‘yes’ 31.3% (28.4, 34.1) prior; 30.4% (27.6, 33.2) following; difference =−0.9%; 95% CI for difference −4.8, 3.1%; P= 0.92]. CONCLUSIONS It is possible to raise public awareness of clinical research using the media, but further efforts may be required to influence individuals' decisions to take part in clinical research. PMID:20233175
Dyrby, Signe; Jensen, Tina Blegind
case study of the political parties’ use of Facebook in the Danish general election in 2011. Our preliminary findings reveal three main categories of affordances that the political parties wish to pursue: 1) they want to facilitate direct communication to promote political interests and create room...... for dialogue in a controlled environment, 2) they want to project an image of authenticity through an informal media, and 3) they want to create interaction and involvement through dynamic relationships with voters. A closer look at the parties’ actual use of Facebook reveals that their intention of generating...
Apollonio, D E; Malone, R E
Literature suggests that 'negative advertising' is an effective way to encourage behavioral changes, but it has enjoyed limited use in public health media campaigns. However, as public health increasingly focuses on non-communicable disease prevention, negative advertising could be more widely applied. This analysis considers an illustrative case from tobacco control. Relying on internal tobacco industry documents, surveys and experimental data and drawing from political advocacy literature, we describe tobacco industry and public health research on the American Legacy Foundation's "truth" campaign, an example of effective negative advertising in the service of public health. The tobacco industry determined that the most effective advertisements run by Legacy's "truth" campaign were negative advertisements. Although the tobacco industry's own research suggested that these negative ads identified and effectively reframed the cigarette as a harmful consumer product rather than focusing solely on tobacco companies, Philip Morris accused Legacy of 'vilifying' it. Public health researchers have demonstrated the effectiveness of the "truth" campaign in reducing smoking initiation. Research on political advocacy demonstrating the value of negative advertising has rarely been used in the development of public health media campaigns, but negative advertising can effectively communicate certain public health messages and serve to counter corporate disease promotion.
Zimmermann, Friederike; Kohlmann, Karoline; Monter, Anne; Ameis, Nina
Mass media campaigns that promote responsible drinking are rarely tested for their usefulness in reducing heavy alcohol consumption. Existing campaigns that appeal to responsible drinking while simultaneously displaying young people in social drinking situations may even have paradoxical effects. To examine such possible effects, we drew on a real-world media campaign, which we systematically modified on the basis of recent prototype research. We pilot tested questionnaires (using n = 41 participants), developed two different sets of posters in the style of an existing campaign (n = 39) and investigated their effectiveness (n = 102). In the main study, young men were randomly assigned to one of three conditions: sociable or unsociable binge drinker prototype condition or a control group. Outcome variables were intention, behavioural willingness, attitude, subjective norm, self-efficacy, prototype evaluation and prototype similarity with respect to binge drinking. Binge drinking as a habit was included to control for the fact that habitual drinking in social situations is hard to overcome and poses a particular challenge to interventions. The manipulation check showed that the experimental variation (sociable vs. unsociable drinker prototype condition) was successful. Results of the main study showed that the sociable drinker prototype condition resulted in a higher willingness and - for those with less of a habit - a higher intention to binge drink the next weekend. The unsociable drinker prototype condition had no effects. The results imply that the social components of mass media campaigns might inadvertently exacerbate binge drinking in young men. We therefore advocate against campaigns including aspects of alcohol consumption that might be positively associated with drinker prototype perception. Finally, we provide suggestions for future research.
King, E L; Grunseit, A C; O'Hara, B J; Bauman, A E
In 2008, the Australian Government launched a mass-media campaign 'Measure-Up' to reduce lifestyle-related chronic disease risk. Innovative campaign messages linked waist circumference and chronic disease risk. Communication channels for the campaign included television, press, radio and outdoor advertising and local community activities. This analysis examines the impact of the campaign in the state of New South Wales, Australia. Cross-sectional telephone surveys (n = 1006 adults pre- and post-campaign) covered self-reported diet and physical activity, campaign awareness, knowledge about waist circumference, personal relevance of the message, perceived confidence to make lifestyle changes and waist-measuring behaviours. The campaign achieved high unprompted (38%) and prompted (89%) awareness. From pre- to post-campaign, knowledge and personal relevance of the link between waist circumference and chronic disease and waist measuring behaviour increased, although there were no significant changes in reported fruit and vegetable intake nor in physical activity. Knowledge of the correct waist measurement threshold for chronic disease risk increased over 5-fold, adjusted for demographic characteristics. 'Measure-Up' was successful at communicating the new campaign messages. Continued long-term investment in campaigns such as 'Measure-Up', supplemented with community-based health promotion, may contribute to population risk factor understanding and behaviour change to reduce chronic disease.
Full Text Available The essential first step in the development of mass media health campaigns is to identify specific beliefs of the target audience. The challenge is to prioritize suitable beliefs derived from behavioral theory. The purpose of this study was to identify suitable beliefs to target in a mass media campaign to change behavior using a new method to estimate the possible effect size of a small set of beliefs.Data were drawn from the 2010 Japanese Young Female Smoker Survey (n = 500, conducted by the Japanese Ministry of Health, Labor and Welfare. Survey measures included intention to quit smoking, psychological beliefs (attitude, norms, and perceived control based on the theory of planned behavior and socioeconomic status (age, education, household income, and marital status. To identify suitable candidate beliefs for a mass media health campaign, we estimated the possible effect size required to change the intention to quit smoking among the population of young Japanese women using the population attributable fraction from a marginal structural model.Thirteen percent of study participants intended to quit smoking. The marginal structural model estimated a population attributable fraction of 47 psychological beliefs (21 attitudes, 6 norms, and 19 perceived controls after controlling for socioeconomic status. The belief, "I could quit smoking if my husband or significant other recommended it" suggested a promising target for a mass media campaign (population attributable fraction = 0.12, 95% CI = 0.02-0.23. Messages targeting this belief could possibly improve intention rates by up to 12% among this population. The analysis also suggested the potential for regulatory action.This study proposed a method by which campaign planners can develop theory-based mass communication strategies to change health behaviors at the population level. This method might contribute to improving the quality of future mass health communication strategies and further
Nishiuchi, Hiromu; Taguri, Masataka; Ishikawa, Yoshiki
The essential first step in the development of mass media health campaigns is to identify specific beliefs of the target audience. The challenge is to prioritize suitable beliefs derived from behavioral theory. The purpose of this study was to identify suitable beliefs to target in a mass media campaign to change behavior using a new method to estimate the possible effect size of a small set of beliefs. Data were drawn from the 2010 Japanese Young Female Smoker Survey (n = 500), conducted by the Japanese Ministry of Health, Labor and Welfare. Survey measures included intention to quit smoking, psychological beliefs (attitude, norms, and perceived control) based on the theory of planned behavior and socioeconomic status (age, education, household income, and marital status). To identify suitable candidate beliefs for a mass media health campaign, we estimated the possible effect size required to change the intention to quit smoking among the population of young Japanese women using the population attributable fraction from a marginal structural model. Thirteen percent of study participants intended to quit smoking. The marginal structural model estimated a population attributable fraction of 47 psychological beliefs (21 attitudes, 6 norms, and 19 perceived controls) after controlling for socioeconomic status. The belief, "I could quit smoking if my husband or significant other recommended it" suggested a promising target for a mass media campaign (population attributable fraction = 0.12, 95% CI = 0.02-0.23). Messages targeting this belief could possibly improve intention rates by up to 12% among this population. The analysis also suggested the potential for regulatory action. This study proposed a method by which campaign planners can develop theory-based mass communication strategies to change health behaviors at the population level. This method might contribute to improving the quality of future mass health communication strategies and further research is needed.
Mackenzie, Isla S; Wei, Li; Rutherford, Daniel; Findlay, Evelyn A; Saywood, Wendy; Campbell, Marion K; Macdonald, Thomas M
WHAT IS ALREADY KNOWN ABOUT THIS SUBJECT * Recruitment is key to the success of clinical trials. * Many clinical trials fail to achieve adequate recruitment. * Public understanding and engagement in clinical research could be improved. WHAT THIS STUDY ADDS * 'Get Randomised' is the first campaign of its kind in the UK. * It is possible to improve public awareness of clinical research using the media. * Further work is needed to determine whether improved public awareness leads to increased participation in clinical research in the future. AIM To increase public awareness and understanding of clinical research in Scotland. METHODS A generic media campaign to raise public awareness of clinical research was launched in 2008. The 'Get Randomised' campaign was a Scotland-wide initiative led by the University of Dundee in collaboration with other Scottish universities. Television, radio and newspaper advertising showed leading clinical researchers, general practitioners and patients informing the public about the importance of randomised clinical trials (RCTs). 'Get Randomised' was the central message and interested individuals were directed to the http://www.getrandomised.org website for more information. To assess the impact of the campaign, cross-sectional surveys were conducted in representative samples of 1040 adults in Scotland prior to campaign launch and again 6 months later. RESULTS There was an improvement in public awareness of clinical trials following the campaign; 56.7% [95% confidence interval (CI) 51.8, 61.6] of the sample recalled seeing or hearing advertising about RCTs following the campaign compared with 14.8% (10.8, 18.9) prior to the campaign launch (difference = 41.4%; 95% CI for difference 35.6, 48.3; P advertising, 49% felt that the main message was that people should take part more in medical research. However, on whether they would personally take part in a clinical trial if asked, there was little difference in response following the campaign
McCullough, Anna; Meernik, Clare; Baker, Hannah; Jarman, Kristen; Walsh, Barbara; Goldstein, Adam O
People with low socioeconomic status (SES) in the United States have disparately high rates of smoking and experience disproportionately high burdens of smoking-related disease. Tobacco control media campaigns are a critical strategy for reducing tobacco use prevalence, but evidence is mixed about the optimal use of mass media to reach and promote tobacco use cessation among people with low SES. Improved understanding of the factors influencing how low-SES tobacco users evaluate tobacco control media campaigns may inform development of more effective messages and strategies. Focus groups with primarily low-SES smokers in Connecticut were conducted, finding that participants had seen many tobacco control television ads that used graphic imagery and testimonials, but participants voiced two main themes that limited ad effectiveness: (1) skepticism about the content of ads, the role of the tobacco industry and the government in sponsoring the ads, and the safety and efficacy of cessation supports; and (2) barriers to quitting such as stress, social contexts, and addiction that participants perceived as being underappreciated in the context of the ads. Tobacco control media campaigns targeting low-SES tobacco users may need additional messages, tools, or refinements to more optimally motivate this group to make quit attempts.
Rady, Mohamed Y; McGregor, Joan L; Verheijde, Joseph L
We respond to Morgan and Feeley's critique on our article "Mass Media in Organ Donation: Managing Conflicting Messages and Interests." We noted that Morgan and Feeley agree with the position that the primary aims of media campaigns are: "to educate the general public about organ donation process" and "help individuals make informed decisions" about organ donation. For those reasons, the educational messages in media campaigns should not be restricted to "information from pilot work or focus groups" but should include evidence-based facts resulting from a comprehensive literature research. We consider the controversial aspects about organ donation to be relevant, if not necessary, educational materials that must be disclosed in media campaigns to comply with the legal and moral requirements of informed consent. With that perspective in mind, we address the validity of Morgan and Feeley's claim that media campaigns have no need for informing the public about the controversial nature of death determination in organ donation. Scientific evidence has proven that the criteria for death determination are inconsistent with the Uniform Determination of Death Act and therefore potentially harmful to donors. The decision by campaign designers to use the statutory definition of death without disclosing the current controversies surrounding that definition does not contribute to improved informed decision making. We argue that if Morgan and Feeley accept the important role of media campaigns to enhance informed decision making, then critical controversies should be disclosed. In support of that premise, we will outline: (1) the wide-spread scientific challenges to brain death as a concept of death; (2) the influence of the donor registry and team-huddling on the medical care of potential donors; (3) the use of authorization rather than informed consent for donor registration; (4) the contemporary religious controversy; and (5) the effects of training desk clerks as organ
Langley, Tessa E; McNeill, Ann; Lewis, Sarah; Szatkowski, Lisa; Quinn, Casey
To evaluate the effect of tobacco control media campaigns and pharmaceutical company-funded advertising for nicotine replacement therapy (NRT) on smoking cessation activity. Multiple time series analysis using structural vector autoregression, January 2002-May 2010. England and Wales. Tobacco control campaign data from the Central Office of Information; commercial NRT campaign data; data on calls to the National Health Service (NHS) stop smoking helpline from the Department of Health; point-of-sale data on over-the-counter (OTC) sales of NRT; and prescribing data from The Health Improvement Network (THIN), a database of UK primary care records. Monthly calls to the NHS stop smoking helpline and monthly rates of OTC sales and prescribing of NRT. A 1% increase in tobacco control television ratings (TVRs), a standard measure of advertising exposure, was associated with a statistically significant 0.085% increase in calls in the same month (P = 0.007), and no statistically significant effect in subsequent months. Tobacco control TVRs were not associated with OTC NRT sales or prescribed NRT. NRT advertising TVRs had a significant effect on NRT sales which became non-significant in the seasonally adjusted model, and no significant effect on prescribing or calls. Tobacco control campaigns appear to be more effective at triggering quitting behaviour than pharmaceutical company NRT campaigns. Any effect of such campaigns on quitting behaviour seems to be restricted to the month of the campaign, suggesting that such campaigns need to be sustained over time. © 2012 The Authors, Addiction © 2012 Society for the Study of Addiction.
Yadav, Rajendra-Prasad; Kobayashi, Miwako
Mass media campaigns have long been used as a tool for promoting public health. In the past decade, the growth of social media has allowed more diverse options for mass media campaigns. This systematic review was conducted to assess newer evidence from quantitative studies on the effectiveness of mass media campaigns for reducing alcohol-impaired driving (AID) and alcohol-related crashes, particularly after the paper that Elder et al. published in 2004. This review focused on English language studies that evaluated the effect of mass media campaigns for reducing AID and alcohol-related crashes, with or without enforcement efforts. A systematic search was conducted for studies published between January 1, 2002 and December 31, 2013. Studies from the review by Elder et al. were added as well. A total of 19 studies met the inclusion criteria for the systematic review, including three studies from the review by Elder et al. Nine of them had concomitant enforcement measures and did not evaluate the impact of media campaigns independently. Studies that evaluated the impact of mass media independently showed reduction more consistently (median -15.1%, range -28.8 to 0%), whereas results of studies that had concomitant enforcement activities were more variable (median -8.6%, range -36.4 to +14.6%). Summary effects calculated from seven studies showed no evidence of media campaigns reducing the risk of alcohol-related injuries or fatalities (RR 1.00, 95% CI = 0.94 to 1.06). Despite additional decade of evidence, reviewed studies were heterogeneous in their approaches; therefore, we could not conclude that media campaigns reduced the risk of alcohol-related injuries or crashes. More studies are needed, including studies evaluating newly emerging media and cost-effectiveness of media campaigns.
Escalon, Hélène; Serry, Anne-Juliette; Nguyen-Thanh, Viêt; Vuillemin, Anne; Oppert, Jean-Michel; Sarrazin, Philippe; Verlhiac, Jean-Francois; Salanave, Benoît; Simon, Chantal; Tausan, Simona; Dailly, Olivier; Arwidson, Pierre
This paper demonstrates the feasibility of developing a multimodal media campaign-based intervention to promote physical activity using theory, evidence and media campaign construction expertise. An evaluation of this media campaign and its various components is the next stage of this work..
Full Text Available Abstract Background In late 2007, Canada's ParticipACTION national physical activity mass media campaign was re-launched, with an initial campaign targeting parents of elementary school-aged children. The campaign informed them about the risks of physical inactivity for children and youth. The purpose of this study was to assess campaign awareness and understanding following the campaign, and to identify whether exposure to this campaign was likely associated with behaviour change. Methods A convenience sample of 1,500 adults was recruited though an existing panel (n = 60,000 of Canadian adults to participate in online surveys. Initial campaign exposure included "prompted" and "unprompted" recall of specific physical activity messages from the 2007 ParticipACTION campaign, knowledge of the benefits of PA, saliency, and initial trial behaviours to help their children become more active. Results One quarter of respondents showed unprompted recall of specific message content from the ParticipACTION campaign, and prompted recall was 57%. Message recall and understanding was associated with knowledge about physical activity, and that in turn was related to high saliency. Saliency was associated with each of the physical activity-related trial behaviours asked. Conclusion Campaign awareness and understanding was high following this ParticipACTION campaign, and was associated with intermediate campaign outcomes, including saliency and trial behaviours. This is relevant to campaign evaluations, as it suggests that an initial focus on influencing awareness and understanding is likely to lead to more substantial change in campaign endpoints.
Peterson, Michael; Chandlee, Margaret; Abraham, Avron
A cost-effectiveness analysis of a statewide social marketing campaign was performed using a statewide surveillance survey distributed to 6th through 12th graders, media production and placement costs, and 2000 census data. Exposure to all three advertisements had the highest impact on both intent and behavior with 65.6% of the respondents considering becoming more active and 58.3% reporting becoming more active. Average cost of the entire campaign was $4.01 per person to see an ad, $7.35 per person to consider being more active, and $8.87 per person to actually become more active, with billboards yielding the most positive cost-effectiveness. Findings highlight market research as an essential part of social marketing campaigns and the importance of using multiple marketing modalities to enhance cost-effectiveness and impact.
Clark, Sheila; Bungum, Tim J; Meacham, Mindy; Coker, Lisa
Many Americans do not meet recommendations for physical activity (PA). Communities are building trail networks to encourage PA, but the relationship between trails and PA is not well understood. We monitored usage of urban trails (N = 10) in Las Vegas, NV, before and after a promotional marketing campaign (October 2011 and April 2012). The media campaign featured print, online, and radio ads, as well as billboards and signage on gas pumps. Data were collected with infrared monitors that were placed on the trails for periods of 7 days. We compared preintervention and postintervention usage rates. Mean usage increased (P trails, significant declines at 2 trails, and no change at 1 trail. Promotional campaigns may be an effective way to increase trail usage and encourage PA.
Cotter, Trish; Perez, Donna; Wakefield, Melanie
Objectives. We assessed the effects of levels and duration of exposure to televised antismoking advertising on cognitive and behavioral changes. Methods. We used data from a serial cross-sectional telephone survey with weekly interviews of adult smokers and recent quitters in New South Wales, Australia (n = 13 301), between April 2005 and December 2010. We merged survey data with commercial TV ratings data to estimate individuals’ exposure to antismoking advertising. Results. Logistic regression analyses indicated that after adjustment for a wide range of potential confounders, exposure to antismoking advertising at levels between 100 and 200 gross rating points per week on average over 6 to 9 weeks was associated with an increased likelihood of having (1) salient quitting thoughts and (2) recent quit attempts. Associations between exposure for shorter periods and these outcomes were not significant. Conclusions. Broadcasting schedules may affect the success of antismoking ads. Campaign planners should ensure advertising exposure at adequate frequency over relatively sustained periods to maximize impact. PMID:23763419
Unal, E; Gokler, M E; Metintas, S; Kalyoncu, C
The aim of the present study was to determine the perception of 10 anti-smoking advertisements in 1434 Turkish adolescents. We used the Effectiveness of the Anti-smoking Advertisements Scale, which included 6 items for each advertisement; each item was assessed on a 5-point Likert-type scale. Multiple logistic regression analysis was used to determine the factors associated with the impact of the advertisements. All the advertisements were more effective for adolescents who had never smoked compared to ex-smokers and current smokers. We also noted that, regardless of age, smoking status decreased the effectiveness of all the advertisements. Previous studies have shown that smokers have a negative attitude towards anti-smoking messages. In the present study, the most effective advertisements among adolescents were those with "Sponge and tar", "Smoking harms in every breath" and "Children want to grow". In conclusion, although anti-smoking campaigns are targeted towards adults, they also have a strong influence on adolescents. The main target population for advertisements should be individuals aged < 15 years who have not yet started smoking.
Tucker, Lauren R.
Deconstructs the "kiddie porn" media frame used by the industry and mainstream media to characterize Klein's ad campaign. Extends scholarship on the construction of youth in the media, showing how the kiddie-porn frame produces and reproduces common-sense beliefs about the nature of youth. Suggests a metadiscourse encompassing the…
A. Therese Roux
Full Text Available Despite the traction that contemporary out-of-home advertising has gained in the global media landscape, there are still some ambiguities regarding the contribution of this medium in the context of integrated marketing communication. Previous studies have examined consumers’ responses to different out-of-home advertising media types; however, little attention has been paid to how they could contribute to an overall integrated marketing communication (IMC program. The purpose of the study was, therefore, to explore a practitioner’s view of the role of out-of-home advertising media in an integrated marketing communication campaign. Investigating knowledgeable practitioners’ perspectives and practices helped to reveal novel media planning techniques applied by specialists in the field and contributed to the limited theory on out-of-home advertising media planning. The three roles performed by out-of-home advertising media within this context: support; lead; or even as the only media, were clarified. Some unique media tactics to reach marketing communication objectives on cognitive, affective or behavioural levels and direction for future research were also proposed.
Farrelly, Matthew C; Nonnemaker, James; Davis, Kevin C; Hussin, Altijani
States and national organizations spend millions annually on antismoking campaigns aimed at youth. Much of the evidence for their effectiveness is based on cross-sectional studies. This study was designed to evaluate the effectiveness of a prominent national youth smoking-prevention campaign in the U.S. known as truth that was launched in February 2000. A nationally representative cohort of 8904 adolescents aged 12-17 years who were interviewed annually from 1997 to 2004 was analyzed in 2008. A quasi-experimental design was used to relate changes in smoking initiation to variable levels of exposure to antismoking messages over time and across 210 media markets in the U.S. A discrete-time hazard model was used to quantify the influence of media market delivery of TV commercials on smoking initiation, controlling for confounding influences. Based on the results of the hazard model, the number of youth nationally who were prevented from smoking from 2000 through 2004 was estimated. Exposure to the truth campaign is associated with a decreased risk of smoking initiation (relative risk=0.80, p=0.001). Through 2004, approximately 450,000 adolescents were prevented from trying smoking nationwide. Factors negatively associated with initiation include African-American race (relative risk=0.44, p<0.001), Hispanic ethnicity (relative risk=0.74, p<0.001), completing high school (relative risk=0.69, p<0.001), and living with both parents at baseline (OR=0.79, p<0.001). The current study strengthens the available evidence for antismoking campaigns as a viable strategy for preventing youth smoking.
Yoo, Sun-Wook; Kim, Jarim; Lee, Yeunjae
Social media have recently gained attention as a potential health campaign tool. This study examines this line of expectation concerning the role social media may play in health campaigns by testing an integrated health campaign model that combines insights from research on social media-specific perceptions and communicative behaviors in order to predict health behaviors. Specifically, this study aims to (a) develop a more holistic social media campaign model for predicting health behaviors in the social media context, (b) investigate how social media channel-related perceptions affect preventive health behaviors, and (c) investigate how communicative behaviors mediate perceptions and behavioral intention. The study conducted an online survey of 498 females who followed the Purple Ribbon Twitter campaign (@pprb), a cervical cancer prevention campaign. The results indicated that information acquisition mediated perceived risk's effect on intention. Information acquisition also mediated the relationships between intention and information selection and information transmission. On the other hand, social media-related perceptions indirectly impacted behavioral intention through communicative behaviors. The findings' theoretical and practical implications are discussed.
Kornfield, Rachel; Smith, Katherine Clegg; Szczypka, Glen; Vera, Lisa; Emery, Sherry
In March 2012, the US Centers for Disease Control and Prevention (CDC) launched the first-ever paid national tobacco education campaign. At a cost of US $54 million, "Tips from Former Smokers" (Tips) ran for 3 months across multiple media, depicting the suffering experienced by smokers and their families in graphic detail. The potential impact and reach of the Tips campaign was not limited to that achieved through paid media placements. It was also potentially extended through "earned media", including news and blog coverage of the campaign. Such coverage can shape public understanding of and facilitate public engagement with key health issues. To better understand the contribution of earned media to the public's engagement with health issues in the current news media environment, we examined the online "earned media" and public engagement generated by one national public health campaign. We constructed a purposive sample of online media coverage of the CDC's 2012 Tips from Former Smokers television campaign, focusing on 14 influential and politically diverse US news outlets and policy-focused blogs. We identified relevant content by combining campaign and website-specific keywords for 4 months around the campaign release. Each story was coded for content, inclusion of multimedia, and measures of audience engagement. The search yielded 36 stories mentioning Tips, of which 27 were focused on the campaign. Story content between pieces was strikingly similar, with most stories highlighting the same points about the campaign's content, cost, and potential impact. We saw notable evidence of audience engagement; stories focused on Tips generated 9547 comments, 8891 Facebook "likes", 1027 tweets, and 505 story URL shares on Facebook. Audience engagement varied by story and site, as did the valence and relevance of associated audience comments. Comments were most oppositional on CNN and most supportive on Yahoo. Comment coding revealed approximately equal levels of
Lambert, Danielle N; Bishop, Lauren E; Guetig, Stephanie; Frew, Paula M
The Emory Jane Fonda Center implemented the Start Strong Atlanta social marketing campaign, "Keep It Strong ATL", in 2007 to promote the development of healthy adolescent relationships and to foster the prevention of adolescent dating abuse among 11-14 year olds. A formative evaluation was conducted to understand whether messages directed at the target audience were relevant to the program's relationship promotion and violence prevention goals, and whether the "Web 2.0" social media channels of communication (Facebook, Twitter, YouTube, Flickr, Tumblr, and Pinterest) were reaching the intended audience. Mixed methodologies included qualitative interviews and a key informant focus group, a cross-sectional survey, and web analytics. Qualitative data were analyzed using constant comparative methodology informed by grounded theory. Descriptive statistics were generated from survey data, and web analytics provided user information and traffic patterns. Results indicated that the Keep It Strong ATL social marketing campaign was a valuable community resource that had potential for broader scope and greater reach. The evaluation team learned the importance of reaching adolescents through Web 2.0 platforms, and the need for message dissemination via peers. Survey results indicated that Facebook (ranked 6.5 out of 8) was the highest rated social media outlet overall, and exhibited greatest appeal and most frequent visits, yet analytics revealed that only 3.5% of "likes" were from the target audience. These results indicate that the social media campaign is reaching predominantly women (76.5% of viewership) who are outside of the target age range of 11-14 years. While the social media campaign was successfully launched, the findings indicate the need for a more focused selection of communication channels, timing of media updates to maximize visibility, balancing message tone and delivery, and incorporating differentiated messaging for the target audiences. Collaboration with
Laestadius, Linnea I; Wahl, Megan M
With the growing popularity of social media, corporate marketers are increasingly launching hashtag campaigns to encourage consumers to create branded user-generated content on their behalves. If successful, these campaigns may expand the reach of harmful marketing messages and capitalize on peer-effects among adolescents. To shed light on these novel corporate campaigns, we performed a case study of the user-generated Instagram content created in response to a hashtag campaign promoting the quick-service restaurant Kentucky Fried Chicken (KFC). We performed a content analysis of one week's worth of user-generated Instagram posts created with the hashtag #HowDoYouKFC between 24 April 2015-1 May 2015. Posts were coded to discern: (a) relevance to KFC as a brand and/or food; (b) themes in the post, (c) the content of images/videos, and (d) overall sentiment toward KFC. Posts that were deleted or made private during the study period were removed. Descriptive statistics were calculated to discern trends in post content. Instagram users created 196 posts with #HowDoYouKFC during the study period. After removing irrelevant and deleted/private posts, analysis of the 128 remaining user-generated posts revealed that 45% of posts were explicitly positive toward KFC and 39% lacked a specific stance or emotion related to KFC. Of the posts, 55% depicted KFC chicken and 65% included depictions of the brand hashtag on food packaging. Findings indicate that corporations are successfully converting individual social media users into positive advertisers for harmful products. Novel efforts are needed to counter corporate user-generated content campaigns.
Ayub Suffian Hadi
Full Text Available The paper discusses the importance of social media in today’s society and review how health related campaign could penetrate the youths in Malaysia. In the internet age, the youths are divided into two; the digital natives (born after 1980 and digital immigrants (born before 1980. Further to that, the paper provides an insight on how past efforts by relevant stakeholders were utilised in creating awareness to Malaysian youths through the social media. Upon identifying the efforts through extensive literature review, the usage of social media in propagating behavioural changes in youths’ were also discussed. Several meaningful impacts were discovered and must be carefully considered in terms of its practical implications to suit Malaysian youths.
Lambert, Danielle N; Bishop, Lauren E; Guetig, Stephanie
Background The Emory Jane Fonda Center implemented the Start Strong Atlanta social marketing campaign, “Keep It Strong ATL”, in 2007 to promote the development of healthy adolescent relationships and to foster the prevention of adolescent dating abuse among 11-14 year olds. Objective A formative evaluation was conducted to understand whether messages directed at the target audience were relevant to the program’s relationship promotion and violence prevention goals, and whether the “Web 2.0” social media channels of communication (Facebook, Twitter, YouTube, Flickr, Tumblr, and Pinterest) were reaching the intended audience. Methods Mixed methodologies included qualitative interviews and a key informant focus group, a cross-sectional survey, and web analytics. Qualitative data were analyzed using constant comparative methodology informed by grounded theory. Descriptive statistics were generated from survey data, and web analytics provided user information and traffic patterns. Results Results indicated that the Keep It Strong ATL social marketing campaign was a valuable community resource that had potential for broader scope and greater reach. The evaluation team learned the importance of reaching adolescents through Web 2.0 platforms, and the need for message dissemination via peers. Survey results indicated that Facebook (ranked 6.5 out of 8) was the highest rated social media outlet overall, and exhibited greatest appeal and most frequent visits, yet analytics revealed that only 3.5% of “likes” were from the target audience. These results indicate that the social media campaign is reaching predominantly women (76.5% of viewership) who are outside of the target age range of 11-14 years. Conclusions While the social media campaign was successfully launched, the findings indicate the need for a more focused selection of communication channels, timing of media updates to maximize visibility, balancing message tone and delivery, and incorporating
Murukutla, Nandita; Turk, Tahir; Prasad, C V S; Saradhi, Ranjana; Kaur, Jagdish; Gupta, Shefali; Mullin, Sandra; Ram, Faujdar; Gupta, Prakash C; Wakefield, Melanie
Smokeless tobacco consumption in India is a significant source of morbidity and mortality. In order to educate smokeless tobacco users about the health harms of smokeless tobacco and to denormalise tobacco usage and encourage quitting, a national television and radio mass media campaign targeted at smokeless tobacco users was aired for 6 weeks during November and December 2009. The campaign was evaluated with a nationally representative household survey of smokeless tobacco users (n = 2898). The effect of campaign awareness was assessed with logistic regression analysis. The campaign affected smokeless tobacco users as intended: 63% of smokeless-only users and 72% of dual users (ie, those who consumed both smoking and smokeless forms) recalled the campaign advertisement, primarily through television delivery. The vast majority (over 70%) of those aware of the campaign said that it made them stop and think, was relevant to their lives and provided new information. 75% of smokeless-only users and 77% of dual users said that it made them feel concerned about their habit. Campaign awareness was associated with better knowledge, more negative attitudes towards smokeless tobacco and greater cessation-oriented intentions and behaviours among smokeless tobacco users. Social marketing campaigns that utilise mass media are feasible and efficacious interventions for tobacco control in India. Implications for future mass media tobacco control programming in India are discussed.
Noar, Seth M
Mass media campaigns have long been a tool for promoting public health. How effective are such campaigns in changing health-related attitudes and behaviors, however, and how has the literature in this area progressed over the past decade? The purpose of the current article is threefold. First, I discuss the importance of health mass media campaigns and raise the question of whether they are capable of effectively impacting public health. Second, I review the literature and discuss what we have learned about the effectiveness of campaigns over the past 10 years. Finally, I conclude with a discussion of possible avenues for the health campaign literature over the next 10 years. The overriding conclusion is the following: The literature is beginning to amass evidence that targeted, well-executed health mass media campaigns can have small-to-moderate effects not only on health knowledge, beliefs, and attitudes, but on behaviors as well, which can translate into major public health impact given the wide reach of mass media. Such impact can only be achieved, however, if principles of effective campaign design are carefully followed.
Boles, Myde; Adams, Adelle; Gredler, Amy; Manhas, Sonia
We examined the impact of a mass media campaign that was designed to educate residents about the amount of added sugars in soda and other sugary drinks, as well as the health impacts of consuming such drinks. The campaign was implemented in Multnomah County (Portland), Oregon in 2011 and included paid and unpaid media on the web, television, billboards, and transit. A telephone survey (n=402) measured campaign awareness, attitudes toward obesity, knowledge about health problems of excessive sugar, and behavioral intentions and behaviors around soda and sugary drink consumption. Nearly 80% of people who were aware of the media campaign intended to reduce the amount of soda or sugary drinks they offered to a child as a result of the campaign ads. Those who were aware of the campaign were more likely to agree that too much sugar causes health problems (97.3% vs. 85.9%). There was no significant change in self-reported soda consumption. Media campaigns about sugary drinks and obesity may be effective for raising awareness about added sugars in beverages, increasing knowledge about health problems associated with excessive sugar consumption, and prompting behavioral intentions to reduce soda and sugary drink consumption. Copyright © 2014 Elsevier Inc. All rights reserved.
Shrestha, Ashish; Rimal, Jyotsna
Objective: To develop a mass media campaign on oral carcinogens and their effects on the oral cavity in order to increase awareness among the general population. Methods: Documentary and public service announcements highlighting the effects of tobacco and its products were designed and developed based on principles of behavior change. A questionnaire, designed to determine the knowledge, attitude and practice of people regarding oral carcinogens, was used to conduct a baseline survey at various sites in eastern Nepal. Local television channels and radio stations broadcasted the documentary and public service announcements. An evaluation survey was then performed to assess the effectiveness of the campaign. Results: Baseline and evaluation surveys covered 1,972 and 2,140 individuals, respectively. A third of the baseline population consumed quid, 22% chewing tobacco, 16% gutka (commercial preparation of arecanut, tobacco, lime and chemicals) and 25% cigarettes. Tobacco consumption differed significantly between 3 ecologic regions with greater use in the Terai region. The knowledge prevalence regarding the oral carcinogens quid (70%), chewing tobacco (82%), gutka (58%) and cigarettes (93%) significantly increased in the evaluation population. Females were more aware about the various tobacco products and their effects on health. More people knew about the harmful effects of tobacco on their health and oral cavity, and had their mouth examined and the frequency of consumption of these products reduced significantly after the campaign. Attitudes towards production, sale and advertisements of tobacco also improved significantly. Conclusions: The mass media campaign was an effective tool for increasing awareness among the population. Creative Commons Attribution License
Jasek, John P; Johns, Michael; Mbamalu, Ijeoma; Auer, Kari; Kilgore, Elizabeth A; Kansagra, Susan M
Light smokers represent an increasing share of adult smokers in various parts of the world including New York City (NYC). Since 2007, the NYC Department of Health and Mental Hygiene has aired hard-hitting antitobacco media campaigns paired with time-limited nicotine replacement therapy (NRT) giveaways. We evaluated an original antitobacco media campaign, developed to increase awareness of smoking risks and encourage cessation service use among light smokers in NYC. We compared cessation service request volume during the campaign to historical periods without ads targeting light smokers. We used a cross-sectional online panel survey to assess the ad's perceived effectiveness and its impact on learning something new, quit intentions and concern for smoking-related health risks among non-daily, light daily and heavy daily smokers. The proportion of light smokers among smokers requesting cessation services increased 50% (from 13% to 20%) relative to previous time-limited NRT giveaways. Compared to heavy daily smokers, non-daily (aOR: 1.95, phealth risks after viewing the ad. Perceived effectiveness of the ad did not differ by smoker type. This study provides evidence that light smokers were receptive to a targeted antitobacco message encouraging use of cessation services. The campaign appears to have been particularly effective in increasing smoking-related health concerns in this group. The lack of difference in perceived ad effectiveness by smoker type suggests the potential to develop such ads without sacrificing broad impact. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://group.bmj.com/group/rights-licensing/permissions.
Leonardo Alves, Teresa; Martins de Freitas, Auramarina F; van Eijk, Martine E C; Mantel-Teeuwisse, Aukje K
The European legislation prohibits prescription-only medicines' advertising but allows pharmaceutical companies to provide information to the public on health and diseases, provided there is no direct or indirect reference to a pharmaceutical product. Various forms of promotion have become increasingly common in Europe including "disease-oriented" campaigns. To explore examples of disease awareness campaigns by pharmaceutical companies in the Netherlands, by assessing their compliance with the World Health Organization (WHO) Ethical Criteria for medicinal drug promotion and the Dutch guidelines for provision of information by pharmaceutical companies. Materials referring to health/disease and treatments published in the most widely circulated newspapers and magazines were collected from March to May 2012. An evaluation tool was developed based on relevant underlying principles from the WHO ethical criteria and Dutch self-regulation guidelines. Collected disease awareness advertisements were used to pilot the evaluation tool and to explore the consistency of information provided with the WHO and Dutch criteria. Eighty materials met our inclusion criteria; 71 were published in newspapers and 9 in magazines. The large majority were news items but 21 were disease awareness advertisements, of which 5 were duplicates. Fifteen out of the 16 disease awareness campaigns were non-compliant with current guidelines mainly due to lack of balance (n = 12), absence of listed author and/or sponsor (n = 8), use of misleading or incomplete information (n = 5) and use of promotional information (n = 5). None mentioned a pharmaceutical product directly. Disease Awareness Campaigns are present in Dutch printed media. Although no brand names were mentioned, the lack of compliance of disease awareness campaigns with the current regulations is alarming. There were information deficiencies and evidence of information bias. A key concern is that the context in which the information is
Teresa Leonardo Alves
Full Text Available BACKGROUND: The European legislation prohibits prescription-only medicines' advertising but allows pharmaceutical companies to provide information to the public on health and diseases, provided there is no direct or indirect reference to a pharmaceutical product. Various forms of promotion have become increasingly common in Europe including "disease-oriented" campaigns. OBJECTIVES: To explore examples of disease awareness campaigns by pharmaceutical companies in the Netherlands, by assessing their compliance with the World Health Organization (WHO Ethical Criteria for medicinal drug promotion and the Dutch guidelines for provision of information by pharmaceutical companies. METHODS: Materials referring to health/disease and treatments published in the most widely circulated newspapers and magazines were collected from March to May 2012. An evaluation tool was developed based on relevant underlying principles from the WHO ethical criteria and Dutch self-regulation guidelines. Collected disease awareness advertisements were used to pilot the evaluation tool and to explore the consistency of information provided with the WHO and Dutch criteria. FINDINGS: Eighty materials met our inclusion criteria; 71 were published in newspapers and 9 in magazines. The large majority were news items but 21 were disease awareness advertisements, of which 5 were duplicates. Fifteen out of the 16 disease awareness campaigns were non-compliant with current guidelines mainly due to lack of balance (n = 12, absence of listed author and/or sponsor (n = 8, use of misleading or incomplete information (n = 5 and use of promotional information (n = 5. None mentioned a pharmaceutical product directly. CONCLUSION: Disease Awareness Campaigns are present in Dutch printed media. Although no brand names were mentioned, the lack of compliance of disease awareness campaigns with the current regulations is alarming. There were information deficiencies and evidence of information
Nicole R. Foster Shoaf
Full Text Available Decades of research within political science, political communication, and mass media found pervasive gender biased media coverage of female political candidates. However, recent research suggests that gender stereotypes do not have a consistent effect in all campaign environments and when gender stereotypes are not activated, female candidates are not disadvantaged. As a result, if we see a reduction in reliance on gender stereotypes in the media, female candidates should enjoy a more level playing field. In this analysis, we focus on mass media’s coverage of female candidates in elite executive political races. This study conducts a content analysis of media coverage of three recent women candidates for the United States’ highest executive offices: Senator Hillary Clinton, Congresswoman Michelle Bachmann, and Governor Sarah Palin. Our analysis of newspapers and television news coverage confirms the media do not discuss female and male candidates in neutral terms, but instead fall back onto traditional gender stereotypes and emphasize female candidates’ physical appearances and family roles far more frequently than they do for male candidates. This may, in turn, prime gender stereotypes in voters, impair candidates’ fundraising ability, and limit the electoral ambition of future generations of female candidates.
The breast feeding campaign in Colombia is particularly aimed at pregnant and feeding mothers in both urban and rural areas. The objectives are to: 1) encourage breast feeding; 2) lengthen the period of breast feeding; 3) delay the introduction of other foods, and 4) discourage the use of bottle feeding. The pregnant and feeding mothers were reached through doctors, nurses, nutritionists and educational agents. Seminars were organized to train health sector personnel. Curricula of university courses were revised. Printed materials such as handbooks, flipcharts and promotional posters were used. Games such as "Breastfeeding Ladder" were played in health centers. The use of mass media (radio, television, and films) was found to be the most effective method. Promotional advertising was aired on TV and radio. Films were used in 2 ways: short 10-minute films were produced and slide projection was introduced preceding the main feature film. The slide shows informed the mothers of the advantages of breast feeding. Some legal reforms were also made as part of the campaign: the Ministry of Health passed a resolution encouraging breast feeding in all its medical centers; the use of milk substitutes was prohibited; and promotion and packaging of milk substitutes were regulated by a decree. The success of this campaign can be measured by the increase in requests for advice on breast feeding in medical centers; the organizing in hospitals of specific programs for the promotion of breast feeding, and the move by advertising agencies to start promoting simultaneously their products and maternal milk.
Full Text Available Abstract Background Health campaigns are frequently covered by printed media, but coverage is not homogeneous across different types of newspapers. Switzerland as a multilinguistic country with many newspapers offers a good field for study. A better understanding of how printed media report on national campaigns against colon cancer in the three main linguistic regions may help to improve future public health interventions. Therefore, we analyzed articles published between 2005 and 2007 during the campaigns "Darmkrebs-nie?" and "Self-Care" in the German, French and Italian regions of Switzerland. Findings Some 65% of articles reporting on colon cancer were in German, 23% and 12% were in French and Italian respectively. During the campaign, topics linked to colon cancer were increasingly covered by the media. Regional newspapers (66% reported significantly more about colon cancer and produced the most detailed articles. Both gain- and loss-framed messages have been used by journalists, whereas the campaigns used merely gain-framed messages. Latin (French and Italian newspapers mixed gain- and loss-framed messages in the same articles, while German articles mainly used a single frame throughout. Conclusions Swiss-German papers reported more about the topic and the reporting was quantitatively and qualitatively more prominent in regional papers. The press followed the campaigns closely only during the period of campaigning, with high coverage. We propose to consider the regional press as an important vehicle of health information. Moreover, slight differences in framing can be observed between German and Latin articles.
Kite, James; Gale, Joanne; Grunseit, Anne; Bellew, William; Li, Vincy; Lloyd, Beverley; Maxwell, Michelle; Vineburg, John; Bauman, Adrian
To determine the impact of the first phase of the Make Healthy Normal mass media campaign on NSW adults' active living and healthy eating knowledge, attitudes, intentions and behaviour. Cohort design with NSW adults, followed up three times over 12 months, with n=939 participants completing all three waves. We used generalised linear mixed models to examine campaign awareness, knowledge, attitudes, intentions and behaviours over time. Campaign recognition built to a reasonable level (45% at Wave 3), although unprompted recall was low (9% at Wave 3). There were significant increases in knowledge of physical activity recommendations (46% to 50%), the health effects of obesity (52% to 64%), and weight loss benefits (53% to 65%), with stronger effects in campaign recognisers. Conversely, we found declines in self-efficacy and intention to increase physical activity (39% to 31%) and decrease soft drink consumption (31% to 24%). Overall, there are some positives for the campaign but intentions need to be a focus of future campaign phases. Continued investment over the medium- to long-term is needed. Mass media campaigns can play a role in obesity prevention but robust evaluations are needed to identify the characteristics of effective campaigns. © 2018 The Authors.
Full Text Available Introduction. Waterpipe tobacco smoking prevalence is increasing worldwide despite its documented health effects. A general belief that it is less harmful than cigarettes may be fuelled by the lack of media campaigns highlighting its health effects. We aimed to create and assess the impact of a social media campaign about dangers of waterpipe smoking. Methods. The “ShishAware” campaign included three social media (Facebook, Twitter, and YouTube and a website. Nine months after launch we collected data to assess use of, and reaction to, our media accounts. Results. Requiring limited maintenance resources, Facebook attracted campaign supporters but YouTube attracted opposers. Twitter enabled the most organisation-based contact but Facebook was the most interactive medium. Facebook users were more likely to “like” weekday than weekend statuses and more likely to comment on “shisha fact” than “current affairs” statuses. Follower subscription increased as our posting rate increased. Our YouTube video gained 19,428 views (from all world continents and 218 comments (86% from pro-waterpipe smokers. Conclusions. Social media campaigns can be created and maintained relatively easily. They are innovative and have the potential for wide and rapid diffusion, especially towards target audiences. There is a need for more rigorous evaluation of their effects, particularly among the youth.
Jawad, Mohammed; Abass, Jooman; Hariri, Ahmad; Akl, Elie A
Waterpipe tobacco smoking prevalence is increasing worldwide despite its documented health effects. A general belief that it is less harmful than cigarettes may be fuelled by the lack of media campaigns highlighting its health effects. We aimed to create and assess the impact of a social media campaign about dangers of waterpipe smoking. The "ShishAware" campaign included three social media (Facebook, Twitter, and YouTube) and a website. Nine months after launch we collected data to assess use of, and reaction to, our media accounts. Requiring limited maintenance resources, Facebook attracted campaign supporters but YouTube attracted opposers. Twitter enabled the most organisation-based contact but Facebook was the most interactive medium. Facebook users were more likely to "like" weekday than weekend statuses and more likely to comment on "shisha fact" than "current affairs" statuses. Follower subscription increased as our posting rate increased. Our YouTube video gained 19,428 views (from all world continents) and 218 comments (86% from pro-waterpipe smokers). Social media campaigns can be created and maintained relatively easily. They are innovative and have the potential for wide and rapid diffusion, especially towards target audiences. There is a need for more rigorous evaluation of their effects, particularly among the youth.
Czech language style of television advertising of the new millenium on the example of the T-Mobile's media campaign This bachelor thesis deals with the contemporary language style of Czech advertising on the example of brand communication/ advertising campaign of T-Mobile. The work is divided into two parts: theoretical and practical. The theoretical block introduces the context of advertising and shows the characteristics of advertising messages and language of advertising discourse. The foc...
Wallington, Sherrie Flynt; Oppong, Bridget; Iddirisu, Marquita; Adams-Campbell, Lucile L
This study developed and examined the reach and impact of a culturally appropriate mass media campaign pilot, designed to increase awareness about the importance of mammography screening and the available community mammography services for low-income African American women ages 40 and above. We conducted formative research using focus groups to inform campaign development, resulting in five emergent themes-good breast health, holistic views of healthiness, cancer fatalism, fear of mammogram machines, and mammogram affordability. The campaign targeted specific low-income African American communities in the District of Columbia via print ads in Metro stations and on buses, print ads in the Washington Informer, and online ads on a local TV network website. Data were collected before, during, and after campaign implementation to assess reach and impact. Reach was measured by number of impressions (number of people exposed to the campaign), while impact was assessed via online ad click-through rates, website use and referrals, and mammography center calls. The campaign was successful in reaching the target audience, with a total combined reach from all media of 9,479,386 impressions. In addition, the mammography center received significant increases in new website visitors (1482 during the campaign, compared to 24 during the preceding period) as well as 97 calls to the dedicated phone line. Further research involving a more long-term investment in terms of funding and campaign run time, coupled with a more robust evaluation, is needed to assess if culturally appropriate mass media campaigns can generate increased mammography screening rates and decrease breast-cancer-related mortality.
Persuasive communication has been used for ages, from the great Ancient Greece to modern days, in order to modify people's ways of thinking and acting. It has a tremendous role to play when it comes to advertising, even more so if considering social advertising campaigns. One of the determinants that were scrutinized before through research in the field of persuasive communication is the appeal to fear, which is frequently used in public health campaigns, such as antismoking advertising. In s...
Morley, B.; Niven, P.; Dixon, H.; Swanson, M.; Szybiak, M.; Shilton, T.; Pratt, I. S.; Slevin, T.; Hill, D.; Wakefield, M.
The Western Australian (WA) ‘LiveLighter’ (LL) mass media campaign ran during June–August and September–October 2012. The principal campaign ad graphically depicts visceral fat of an overweight individual (‘why’ change message), whereas supporting ads demonstrate simple changes to increase activity and eat healthier (‘how’ to change message). Cross-sectional surveys among population samples aged 25–49 were undertaken pre-campaign (N = 2012) and following the two media waves (N = 2005 and N = 2009) in the intervention (WA) and comparison state (Victoria) to estimate the population impact of LL. Campaign awareness was 54% after the first media wave and overweight adults were more likely to recall LL and perceive it as personally relevant. Recall was also higher among parents, but equal between socio-economic groups. The ‘why’ message about health-harms of overweight rated higher than ‘how’ messages about lifestyle change, on perceived message effectiveness which is predictive of health-related intention and behaviour change. State-by-time interactions showed population-level increases in self-referent thoughts about the health-harms of overweight (P campaign impact. However, sustained campaign activity will be needed to impact behaviour. PMID:26956039
Bray, Janet E; Stub, Dion; Ngu, Philip; Cartledge, Susie; Straney, Lahn; Stewart, Michelle; Keech, Wendy; Patsamanis, Harry; Shaw, James; Finn, Judith
The aim of this study was to examine the awareness of a recent mass media campaign, and its influence on knowledge and prehospital times, in a cohort of acute coronary syndrome (ACS) patients admitted to an Australian hospital. We conducted 199 semistructured interviews with consecutive ACS patients who were aged 35 to 75 years, competent to provide consent, and English speaking. Questions addressed the factors known to predict prehospital delay, awareness of the campaign, and whether it increased knowledge and influenced actions. Multivariable logistic regression was used to examine the association between campaign awareness and a 1-hour delay in deciding to seek medical attention (patient delay) and a 2-hour delay in presenting to hospital (prehospital delay). The median age was 62 years (IQR=53 to 68 years), and 68% (n=136) were male. Awareness of the campaign was reported by 127 (64%) patients, with most of these patients stating the campaign (1) increased their understanding of what is a heart attack (63%), (2) increased their awareness of the signs and symptoms of heart attack (68%), and (3) influenced their actions in response to symptoms (43%). After adjustment for other predictors, awareness of the campaign was significantly associated with patient delay time of ≤1 hour (adjusted odds ratio [AOR]=2.25, 95% CI: 1.03 to 4.91, P=0.04) and prehospital delay time ≤2 hours (AOR=3.11, 95% CI: 1.36 to 7.08, P=0.007). Our study showed reasonably high awareness of the warning signs campaign, which was significantly associated with shorter prehospital decision-making and faster presentation to hospital. © 2015 The Authors. Published on behalf of the American Heart Association, Inc., by Wiley Blackwell.
Stanley, Nicky; Ellis, Jane; Farrelly, Nicola; Hollinghurst, Sandra; Bailey, Sue; Downe, Soo
While media campaigns are increasingly advocated as a strategy for preventing interpersonal violence and abuse, there is little evidence available regarding their effectiveness. Consultation with experts and young people was used as part of a UK scoping review to capture current thinking and practice on the use of media campaigns to address interpersonal violence and abuse among young people. Three focus groups and 16 interviews were undertaken with UK and international experts, and three focus groups were held with young people. Participants argued that, although campaigns initially needed to target whole populations of young people, subsequently, messages should be "granulated" for subgroups including young people already exposed to interpersonal violence and lesbian, gay, bisexual and transgender young people. It was suggested that boys, as the most likely perpetrators of interpersonal violence and abuse, should be the primary target for campaigns. Young people and experts emphasized that drama and narrative could be used to evoke an emotional response that assisted learning. Authenticity emerged as important for young people and could be achieved by delivering messages through familiar characters and relevant stories. Involving young people themselves in creating and delivering campaigns strengthened authenticity. Practice is developing rapidly, and robust research is required to identify the key conditions for effective campaigns in this field. The emotional impact of campaigns in this field appears to be as important as the transmission of learning. © 2016 The Authors. Health Expectations published by John Wiley & Sons Ltd.
Bahkali, Salwa; Alkharjy, Nora; Alowairdy, Maryam; Househ, Mowafa; Da'ar, Omar; Alsurimi, Khaled
Prolonged breastfeeding can prevent or limit the severity of a variety of diseases and conditions. Although evidence clearly shows that there are health benefits for breastfeeding, adherence to breastfeeding remains a key challenge facing maternal health providers in Saudi Arabia. The purpose of this study is to evaluate the impacts of a social media platform (Twitter) to promote breastfeeding in Saudi Arabia. Between February 10 and March 25, 2015, a web-based questionnaire was administered to evaluate the impacts of a Twitter based educational campaign on the awareness, knowledge, and adherence to breastfeeding behavior for women in Saudi Arabia. The overall response rate among mothers with a newborn child was 83% (n=484). The results showed an increase in the knowledge and awareness of breastfeeding practices and adherence among Twitter followers. The initiation rate of breastfeeding had slightly increased among women who never had previously breastfed. More women reported their willingness to continue exclusive breastfeeding and to stop bottle-feeding. Results also show that an integration of professional breastfeeding support, public health education programs through social media could be an effective tool in promoting breastfeeding in Saudi Arabia. There is a need for further research on designing and implementing a social media based educational outreach program to increase women's awareness, knowledge, and adherence to breastfeeding behavior in Saudi Arabia.
van den Putte, B.
Three main factors determine the effect of advertising campaigns: message content strategy, advertising expenditure and previous consumer behaviour. This study investigates the relative strength of each of these influences. Four possible campaign targets are taken into account: campaign recall,
Modayil, Mary V; Consolacion, Theodora B; Isler, Jonathan; Soria, Sandra; Stevens, Colleen
Presented are cost-effective paid media strategies to educate Californians to advocate for stronger smoke-free multiunit housing (SF-MUH) policies between 2006 and 2008. Included is a summary of general market and specific ethnic market costs that correspond to SF-MUH attitudes and home smoking bans. Statewide questionnaires indicated that half of the intended general market saw an antitobacco TV ad and half of the intended ethnic markets heard radio ads. Analyses indicated that it cost $0.67 and $0.78 per person to see Caution Tape and Apartment TV ads, respectively. Slightly higher per capita costs corresponded with positive attitudes toward SF-MUH: $0.87 for Caution Tape and $1.00 for Apartment. Lessons learned from this campaign included effectiveness of specific ads in ethnic markets, impact on SF-MUH work plan policy objectives, and the need for collaborations among state and local partners throughout the message development process.
Niederdeppe, Jeff; Kuang, Xiaodong; Crock, Brittney; Skelton, Ashley
Little is known about whether media campaigns are effective strategies to promote smoking cessation among socioeconomically disadvantaged populations or whether media campaigns may unintentionally maintain or widen disparities in smoking cessation by socioeconomic status (SES). This paper presents a systematic review of the literature on the effectiveness of media campaigns to promote smoking cessation among low SES populations in the USA and countries with comparable political systems and demographic profiles such as Canada, Australia and Western European nations. We reviewed 29 articles, summarizing results from 18 studies, which made explicit statistical comparisons of media campaign effectiveness by SES, and 21 articles, summarizing results from 13 studies, which assessed the effectiveness of media campaigns targeted specifically to low SES populations. We find that there is considerable evidence that media campaigns to promote smoking cessation are often less effective, sometimes equally effective, and rarely more effective among socioeconomically disadvantaged populations relative to more advantaged populations. Disparities in the effectiveness of media campaigns between SES groups may occur at any of three stages: differences in meaningful exposure, differences in motivational response, or differences in opportunity to sustain long-term cessation. There remains a need to conduct research that examines the effectiveness of media campaigns by SES; these studies should employ research designs that are sensitive to various ways that SES differences in smoking cessation media effects might occur.
Barry, Colleen L; Gollust, Sarah E; McGinty, Emma E; Niederdeppe, Jeff
To examine how video messages from a recent media campaign affected public attitudes about obesity prevention and weight-based stigma toward obese children. A survey-embedded experiment in May-June 2012 with nationally representative sample (N = 1,677) was conducted. Participants were randomized to view one of three messages of children recounting struggles with obesity, or to a control group. It was examined whether message exposure affected attitudes about: (1) the seriousness of childhood obesity and its consequences; (2) responsibility for addressing obesity; (3) support for prevention policies, and (4) stigma toward obese children. Participants viewing the messages attributed greater responsibility for addressing childhood obesity to the food and beverage industry, schools, and the government, compared to those in the control group. Overweight and female respondents viewing the messages reported lower weight-based stigma compared with overweight and female respondents in the control group, but messages had no effect on healthy weight and male respondents. Messages did not affect attitudes about the seriousness of childhood obesity, its consequences, or support for obesity prevention policies. It will be critical to assess on an ongoing basis how communication campaigns addressing childhood obesity shape public attitudes about obesity prevention. Copyright © 2013 The Obesity Society.
Full Text Available Developing a real network-society, the political communication through Social Media is no longer performing unidirectional, the political actors and the journalists do not have the same influence on the masses, as they had in the classic systems of political communication and the online opinion leaders have become key-factors in all this equation. In this sense, the main purpose of online campaign staff is to empower fans to interact with the posts of the candidate. Thus, any kind of feedback – like, comment or share – decentralizes the political message in social groups of fans, where he has a greater influence than the political actor. Once the message is discussed in social groups, strong ties (friends of the fans are persuaded to become, in their turn, fans of the political actor and the conversion rate increase and this process will continue as long as interaction rate is high. In this paper, we aim to analyse the communication process through Facebook in the electoral campaign for the 2014 Romanian Presidential Elections and to compare the level of support for candidates on Facebook and for the real vote.
Farrelly, Matthew C; Duke, Jennifer C; Davis, Kevin C; Nonnemaker, James M; Kamyab, Kian; Willett, Jeffrey G; Juster, Harlan R
Antismoking campaigns can be effective in promoting cessation, but less is known about the dose of advertising related to behavioral change among adult smokers, which types of messages are most effective, and effects on populations disproportionately affected by tobacco use. To assess the impact of emotional and/or graphic antismoking TV advertisements on quit attempts in the past 12 months among adult smokers in New York State. Individual-level data come from the 2003 through 2010 New York Adult Tobacco Surveys. The influence of exposure to antismoking advertisements overall, emotional and/or graphic advertisements, and other types of advertisements on reported attempts to stop smoking was examined. Exposure was measured by self-reported confirmed recall and market-level gross rating points. Analyses conducted in Spring 2012 included 8780 smokers and were stratified by desire to quit, income, and education. Both measures of exposure to antismoking advertisements are positively associated with an increased odds of making a quit attempt among all smokers, among smokers who want to quit, and among smokers in different household income brackets (advertisements is positively associated with making quit attempts among smokers overall and by desire to quit, income, and education. Exposure to advertisements without strong negative emotions or graphic images had no effect. Strongly emotional and graphic antismoking advertisements are effective in increasing population-level quit attempts among adult smokers. Copyright © 2012 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights reserved.
Rowa-Dewar, Neneh; Amos, Amanda
Mass media campaigns can be effective in tobacco control but may widen health inequalities if they fail to engage disadvantaged smokers. This qualitative study explored how parents with young children living in disadvantaged circumstances engaged with a national campaign which aimed to raise awareness of the importance of smokefree homes. Individual semi-structured interviews were carried out with 17 parents before and after the Scottish 2014 "Right Outside" mass media campaign. A conceptual framework exploring meaningful exposure (recall and understanding), motivational responses (protecting children from secondhand smoke (SHS)) and opportunities to act (barriers) was used to thematically analyse the findings. Campaign recall and engagement, and motivation to protect children were high. Parents identified with the dramatized scenario and visual impact of SHS harm to children in the TV advertisement. Some reported changed smoking practices. However, supervising young children in limited accommodation when caring alone constrained opportunities to smoke outside. Instead, parents described actions other than smoking outside that they had taken or were planning to take to create smokefree homes. Mass media campaigns using emotive, real-life circumstances can be effective in engaging parents about SHS. However, the behavioural impact may be limited because of difficult home environments and circumstances.
Full Text Available Mass media campaigns can be effective in tobacco control but may widen health inequalities if they fail to engage disadvantaged smokers. This qualitative study explored how parents with young children living in disadvantaged circumstances engaged with a national campaign which aimed to raise awareness of the importance of smokefree homes. Individual semi-structured interviews were carried out with 17 parents before and after the Scottish 2014 “Right Outside” mass media campaign. A conceptual framework exploring meaningful exposure (recall and understanding, motivational responses (protecting children from secondhand smoke (SHS and opportunities to act (barriers was used to thematically analyse the findings. Campaign recall and engagement, and motivation to protect children were high. Parents identified with the dramatized scenario and visual impact of SHS harm to children in the TV advertisement. Some reported changed smoking practices. However, supervising young children in limited accommodation when caring alone constrained opportunities to smoke outside. Instead, parents described actions other than smoking outside that they had taken or were planning to take to create smokefree homes. Mass media campaigns using emotive, real-life circumstances can be effective in engaging parents about SHS. However, the behavioural impact may be limited because of difficult home environments and circumstances.
Greene, Danielle; Tehranifar, Parisa; DeMartini, Diana P.; Faciano, Andrew; Nagin, Deborah
Successful public health media campaigns promote messages, increase awareness, engage the public, and encourage behavior change. Between 2004 and 2006, the Lead Poisoning Prevention Program of the New York City Department of Health and Mental Hygiene conducted a media campaign grounded in social learning theory and the social marketing model to…
Glider, Peggy; Midyett, Stephen J.; Mills-Novoa, Beverly; Johannessen, Koreen; Collins, Carolyn
A social marketing media campaign, based on a normative social influence model and focused on normative messages regarding binge drinking, has yielded positive preliminary results of an overall 29.2 percent decrease in binge drinking rates over a three-year period. Two surveys provided information on student knowledge, perceptions, and behaviors…
Gugliucci, Nicole E.; Gay, P. L.; Bracey, G.; Lehan, C.; Lewis, S.; Moore, J.; Rhea, J.
CosmoQuest is an online citizen science and astronomy education portal that invites users to explore the universe. Since its launch in January 2012, several thousand citizen scientists have participated in mapping and discovery projects involving the Moon, the Kuiper Belt, and asteroid Vesta. Since our goal is to support community building as well as involving users with citizen science tasks, we are interested in what motivates users to join the site, participate in the science, participate in the forums, and come back to the site over a period of time. We would also like to efficiently target our social media interactions towards activities that are more likely to bring new and existing users to the site. With those goals in mind, we analyze site usage statistics and correlate them with specific, targeted social media campaigns to highlight events or projects that CosmoQuest has hosted in its first year. We also survey our users to get a more detailed look at citizen scientist motivations and the efficacy of our community building activities.
Shaikh, Shiraz; Baig, Lubna A; Polkowski, Maciej
The findings of the Health Care in Danger project in Karachi suggests that there is presence of behavioral negligence among vehicle operators on roads in regards to giving way to ambulances. A mass media campaign was conducted to raise people's awareness on the importance of giving way to ambulances. The main objective of this study was to determine the effectiveness of the campaign on increasing the proportion of vehicles that give way to ambulances. This was a quasi-experimental study that was based on before and after design. Three observation surveys were carried out in different areas of the city in Karachi, Pakistan before, during and after the campaign by trained observers who recorded their findings on a checklist. Each observation was carried out at three different times of the day for at least two days on each road. The relationship of the media campaign with regards to a vehicle giving space to an ambulance was calculated by means of odds ratios and 95% confidence intervals using multivariate logistic regression. Overall, 245 observations were included in the analysis. Traffic congestion and negligence/resistance, by vehicles operators who were in front of the ambulance, were the two main reasons why ambulances were not given way. Other reasons include: sudden stops by minibuses and in the process causing obstruction, ambulances not rushing through to alert vehicle operators to give way and traffic interruption by VIP movement. After adjustment for site, time of day, type of ambulance and number of cars in front of the ambulance, vehicles during (OR=2.13, 95% CI=1.22-3.71, p=0.007) and after the campaign (OR=1.73, 95% CI=1.02-2.95, p=0.042) were significantly more likely give space to ambulances. Mass media campaigns can play a significant role in changing the negligent behavior of people, especially when the campaign conveys a humanitarian message such as: giving way to ambulances can save lives.
Doran, Christopher M; Ling, Rod; Byrnes, Joshua; Crane, Melanie; Shakeshaft, Anthony P; Searles, Andrew; Perez, Donna
Public education mass media campaigns are an important intervention for influencing behaviour modifications. However, evidence on the effectiveness of such campaigns to encourage the population to reduce sun exposure is limited. This study investigates the benefits and costs of three skin cancer campaigns implemented in New South Wales from 2006-2013. This analysis uses Australian dollars (AUD) and 2010-11 as the currency and base year, respectively. Historical data on skin cancer were used to project skin cancer rates for the period 2006-2020. The expected number of skin cancer cases is derived by combining skin cancer rates, sunburn rates and relative risk of skin cancers due to sun exposure. Counterfactual estimates are based on sunburn exposure in the absence of the campaigns. Monetary values are attached to direct (treatment) and indirect (productivity) costs saved due to fewer skin cancer cases. Monetary benefits are compared with the cost of implementing the campaigns and are presented in the form of a benefit-cost ratio. Relative to the counterfactual (i.e., no campaigns) there are an estimated 13,174 fewer skin cancers and 112 averted deaths over the period 2006-2013. The net present value of these benefits is $60.17 million and the campaign cost is $15.63 million. The benefit cost ratio is 3.85, suggesting that for every $1 invested a return of $3.85 is achieved. Skin cancer public education mass media campaigns are a good investment given the likely extent to which they reduce the morbidity, mortality and economic burden of skin cancer.
Public education mass media campaigns are an important intervention for influencing behaviour modifications. However, evidence on the effectiveness of such campaigns to encourage the population to reduce sun exposure is limited. This study investigates the benefits and costs of three skin cancer campaigns implemented in New South Wales from 2006–2013. This analysis uses Australian dollars (AUD) and 2010–11 as the currency and base year, respectively. Historical data on skin cancer were used to project skin cancer rates for the period 2006–2020. The expected number of skin cancer cases is derived by combining skin cancer rates, sunburn rates and relative risk of skin cancers due to sun exposure. Counterfactual estimates are based on sunburn exposure in the absence of the campaigns. Monetary values are attached to direct (treatment) and indirect (productivity) costs saved due to fewer skin cancer cases. Monetary benefits are compared with the cost of implementing the campaigns and are presented in the form of a benefit-cost ratio. Relative to the counterfactual (i.e., no campaigns) there are an estimated 13,174 fewer skin cancers and 112 averted deaths over the period 2006–2013. The net present value of these benefits is $60.17 million and the campaign cost is $15.63 million. The benefit cost ratio is 3.85, suggesting that for every $1 invested a return of $3.85 is achieved. Skin cancer public education mass media campaigns are a good investment given the likely extent to which they reduce the morbidity, mortality and economic burden of skin cancer. PMID:26824695
Kite, James; Grunseit, Anne; Bohn-Goldbaum, Erika; Bellew, Bill; Carroll, Tom; Bauman, Adrian
Mass media campaigns are a commonly used strategy in public health. However, no review has assessed whether the design and evaluation of overweight and obesity campaigns meets best practice recommendations. This study aimed to fill this gap. We systematically searched five databases for peer-reviewed articles describing adult-targeted obesity mass media campaigns published between 2000 and 2017, complemented by reference list searches and contact with authors and agencies responsible for the campaigns. We extracted data on campaign design, implementation, and evaluation from eligible publications and conducted a qualitative review of 29 publications reporting on 14 campaigns. We found a need for formative research with target audiences to ensure campaigns focus on the most salient issues. Further, we noted that most campaigns targeted individual behaviors, despite calls for campaigns to also focus upstream and to address social determinants of obesity. Television was the dominant communication channel but, with the rapid advance of digital media, evaluation of other channels, such as social media, is increasingly important. Finally, although evaluation methods varied in quality, the evidence suggests that campaigns can have an impact on intermediate outcomes, such as knowledge and attitudes. However, evidence is still limited as to whether campaigns can influence behavior change.
DuRant, Robert H; Wolfson, Mark; LaFrance, Betty; Balkrishnan, Rajesh; Altman, David
We evaluated a mass media campaign in North Carolina that used television (TV) public service announcements (PSAs), radio PSAs, and billboards to encourage parents of adolescents to talk to their children about sex. The primary message of the campaign was "Talk to your kids about sex. Everyone else is." Thirty-two of the 100 counties in North Carolina were chosen to evaluate the mass media campaign. Paid TV PSAs were aired in 22 of these counties, radio PSAs were aired in 21 counties, and billboards were displayed in 6 counties over a period of 9 months. The counties in our sample varied from no exposure to exposure to all 3 types of media. To assess the impact of the campaign, a sample of 1,132 parents of adolescents living in the 32 counties was administered a postexposure survey via a telephone interview. Questions about exposure to the media campaign were embedded among questions concerning media exposure to other health-related messages. The parent survey assessed the frequency the parents reported exposure to each type of media message, correct knowledge of the message, and multiple item scales that assessed how often they had talked to their child about various issues related to sex during the previous 6 months, intentions to talk to their child about these issues during the next month, and attitudes about discussing sexual issues with their child. In bivariate analyses the levels of parental exposure to the 3 types of media messages were associated with both having talked to their children and intentions to talk to their children about sex (p TV PSA about sex, and frequency of hearing a radio PSA about sex and teenage pregnancy accounted for 12.8% (p TV PSA about sex, and frequency of hearing radio PSAs about sex accounted for 12.3% of the variation in parental intentions to talk to their child about sex during the next month. Exposure to each component of this mass media campaign was associated with parents recently having talked to their adolescent
This study examines how often national media reported key aspects of Senator Bill Bradley's and Vice President Al Gore's proposals for health insurance reform during the 2000 Democratic primary campaign. The results show that news media reported on Bradley's plan and major features of his plan significantly more often than Gore's. Additionally, few reports contained explicit comparisons that explained which plan would have covered more people or cost more. Public health and media professionals need to work together to improve the quality of information the public depends on to develop views about and support for the uninsured.
Davis, Kevin C; Patel, Deesha; Rodes, Robert; Beistle, Diane
Background In 2012, the US Centers for Disease Control and Prevention (CDC) launched Tips From Former Smokers (Tips), the first federally funded national tobacco education campaign. In 2013, a follow-up Tips campaign aired on national cable television networks, radio, and other channels, with supporting digital advertising to drive traffic to the Tips campaign website. Objective The objective of this study was to use geographic and temporal variability in 2013 Tips campaign television media doses and ad tagging to evaluate changes in traffic to the campaign website in response to specific doses of campaign media. Methods Linear regression models were used to estimate the dose-response relationship between weekly market-level television gross rating points (GRPs) and weekly Web traffic to the Tips campaign website. This relationship was measured using unique visitors, total visits, and page views as outcomes. Ad GRP effects were estimated separately for ads tagged with the Tips campaign website URL and 1-800-QUIT-NOW. Results In the average media market, an increase of 100 television GRPs per week for ads tagged with the Tips campaign website URL was associated with an increase of 650 unique visitors (Ptraffic measure were also statistically significant (Pgenerated approximately 660,000 unique visitors, 900,000 total visits, and 1,390,000 page views for the Tips campaign website. These findings can help campaign planners forecast the likely impact of targeted advertising efforts on consumers’ use of campaign-specific websites. PMID:26887959
Lee, Youn Ok; Momin, Behnoosh; Hansen, Heather; Duke, Jennifer; Harms, Kristin; McCartney, Amanda; Neri, Antonio; Kahende, Jennifer; Zhang, Lei; Stewart, Sherri L
Digital media are often used to encourage smoking cessation by increasing quitline call volume through direct promotion to smokers or indirect promotion to smoker proxies. The documentation of a program's experiences utilizing digital media is necessary to develop both the knowledge base and a set of best practices. This case study highlights the use of digital media in a proxy-targeted campaign to promote the California Smokers' Helpline to health care professionals from October 2009 to September 2012. We describe the iterative development of the campaign's digital media activities and report campaign summaries of web metrics (website visits, webinar registrations, downloads of online materials, online orders for promotional materials) and media buy (gross impressions) tracking data. The campaign generated more than 2.7 million gross impressions from digital media sources over 3 years. Online orders for promotional materials increased almost 40% over the course of the campaign. A clearly defined campaign strategy ensured that there was a systematic approach in developing and implementing campaign activities and ensuring that lessons learned from previous years were incorporated. Discussion includes lessons learned and recommendations for future improvements reported by campaign staff to inform similar efforts using digital media.
Petrella, Robert J; Speechley, Mark; Kleinstiver, Peter W; Ruddy, Terry
Barriers to high blood pressure (BP) awareness and control are exacerbated by poor knowledge of the consequences and uncertainty regarding how to and who should direct care. We developed a social marketing hypertension awareness program to determine baseline awareness, knowledge, and treatment behavior, and then studied the impact of a targeted, media intervention among randomly surveyed adults at risk in a representative urban community compared to a control community immediately and 6 months after the intervention. The program consisted of three random-digit telephone surveys conducted in two mid-sized Ontario cities to determine high BP awareness, knowledge, and treatment behavior. Using baseline knowledge and attitudes toward high BP in both communities, a social marketing awareness strategy and mass media intervention campaign incorporating television, radio, print, direct to patient, and interactive techniques was developed and implemented in the test city only. Both test and control cities were resurveyed immediately after and at 6 months post-media intervention to detect change and decay. A sample of 6873 men and women more than 35 years old who were aware of their high BP demonstrated a high prevalence of high BP in the general population ( approximately 34% in both communities). At baseline this population had poor knowledge of their own BP numbers and poor understanding of the diseases related to high BP. Although few considered high BP a health concern, they had good understanding of lifestyle interventions for high BP prevention and control. The number of the respondents who claimed to have high BP increased immediately after intervention in the test city (38%; P < .02), whereas the number of respondents who were treated and uncontrolled decreased (P < .05) compared to control. There was a significant increase in patients' knowledge of consequences and in their perception that they were most responsible for high BP control in the test city (P < .005
Baskerville, Neill Bruce; Azagba, Sunday; Norman, Cameron; McKeown, Kyle; Brown, K Stephen
Social media (SM) may extend the reach and impact for smoking cessation among young adult smokers. To-date, little research targeting young adults has been done on the use of SM to promote quitting smoking. We assessed the effect of an innovative multicomponent web-based and SM approach known as Break-it-Off (BIO) on young adult smoking cessation. The study employed a quasi-experimental design with baseline and 3-month follow-up data from 19 to 29-year old smokers exposed to BIO (n = 102 at follow-up) and a comparison group of Smokers' Helpline (SHL) users (n = 136 at follow-up). Logistic regression analysis assessed differences between groups on self-reported 7-day and 30-day point prevalence cessation rates, adjusting for ethnicity, education level, and cigarette use (daily or occasional) at baseline. The campaign reached 37 325 unique visitors with a total of 44 172 visits. BIO users had significantly higher 7-day and 30-day quit rates compared with users of SHL. At 3-month follow-up, BIO participants (32.4%) were more likely than SHL participants (14%) to have quit smoking for 30 days (odds ratio = 2.95, 95% CI = 1.56 to 5.57, P < .001) and BIO participants (91%) were more likely than SHL participants (79%) to have made a quit attempt (odds ratio = 2.69, 95% CI = 1.03 to 6.99, P = .04). The reach of the campaign and findings on quitting success indicate that a digital/SM platform can complement the traditional SHL cessation service for young adult smokers seeking help to quit. © The Author 2015. Published by Oxford University Press on behalf of the Society for Research on Nicotine and Tobacco. All rights reserved. For permissions, please e-mail: email@example.com.
Robinson, Maren N; Tansil, Kristin A; Elder, Randy W; Soler, Robin E; Labre, Magdala P; Mercer, Shawna L; Eroglu, Dogan; Baur, Cynthia; Lyon-Daniel, Katherine; Fridinger, Fred; Sokler, Lynn A; Green, Lawrence W; Miller, Therese; Dearing, James W; Evans, William D; Snyder, Leslie B; Kasisomayajula Viswanath, K; Beistle, Diane M; Chervin, Doryn D; Bernhardt, Jay M; Rimer, Barbara K
Health communication campaigns including mass media and health-related product distribution have been used to reduce mortality and morbidity through behavior change. The intervention is defined as having two core components reflecting two social marketing principles: (1) promoting behavior change through multiple communication channels, one being mass media, and (2) distributing a free or reduced-price product that facilitates adoption and maintenance of healthy behavior change, sustains cessation of harmful behaviors, or protects against behavior-related disease or injury. Using methods previously developed for the Community Guide, a systematic review (search period, January 1980-December 2009) was conducted to evaluate the effectiveness of health communication campaigns that use multiple channels, including mass media, and distribute health-related products. The primary outcome of interest was use of distributed health-related products. Twenty-two studies that met Community Guide quality criteria were analyzed in 2010. Most studies showed favorable behavior change effects on health-related product use (a median increase of 8.4 percentage points). By product category, median increases in desired behaviors ranged from 4.0 percentage points for condom promotion and distribution campaigns to 10.0 percentage points for smoking-cessation campaigns. Health communication campaigns that combine mass media and other communication channels with distribution of free or reduced-price health-related products are effective in improving healthy behaviors. This intervention is expected to be applicable across U.S. demographic groups, with appropriate population targeting. The ability to draw more specific conclusions about other important social marketing practices is constrained by limited reporting of intervention components and characteristics. Published by Elsevier Inc.
Rubio-Valera, M; Fernández, A; Evans-Lacko, S; Luciano, J V; Thornicroft, G; Aznar-Lou, I; Serrano-Blanco, A
Reducing public stigma could improve patients' access to care, recovery and social integration. The aim of the study was to evaluate a mass media intervention, which aimed to reduce the mental health, related stigma among the general population in Catalonia (Spain). We conducted a cross-sectional population-based survey of a representative sample of the Catalan non-institutionalized adult population (n=1019). We assessed campaign awareness, attitudes to people with mental illness (CAMI) and intended behaviour (RIBS). To evaluate the association between campaign awareness and stigma, multivariable regression models were used. Over 20% of respondents recognized the campaign when prompted, and 11% when unprompted. Campaign aware individuals had better attitudes on the benevolence subscale of the CAMI than unaware individuals (P=0.009). No significant differences in authoritarianism and support for community mental health care attitudes subscales were observed. The campaign aware group had better intended behaviour than the unaware group (Pstigma campaign had a positive impact to improve the attitudes and intended behaviour towards people with mental illness of the Catalan population. The impact on stigma was limited to attitudes related to benevolence. A wider range of anti-stigma messages could produce a stronger impact on attitudes and intended behaviour. Copyright © 2015 Elsevier Masson SAS. All rights reserved.
Ohme, Jakob; de Vreese, Claes; Jensen, Camilla
in citizens’ political media diet. Especially social media platforms like Facebook, Twitter or YouTube offer an up-to-date stream of information, easy to tune in and with personalized content citizens (or at least their network) are interested in. A recent study by PEW (Mitchell, Gottfried & Matsa, 2015...... for young citizens in an election campaign. Second, it will concentrate on their social media use to gain not only gain information about the platform first time voters use, but digging deeper to distinguish between types of content their social media exposure to political information consists of. Third......, it will determine what effect the exposure to political information on different media channels can have on electoral participation and their first vote in a national election....
Full Text Available This article examines how Members of the German Bundestag (MdBs used Twitter in the context of the country’s 2013 federal elections. In particular, we explore the dynamics in the MdBs’ use of Twitter during different periods of the electoral term: How do the tweeting habits of MdBs differ by party before and during the election campaign in (a public versus personal communication and (b campaign versus policy messages? How are the selection of interaction partners, centralization on leading actors, and reciprocity of the MdBs’ Twitter networks affected by election campaigning? We address these questions by conducting a content analysis combined with a network analysis of interaction patterns. The comparative application of both methods explains the differences of MdBs’ networks. The comparison clearly exhibits election campaign-driven changes related to the amount of activity and the character of tweeted messages. During the campaign period, MdBs’ tweets clearly discussed specific policies less than before. Tweeting about one’s personal life occurred also less frequently in the final campaign stage. Instead, the MdBs mainly complement other forms of election campaigning through a vivid metacommunication on campaign developments. Network relations reflect these variations and were less often reciprocated in proximity to the election and showed a higher degree of group homophily. We also found a substantial representation of print and broadcast media actors in the examined @reply networks. It is likely that these interactions and conversations with journalists are part of an MdB’s individual performance of “news management.”
Hansen, Kasper Møller; Pedersen, Rasmus Tue
and the external efficacy increase over the course of the campaign, with gains found across different demographic groups, particularly narrowing the gaps in internal efficacy. The news media play a crucial role, as increased knowledge and efficacy are partly driven by media use, although tabloids actually decrease...... external efficacy. The findings suggest that positive campaign effects are universal across various media and party systems.......Election campaigns are more than simple competitions for votes; they also represent an opportunity for voters to become politically knowledgeable and engaged. Using a large-scale web panel (n≈5,000), we track the development of political knowledge, internal efficacy and external efficacy among...
Jeong, Michelle; Tan, Andy; Brennan, Emily; Gibson, Laura; Hornik, Robert C.
This study examined the role of interpersonal communication in the context of a mass media anti-smoking campaign. Specifically, it explored whether conversations about campaign ads and/or about quitting mediated campaign exposure effects on two quitting behaviors (sought help to quit and tried to quit smoking completely), as well as the relationship between ad-related and quitting-related conversations. Data were collected prior to the campaign and monthly for 16 months during the campaign through cross-sectional telephone surveys among a sample of 3277 adult Philadelphian smokers. Follow-up interviews were conducted among 877 participants three months after their first survey. Cross-sectional and longitudinal mediation models with bootstrap procedures assessed the indirect effects of campaign exposure on outcomes through conversations, and of conversations about ads on outcomes through conversations about quitting. In addition, lagged regression analyses tested the causal direction of associations between the variables of interest. The results partially support hypotheses that conversations about quitting mediate campaign effects on quitting-related behaviors, and, in line with previous research, that conversations about the ads have indirect effects on quitting-related behaviors by triggering conversations about quitting. These findings demonstrate the importance of considering interpersonal communication as a route of campaign exposure effects when evaluating and designing future public health campaigns. PMID:26147367
Kim, Annice; Nonnemaker, James; Guillory, Jamie; Shafer, Paul; Parvanta, Sarah; Holloway, John; Farrelly, Matthew
Efforts are underway to educate consumers about the dangers of smoking at the point of sale (POS). Research is limited about the efficacy of POS antismoking ads to guide campaign development. This study experimentally tests whether the type of antismoking ad and the context in which ads are viewed influence people's reactions to the ads. A national convenience sample of 7,812 adult current smokers and recent quitters was randomized to 1 of 39 conditions. Participants viewed one of the four types of antismoking ads (negative health consequences-graphic, negative social consequences-intended emotive, benefits of quitting-informational, benefits of quitting-graphic) in one of the three contexts (alone, next to a cigarette ad, POS tobacco display). We assessed participants' reactions to the ads, including perceived effectiveness, negative emotion, affective dissonance, and motivational reaction. Graphic ads elicited more negative emotion and affective dissonance than benefits of quitting ads. Graphic ads elicited higher perceived effectiveness and more affective dissonance than intended emotive ads. Antismoking ads fared best when viewed alone, and graphic ads were least influenced by the context in which they were viewed. These results suggest that in developing POS campaigns, it is important to consider the competitive pro-tobacco context in which antismoking ads will be viewed.
B. Pınar Özdemir
Advocacy has been one of the main fields of study in public relations and is established amongst the main functions of public relations. The strong need of non-governmental organizations for public support in order to reach their goals locates public relations and advocacy at a central position for these organizations. Social media, which have been introduced by the further development of Internet technology, especially Web 2.0, has had a significant impact upon public relations and advocacy ...
Freeman, Becky; Potente, Sofia; Rock, Vanessa; McIver, Jacqueline
A great deal of enthusiasm and interest exists in using social media for public health communications, but few research studies have examined its success in promoting and adopting protective health behaviours. To begin to understand how best to develop effective online social marketing campaigns, this paper provides a summary of success factors and key lessons learnt from selected social media campaign case studies. Case study review Methods: A selection of case studies was reviewed for lessons in campaign development, delivery and evaluation from both the corporate and public health sectors. Information about the objective of the campaign, the tactics used and the lessons learnt was extracted from each case study. Lessons learnt from across the case studies were then sorted according to themes. Lessons from the nine case studies selected were categorised into eight themes: planning, use of social media tools, community, content, personal benefits, promotion, costs and challenges. Outcome evaluation data were lacking in the case studies. Overall, the nine case studies show that social media hold promise in changing user behaviours and that social media are highly effective in recruiting participants and motivating them to take small, concrete actions. The case studies also demonstrate that there is room in social media for targeted, inexpensive, small-scale projects, as well as large, well-funded, mass-reach marketing blitzes. Social media campaign process and impact evaluation measures are readily available. Outcome evaluation models and measures are needed to better assess the effectiveness of social media campaigns in changing health behaviours.
Tabassum, Reshman; Froeschl, Guenter; Cruz, Jonas P; Colet, Paolo C; Dey, Sukhen; Islam, Sheikh Mohammed Shariful
In recent years, non-communicable diseases (NCDs) have become epidemic in Bangladesh. Behaviour changing interventions are key to prevention and management of NCDs. A great majority of people in Bangladesh have low health literacy, are less receptive to health information, and are unlikely to embrace positive health behaviours. Mass media campaigns can play a pivotal role in changing health behaviours of the population. This review pinpoints the role of mass media campaigns for NCDs and the challenges along it, whilst stressing on NCD preventive programmes (with the examples from different countries) to change health behaviours in Bangladesh. Future research should underpin the use of innovative technologies and mobile phones, which might be a prospective option for NCD prevention and management in Bangladesh.
ROSSINI, Patrícia Gonçalves da Conceição
Full Text Available The proposal of this exploratory research is to discuss the relationship between social network sites (SNSand the decision-making process, based on the assumptions of theories of voters’ behavior and Brundidge’s inadvertent exposure thesis, which provide a framework for understanding how people can be exposed topolitical information online. This study focuses on the use of Twitter during 2010 presidential race in Brazil, the country's first campaign with the use of social media. Through an empirical analysis based on a survey applied online, we seek to understand how Brazilian voters had access to political information, interacted with candidates on Twitter and felt about the use of social media during the campaign
Cordovilla, R; Barrueco, M; González Ruiz, J M; Hernández, M A; de Castro, J; Gómez, F
The prevention of nicotine addiction involves a wide range of measures, including writing laws to preserve public health by protecting nonsmokers from smoke and discouraging smokers from consumption. Also important are campaigns to educate both parties (smokers and nonsmokers) about the negative effects of tobacco. The main antismoking law in Spain is the Health and Consumer Ministry's Royal Decree 192/1988 limiting the sale and use of tobacco with the aim of protecting public health. Other regulations have since been enacted by public administrations to complement that law. Research finding published in recent years have been the basis for major legal changes leading in two directions; toward standardizing laws existing in different countries and toward increasing restrictions on the advertising and sale of tobacco. Various scientific and social groups have demanded that current laws be made stricter. Little has been done, however, to assess the degree of vigilance and compliance, and consequently the efficacy, of current legislation. The aim of this study was to determine the level of compliance with the law in governmental institutions in Salamanca. We visited 30 centers and saw that while notices prohibiting smoking were visible in 80%, the number of smokers was high: 43% among workers (none of whom was in educational or medical centers) and 37% among the public. No posters warning of the dangers of tobacco were seen in any of the centers visited. It appears necessary to further restrict the sale and use of tobacco in public places, to enforce compliance with existing regulations and to increase the amount of information on the toxic effects of tobacco in order to gain the cooperation of both smokers and nonsmokers toward achieving smoke-free environments.
England, Lucinda; Tong, Van T; Rockhill, Karilynn; Hsia, Jason; McAfee, Tim; Patel, Deesha; Rupp, Katelin; Conrey, Elizabeth J; Valdivieso, Claudia; Davis, Kevin C
In 2012, theCenters for Disease Control and Prevention initiated a national anti-smoking campaign, Tips from Former Smokers ( Tips ). As a result of the campaign, quit attempts among smokers increased in the general population by 3.7 percentage points. In the current study, we assessed the effects of Tips on smoking cessation in pregnant women. We used 2009-2013 certificates of live births in three US states: Indiana, Kentucky and Ohio. Smoking cessation by the third trimester of pregnancy was examined among women who smoked in the 3 months prepregnancy. Campaign exposure was defined as overlap between the airing of Tips 2012 (March 19-June 10) and the prepregnancy and pregnancy periods. Women who delivered before Tips 2012 were not exposed. Adjusted logistic regression was used to determine whether exposure to Tips was independently associated with smoking cessation. Cessation rates were stable during 2009-2011 but increased at the time Tips 2012 aired and remained elevated. Overall, 32.9% of unexposed and 34.7% of exposed smokers quit by the third trimester (pwomen. © Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2017. All rights reserved. No commercial use is permitted unless otherwise expressly granted.
Vasudevan, Vinod; Nambisan, Shashi S; Singh, Ashok K; Pearl, Traci
In 2005, in terms of seat belt usage rates, Nevada ranked third nationally and first among states with secondary seat belt use enforcement laws in the United States. An effective combination of a media-based education and enforcement campaign helped in this regard. The objective of this article is to document the effectiveness of enforcement and media-based education and outreach campaigns on the seat belt usage rates in Nevada, a state with a secondary seat belt usage law. Observational data on seat belt usage and passenger fatality data are used to evaluate the effectiveness of enforcement campaigns and media-based education and outreach campaigns. Data based on observations of about 40,000 vehicles in each of the years 2003 to 2005 were analyzed. Statistical analyses show that a significant increase in seat belt usage rates among both drivers and passengers for both genders resulted from the accompanying the media and enforcement campaigns. The results from this study indicate that effective and well-planned media/enforcement campaigns can have a significant impact on seat belt usage rates even in a state where the enforcement of seat belt laws can only be as a secondary violation. They validate and expand on findings from other efforts documented in the literature. These results demonstrate that, if coordinated properly, media and enforcement campaigns work very effectively in increasing seat belt usage rates even in states with secondary seat belt laws.
provide the public with materials and elements to think and decide with as information. In the background of those circumstances, the attitudes of PA activities toward the public-has changed recently to draw public attention to the wide range of issues from current severe energy conditions in Japan to global environmental problems connecting to the role and the position of nuclear power among overall national energy policies in Japan and let have urgent feelings among the public. Followings are the examples that we are taking up in promotion of advertising campaigns through mass media, including inter- net and other information tools. (1) To show concrete measures to be taken to meet national long- term energy supply/demand outlook for the year to 2030 that encourage energy- saving efforts, increased use of new energy sources and further development of nuclear power generation. (2) In this December, the 3rd Conference of the Parties to United Nations Framework Convention on Climate Change will be held at Kyoto, Japan. At this very moment that national attentions are increasingly concentrating toward the energy and environment issues, we will intend to hold advertising campaigns widely through mass media to heighten public awareness on the necessity of nuclear power promotion, as well as conservation and energy efficiency measures, introduction of alternative energy sources, such as solar, wind etc. in connection with the necessity of tackling the environmental problems, especially global warming phenomenon due to the greenhouse gas emissions. At this occasion, taking up some topics of specifically rapid energy demand which will obviously continue well into the next century and will very likely cause impending energy situations in Asian countries, expectations of serious environmental problems particularly in those of Asian countries, and among that appealing the role of nuclear energy as a clean energy source
Montazeri, A; McEwen, J
This paper presents part of a survey which investigated people's response to different approaches to health education campaigns. The main objective of the original study was to find out whether the respondents preferred a fear-inducing campaign or a positive image advertising. Two anti-smoking advertisement produced by the Health Education Board for Scotland (HEBS), one using a fear appeal and the other, using a positive image were examined. A sample of 394 subjects in three age groups took part in the study and they were interviewed by means of a questionnaire. A high proportion in each group, including smokers indicated that they preferred the fear-inducing campaign. To investigate why people prefer this type of image, respondents were asked to explain their reasons. It was found that effective communication requires: (1) reality, (2) clear cut message, (3) simplicity, and (4) thought provoking nature and impact of the message. In addition, with regard to the advertising appeals it was found that both positive image and negative image campaigns could be used to attract attention and consequently communicate with the target population. Finally, the findings of this study in the light of psychosocial theories are discussed, and the Preference Model is proposed as providing a better understanding of the process behind people's preferences.
Perez, Donna; Kite, James; Dunlop, Sally M.; Cust, Anne E.; Goumas, Chris; Cotter, Trish; Walsberger, Scott C.; Dessaix, Anita; Bauman, Adrian
Melanoma is the most common cancer among 15- to 29-year-olds in Australia, with rates increasing with age. The "Dark Side of Tanning" (DSOT) mass media campaign was developed in 2007 to influence attitudes related to tanning. This study aimed to assess recall and impact of the DSOT campaign. Data were collected using online surveys of…
Leavy, Justine E.; Rosenberg, Michael; Bauman, Adrian E.; Bull, Fiona C.; Giles-Corti, Billie; Shilton, Trevor; Maitland, Clover; Barnes, Rosanne
Background: Internationally, over the last four decades large-scale mass media campaigns have been delivered to promote physical activity and its associated health benefits. In 2002-2005, the first Western Australian statewide adult physical activity campaign "Find Thirty. It's Not a Big Exercise" was launched. In 2007, a new iteration…
Cassidy, Tali; Bowman, Brett; McGrath, Chloe; Matzopoulos, Richard
We present a brief report on a systematic review which identified, assessed and synthesized the existing evidence of the effectiveness of media campaigns in reducing youth violence. Search strategies made use of terms for youth, violence and a range of terms relating to the intervention. An array of academic databases and websites were searched. Although media campaigns to reduce violence are widespread, only six studies met the inclusion criteria. There is little strong evidence to support a direct link between media campaigns and a reduction in youth violence. Several studies measure proxies for violence such as empathy or opinions related to violence, but the link between these measures and violence perpetration is unclear. Nonetheless, some evidence suggests that a targeted and context-specific campaign, especially when combined with other measures, can reduce violence. However, such campaigns are less cost-effective to replicate over large populations than generalised campaigns. It is unclear whether the paucity of evidence represents a null effect or methodological challenges with evaluating media campaigns. Future studies need to be carefully planned to accommodate for methodological difficulties as well as to identify the specific elements of campaigns that work, especially in lower and middle income countries. Copyright © 2016 The Foundation for Professionals in Services for Adolescents. Published by Elsevier Ltd. All rights reserved.
The campaign received significant exposure on social and digital channels. The hub on the safefood website received over 33,485 views during the duration of the campaign. The campaign had a reach of 830,389 on Facebook and an overall engagement rate on 1.62 on Facebook and 4% on Twitter. A shift in women’s knowledge, attitudes and behaviours as a result of the campaign was observed. Prior to the launch of the campaign 26.4% of women believed that all sexually active women who could potentially become pregnant should ensure they are taking folic acid supplements. This increased to 74.8% post campaign (p<.001. The research also indicated that pre campaign 7.3% of women routinely took folic acid supplements although they were not planning a pregnancy, this figure increased to 14.5% post campaign indicating an increase of 6.9% (p<.001. Sales of folic acid on the island of Ireland also increased with pharmacies, retailers and manufacturers noting increases in sales of between 19% and 30%.
Shafer, Paul R; Davis, Kevin C; Patel, Deesha; Rodes, Robert; Beistle, Diane
In 2012, the US Centers for Disease Control and Prevention (CDC) launched Tips From Former Smokers (Tips), the first federally funded national tobacco education campaign. In 2013, a follow-up Tips campaign aired on national cable television networks, radio, and other channels, with supporting digital advertising to drive traffic to the Tips campaign website. The objective of this study was to use geographic and temporal variability in 2013 Tips campaign television media doses and ad tagging to evaluate changes in traffic to the campaign website in response to specific doses of campaign media. Linear regression models were used to estimate the dose-response relationship between weekly market-level television gross rating points (GRPs) and weekly Web traffic to the Tips campaign website. This relationship was measured using unique visitors, total visits, and page views as outcomes. Ad GRP effects were estimated separately for ads tagged with the Tips campaign website URL and 1-800-QUIT-NOW. In the average media market, an increase of 100 television GRPs per week for ads tagged with the Tips campaign website URL was associated with an increase of 650 unique visitors (P<.001), 769 total visits (P<.001), and 1255 total page views (P<.001) per week. The associations between GRPs for ads tagged with 1-800-QUIT-NOW and each Web traffic measure were also statistically significant (P<.001), but smaller in magnitude. Based on these findings, we estimate that the 16-week 2013 Tips television campaign generated approximately 660,000 unique visitors, 900,000 total visits, and 1,390,000 page views for the Tips campaign website. These findings can help campaign planners forecast the likely impact of targeted advertising efforts on consumers' use of campaign-specific websites.
17 Balancing Intelligence Collection and Information Operations with the 17 Freedom of Speech Social Media Intelligence...balance between gathering intelligence and conducting social media operations against the oppositions imposed by freedom of speech constraints contained... Freedom of Speech Before collecting intelligence and developing social media lines of effort, it is critical for the CCDR to understand the legal
Bach, Laura E; Shelton, Sarah C; Moreland-Russell, Sarah; Israel, Kendre
To assess the key components of smoke-free campaigns that may have influenced voting outcomes in three communities. Community case studies with content analysis of tobacco-related newspaper articles. Three semiurban Missouri communities. One hundred eighty-one articles referencing tobacco published during the campaigns and five key informant interviews. Articles were coded for type, community referenced, tobacco control position, source of quotations, use of evidence, and frame. Semistructured interviews with key informants collected additional information. Descriptive statistics were utilized to examine media coverage in each community. Key themes and events for each campaign were identified from qualitative interviews. The only community that failed to pass its initiative had the highest proportion of letters to the editor (81.1%), anti-tobacco control articles (34.2%), use of a rights frame (28.8%), no evidence used (36.9%), no neighboring communities with policies, strong Tea Party presence, and no support from the chamber of commerce. Across all communities, more articles incorporating health frames were pro-tobacco control (70.7%) and more articles with a rights frame were anti-tobacco control (62.0%), compared to other positions. Several factors can influence the policy process. Tobacco control policy advocates facing strong opposition should consider the many factors (demographics, proximity to other adopting localities, politics) driving the debate and use media as an avenue to influence the discussion, connect with the public and policymakers, and mobilize proponents.
Harris, Jennifer L; Pierce, Melissa; Bargh, John A
Social marketing is commonly proposed to counteract advertising and other messages that promote unhealthy products. However, public service campaigns can also 'boomerang' or ironically increase the unhealthy behaviours they are designed to discourage. The present study examined whether antismoking public service announcements (PSAs) could increase smoking behaviour immediately following exposure. In an experimental study, 56 smokers were randomly assigned to watch a short television segment with a commercial break that included either (1) a Philip Morris 'QuitAssist' PSA; (2) a Legacy 'truth' antismoking PSA; or (3) a control PSA. Smoking behaviour was assessed during a short break immediately following television viewing. Participants who saw the Philip Morris antismoking PSA were significantly more likely to smoke during a break (42%) compared with participants in the control condition (11%), and participants in the 'truth' condition were marginally more likely to smoke (33%). These differences could not be explained by factors such as mood or level of addiction, and effects occurred outside of participants' conscious awareness. These findings provide preliminary evidence that antismoking campaigns could ironically increase immediate smoking behaviours among smokers. The long-term benefits of proven public health campaigns, including 'truth,' are likely to outweigh any short-term boomerang effects. However, industry-sponsored messages in which companies have an economic incentive to increase consumption behaviours should be treated with scepticism and evaluated independently. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://group.bmj.com/group/rights-licensing/permissions.
Dowshen, Nadia; Lee, Susan; Matty Lehman, B; Castillo, Marné; Mollen, Cynthia
A youth-driven, social media-based campaign aimed at improving knowledge about and increasing testing for sexually transmitted infections (STIs)/HIV among youth 13-17 years old was assessed by: tracking website/social media use throughout the campaign; online survey of knowledge of and attitudes towards STI testing 9 months after campaign launch; and comparing rates of STI testing at affiliated family planning clinics during the 1 year period immediately prior versus 1 year immediately after campaign launch. Over 1,500 youth were reached via social media. Survey results showed 46 % of youth had never been tested, but 70 % intended to test in the next 6 months. While the total number of GC/CT tests conducted and positive results were not significantly different pre- and post-campaign, there was a large increase in the proportion of visits at which Syphilis (5.4 vs. 18.8 %; p campaign launch. Future campaigns should incorporate lessons learned about engaging younger adolescents, social media strategies, and specific barriers to testing in this age group.
Sugden, C; Phongsavan, P; Gloede, S; Filiai, S; Tongamana, V O
Tobacco use has become the leading cause of preventable death in Tonga, a small island nation in the South Pacific. One pragmatic and economical strategy to address this worrying trend is to adapt effective antitobacco mass media materials developed in high-income countries for local audiences. Using Tonga as an example, this paper shares the practical steps involved in adapting antitobacco campaign materials for local audiences with minimal resources, a limited budget and without the need for an external production team. The Tongan experience underscores the importance of an adaptation process that draws from evidence-based best-practice models and engages local and regional stakeholders to ensure that campaign materials are tailored to the local context and are embedded within a mix of antitobacco strategies. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://www.bmj.com/company/products-services/rights-and-licensing/.
Sugden, C; Phongsavan, P; Gloede, S; Filiai, S; Tongamana, V O
Tobacco use has become the leading cause of preventable death in Tonga, a small island nation in the South Pacific. One pragmatic and economical strategy to address this worrying trend is to adapt effective antitobacco mass media materials developed in high-income countries for local audiences. Using Tonga as an example, this paper shares the practical steps involved in adapting antitobacco campaign materials for local audiences with minimal resources, a limited budget and without the need for an external production team. The Tongan experience underscores the importance of an adaptation process that draws from evidence-based best-practice models and engages local and regional stakeholders to ensure that campaign materials are tailored to the local context and are embedded within a mix of antitobacco strategies. PMID:26969171
Wakefield, M. A.; Spittal, M. J.; Yong, H-H.; Durkin, S. J.; Borland, R.
Objective: To assess the extent to which intensity and timing of televised anti-smoking advertising emphasizing the serious harms of smoking influences quit attempts. Methods: Using advertising gross rating points (GRPs), we estimated exposure to tobacco control and nicotine replacement therapy (NRT) advertising in the 3, 4-6, 7-9 and 10-12 months…
Mine Ucok Hughes
Most university students today use social media daily, are knowledgeable about a myriad of applications, and can navigate numerous platforms, such as Facebook and Twitter. Despite their affinity for social media, however, it is not clear whether or not they understand how social media can be used to create effective marketing strategies. This paper describes a social media assignment that was incorporated into a marketing field experience course for undergraduate students. The aim of the pape...
Greene, Danielle; Tehranifar, Parisa; DeMartini, Diana P; Faciano, Andrew; Nagin, Deborah
Successful public health media campaigns promote messages, increase awareness, engage the public, and encourage behavior change. Between 2004 and 2006, the Lead Poisoning Prevention Program of the New York City Department of Health and Mental Hygiene conducted a media campaign grounded in social learning theory and the social marketing model to increase parents' awareness of childhood lead poisoning, ways to protect their children, and property owners' legal responsibility to fix peeling lead paint safely, and increase awareness of regulatory changes and encourage enforcement of New York City's Local Law 1 of 2004. Campaign materials were focus group tested and the campaign was refined annually. The campaign ran city-wide and in targeted high-risk neighborhoods. Neighborhoods and media venue (bus, train, kiosk, and store) changed annually, based on population risk factors and venue availability. Exposure to the campaign, campaign-related knowledge, and behavior were assessed using pre- and postcampaign street intercept surveys. Results showed that campaign reached the targeted population, and had an impact on knowledge of lead poisoning prevention measures as evidenced by increased knowledge of lead paint exposures sources in one year and increased knowledge of preventive behaviors in another year; these improvements were observed for both genders and most ethnic, primary language, educational attainment, and age groups in each year. Lessons learned indicate that well-targeted media campaigns, designed with audience participation, can reach parents through various venues, and improve key knowledge areas. Evaluation challenges faced include high levels of knowledge at baseline, competing media messages, and balancing between program needs and evaluation design. © 2015 Society for Public Health Education.
Martin, Neil; Buykx, Penny; Shevills, Colin; Sullivan, Claire; Clark, Lynsey; Newbury-Birch, Dorothy
To examine the relationship between a TV-led breast cancer mass-media campaign in the North East of England (conducted in two waves: Jul/2015 and Nov/2015), awareness of the link between alcohol and cancer, intention to reduce alcohol consumption and support for alcohol related policies. Three cross-sectional surveys were conducted; one over the 2 weeks pre-campaign (n = 572); one immediately following campaign wave 1 (n = 576); and another immediately following campaign wave 2 (n = 552). Survey questions assessed; campaign exposure; awareness of the links between alcohol and related cancers; intention to change alcohol consumption; and support for alcohol related policies. The proportion of respondents indicating awareness of alcohol as a cancer risk factor was larger post-campaign compared to pre-campaign. The largest increase was seen for breast cancer with 45% aware of the links post-campaign wave 2 compared to 33% pre-campaign. The proportion of respondents indicating 'strong support' of the seven alcohol related policies significantly increased between surveys. The proportion of respondents both aware of alcohol as a cancer risk factor and supportive of the seven alcohol related policies significantly increased between surveys. There was no significant change in self-reported intention to reduce alcohol consumption amongst increasing/higher risk drinkers. These findings indicate that a mass-media campaign raising awareness of the links between alcohol and breast cancer is associated with increased awareness and alcohol related policy support at a population level. However, there was no association found with a change in short-term drinking intentions. A mass-media campaign raising awareness of the links between alcohol and breast cancer is associated with increased awareness and alcohol policy support at a population level but does not appear to be associated with a change in short term drinking intentions. © The Author 2017. Medical Council on Alcohol and
This article analyses the reporting of evidence in Swiss direct-democratic campaigns in the health policy sector, assuming that an informed public helps democracy function successfully. A content analysis of the media's news reporting shows that of 5030 media items retrieved, a reference to evidence is found in 6.8%. The voter receives evidence in…
Isabel Rodríguez Toribio
Full Text Available During the last Race for the White House in the United States of America, ISIS terrorism has become the main concern among public opinion (Gallup, 2015. This issue has also been the most significant topic addressed in the campaign speeches on foreign policy. This article analyses Trump and Clinton’s discourses on ISIS within the media framework, as well as how this terrorist group and its acts are social constructed in the speeches. A qualitative methodology has been used. News published in the U.S. digital media, between November 2015 and February 2016, have been analysed through the critical discourse analysis theory. The main results of this research show how Trump has practiced a strategy based on provocation, discrimination and populism while Clinton has followed a much more argumentative and emotional path.
Leary, Marion; McGovern, Shaun; Dainty, Katie N; Doshi, Ankur A; Blewer, Audrey L; Kurz, Michael C; Rittenberger, Jon C; Hazinski, Mary Fran; Reynolds, Joshua C
The Resuscitation Science Symposium (ReSS) is the dedicated international forum for resuscitation science at the American Heart Association's Scientific Sessions. In an attempt to increase curated content and social media presence during ReSS 2017, the Journal of the American Heart Association (JAHA) coordinated an inaugural social media campaign. Before ReSS, 8 resuscitation science professionals were recruited from a convenience sample of attendees at ReSS 2017. Each blogger was assigned to either a morning or an afternoon session, responsible for "live tweeting" with the associated hashtags #ReSS17 and #AHA17. Twitter analytics from the 8 bloggers were collected from November 10 to 13, 2017. The primary outcome was Twitter impressions. Secondary outcomes included Twitter engagement and Twitter engagement rate. In total, 8 bloggers (63% male) generated 591 tweets that garnered 261 050 impressions, 8013 engagements, 928 retweets, 1653 likes, 292 hashtag clicks, and a median engagement rate of 2.4%. Total engagement, likes, and hashtag clicks were highest on day 2; total impressions were highest on day 3, and retweets were highest on day 4. Total impressions were highly correlated with the total number of tweets ( r =0.87; P =0.005) and baseline number of Twitter followers for each blogger ( r =0.78; P =0.02). In this inaugural social media campaign for the 2017 American Heart Association ReSS, the degree of online engagement with this content by end users was quite good when evaluated by social media standards. Benchmarks for end-user interactions in the scientific community are undefined and will require further study. © 2018 The Authors. Published on behalf of the American Heart Association, Inc., by Wiley.
Pearson, Charlotte; Trevisan, Filippo
This article examines the changing nature of disability activism through the influence of social media. As disabled people in the UK have been subjected to acute austerity, this has coincided with a new era of disability activism channelled through increased social media participation. Drawing on the analysis of one group's online activities and a qualitative content analysis of disability protest coverage in traditional news media during the 2012 Paralympic Games, this article positions this...
Full Text Available The elections 2010 were the first in Sweden where social media platforms were used to a large extent by politicians and parties in their campaigns. In this paper we follow the liberal parliamentarian Nina Larsson, who in tandem with traditional election campaigning used social media platforms with the guidance of a local communication agency, Hello Clarice. The paper is theoretically grounded in an understanding of our time as late modern, of social media use as expressive and web campaigning as to large extent revolving around image-management. The research question that will be attended to in this paper is how Nina Larsson used social media platforms in her campaign negotiate the image of herself. The methods used for empirical data-gathering are inspired by (nethnography, with both participant observation online and offline, interviews as well as content analyses of Nina's social media postings. Results indicate that she used social media platforms to control her political image, to amplify selected text - texts that often originated in offline/broadcast media – and to negotiate a position within the Liberal Party rather than to deliberate with potential voters.
Full Text Available Background. Malaria during pregnancy is a major public health problem in Nigeria especially in malaria-endemic areas. It increases the risk of low birth weight and child/maternal morbidity/mortality. This paper addresses the impact of radio campaigns on the use of insecticide-treated bed nets among pregnant women in Nigeria. Methods. A total of 2,348 pregnant women were interviewed during the survey across 21 of Nigeria’s 36 states. Respondents were selected through a multistage sampling technique. Analysis was based on multivariate logistic regression. Results. Respondents who knew that sleeping under ITN prevents malaria were 3.2 times more likely to sleep under net (OR: 3.15; 95% CI: 2.28 to 4.33; P<0.0001. Those who listened to radio are also about 1.6 times more likely to use ITN (OR: 1.56; 95% CI: 1.07 to 2.28; P=0.020, while respondents who had heard of a specific sponsored radio campaign on ITN are 1.53 times more likely to use a bed net (P=0.019. Conclusion. Pregnant women who listened to mass media campaigns were more likely to adopt strategies to protect themselves from malaria. Therefore, behavior change communication messages that are aimed at promoting net use and antenatal attendance are necessary in combating malaria.
The measurement of "consumer awareness" in health promotion campaigns is discussed. Seven effectiveness evaluations are reviewed. Problem areas, including interpretation of differently phrased awareness questions and response bias, are discussed. Recommendations for overcoming common problems are made, and an open discussion based on…
In the Netherlands, public information is often used as an instrument to improve road safety. The purpose of each public information campaign is a voluntary and lasting change in traffic behaviour. This requires road users to have sufficient knowledge about a problem and to adapt their behaviour.
Davis, Kevin C; Evans, W Douglas; Kamyab, Kian
Although there is debate on the effectiveness of youth-focused abstinence education programs, research confirms that parents can influence their children's decisions about sexual behavior. To leverage parent-based approaches to adolescent sexual health, the U.S. Department of Health and Human Services launched the Parents Speak Up National Campaign (PSUNC) to encourage parent-child communication about sex. Previous experimental studies have found the campaign to be efficacious in increasing parent-child communication. But to date, the actual reach of the campaign and its real-world effectiveness in promoting parent-child communication has not been established. The present study addresses this gap. The authors surveyed 1,804 parents of 10- to14-year-old children from the nationally representative Knowledge Networks online panel. The survey included questions about parents' awareness of PSUNC ads and parent-child communication behaviors. The authors also analyzed market-level data on campaign gross rating points, a measure of market-level intensity of PSUNC advertising in the United States. Multivariate regressions were used to examine the association between PSUNC exposure and a three-item scale for parent-child communication. Overall, 59.4% of parents in the sample reported awareness of PSUNC. The authors found that higher market-level PSUNC gross rating points were associated with increased parent-child communication. Similar relationships were observed between self-reported awareness of PSUNC and increased frequency of communication and recommendations to wait. These associations were particularly strong among mothers. This study provides the first field-based data on the real-world reach and effectiveness of PSUNC among parents. The data support earlier experimental trials of PSUNC, showing that the campaign is associated with greater parent-child communication, primarily among mothers. Further research may be needed to develop additional messages for fathers.
Full Text Available (1 Background: Social media has increased in importance as a primary source of health communication but has received little academic attention. The purpose of this study was to conduct a content analysis of Facebook comments made in response to a five-week statewide social media intervention promoting use of 1% low-fat milk. Formative research identified health messages to promote, and 16 health messages consistent with the Dietary Guidelines for Americans were posted. During the intervention, 454 Facebook users posted 489 relevant comments; (2 Methods: The themes of user comments were identified using mixed-methods with qualitative identification of themes supplemented by cluster analysis; (3 Results: Six broad themes with 19 sub-themes are identified: (a sugar, fat, and nutrients, (b defiant, (c watery milk, (d personal preference, (e evidence and logic, and (f pure and natural; (4 The subject of milk is surprisingly controversial, a contested terrain in the mind of the consumer with a variety of competing perspectives that influence consumption. Public reactions to a social media nutrition education intervention are useful in understanding audience psychographics toward the desired behavior, require continual efforts to monitor and manage the social media campaign, but provide an opportunity to maximize the utility of real-time interactions with your audience.
de Boer, Noortje; Sütfeld, Hannah; Groshek, Jacob
In this era of politically charged social media uses, broadcast campaign advertising is being transformed in the online environment, not only by candidates but also by citizens. Likewise, negative campaigning, specifically ‘attack’ advertising, has been analyzed and discussed widely concerning possible implications for voters. However, a specific focus on analyzing such broadcast advertisements — especially in online environments across nations — has not been explored ...
Duke, Jennifer C; Mann, Nathan; Davis, Kevin C; MacMonegle, Anna; Allen, Jane; Porter, Lauren
Most US smokers do not use evidence-based interventions as part of their quit attempts. Quitlines and Web-based treatments may contribute to reductions in population-level tobacco use if successfully promoted. Currently, few states implement sustained media campaigns to promote services and increase adult smoking cessation. This study examines the effects of Florida's tobacco cessation media campaign and a nationally funded media campaign on telephone quitline and Web-based registrations for cessation services from November 2010 through September 2013. We conducted multivariable analyses of weekly media-market-level target rating points (TRPs) and weekly registrations for cessation services through the Florida Quitline (1-877-U-CAN-NOW) or its Web-based cessation service, Web Coach (www.quitnow.net/florida). During 35 months, 141,221 tobacco users registered for cessation services through the Florida Quitline, and 53,513 registered through Web Coach. An increase in 100 weekly TRPs was associated with an increase of 7 weekly Florida Quitline registrants (β = 6.8, P Web Coach registrants (β = 1.7, P = .003) in an average media market. An increase in TRPs affected registrants from multiple demographic subgroups similarly. When state and national media campaigns aired simultaneously, approximately one-fifth of Florida's Quitline registrants came from the nationally advertised portal (1-800-QUIT-NOW). Sustained, state-sponsored media can increase the number of registrants to telephone quitlines and Web-based cessation services. Federally funded media campaigns can further increase the reach of state-sponsored cessation services.
Muula Adamson S
Full Text Available Abstract Background Tobacco is a leading cause of death globally. There are limited reports on current cigarette smoking prevalence and its associated-antismoking messages among adolescents in conflict zones of the world. We, therefore, conducted secondary analysis of data to estimate the prevalence of current cigarette smoking, and to determine associations of antismoking messages with smoking status. Methods We used data from the Somaliland Global Youth Tobacco Survey (GYTS of 2004 to estimate the prevalence of smoking. We also assessed whether being exposed to anti-smoking media, education and having discussed with family members on the harmful effects of smoking were associated with smoking. Logistic regression analysis was used to assess these associations. Current smoking was defined as having reported smoking cigarettes, even a single puff, in the last 30 days preceding the survey (main outcome. Results Altogether 1563 adolescents participated in the survey. However, 1122 had data on the main outcome. Altogether, 15.8% of the respondents reported having smoked cigarettes (10.3% among males, and 11.1% among females. Factors that were associated with reported non-smoking were: discussing harmful effects of smoking cigarettes with their family members (OR = 0.61, 95% CI 0.52, 0.71; being taught that smoking makes teeth yellow, causes wrinkles and smokers smell badly (OR = 0.62, 95% CI 0.52, 0.74; being taught that people of the respondent's age do not smoke (OR = 0.81, 95% CI 0.69, 0.95; and having reported that religious organizations discouraged young people smoking (OR = 0.70, 95% CI 0.60, 0.82. However, exposure to a lot many antismoking messages at social gatherings was associated with smoking. Exposure to antismoking print media was not associated with smoking status. Conclusion A combination of school and home based antismoking interventions may be effective in controlling adolescent smoking in Somaliland.
White, Ashley H; Brown-Johnson, Gati G; Martinez, Sydney A; Paulson, Sjonna; Beebe, Laura A
Public education campaigns in tobacco control play an important role in changing tobacco-related knowledge, attitudes and behaviors. The Oklahoma Tobacco Stops with Me campaign has been effective in changing attitudes overall and across subpopulations towards secondhand smoke risks. Investigate campaign impact on secondhand smoke policy and risk attitudes. Serial cross-sectional data analyzed with univariate and multivariable models. Random-digit dialing surveys conducted in 2007 and 2015 PARTICIPANTS: Oklahomans 18-65 years old Main Outcomes and Measures: (1) Support for smokefree bars; (2) risk assessment of secondhand smoke (very harmful, causes heart disease, causes sudden infant death); and 3) likelihood of protecting yourself from secondhand smoke. With Tobacco Stops with Me exposure, from 2007 to 2015, Oklahomans demonstrated significant increases in: (1) supporting smokefree bars (23.7% to 55%); (2) reporting beliefs that SHS causes heart disease (58.5% to 72.6%), is very harmful (63.8% to 70.6%) and causes sudden infant death (24% to 34%); and 3) reporting they are very likely to ask someone not to smoke nearby (45% to 52%). Controlling for demographics, smokers and males showed reduced attitude change. In uncontrolled comparisons, high-school graduates faired better than non-diploma individuals, who lacked significant attitude changes. Tobacco Stops with Me achieved its mission to more closely align public perception of SHS with well-documented secondhand smoke risks. Efforts to target women were particularly successful. Smokers may be resistant to messaging; closing taglines that reinstate individual choice may help to reduce resistance/reactance (e.g., adding Oklahoma Helpline contact information).
Moore, Martin John Edwards; Ramsay, Gordon Neil
This paper examines the setting up and managing of ‘Election Unspun’, an experimental news content analysis project, and its main findings. In the end, the project collected every tweet from more than 3,000 political actors and influencers, analysed the national newspapers’ coverage and websites of ITV News, Sky News and Channel 4 News and the UK versions of the Huffington Post and Buzzfeed Politics during the 2015 general election campaign in the UK. It concludes that, despite the plethora o...
Wen, Jing Taylor; Wu, Linwan
Celebrity endorsement has been proved to be a very powerful tool in health campaigns. This study examined how celebrity-issue matchup presented in utilitarian and hedonic appeals influences attitude toward the video, perceived issue severity, and behavioral intentions in the context of ALS communication. The findings showed that celebrity-issue matchup condition outperformed nonmatchup condition in generating positive attitude and behavioral intentions. The results also indicated that utilitarian appeal with matchup condition triggered significantly greater behavioral intention than that with nonmatchup condition. However, no difference was found in hedonic appeal between matchup and nonmatchup conditions. Theoretical and practical implications are also discussed.
Hammond, David; Wakefield, Melanie; Durkin, Sarah; Brennan, Emily
Communicating the health risks of smoking remains a primary objective of tobacco-control policy. Articles 11 and 12 of the World Health Organization's Framework Convention on Tobacco Control establish standards for two important forms of communication: packaging regulations (Article 11), and mass media campaigns (Article 12). A narrative review approach was used to identify existing evidence in the areas of package labeling regulations (including health warnings, constituent and emission messages, and prohibitions on misleading information) and communication activities (including mass media campaigns and news media coverage). When available, recent reviews of the literature were used, updated with more recent high-quality studies from published literature. Implementation of Articles 11 and 12 share several important research priorities: (a) identify existing consumer information needs and gaps, (b) research on the message source to identify effective types of content for health warnings and media campaigns, (c) research on how messages are processed and the extent to which the content and form of messages need to be tailored to different cultural and geographic groups, as well as subgroups within countries, and (d) research to identify the most cost-effective mix and best practices for sustaining health communications over time. A unifying theme of effective health communication through tobacco packaging and mass media campaigns is the need to provide salient, timely, and engaging reminders of the consequences of tobacco use in ways that motivate and support tobacco users trying to quit and make tobacco use less appealing for those at risk of taking it up.
Thrasher, James F; Murukutla, Nandita; Pérez-Hernández, Rosaura; Alday, Jorge; Arillo-Santillán, Edna; Cedillo, Claudia; Gutierrez, Juan Pablo
This study assessed the effects of pictorial health warning labels (HWLs) and a linked media campaign in Mexico. Cross-sectional data were collected from a population-based sample of 1756 adult smokers, aged 18-55 years, during the initial implementation of pictorial HWLs, which some smokers had seen on cigarette packages while others had seen only the text-based HWLs. Exposure to the campaign and pictorial HWLs was assessed with aided recall methods, and other questions addressed attention and cognitive impact of HWLs, knowledge related to HWL and campaign content, and quit-related thoughts and behaviours. Logistic and linear regression models were estimated to determine associations between key outcomes and intervention exposure. In bivariate and multivariate adjusted models, recall of pictorial HWLs and of the campaign were positively associated with greater attention to and cognitive impact of HWLs, whereas only pictorial HWL exposure was associated with having refrained from smoking due to HWLs. Both recall of pictorial HWLs and of the campaign were independently associated with greater knowledge of secondhand smoke harms and toxic tobacco constituents. Smokers who recalled only the pictorial HWLs were more likely to try to quit than smokers who recalled neither the pictorial HWLs nor the campaign (17% vs 6%, pmedia campaign was associated with independent additive effects on campaign-related knowledge, and it enhanced psychosocial responses to pictorial HWLs.
To evaluate the knowledge, attitude and practice of media-based primary health care (i.e. Expanded Programme of Immunization, National Polio Day, oral rehydration therapy, breast feeding, contraceptive practices, modes of spread of hepatitis B, C, and HIV) among mothers with children under five years of age in an urban and a rural area of Karachi and changes in the same after community-based health education The study was conducted in two phases. In the first phase 600 mothers with children under five years of age were selected at random (300 urban and 300 rural) for the evaluation of knowledge, attitude and practice of media-based primary health care i.e. Expanded Programme of Immunization, National Polio Day, oral rehydration therapy, breast feeding, contraceptive practices and modes of spread of Hepatitis B, C and HIV. In the second phase, health education on the same components of primary health care was given by lady health workers of the area to the same community for one month. Data of 200 mothers (100 urban and 100 rural) was re-evaluated after three months, to find out if there was any change, in the same. All the three areas were given scores and grade. In this study, 58% were Sindhi speaking. The mean age of mothers was 29 years. Majority (91% urban and 45% rural mothers) had access to one or more media channels. The knowledge of media-based primary health care was poor (score=10.09) among all mothers but attitude (score=8.07) and practice (score=11.09) was good for the same in more than 70% mothers in both communities. In the second phase of the study, it was found that the knowledge of primary health care had not improved but attitude and practice was good as observed earlier in both communities. Despite the national media based health education of Primary Health Care for decades, knowledge of primary health care was poor among mothers (urban and rural) but attitude and practice was good. Age and exposure to one or more media channels was found
Kaczmirek, Lars; Mayr, Philipp; Vatrapu, Ravi
-ment [translation: Bundestagswahl 2013]. We constructed several social media datasets using data from Facebook and Twitter. First, we identified the most relevant candidates (n=2,346) and checked whether they maintained social media accounts. The Facebook data was collected in November 2013 for the period...... of January 2009 to October 2013. On Facebook we identified 1,408 Facebook walls containing approximately 469,000 posts. Twitter data was collected between June and December 2013 finishing with the constitution of the government. On Twitter we identified 1,009 candidates and 76 other agents, for example...
McNutt, Kathleen; Zarzeczny, Amy
Our aim in this project was to explore Twitter's potential as a vehicle for an online public information campaign (PIC) focused on providing evidence-based information about stem cell therapies and the market for unproven stem cell-based interventions. We designed an online, Twitter-based PIC using classic design principles and identified a set of target intermediaries (organizations with online influence) using a network governance approach. We tracked the PIC's dissemination over a 2-month period, and evaluated it using metrics from the #SMMStandards Conclave. Participation was limited but the PIC achieved some reach and engagement. Social media based online PICs appear to have potential but also face challenges. Future research is required to better understand how to most effectively maximize their strengths.
O'Hara, Blythe J; Grunseit, Anne; Phongsavan, Philayrath; Bellew, William; Briggs, Megan; Bauman, Adrian E
Mass media campaigns aimed at influencing lifestyle risk factors are one way that governments are attempting to address chronic disease risk. In Australia, a national campaign aimed at encouraging Australians to make changes in lifestyle-related behaviors was implemented from 2008 to 2011. The first phase, Measure Up (2008-2009), focused on why lifestyle changes are needed by increasing awareness of the link between waist circumference and chronic disease risk. The second phase, Swap It, Don't Stop It (2011), emphasized how adults can change their behaviors. Cross-sectional telephone surveys (after the campaign) were undertaken in July and November 2011 to evaluate the Swap It, Don't Stop It campaign and included measures of campaign awareness and lifestyle-related behavior change. Survey participants (N = 5,097) were similar across the two survey periods. Prompted campaign awareness was 62% (16% for unprompted awareness); females, younger respondents (18-44 years), those in paid employment, and those who spoke English at home were more likely to report prompted/unprompted campaign awareness. Moreover, 16% of survey respondents reported any swapping behavior in the previous 6 months, with the majority (14%) reporting only one swap; younger respondents and those in paid employment were significantly more likely to report having implemented a swapping behavior. The campaign achieved modest population awareness but demonstrated limited effect in terms of nudging behaviors. This evaluation indicates that encouraging swapping behaviors as a prelude to lifestyle change may not result from a mass media campaign alone; a comprehensive multicomponent population approach may be required.
Hopmann, D.N.; Wonneberger, A.; Shehata, A.; Höijer, J.
This study aims to contribute to the discussion on how the growing opportunities for media choice influence gaps in political knowledge among those motivated to consume news versus those who are not. With more television channels available, it becomes easier to choose content matching personal
Durkin, Sarah; Bayly, Megan; Cotter, Trish; Mullin, Sandra; Wakefield, Melanie
Unlike high income countries, there is limited research to guide selection of anti-tobacco mass media campaigns in low and middle income countries, although some work suggests that messages emphasizing serious health harms perform better than other message types. This study aimed to determine whether certain types of anti-smoking advertisements are more likely to be accepted and perceived as effective across smokers in 10 low to middle income countries. 2399 18-34 year old smokers were recruited in Bangladesh, China, Egypt, India, Indonesia, Mexico, Philippines, Russia, Turkey and Vietnam to view and rate 10 anti-tobacco ads. Five ads were shown in all countries and five ads were chosen by country representatives, providing a total of 37 anti-smoking ads across all countries (10 graphic health effects ads, 6 simulated health effects, 8 emotional stories of health effects, 7 other health effects and 6 non-health effects). Smokers rated ads on a series of 5-point scales containing aggregated measures of Message Acceptance and Perceived Effectiveness. All ads and materials were translated into the local language of the testing regions. In multivariate analysis, graphic health effects ads were most likely to be accepted and perceived as effective, followed by simulated health effects ads, health effects stories, other health effects ads, and then non-health effects ads. Interaction analyses indicated that graphic health effects ads were less likely to differ in acceptance or perceived effectiveness across countries, gender, age, education, parental status and amount smoked, and were less likely to be affected by cultural differences between characters and contexts in ads and those within each country. Ads that did not emphasize the health effects of smoking were most prone to inconsistent impact across countries and population subgroups. Graphic ads about the negative health effects of smoking may be most suitable for wide population broadcast in low and middle income
Nagelhout, Gera E; Osman, Amira; Yong, Hua-Hie; Huang, Li-Ling; Borland, Ron; Thrasher, James F
Population-level interventions can possibly enhance each other's effects when they are implemented simultaneously. When the plain packaging policy was implemented in Australia, pictorial health warning labels (HWLs) on cigarette packages were also updated and a national mass media campaign was aired. This study examined whether smokers who recalled the media campaign reported more attention to and talking about HWLs. Longitudinal survey data was obtained among Australian adult smokers, aged 18 years and older, from an online consumer panel. One survey wave was conducted before (September 2012) and two waves were conducted after (January 2013 and May 2013) the interventions. The sample was replenished to maintain a sample size of 1000 participants at each wave. Generalized Estimating Equations analyses were performed. Compared to wave 1, attention to HWLs increased at wave 2 (b=0.32, SE=0.06, pCampaign recall was significantly associated with more attention to HWLs (b=0.29, SE=0.05, pcampaign was associated with more attention to and talking about HWLs. When adjusting for campaign recall, there was still an increasing trend in attention and talking. This suggests that the media campaign and the new packaging and labeling policies had independent and positive effects on attention to and talking about HWLs. Copyright © 2015 Elsevier Ltd. All rights reserved.
Bleakley, Amy; Jordan, Amy; Mallya, Giridhar; Hennessy, Michael; Piotrowski, Jessica Taylor
This study evaluates a citywide media campaign that targeted reducing sugar-sweetened beverage (SSB) consumption as a strategy for addressing obesity. Rolling cross-sectional survey data, collected before and during the media campaign, with 1367 parents to assess exposure to and effect of a televised public service advertisement (TV PSA) developed using a reasoned action approach. Televised public service advertisement campaign created by the Philadelphia Department of Public Health and disseminated on cable television channels within the Philadelphia market. Philadelphia parents/primary caregivers with a child between the ages of 3 and 16. Linear regression analysis shows that exposure to the TV PSA was significantly associated with intention to substitute nonsugary drinks for SSBs for the parent ( P = .04) and the child ( P = .02). The effect of exposure on intention to reduce child's SSB consumption increased the longer the campaign was in the field. Exposure was also significantly associated with the belief that reducing SSB consumption decreases the risk of diabetes ( P = .04) and was significantly negatively related to the belief that reducing SSB consumption would make mealtimes less enjoyable ( P = .04). These findings suggest that a theory-based mass media campaign can achieve positive changes in intention related to SSB consumption by changing relevant and salient underlying beliefs.
Housley, William; Webb, Helena; Williams, Meredydd; Procter, Rob; Edwards, Adam; Jirotka, Marina; Burnap, Peter; Carsten Stahl,, Bernd; Rana, Omer; Williams, Matthew
The increasing popularity of social media platforms creates new digital social networks in which individuals can interact and share information, news, and opinion. The use of these technologies appears to have the capacity to transform current social configurations and relations, not least within the public and civic spheres. Within the social sciences, much emphasis has been placed on conceptualizing social media’s role in modern society and the interrelationships between online and offline ...
Keating, Joseph; Meekers, Dominique; Adewuyi, Alfred
In response to the growing HIV epidemic in Nigeria, the U.S. Agency for International Development (USAID) initiated the VISION Project, which aimed to increase use of family planning, child survival, and HIV/AIDS services. The VISION Project used a mass-media campaign that focused on reproductive health and HIV/AIDS prevention. This paper assesses to what extent program exposure translates into increased awareness and prevention of HIV/AIDS. This analysis is based on data from the 2002 and 2004 Nigeria (Bauchi, Enugu, and Oyo) Family Planning and Reproductive Health Surveys, which were conducted among adults living in the VISION Project areas. To correct for endogeneity, two-stage logistic regression is used to investigate the effect of program exposure on 1) discussion of HIV/AIDS with a partner, 2) awareness that consistent condom use reduces HIV risk, and 3) condom use at last intercourse. Exposure to the VISION mass media campaign was high: 59%, 47%, and 24% were exposed to at least 1 VISION radio, printed advertisement, or TV program about reproductive health, respectively. The differences in outcome variables between 2002 baseline data and the 2004 follow-up data were small. However, those with high program exposure were almost one and a half (Odds Ratio [O.R.] = 1.47, 95% Confidence Interval [C.I.] 1.01-2.16) times more likely than those with no exposure to have discussed HIV/AIDS with a partner. Those with high program exposure were over twice (O.R. = 2.20, C.I. 1.49-3.25) as likely as those with low exposure to know that condom use can reduce risk of HIV infection. Program exposure had no effect on condom use at last sex. The VISION Project reached a large portion of the population and exposure to mass media programs about reproductive health and HIV prevention topics can help increase HIV/AIDS awareness. Programs that target rural populations, females, and unmarried individuals, and disseminate information on where to obtain condoms, are needed to reduce
Full Text Available Abstract Background In response to the growing HIV epidemic in Nigeria, the U.S. Agency for International Development (USAID initiated the VISION Project, which aimed to increase use of family planning, child survival, and HIV/AIDS services. The VISION Project used a mass-media campaign that focused on reproductive health and HIV/AIDS prevention. This paper assesses to what extent program exposure translates into increased awareness and prevention of HIV/AIDS. Methods This analysis is based on data from the 2002 and 2004 Nigeria (Bauchi, Enugu, and Oyo Family Planning and Reproductive Health Surveys, which were conducted among adults living in the VISION Project areas. To correct for endogeneity, two-stage logistic regression is used to investigate the effect of program exposure on 1 discussion of HIV/AIDS with a partner, 2 awareness that consistent condom use reduces HIV risk, and 3 condom use at last intercourse. Results Exposure to the VISION mass media campaign was high: 59%, 47%, and 24% were exposed to at least 1 VISION radio, printed advertisement, or TV program about reproductive health, respectively. The differences in outcome variables between 2002 baseline data and the 2004 follow-up data were small. However, those with high program exposure were almost one and a half (Odds Ratio [O.R.] = 1.47, 95% Confidence Interval [C.I.] 1.01–2.16 times more likely than those with no exposure to have discussed HIV/AIDS with a partner. Those with high program exposure were over twice (O.R. = 2.20, C.I. 1.49–3.25 as likely as those with low exposure to know that condom use can reduce risk of HIV infection. Program exposure had no effect on condom use at last sex. Conclusion The VISION Project reached a large portion of the population and exposure to mass media programs about reproductive health and HIV prevention topics can help increase HIV/AIDS awareness. Programs that target rural populations, females, and unmarried individuals, and
Perez, Donna; Kite, James; Dunlop, Sally M; Cust, Anne E; Goumas, Chris; Cotter, Trish; Walsberger, Scott C; Dessaix, Anita; Bauman, Adrian
Melanoma is the most common cancer among 15- to 29-year-olds in Australia, with rates increasing with age. The 'Dark Side of Tanning' (DSOT) mass media campaign was developed in 2007 to influence attitudes related to tanning. This study aimed to assess recall and impact of the DSOT campaign. Data were collected using online surveys of 13- to 44-year-olds living in New South Wales in the summer months of 2007-2010 (n = 7490). Regression models were used to determine predictors of recall of DSOT and to investigate associations between exposure to the campaign and tanning attitudes. The campaign achieved consistently high recall (unprompted recall 42-53% during campaign periods; prompted recall 76-84%). Those who recalled DSOT advertisements had a higher likelihood of reporting negative tanning attitudes compared with those who reported no recall, after adjusting for other factors (odds ratio [OR] 1.13, 95% confidence interval [CI] 1.01-1.27 for unprompted recall; OR 1.19, 95% CI 1.03-1.36 for prompted recall). Being interviewed in later campaign years was also a significant predictor of negative tanning attitudes (e.g. fourth year of campaign versus first year: OR 1.24, 95% CI 1.01-1.53). These results suggest that mass media campaigns have potential to influence tanning-related attitudes and could play an important role in skin cancer prevention. © The Author 2015. Published by Oxford University Press. All rights reserved. For permissions, please email: firstname.lastname@example.org.
Kornfield, Rachel; Szczypka, Glen; Vera, Lisa; Emery, Sherry
Background In March 2012, the US Centers for Disease Control and Prevention (CDC) launched the first-ever paid national tobacco education campaign. At a cost of US $54 million, “Tips from Former Smokers” (Tips) ran for 3 months across multiple media, depicting the suffering experienced by smokers and their families in graphic detail. The potential impact and reach of the Tips campaign was not limited to that achieved through paid media placements. It was also potentially extended through “earned media”, including news and blog coverage of the campaign. Such coverage can shape public understanding of and facilitate public engagement with key health issues. Objective To better understand the contribution of earned media to the public’s engagement with health issues in the current news media environment, we examined the online “earned media” and public engagement generated by one national public health campaign. Methods We constructed a purposive sample of online media coverage of the CDC’s 2012 Tips from Former Smokers television campaign, focusing on 14 influential and politically diverse US news outlets and policy-focused blogs. We identified relevant content by combining campaign and website-specific keywords for 4 months around the campaign release. Each story was coded for content, inclusion of multimedia, and measures of audience engagement. Results The search yielded 36 stories mentioning Tips, of which 27 were focused on the campaign. Story content between pieces was strikingly similar, with most stories highlighting the same points about the campaign’s content, cost, and potential impact. We saw notable evidence of audience engagement; stories focused on Tips generated 9547 comments, 8891 Facebook “likes”, 1027 tweets, and 505 story URL shares on Facebook. Audience engagement varied by story and site, as did the valence and relevance of associated audience comments. Comments were most oppositional on CNN and most supportive on Yahoo
Seidenberg, Andrew B.; Jo, Catherine L.; Ribisl, Kurt M.; Lee, Joseph G. L.; Buchting, Francisco O.; Kim, Yoonsang; Emery, Sherry L.
Background: Smoking rates among lesbian, gay, and bisexual (LGB) people significantly exceed that of heterosexuals. Media interventions are an important part of tobacco control efforts, but limited information is available on LGB people’s media use. Methods: A nationally representative sample of 12,900 U.S. adults completed an online questionnaire assessing media use, smoking status, and demographic information. Multivariable logistic regression was used to assess relationships between media use with sexual orientation and smoking status. Results: A total of 590 (4.6%) respondents identified as LGB, of which 29% were smokers. Regardless of sexual orientation and smoking status, the Internet was the most popular media channel used, followed by television and radio. LGB respondents had significantly greater odds of having accounts on social media websites, accessing Facebook daily, and being a frequent Internet user, compared to heterosexual respondents. Similar media use was found between smokers and non-smokers, but smokers had greater odds of being frequent television viewers and frequent Internet users, compared to non-smokers. Conclusions: Compared to heterosexuals, LGB respondents reported greater use of the Internet, especially social media. Media campaigns targeting LGB populations can maximize reach by utilizing social media alongside traditional media channels. PMID:28430161
Andrew B. Seidenberg
Full Text Available Background: Smoking rates among lesbian, gay, and bisexual (LGB people significantly exceed that of heterosexuals. Media interventions are an important part of tobacco control efforts, but limited information is available on LGB people’s media use. Methods: A nationally representative sample of 12,900 U.S. adults completed an online questionnaire assessing media use, smoking status, and demographic information. Multivariable logistic regression was used to assess relationships between media use with sexual orientation and smoking status. Results: A total of 590 (4.6% respondents identified as LGB, of which 29% were smokers. Regardless of sexual orientation and smoking status, the Internet was the most popular media channel used, followed by television and radio. LGB respondents had significantly greater odds of having accounts on social media websites, accessing Facebook daily, and being a frequent Internet user, compared to heterosexual respondents. Similar media use was found between smokers and non-smokers, but smokers had greater odds of being frequent television viewers and frequent Internet users, compared to non-smokers. Conclusions: Compared to heterosexuals, LGB respondents reported greater use of the Internet, especially social media. Media campaigns targeting LGB populations can maximize reach by utilizing social media alongside traditional media channels.
Seidenberg, Andrew B; Jo, Catherine L; Ribisl, Kurt M; Lee, Joseph G L; Buchting, Francisco O; Kim, Yoonsang; Emery, Sherry L
Background : Smoking rates among lesbian, gay, and bisexual (LGB) people significantly exceed that of heterosexuals. Media interventions are an important part of tobacco control efforts, but limited information is available on LGB people's media use. Methods : A nationally representative sample of 12,900 U.S. adults completed an online questionnaire assessing media use, smoking status, and demographic information. Multivariable logistic regression was used to assess relationships between media use with sexual orientation and smoking status. Results : A total of 590 (4.6%) respondents identified as LGB, of which 29% were smokers. Regardless of sexual orientation and smoking status, the Internet was the most popular media channel used, followed by television and radio. LGB respondents had significantly greater odds of having accounts on social media websites, accessing Facebook daily, and being a frequent Internet user, compared to heterosexual respondents. Similar media use was found between smokers and non-smokers, but smokers had greater odds of being frequent television viewers and frequent Internet users, compared to non-smokers. Conclusions : Compared to heterosexuals, LGB respondents reported greater use of the Internet, especially social media. Media campaigns targeting LGB populations can maximize reach by utilizing social media alongside traditional media channels.
Ha, Jin Hong; Aikat, Debashis Deb; Jung, Eun Hwa
This study evaluated antismoking advertisements in South Korean television by drawing upon a Health Communication article by Cohen, Shumate, and Gold (2007) and on Gold, Cohen, and Shumate's (2008) typology. This study examined the theories and messages in South Korean antismoking advertisements. First, South Korean antismoking advertisements primarily targeted adults. In addition, the advertisements for adults normally used statistical evidence, whereas those for adolescents often used testimonial evidence. In terms of the type of performance, narration was often used in advertisements for both adults and adolescents. Second, the most prevalent persuasive health message used social norms, whereas the most prevalent affective appeal used fear appeals. Third, antismoking advertisements in South Korea mentioned more benefits of not smoking than barriers to not smoking. This study also identified the message difference in the U.S. and South Korean antismoking advertisements.
William T. Haltom
Full Text Available This article extends the co-authors’ researches on mass media coverage of crusades against manufacturers and marketers of tobacco products in the United States to media coverage of similar crusades against manufacturers and marketers of firearms in the United States. The major contention of the article is that firearms-reformers have used civil suits and allied publicity outside courts to depict firearms producers and retailers as criminals. A major tactic that has unified reformers’ efforts inside and outside courts is deployment of crimtorts, civil litigation for torts that includes elements of criminal prosecution. Crimtorts and publicity through entertainment media enabled opponents of firearms companies to lose case after case yet to damage the reputations or brands of firearms makers and marketers. The firearms interests fended off crusaders in civil action after civil action yet became portrayed as outright criminals owing mostly to crimtorts. Este artículo amplia las investigaciones de los autores sobre la cobertura mediática de las cruzadas contra productores y vendedores de tabaco en los Estados Unidos hacia la cobertura mediática de cruzadas similares contra productores y vendedores de armas de fuego en Estados Unidos. El argumento principal del artículo sostiene que los que buscan la reforma de la legislación sobre armas de fuego han utilizado las demandas civiles y la publicidad externa a los tribunales para representar a los productores y vendedores de armas de fuego como criminales. Una táctica principal que ha unido los esfuerzos de los reformistas dentro y fuera de los tribunales es el uso de crimtorts, juicios civiles para acciones por responsabilidad civil extracontractual que incluyen elementos de procesos criminales. A pesar de perder caso tras caso, los crimtorts y la publicidad en los medios de entretenimiento permitió a los oponentes a las compañías armamentísticas perjudicar la reputación o las marcas de
Full Text Available Abstract Background Social marketing campaigns offer a promising approach to the prevention of childhood obesity. Change4Life (C4L is a national obesity prevention campaign in England. It included mass media coverage aiming to reframe obesity into a health issue relevant to all and provided the opportunity for parents to complete a brief questionnaire (‘How are the Kids’ and receive personalised feedback about their children’s eating and activity. Print and online C4L resources were available with guidance about healthy eating and physical activity. The study aims were to examine the impact of personalised feedback and print material from the C4L campaign on parents’ attitudes and behaviours about their children’s eating and activity in a community-based cluster-randomised controlled trial. Methods Parents of 5–11 year old children were recruited from 40 primary schools across England. Schools were randomised to intervention or control (‘usual care’. Basic demographic data and brief information about their attitudes to their children’s health were collected. Families in intervention schools were mailed the C4L print materials and the ‘How are the Kids’ questionnaire; those returning the questionnaire were sent personalised feedback and others received generic materials. Outcomes included awareness of C4L, attitudes to the behaviours recommended in C4L, parenting behaviours (monitoring and modelling, and child health behaviours (diet, physical activity and television viewing. Follow-up data were collected from parents by postal questionnaire after six months. Qualitative interviews were carried out with a subset of parents (n = 12. Results 3,774 families completed baseline questionnaires and follow-up data were obtained from 1,419 families (37.6%. Awareness was high in both groups at baseline (75%, but increased significantly in the intervention group by follow-up (96% vs. 87%. Few parents (5.2% of the intervention
Croker, Helen; Lucas, Rebecca; Wardle, Jane
Social marketing campaigns offer a promising approach to the prevention of childhood obesity. Change4Life (C4L) is a national obesity prevention campaign in England. It included mass media coverage aiming to reframe obesity into a health issue relevant to all and provided the opportunity for parents to complete a brief questionnaire ('How are the Kids') and receive personalised feedback about their children's eating and activity. Print and online C4L resources were available with guidance about healthy eating and physical activity. The study aims were to examine the impact of personalised feedback and print material from the C4L campaign on parents' attitudes and behaviours about their children's eating and activity in a community-based cluster-randomised controlled trial. Parents of 5-11 year old children were recruited from 40 primary schools across England. Schools were randomised to intervention or control ('usual care'). Basic demographic data and brief information about their attitudes to their children's health were collected. Families in intervention schools were mailed the C4L print materials and the 'How are the Kids' questionnaire; those returning the questionnaire were sent personalised feedback and others received generic materials. Outcomes included awareness of C4L, attitudes to the behaviours recommended in C4L, parenting behaviours (monitoring and modelling), and child health behaviours (diet, physical activity and television viewing). Follow-up data were collected from parents by postal questionnaire after six months. Qualitative interviews were carried out with a subset of parents (n = 12). 3,774 families completed baseline questionnaires and follow-up data were obtained from 1,419 families (37.6%). Awareness was high in both groups at baseline (75%), but increased significantly in the intervention group by follow-up (96% vs. 87%). Few parents (5.2% of the intervention group) returned the questionnaire to get personalised feedback. There
Background Social marketing campaigns offer a promising approach to the prevention of childhood obesity. Change4Life (C4L) is a national obesity prevention campaign in England. It included mass media coverage aiming to reframe obesity into a health issue relevant to all and provided the opportunity for parents to complete a brief questionnaire (‘How are the Kids’) and receive personalised feedback about their children’s eating and activity. Print and online C4L resources were available with guidance about healthy eating and physical activity. The study aims were to examine the impact of personalised feedback and print material from the C4L campaign on parents’ attitudes and behaviours about their children’s eating and activity in a community-based cluster-randomised controlled trial. Methods Parents of 5–11 year old children were recruited from 40 primary schools across England. Schools were randomised to intervention or control (‘usual care’). Basic demographic data and brief information about their attitudes to their children’s health were collected. Families in intervention schools were mailed the C4L print materials and the ‘How are the Kids’ questionnaire; those returning the questionnaire were sent personalised feedback and others received generic materials. Outcomes included awareness of C4L, attitudes to the behaviours recommended in C4L, parenting behaviours (monitoring and modelling), and child health behaviours (diet, physical activity and television viewing). Follow-up data were collected from parents by postal questionnaire after six months. Qualitative interviews were carried out with a subset of parents (n = 12). Results 3,774 families completed baseline questionnaires and follow-up data were obtained from 1,419 families (37.6%). Awareness was high in both groups at baseline (75%), but increased significantly in the intervention group by follow-up (96% vs. 87%). Few parents (5.2% of the intervention group) returned the
In predominantly rural Thailand, television is a primary source of HIV/AIDS knowledge. Since 1990, HIV/AIDS warning messages have been aired regularly and repeatedly on television as part of the national strategy to minimize transmission of HIV. The education and prevention messages chosen do more than suggest measures to avoid infection. Within a logic of risk, these messages also define characteristics of people who are signified as threatening agents of infection. In Thailand, prostitutes and drug users are portrayed as the feared Other. Because commercial sex is so widespread, the demarcation of prostitutes as a high risk group signals a diffuse threat not easily subject to conceptual distancing. It is the pervasive and often fear-based associations born of the media material that, in large part, establish the basis for emergent practice when thoughts or actions are triggered by consideration of HIV/AIDS.
Flynn, Brian S; Worden, John K; Bunn, Janice Yanushka; Dorwaldt, Anne L; Connolly, Scott W; Ashikaga, Takamaru
Mass media interventions are among the strategies recommended for youth cigarette smoking prevention, but little is known about optimal methods for reaching diverse youth audiences. Grades 4 through 12 samples of youth from four states (n = 1,230) rated smoking-prevention messages in classroom settings. Similar proportions of African American, Hispanic, and White youth participated. Impact of audience characteristics on message appeal ratings was assessed to provide guidance for audience segmentation strategies. Age had a strong effect on individual message appeal. The effect of gender also was significant. Message ratings were similar among the younger racial/ethnic groups, but differences were found for older African American youth. Lower academic achievement was associated with lower appeal scores for some messages. Age should be a primary consideration in developing and delivering smoking-prevention messages to youth audiences. The unique needs of boys and girls and older African American adolescents should also be considered.
Full Text Available The poststructuralist turn has been widely acknowledged in contemporary applied and sociolinguistics (Rampton 2006, Blommaert 2010. While for many this paradigmatic shift has been a welcome challenge to segregationalist approaches (Mühlhäusler 1996, Makoni and Pennycook 2007 and deficit discourses in relation to multilingualism (Jacquemet 2005, Jaffe 2007, it is not an unproblematic concept for minority language media and language sustainability. For those committed to activism and engagement with policy makers, the current paradigmatic shift, which has been described in terms of a performance era for minority language media (Pietikäinen and Kelly-Holmes 2011, presents particular challenges which have the potential to undermine gains made in previous eras in relation to media rights for minority language speakers. Using the example of a recent multi-media campaign to revitalise Irish, the Bród Club, this paper explores the opportunities and problems presented by the contemporary performance era for minority language media.
Francisca Hanna , Febrianti
Advertising campaign merupakan serangkaian bentuk iklan melalui berbagai media dan berpusat pada satu tema dalam satu waktu. Tujuan utama advertising campaign adalah menyampaikan pesan dalam suatu tema yang diluncurkan kepada masyarakat sehingga tema tersebut menjadi ciri khas produk. Peluncuran tema campaign oleh Coca Cola dan Pepsi yang merupakan rival dalam kategori beverage merupakan obyek dari penelitian ini. Kesuksesan sebuah tema advertising campaign dilihat dengan menggunakan paramet...
This study investigated whether and how message frames in anti-smoking public service announcements (PSAs) affect individuals' cognition and attitude toward smoking. Individuals in a sample of 315 participants were randomly assigned to one of three experimental framing conditions: (a) health consequence, (b) secondhand smoke, and (c) industry manipulation. Each participant viewed four PSAs in a random order within a particular message frame. The study found strong evidence for the application effect in framing. The accessibility effect in framing was found to be conditional on message frame. Individuals' cognition on health consequence of smoking and on industry manipulation predicted their attitude toward smoking, but not cognition on secondhand smoke. The three frames also led to different patterns of affective responses that can be a basis for persuasion. Implications for message framing effect and anti-smoking campaigns were discussed.
Clyne, Wendy; Pezaro, Sally; Deeny, Karen; Kneafsey, Rosie
Compassion is a core value embedded in the concept of quality in healthcare. The need for compassion toward healthcare staff in the workplace, for their own health and well-being and also to enable staff to deliver compassionate care for patients, is increasingly understood. However, we do not currently know how healthcare staff understand and characterize compassion toward themselves as opposed to patients. The aim of this study was to use social media for the generation and collection of primary data to gain understanding of the concept of workplace compassion. Tweets that contained the hashtag #ShowsWorkplaceCompassion were collected from Twitter and analyzed. The study took place between April 21 and May 21, 2016. Participants were self-selecting users of the social media service Twitter. The study was promoted by a number of routes: the National Health Service (NHS) England website, the personal Twitter accounts of the research team, internal NHS England communications, and via social media sharing. Participants were asked to contribute their views about what activities, actions, policies, philosophies or approaches demonstrate workplace compassion in healthcare using the hashtag #ShowsWorkplaceCompassion. All tweets including the research hashtag #ShowsWorkplaceCompassion were extracted from Twitter and studied using content analysis. Data concerning the frequency, nature, origin, and location of Web-based engagement with the research campaign were collected using Bitly (Bitly, Inc, USA) and Symplur (Symplur LLC, USA) software. A total of 260 tweets were analyzed. Of the 251 statements within the tweets that were coded, 37.8% (95/251) of the statements concerned Leadership and Management aspects of workplace compassion, 29.5% (74/251) were grouped under the theme related to Values and Culture, 17.5% (44/251) of the statements related to Personalized Policies and Procedures that support workplace compassion, and 15.2% (38/251) of the statements concerned
Booth, Richard G; Allen, Britney N; Bray Jenkyn, Krista M; Li, Lihua; Shariff, Salimah Z
Despite the uptake of mass media campaigns, their overall impact remains unclear. Since 2011, a Canadian telecommunications company has operated an annual, large-scale mental health advocacy campaign (Bell Let's Talk) focused on mental health awareness and stigma reduction. In February 2012, the campaign began to explicitly leverage the social media platform Twitter and incented participation from the public by promising donations of Can $0.05 for each interaction with a campaign-specific username (@Bell_LetsTalk). The intent of the study was to examine the impact of this 2012 campaign on youth outpatient mental health services in the province of Ontario, Canada. Monthly outpatient mental health visits (primary health care and psychiatric services) were obtained for the Ontario youth aged 10 to 24 years (approximately 5.66 million visits) from January 1, 2006 to December 31, 2015. Interrupted time series, autoregressive integrated moving average modeling was implemented to evaluate the impact of the campaign on rates of monthly outpatient mental health visits. A lagged intervention date of April 1, 2012 was selected to account for the delay required for a patient to schedule and attend a mental health-related physician visit. The inclusion of Twitter into the 2012 Bell Let's Talk campaign was temporally associated with an increase in outpatient mental health utilization for both males and females. Within primary health care environments, female adolescents aged 10 to 17 years experienced a monthly increase in the mental health visit rate from 10.2/1000 in April 2006 to 14.1/1000 in April 2015 (slope change of 0.094 following campaign, Pcampaign, Pcampaign (slope change of 0.005, P=.02; slope change of 0.003, P=.005, respectively). For young adults aged 18 to 24 years, females who used primary health care experienced the most significant increases in mental health visit rates from 26.5/1000 in April 2006 to 29.2/1000 in April 2015 (slope change of 0.17 following
Davis, Kevin C; Patel, Deesha; Shafer, Paul; Duke, Jennifer; Glover-Kudon, Rebecca; Ridgeway, William; Cox, Shanna
Since 2012, the Centers for Disease Control and Prevention (CDC) has implemented Tips From Former Smokers ( Tips), the first federally funded tobacco education campaign in the United States. To date, there are no evaluations of its long-term impact. To assess the impact of varied doses of the Tips campaign from 2012 through 2015 on cessation-related behaviors and intentions among U.S. smokers. We used a national probability-based online survey of cigarette smokers ( n = 22,189) and recent quitters ( n = 776) to examine associations between doses of Tips advertising, measured by gross rating points (GRPs), and intentions to quit smoking in the next 30 days and quit attempts within the past 3 months. A curvilinear (i.e., square root) functional form of GRPs was used to capture patterns of diminishing effects at higher GRP levels. An increase of 1,000 quarterly Tips GRPs at the media market level was associated with increased odds of making a quit attempt in the past 3 months (adjusted odds ratio = 1.23, p campaign has had a substantial impact on cessation behaviors among U.S. adult smokers over time. These data support the continued use of graphic and/or emotional media campaigns that encourage smokers to quit to further reduce tobacco use in the United States.
Fatima Iyabo Abubakre
Full Text Available This study focuses on the role of media ownership on the press coverage of the 2015 presidential election campaign in Nigeria. Using content analysis, the aim of the study was to identify the themes and examine the direction of the coverage of election campaign news items between the two main political parties in the country-Peoples’ Democratic Party (PDP and the All Progressives Congress (APC published in The Nation on one hand and the Nigerian Tribune on the other hand, between January 2015 and March 2015. Findings from the study indicate coverage replete with biases, although with some remarkable incidents of objectivity and balancing, and show that the two newspapers analysed in this study merely reflected the political leanings of their respective publishers. Este estudo se centra no papel da propriedade da mídia na cobertura jornalística das eleições presidenciais de 2015 na Nigéria. Por meio de análise de conteúdo, seu objetivo é identificar os temas e examinar os direcionamentos dos itens noticiosos relacionados à cobertura da campanha ente os dois principais partidos do país – Peoples’ Democratic Party (PDP e o All Progressives Congress (APC – e que foram publicados entre janeiro e março de 2015 nos jornais The Natione Nigerian Tribune. Os resultados do estudo apontam para uma cobertura repleta de vieses, apesar de alguns incidentes relevantes de objetividade e de equilíbrio, e mostram que os dois jornais analisados simplesmente refletem os direcionamentos políticos de seus respectivos proprietários. Este estudio se centra en el papel de la propiedad de los medios en la cobertura de prensa de las campañas electorales presidenciales de 2015 en Nigeria. Utilizando análisis de contenido, el objetivo del estudio fue identificar los temas y examinar el direccionamiento de la cobertura y de las noticias sobre la campaña electoral entre los dos principales partidos políticos del país: el Peoples’ Democratic Party
Dixon, Helen G; Pratt, Iain S; Scully, Maree L; Miller, Jessica R; Patterson, Carla; Hood, Rebecca; Slevin, Terry J
To evaluate the effectiveness of a population-based, statewide public health intervention designed to improve women's awareness and knowledge of the link between alcohol and cancer. Cross-sectional tracking surveys conducted pre-intervention and post-intervention (waves I and III of campaign). Western Australia. Cross-sectional samples of Western Australian women aged 25-54 years before the campaign (n=136) and immediately after wave I (n=206) and wave III (n=155) of the campaign. The 'Alcohol and Cancer' mass media campaign ran from May 2010 to May 2011 and consisted of three waves of paid television advertising with supporting print advertisements. Campaign awareness; knowledge of drinking guidelines and the link between alcohol and cancer; intentions towards drinking. Prompted recognition of the campaign increased from 67% following wave I to 81% following wave III (adjusted OR (adj OR)=2.31, 95% CI 1.33 to 4.00, p=0.003). Improvements in women's knowledge that drinking alcohol on a regular basis increases cancer risk were found following wave I (adj OR=2.60, 95% CI 1.57 to 4.30, pawareness of links between alcohol and cancer, and knowledge of drinking guidelines. However, a single campaign may be insufficient to measurably curb drinking behaviour in a culture where pro-alcohol social norms and product marketing are pervasive. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://group.bmj.com/group/rights-licensing/permissions.
Morley, Belinda C; Niven, Philippa H; Dixon, Helen G; Swanson, Maurice G; McAleese, Alison B; Wakefield, Melanie A
To evaluate the LiveLighter 'Sugary Drinks' campaign impact on awareness, knowledge and sugar-sweetened beverage (SSB) consumption. Cohort study with population surveys undertaken in intervention and comparison states at baseline (n=900 each), with 78% retention at follow-up (intervention: n=673; comparison: n=730). Analyses tested interactions by state (intervention, comparison) and time (baseline, follow-up). Adults aged 25-49 years residing in the Australian states of Victoria and South Australia. The 6-week mass media campaign ran in Victoria in October/November 2015. It focused on the contribution of SSBs to the development of visceral 'toxic fat', graphically depicted around vital organs, and ultimately serious disease. Paid television advertising was complemented by radio, cinema, online and social media advertising, and stakeholder and community engagement. Self-reported consumption of SSBs, artificially sweetened drinks and water. Campaign recall and recognition; knowledge of the health effects of overweight and SSB consumption; perceived impact of SSB consumption on body weight and of reduced consumption on health. A significant reduction in frequent SSB consumption was observed in the intervention state (intervention: 31% compared with 22%, comparison: 30% compared with 29%; interaction pinteraction p=0.09) among overweight/obese SSB consumers. This group also showed increased knowledge of the health effects of SSB consumption (intervention: 60% compared with 71%, comparison: 63% compared with 59%; interaction pinteraction p=0.06). The findings provide evidence of reduced SSB consumption among adults in the target age range following the LiveLighter campaign. This is notable in a context where public health campaigns occur against a backdrop of heavy commercial product advertising promoting increased SSB consumption. © Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2018. All rights reserved. No commercial
Leavy, Justine E; Rosenberg, Michael; Bauman, Adrian E; Bull, Fiona C; Giles-Corti, Billie; Shilton, Trevor; Maitland, Clover; Barnes, Rosanne
Internationally, over the last four decades large-scale mass media campaigns have been delivered to promote physical activity and its associated health benefits. In 2002-2005, the first Western Australian statewide adult physical activity campaign Find Thirty. It's Not a Big Exercise was launched. In 2007, a new iteration of the campaign was proposed with new objectives, executions, and tag line Find Thirty every day(®). This article reports on the population-level effects of the Find Thirty every day (®) campaign from 2008 to 2010, with a focus on changes in awareness, intention, and physical activity. Evaluation of the campaign involved pre- and posttest serial cross-sectional surveys. Baseline data were collected in May 2008, and subsequent surveys in 2009 and 2010. Samples sizes were as follows: baseline (n = 972), first follow-up (n = 938), and second follow-up (n = 937). Data were derived from self-reported responses to a random-sample computer-assisted telephone interview. Total awareness increased from 30.4% at baseline to 48.5% at second follow-up. Total awareness was higher in women and low socioeconomic status adults. Intention was 21.0%, double that reported at baseline. There were positive significant changes from baseline to first follow-up across all four categories: walking, moderate, vigorous, and total physical activity. There also were positive significant changes for self-reported walking from baseline to second follow-up. Find Thirty every day (®) resulted in an increase in awareness, intention, walking, vigorous intensity, and total level of physical activity in priority target groups. Campaign effects should be further examined by subgroups to identify the most receptive population segments.
Shinmura, Hiromi; Wakabayashi, Chihiro; Kunisawa, Naoko; Kayaba, Kazunori; Miura, Yoshihiko; Ojima, Toshiyuki; Yanagawa, Hiroshi
Smoking cessation is one of the most important items for improvement of health in Japan. The Japanese government started a new campaign called the "Health Japan 21" to promote better health of Japanese citizens in the 21st century. The purpose of the present study was to observe the situation of the municipalities throughout Japan regarding implementation of anti-smoking countermeasures and setting of the level of target values to be achieved over the next ten years. Mail questionnaire forms were sent to 953 municipalities which had formulated specific local plans for the promotion of health. Of this total, 793 (83.2%) responded to the inquiry. The most commonly implemented countermeasure against smoking was restricting smoking only to limited areas in municipality offices (75%), followed by providing support for stopping smoking (35%), and providing a complete smoke free environment in municipality offices (32.4%). Proportions of local governments putting a ban on smoking on public roads (7.5%), giving publicity to restaurants with smoking restrictions (vending machines and restricting tobacco advertisement. Most municipalities have made much of anti-smoking activities. However, measures for school children were not satisfactorily implemented. The execution rates for anti-smoking activities are low in small-scale municipalities and therefore it is necessary to provide particular support in these cases.
Yanamandra-Fisher, P. A.
The interactions of amateur astronomers with professional astronomers have changed significantly in the digital era, from an occasional interaction of exchanging individual images to a sustained collaboration to coordinated global networks of amateur astronomers. Today, amateur astronomers, with sophisticated equipment and software, provide several valuable resources to the professional observers/astronomers: a large source of manpower, or extension of the professional astronomer's group; a vast collection of data that provides both legacy and temporal information and finally, as ambassadors of science, help build bridges between the scientific and public communities. From the professional astronomer/scientist's perspective, given the vast amounts of data acquired through various projects, the natural progression to interactive collaborations between these two communities is tremendously beneficial. The inclusion of the public in this exciting format of interactions between the professional and amateur community is the third component of synergistic science. The concept of Citizen Science, of allowing the public to perform simple visual examination of vast data sets according to a set of guidelines, is now becoming multi-dimensional, corresponding to the experience level of participants in the project. I will highlight a current project that leverages the collaboration between professional and amateur astronomers; and the use of social media to include various components of the public: Comet ISON Observing Campaign (CIOC). From the initial discovery of comet C/2012 S1 (ISON) by Russian amateur astronomers in September 2012, to the present day, amateur astronomers provide valuable resources of global coverage, data, and legacy knowledge to the professional community. The Comet ISON Observing Campaign (CIOC) goals (http://www.isoncampaign.org) are: (i) a detailed characterization of a subset of comets (sun grazers) that are usually difficult to identify and study in
Huang, Li-Ling; Friedman, Daniela B; Lin, Feng-Chang; Thrasher, James F
Research in high income countries suggests that anti-smoking television advertisements with emotionally evocative graphic messages or personal testimonials that depict serious consequences from smoking are the most effective. Research to determine the most effective smoking cessation messages for low- and middle-income countries is needed to inform campaign development in these countries. Fifty-four male Taiwanese smokers, aged 18-34, rated advertisements and participated in a focus group to evaluate eight antismoking television advertisements with contrasting messaging strategies. Participants individually evaluated advertisements, after which they participated in a semi-structured focus group discussion (10 groups, 2-9 smokers per group). One week after this session, participants were called to assess advertisement recall. Both quantitative and qualitative data indicated that highly emotional testimonial ads that featured a graphic portrayal of personal suffering from the consequences of smoking and visceral graphic ads were more effective. The ad on tobacco industry denormalization that focuses on the responsibility of the industry for smoking-related harms was considered ineffective because smokers perceived it as having little personal relevance. Humorous advertisements were evaluated as the least effective because they lacked strong emotional content linked to smoking consequences. Qualitative results suggest that advertisement characteristics are more important than the demographic characteristics of people featured in advertisements. Study findings provide preliminary evidence that testimonial ads that involve graphic and emotionally evocative portrayals of smoking-attributed diseases and visceral graphic ads may have the greater potential to motivate Taiwanese smokers to quit smoking.
Vallone, Donna; Cantrell, Jennifer; Bennett, Morgane; Smith, Alexandria; Rath, Jessica M; Xiao, Haijun; Greenberg, Marisa; Hair, Elizabeth C
Over the past decade, public education mass media campaigns have been shown to be successful in changing tobacco-related attitudes, intentions, and behaviors among youth and young adults. In 2014, the national truth® campaign re-launched a new phase of the campaign targeted at a broad audience of youth and young adults, aged 15-21, to help end the tobacco epidemic. The study sample for this analysis is drawn from the Truth Longitudinal Cohort (TLC), a probability-based, nationally representative cohort designed to evaluate the relationship between awareness of truth media messages and changes in targeted attitudes, beliefs, and behaviors over time. The sample for this study was limited to those with data at baseline and three subsequent follow-up surveys (n = 7536). Logistic regression models indicate that truth ad awareness is significantly associated with increases in targeted anti-tobacco attitudes as well as reduced intentions to smoke over time, holding constant baseline attitudes and intentions. Results also suggest a dose-response relationship in that higher levels of truth ad awareness were significantly associated with higher likelihood of reporting agreement across all five attitudinal constructs: anti-smoking imagery, anti-social smoking sentiment, anti-tobacco social movement, anti-tobacco industry sentiment, and independence. Longitudinal results indicate a significant dose-response relationship between awareness of the new phase of the truth campaign and campaign-targeted attitudes and intentions not to smoke among youth and young adults. Findings from this study confirm that a carefully designed anti-tobacco public education campaign aimed at youth and young adults is a key population-level intervention within the context of an expanding tobacco product landscape and a cluttered media environment. As tobacco use patterns shift and new products emerge, evidence-based public education campaigns can play a central role in helping the next generation to
The objective of this report was to document the results of the "Click It or Ticket" 2008 campaign in Kentucky. The campaign involved a combination of earned media, paid media, and enforcement. : The evaluation of the campaign included documenting th...
Guillaumier, Ashleigh; Bonevski, Billie; Paul, Chris; d'Este, Catherine; Durkin, Sarah; Doran, Christopher
Evaluate the perceived effectiveness of key antismoking messages among highly disadvantaged smokers and assess the impact of nicotine dependence and cessation cognitions on message processing. The experimental crossover trial, undertaken between March and December 2012, randomly exposed participants to two of three antismoking advertisements delivered via touchscreen computer. Welfare recipients were recruited from a community service organization in New South Wales, Australia. Subjects were 354 smokers (79% response rate). Participants resided in government rental housing (52%), earned less than AUD$400/wk (72%), and received their primary income from government welfare (95%). Three 30-second antismoking television advertisements representing common campaign themes: why to quit (graphic imagery), why to quit (personal testimonial), or how to quit. An 11-item scale assessed perceived effectiveness and message acceptance. An eight-item cessation cognitions index assessed motivations and readiness to quit, and the heaviness of smoking index was used to classify nicotine dependence. Descriptive statistics, generalized linear mixed models, and multiple linear regression analyses are reported. Why-to-quit advertisements were perceived as significantly more effective than the how-to-quit advertisement (all p advertisements providing good reasons to quit may be the most effective in promoting the antismoking message among groups with high smoking rates.
Corrado De Vito
Full Text Available Objectives. The aims of this study were to compare the characteristics of women who got a Pap-test during the mass media campaign, carried out in an Italian region by broadcasts advertising, and two years later and to identify the determinants of knowledge of cervical cancer etiology and of the adherence to the mass media campaign. Methods. A cross-sectional survey was carried out through a self-administered questionnaire. Results. A total of 8570 randomly selected women were surveyed, 823 of these had a Pap-test during the mass media campaign period and 7747 two years later. Higher educational level, being not married, and living in urban areas were the main independent characteristics associated with a higher level of knowledge of cervical cancer etiology, although a previous treatment following a Pap smear abnormality was the strongest predictor (OR = 2.88; 95% CI: 2.43–3.41. During the campaign period women had the Pap-test more frequently as a consequence of the mass media campaign (OR = 8.28; 95% CI; 5.51–12.45. Conclusions. Mass media campaign is a useful tool to foster cervical screening compliance; however, its short-term effect suggests repeating it regularly.
Imam Syed H
Full Text Available Abstract Background Surveys have provided evidence that tobacco use is widely prevalent amongst the youth in Pakistan. Several reviews have evaluated the effectiveness of various tobacco control programs, however, few have taken into account the perceptions of students themselves regarding these measures. The aim of this study was to determine the most effective anti-smoking messages that can be delivered to high-school students in Pakistan, based on their self-rated perceptions. It also aimed to assess the impact of pictorial/multi-media messages compared with written health warnings and to discover differences in perceptions of smokers to those of non-smokers to health warning messages. Methods This study was carried out in five major cities of Pakistan in private English-medium schools. A presentation was delivered at each school that highlighted the well-established health consequences of smoking using both written health warnings and pictorial/multi-media health messages. Following the presentation, the participants filled out a graded questionnaire form, using which they rated the risk-factors and messages that they thought were most effective in stopping or preventing them from smoking. The Friedman test was used to rank responses to each of the questions in the form. The Wilcoxon Signed Rank test used to analyze the impact of pictorial/multi-media messages over written statements. The Mann Whitney U test was used to compare responses of smokers with those of non-smokers. Results Picture of an oral cavity cancer, videos of a cancer patient using an electronic voice box and a patient on a ventilator, were perceived to be the most effective anti-smoking messages by students. Addiction, harming others through passive smoking and impact of smoking on disposable incomes were perceived to be less effective messages. Pictorial/multi-media messages were perceived to be more effective than written health warnings. Health warnings were perceived as
A self-congruent effect model was applied to understand adolescents' responses to antismoking advertising that referred to the self or others. Experiment 1 showed that self-referring ads generated more negative smoking attitudes than other-referring ads among adolescents with independent self-construals, whereas other-referring ads generated more negative smoking attitudes than self-referring ads among adolescents with interdependent self-construals. A survey further showed that smokers rated themselves higher on a measure of independent self-construal than nonsmokers. Experiment 2 then found that self-referring ads are more effective than other-referring ads for smokers, who have independent self-construals. Findings supported the idea that health communication campaign designers can maximize message effectiveness by developing different messages for different target segments of the population based on their self-construals.
Gong, Jie; Zhang, Zhifeng; Zhu, Zhaoyang; Wan, Jun; Yang, Niannian; Li, Fang; Sun, Huiling; Li, Weiping; Xia, Jiang; Zhou, Dunjin; Chen, Xinguang
Purpose: The paper seeks to report data on cigarette smoking, anti-smoking practices, physicians' receipt of anti-smoking training, and the association between receipt of the training and anti-smoking practice among physicians in Wuhan, China. Design/methodology/approach: Participants were selected through the stratified random sampling method.…
Solorio, Rosa; Norton-Shelpuk, Pamela; Forehand, Mark; Montaño, Daniel; Stern, Joshua; Aguirre, Joel; Martinez, Marcos
Latino immigrant men who have sex with men (MSM) are at risk for HIV and delayed diagnosis in the United States. This paper describes the evaluation of a pilot of the Tu Amigo Pepe, a multimedia HIV testing campaign aimed at Latino MSM in Seattle, WA particularly targeting immigrants who may not identify as gay, ages 18-30 years old. The 16-week campaign included Spanish-language radio public service announcements (PSAs), a Web site, social media outreach, a reminder system using mobile technology, print materials and a toll-free hotline. In developing the PSAs, the Integrated Behavioral Model was used as a framework to reframe negative attitudes, beliefs and norms towards HIV testing with positive ones as well as to promote self-efficacy towards HIV testing. The campaign had a significant and immediate impact on attitudes, beliefs, norms and self-efficacy towards HIV testing as well as on actual behavior, with HIV testing rates increasing over time.
Azagba, Sunday; Burhoo, Premduth; Chaloupka, Frank J.; Fong, Geoffrey T
Background Mauritius has made great strides in adopting evidence-based tobacco control measures, including an increase in its cigarette excise tax and anti-tobacco mass media (Sponge) campaign. The primary objective of this study is to examine the combined effect of these measures on smoking behavior. Methods This study used longitudinal data from the International Tobacco Control Mauritius Survey, 2009–2011. Waves 1 and 2 were conducted before the tax increase and wave 3 was conducted shortly after the Sponge campaign and six months after the cigarette excise tax increase. Generalized estimating equations were used to examine the effects of these two key tobacco control measures on smoking prevalence and the quantity of cigarettes smoked. Results The results showed that the combination of cigarette tax increase and the Sponge campaign had a significant negative effect on the prevalence of smoking in Mauritius and the number of cigarettes smoked among continuing smokers. Specifically, the measures significantly reduced the odds of being a smoker (AOR 0.88, 95% CI 0.81–0.97). For average daily cigarettes smoked, the measures had a significant reduction in cigarettes per day by about 6% (Incidence-rate ratios 0.94, 95% CI 0.89–0.99). Conclusions The combination of policy measures significantly reduced the consumption of cigarettes in Mauritius. While these results are encouraging, these efforts must be part of a sustained effort to further reduce the smoking prevalence in Mauritius. PMID:25701857
Popova, Lucy; Linde, Brittany D.; Bursac, Zoran; Talcott, G. Wayne; Modayil, Mary V.; Little, Melissa A.; Ling, Pamela M.; Glantz, Stanton A.; Klesges, Robert C.
Introduction Young adults in the military are aggressively targeted by tobacco companies and are at high risk of tobacco use. Existing anti-smoking advertisements developed for the general population might be effective in educating young adults in the military. This study evaluated the effects of different themes of existing anti-smoking advertisements on perceived harm and intentions to use cigarettes and other tobacco products among Air Force trainees. Methods In a pretest-posttest experiment, 782 Airmen were randomized to view anti-smoking advertisements in one of six conditions: anti-industry, health effects+anti-industry, sexual health, secondhand smoke, environment+anti-industry, or control. We assessed the effect of different conditions on changes in perceived harm and intentions to use cigarettes, electronic cigarettes (e-cigarettes), smokeless tobacco, hookah and cigarillos from pretest to posttest with multivariable linear regression models (perceived harm) and zero-inflated Poisson regression model (intentions). Results Anti-smoking advertisements increased perceived harm of various tobacco products and reduced intentions to use. Advertisements featuring negative effects of tobacco on health and sexual performance coupled with revealing tobacco industry manipulations had the most consistent pattern of effects on perceived harm and intentions. Conclusion Anti-smoking advertisements produced for the general public might also be effective with a young adult military population and could have spillover effects on perceptions of harm and intentions to use other tobacco products besides cigarettes. Existing anti-smoking advertising may be a cost-effective tool to educate young adults in the military. PMID:26482786
James, Katie J.; Albrecht, Julie A.; Litchfield, Ruth E.; Weishaar, Christopher A.
Foodborne illnesses remain a common problem in the United States. Focus group results indicated that lack of knowledge and improper handling of leftovers were common among food preparers in families with young children. The USDA-recommended storage time for leftovers was used to develop and conduct a food safety social marketing campaign, "4…
It's Never Just HIV: Exposure to an HIV Prevention Media Campaign and Behavior Change Among Men Who Have Sex with Men Participating in the National HIV Behavioral Surveillance System in New York City.
Reilly, Kathleen H; Neaigus, Alan; Shepard, Colin W; Cutler, Blayne H; Sweeney, Monica M; Rucinski, Katherine B; Jenness, Samuel M; Wendel, Travis; Marshall, David M; Hagan, Holly
The aim of this study was to assess the exposure to and impact of the It's Never Just HIV mass media campaign aimed at HIV negative men who have sex with men (MSM) in New York City. Questions about the campaign were included in the local questionnaire of the Centers for Disease Control and Prevention (CDC)-sponsored National HIV Behavioral Surveillance (NHBS) study of MSM in NYC conducted in 2011. Participants in this cross-sectional study were recruited using venue-based sampling. Among 447 NYC National HIV Behavioral Surveillance study participants who self-reported HIV negative or unknown status and answered questions about the NYC Department of Health and Mental Hygiene's It's Never Just HIV campaign, more than one-third (n = 173, 38.7%) reported having seen the campaign. Latinos (34.8%) and blacks (34.4%) were less likely to report seeing the campaign compared to whites (47.7%). Most of those who reported seeing the campaign saw it on the subway (80.1%). Only 9.4% of those who saw the campaign reported having changed their sexual or health behaviors in response to the campaign. These data suggest that thousands of HIV-uninfected MSM in NYC have been reached by the campaign and recalled its message.
Otten, R.; Engels, R.C.M.E.; Eijnden, R.J.J.M. van den
A theoretical model was tested in which general parenting and parental smoking predicted anti-smoking socialization, which in turn predicted adolescent smoking onset. Participants were 4351 Dutch adolescents between 13 and 15 years of age. In the model, strictness and psychological autonomy granting
Montazeri, Ali; McEwen, James
Two antismoking advertisements produced in Scotland, one using a fear appeal, the other a positive image, were compared using an interview questionnaire. Subjects' (N=394) preferences and advertising effectiveness were studied. Findings are discussed in terms of psychosocial theories, and a "Preference Model" is proposed. (Author/EMK)
Haghpanahan, Houra; Mackay, Daniel F; Pell, Jill P; Bell, David; Langley, Tessa; Haw, Sally
To estimate (1) the immediate impact; (2) the cumulative impact; and (3) the duration of impact of Scottish tobacco control TV mass media campaigns (MMCs) on smoking cessation activity, as measured by calls to Smokeline and the volume of prescribed nicotine replacement therapy (NRT). Multivariate time-series analysis using secondary data on population level measures of exposure to TV MMCs broadcast and smoking cessation activity between 2003 and 2012. Population of Scotland. Adult television viewer ratings (TVRs) as a measure of exposure to Scottish mass media campaigns in the adult population; monthly calls to NHS Smokeline; and the monthly volume of prescribed NRT as measured by gross ingredient costs (GIC). Tobacco control TVRs were associated with an increase in calls to Smokeline but not an increase in the volume of prescribed NRT. A 1 standard deviation (SD) increase of 194 tobacco control TVRs led to an immediate and significant increase of 385.9 [95% confidence interval (CI) = 171.0, 600.7] calls to Smokeline (unadjusted model) within 1 month. When adjusted for seasonality the impact was reduced, but the increase in calls remained significant (226.3 calls, 95% CI = 37.3, 415.3). The cumulative impact on Smokeline calls remained significant for 6 months after broadcast in the unadjusted model and 18 months in the adjusted model. However, an increase in tobacco control TVRs of 194 failed to have a significant impact on the GIC of prescribed NRT in either the unadjusted (£1361.4, 95% CI = -£9138.0, £11860.9) or adjusted (£6297.1, 95% CI = -£2587.8, £15182.1) models. Tobacco control television mass media campaigns broadcast in Scotland between 2003 and 2012 were effective in triggering calls to Smokeline, but did not increase significantly the use of prescribed nicotine replacement therapy by adult smokers. The impact on calls to Smokeline occurred immediately within 1 month of broadcast and was sustained for at least 6 months. © 2017 The
Self, Charles; Stovall, Jim
Presidential candidates in the United States tend to seek consensus rather than to try to discover new answers to problems and to convince voters that they should be elected to implement those answers. Reporters in the mass media emphasize objectivity and fairness in their reporting. This emphasis produces an intense interest in the…
Minh, Hoang Van; Minh, Hoang Van; Giang, Kim Bao; Hai, Phan Thi; Hoang, Trinh Dinh; Huyen, Doan Thu; Khue, Luong Ngoc; Linh, Nguyen Thuy; Lam, Nguyen Tuan; Nga, Pham Thi Quynh
Scientific evidence on all aspects of smoking amongst youth is very important for designing appropriate interventions to reduce smoking among this vulnerable population. This paper describes current access to antismoking information among school children aged 13 to 15 years in Vietnam in 2014 and examines its potential impact on preventing smoking initiation. The data used in this paper were obtained from the 2014 Global Youth Tobacco Survey (GYTS) in Vietnam. Students were asked questions about their level of awareness of anti-smoking information from various sources in the past 30 days and about lessons in school regarding the dangers of tobacco use during the last 12 months. Those who have never smoked were asked "whether or not they thought about avoiding cigarettes because of health warnings on cigarette packages" and answers were analyzed in combination with data on access to anti-smoking information from other sources. The prevalence of exposure to antismoking campaigns was high among school children in Viet Nam: 55.3% of current smokers reported thoughts of smoking cessation because of health warnings on cigarette packages; 60.5% of never smokers avoided initiating smoking because of the same health warnings. The potential impact of graphic health warnings to prevent school-aged children from smoking initiation would be stronger if there was concurrent access to anti-smoking programs on the dangers of tobacco use in schools. However, school education for tobacco prevention and control has not been as strong as expected. A more comprehensive school curriculum on tobacco prevention and control is recommended to reinforce antismoking messages among school children.
The influence of newspaper coverage and a media campaign on smokers' support for smoke-free bars and restaurants and on secondhand smoke harm awareness: findings from the International Tobacco Control (ITC) Netherlands Survey
Nagelhout, G.E.; van den Putte, B.; de Vries, H.; Crone, M.; Fong, G.T.; Willemsen, M.C.
Objective: To assess the influence of newspaper coverage and a media campaign about Dutch smoke-free legislation on smokers' support for smoke-free bars and restaurants and on secondhand smoke (SHS) harm awareness. Design and main outcome measures: A content analysis was conducted of 1041 newspaper
Allen, Jane A; Davis, K C; Kamyab, K; Farrelly, M C
This study explores whether exposure to advertisements that focus on the negative effects of tobacco industry advertising and promotion at the point of sale (anti-POS advertising) influence: (i) attitude toward POS advertising; (ii) perceived impact of POS advertising on youth smoking; and (iii) support for a ban on tobacco promotion at the POS among adult non-smokers in New York. Data are from a split-sample, experimental study, using an online media tracking survey with embedded TV, radio and print advertising. Exposure to anti-POS advertising was associated with higher odds of holding a negative attitude toward POS advertising (OR 2.43, P promotion at the POS (OR 1.77, P advertisements on youth smoking. Findings suggest the possibility that a mass media campaign could be used to influence public attitude toward POS advertising and support for a ban on tobacco promotion at the POS. © The Author 2014. Published by Oxford University Press. All rights reserved. For permissions, please email: email@example.com.
Cartocci, Giulia; Caratù, Myriam; Modica, Enrica; Maglione, Anton Giulio; Rossi, Dario; Cherubino, Patrizia; Babiloni, Fabio
The evaluation of advertising, products, and packaging is traditionally performed through methods based on self-reports and focus groups, but these approaches often appear poorly accurate in scientific terms. Neuroscience is increasingly applied to the investigation of the neurophysiological bases of the perception of and reaction to commercial stimuli to support traditional marketing methods. In this context, a particular sector or marketing is represented by public service announcements (PSAs). The objective of this protocol is to apply electroencephalography (EEG) and autonomic signal analysis to study responses to selected antismoking PSAs. Two EEG indices were employed: the frontal alpha band EEG asymmetry (the Approach Withdrawal (AW) index) and the frontal theta (effort index). Furthermore, the autonomic Emotional Index (EI) was calculated, as derived from the Galvanic Skin Response (GSR) and Heart Rate (HR) signals. The present protocol describes a series of operational and computational steps required to properly estimate, through the aforementioned indices, the emotional and cerebral reaction of a group of subjects towards a selected number of antismoking PSAs. In particular, a campaign characterized by a symbolic communication style (classified as "awarded" on the basis of the prizes received by specialized committees) obtained the highest approach values, as estimated by the AW index. A spot and an image belonging to the same PSA campaign based on the "fear arousing appeal" and with a narrative/experiential communication style (classified as "effective" on the basis of the economical/health-related improvements promoted) reported the lowest and highest effort values, respectively. This is probably due to the complexity of the storytelling (spot) and to the immediateness of the image (a lady who underwent a tracheotomy). Finally, the same "effective" campaign showed the highest EI values, possibly because of the empathy induced by the testimonial and the
Davis, Kevin C; Nonnemaker, James; Duke, Jennifer; Farrelly, Matthew C
Cessation television ads are often evaluated with measures of perceived effectiveness (PE) that gauge smokers' reactions to the ads. Although measures of PE have been validated for other genres of public service announcements, no studies to our knowledge have demonstrated the predictive validity of PE for cessation TV ads specifically. We analyzed data from a longitudinal Web survey of smokers in the United States to assess whether measures of PE for cessation TV ads are causally antecedent to cessation-related outcomes. These data consisted of baseline and 2-week follow-up surveys of 3,411 smokers who were shown a number of cessation TV ads and were asked to provide their appraisals of PE for those messages. We found that baseline PE for the ads was associated with increased negative feelings about smoking, increased outcome expectations about the benefits of quitting, increased consideration of the benefits of quitting, increased desire to quit, and increased intentions to quit smoking at follow-up. Results suggest that measures of PE for cessation TV ads can be powerful predictors of likely ad success. Hence, our findings support the use of PE in quantitative ad pretesting as part of a standard regimen of formative research for cessation television campaigns.
Political campaigns are orchestrated attempts by political organizations to garner public support through persuasive communication in order to influence public policy in their favor. This broad definition encapsulates all forms of campaigns from those of neighborhood organizations seeking to influence local politicians to the campaigns of political parties and candidates who seek election to office in order to shape policy themselves. In pluralist democracies, campaigns are crucial for repres...
Yanamandra-Fisher, Padma A.; ISON, CIOC; CIOC, NASA
From the initial discovery of C/2012 S1 (ISON) by Russian amateur astronomers in September 2012 to present day, amateur astronomers provide valuable resources of global coverage, data and legacy knowledge to the professional community. C/ISON promises to be the rare and brightest of comets if predictions of its evolution are correct. NASA has requested a small group of cometary scientists to facilitate, support and coordinate the observations of this potential bright comet. The Comet ISON Observing Campaign (CIOC) goals (www.isoncampaign.org) are: (i) a detailed characterization of a subset of comets (sun grazers) that are usually difficult to identify and study in the few hours before their demise; and (ii) facilitate collaborations between various investigators for the best science possible. One of the tangible products is the creation of CIOC_ISON, a professional - amateur astronomer collaboration network established on Facebook, with members from the scientific, amateur, science outreach/education, public from around the globe (www.facebook.com/groups/482774205113931/). Members, by invitation or request, provide the details of their equipment, location and observations and post their observations to both share and provide a forum for interactive discussions. Guidelines for observations and their logs are provided and updated as deemed necessary by the scientists for useful data. The long lead time between initial discovery of C/ISON in September 2012 and its perihelion in November 2013 provides a rare opportunity for the scientific and amateur astronomer communities to study a sungrazer comet on its initial (and possibly) only passage through the inner solar system. These collaborations, once an occasional connection, are now becoming essential and necessary, changing the paradigm of research. Unlike Citizen Science, these interactive and collaborative activities are the equivalent of Inverse Citizen Science, with the scientific community relying on the amateur
Wong, Tzu-Jung; King, Jessica L.; Pomeranz, Jamie L.
Antitobacco advertisement components, including types of messages and advertising appeals, have not been evaluated among multinational groups. This study identified and compared the content of antismoking video ads across three countries. We reviewed 86 antismoking video advertisements for the following information: severity of the consequences of…
Havard, Alys; Tran, Duong T; Kemp-Casey, Anna; Einarsdóttir, Kristjana; Preen, David B; Jorm, Louisa R
This study examined the impact of antismoking activities targeting the general population and an advertising campaign targeting smoking during pregnancy on the prevalence of smoking during pregnancy in New South Wales (NSW), Australia. Monthly prevalence of smoking during pregnancy was calculated using linked health records for all pregnancies resulting in a birth (800 619) in NSW from 2003 to 2011. Segmented regression of interrupted time series data assessed the effects of the extension of the ban on smoking in enclosed public places to include licensed premises (evaluated in combination with the mandating of graphic warnings on cigarette packs), television advertisements targeting smoking in the general population, print and online magazine advertisements targeting smoking during pregnancy and increased tobacco tax. Analyses were conducted for all pregnancies, and for the population stratified by maternal age, parity and socioeconomic status. Further analyses adjusted for the effect of the Baby Bonus maternity payment. Prevalence of smoking during pregnancy decreased from 2003 to 2011 overall (0.39% per month), and for all strata examined. For pregnancies overall, none of the evaluated initiatives was associated with a change in the trend of smoking during pregnancy. Significant changes associated with increased tobacco tax and the extension of the smoking ban (in combination with graphic warnings) were found in some strata. The declining prevalence of smoking during pregnancy between 2003 and 2011, while encouraging, does not appear to be directly related to general population antismoking activities or a pregnancy-specific campaign undertaken in this period. © Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2017. All rights reserved. No commercial use is permitted unless otherwise expressly granted.
Rawat, Rahul; Nguyen, Phuong Hong; Tran, Lan Mai; Hajeebhoy, Nemat; Nguyen, Huan Van; Baker, Jean; Frongillo, Edward A; Ruel, Marie T; Menon, Purnima
Background: Rigorous evaluations of health system-based interventions in large-scale programs to improve complementary feeding (CF) practices are limited. Alive & Thrive applied principles of social franchising within the government health system in Vietnam to improve the quality of interpersonal counseling (IPC) for infant and young child feeding combined with a national mass media (MM) campaign and community mobilization (CM). Objective: We evaluated the impact of enhanced IPC + MM + CM (intensive) compared with standard IPC + less-intensive MM and CM (nonintensive) on CF practices and anthropometric indicators. Methods: A cluster-randomized, nonblinded evaluation design with cross-sectional surveys ( n = ∼500 children aged 6-23.9 mo and ∼1000 children aged 24-59.9 mo/group) implemented at baseline (2010) and endline (2014) was used. Difference-in-difference estimates (DDEs) of impact were calculated for intent-to-treat (ITT) analyses and modified per-protocol analyses (MPAs; mothers who attended the social franchising at least once: 62%). Results: Groups were similar at baseline. In ITT analyses, there were no significant differences between groups in changes in CF practices over time. In the MPAs, greater improvements in the intensive than in the nonintensive group were seen for minimum dietary diversity [DDE: 6.4 percentage points (pps); P franchising approach to improve IPC, delivered through the existing health care system, significantly improved CF practices, but not child growth, among mothers who used counseling services at least once. A greater impact may be achieved with strategies designed to increase service utilization. This trial was registered at clinicaltrials.gov as NCT01676623.
Rawat, Rahul; Nguyen, Phuong Hong; Tran, Lan Mai; Hajeebhoy, Nemat; Nguyen, Huan Van; Baker, Jean; Frongillo, Edward A; Ruel, Marie T; Menon, Purnima
Background: Rigorous evaluations of health system–based interventions in large-scale programs to improve complementary feeding (CF) practices are limited. Alive & Thrive applied principles of social franchising within the government health system in Vietnam to improve the quality of interpersonal counseling (IPC) for infant and young child feeding combined with a national mass media (MM) campaign and community mobilization (CM). Objective: We evaluated the impact of enhanced IPC + MM + CM (intensive) compared with standard IPC + less-intensive MM and CM (nonintensive) on CF practices and anthropometric indicators. Methods: A cluster-randomized, nonblinded evaluation design with cross-sectional surveys (n = ∼500 children aged 6–23.9 mo and ∼1000 children aged 24–59.9 mo/group) implemented at baseline (2010) and endline (2014) was used. Difference-in-difference estimates (DDEs) of impact were calculated for intent-to-treat (ITT) analyses and modified per-protocol analyses (MPAs; mothers who attended the social franchising at least once: 62%). Results: Groups were similar at baseline. In ITT analyses, there were no significant differences between groups in changes in CF practices over time. In the MPAs, greater improvements in the intensive than in the nonintensive group were seen for minimum dietary diversity [DDE: 6.4 percentage points (pps); P franchising approach to improve IPC, delivered through the existing health care system, significantly improved CF practices, but not child growth, among mothers who used counseling services at least once. A greater impact may be achieved with strategies designed to increase service utilization. This trial was registered at clinicaltrials.gov as NCT01676623. PMID:28179488
Vallone, Donna M; Ilakkuvan, Vinu; Xiao, Haijun; Cantrell, Jennifer; Rath, Jessica; Hair, Elizabeth
Mass media campaigns have been found to shape the public's knowledge, attitudes, beliefs, and behavior around tobacco. This study examines the influence of contextual factors with respect to awareness of the national truth® campaign, a mass media, branded tobacco use prevention campaign, among a sample of young adults (n = 2,804) aged 24-34 years old; these respondents were within the age range for both the primary and secondary targets of the campaign during the period (2000-2007) when the campaign was airing television advertising at consistently high levels. Mulitvariable models reveal lower educational attainment and Hispanic ethnicity as significant contextual factors predictive of lower campaign awareness, controlling for media use. In contrast, gender, state tobacco control policy, sensation-seeking, current smoking status, and community-level SES variables were not significantly associated with campaign awareness. Further research is needed to identify the mechanisms through which public education campaigns operate, particularly among disadvantaged communities.
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Background: People start smoking during childhood and adolescence and the age at which children start smoking is gradually falling: in 2005, it rose to 3.3% in the 11-to-14 year age group whereas in 2002 it was only 1.4% in the same age group.
Methods: “Mr Starbene e il Club dei Vincenti”, part of a regional program, Liberi dal Fumo, was assessed through an experimental non-randomized study, by involving parents and teachers, using short questionnaires. The project’s objective was orienting fourth and fifth grade children towards a no-smoking lifestyle. The enrolled population was composed of 5,552 students in the treatment group and 4,758 controls.
Results:: after two years, the number of children who had tried smoking but no longer smoked at the moment decreased by 16.3% in the treatment group, while it increased by 12.5% in the controls (p=0.000. The number of children who considered smoking a few cigarettes/day dangerous was higher in the treatment group (+8% than in the controls (+4.4% which suggests significant results vis-à-vis perceived smoking hazards. Children who claimed they would not smoke in the future decreased by 57.1% in the treated group as compared with a 21.4% reduction in the control group (p<0.001; children who said they would accept an offer of a cigarette decreased in the treated group (-12.5%, but not in the controls (p<0.001. The study pointed out also the influence of role-models in children attitudes toward smoking.
Conclusions: The positive results of this project give rise to hope for the future, even if long term evaluation is necessary. The good scores obtained from the teachers are very positive because they make the project work.
Primack, Brian A.; Douglas, Erika L.; Land, Stephanie R.; Miller, Elizabeth; Fine, Michael J.
Background: Media literacy programs have shown potential for reduction of adolescent tobacco use. We aimed to determine if an anti-smoking media literacy curriculum improves students' media literacy and affects factors related to adolescent smoking. Methods: We recruited 1170 9th-grade students from 64 classrooms in 3 public urban high…
Pearson-Stuttard, Jonathan; Bandosz, Piotr; Rehm, Colin D; Afshin, Ashkan; Peñalvo, Jose L; Whitsel, Laurie; Danaei, Goodarz; Micha, Renata; Gaziano, Tom; Lloyd-Williams, Ffion; Capewell, Simon; Mozaffarian, Dariush; O'Flaherty, Martin
Background: A low intake of fruits and vegetables (F&Vs) is a major risk factor for cardiovascular disease (CVD) in the United States. Both mass media campaigns (MMCs) and economic incentives may increase F&V consumption. Few data exist on their comparative effectiveness. Objective: We estimated CVD mortality reductions potentially achievable by price reductions and MMC interventions targeting F&V intake in the US population. Design: We developed a US IMPACT Food Policy Model to compare 3 policies targeting F&V intake across US adults from 2015 to 2030: national MMCs and national F&V price reductions of 10% and 30%. We accounted for differences in baseline diets, CVD rates, MMC coverage, MMC duration, and declining effects over time. Outcomes included cumulative CVD (coronary heart disease and stroke) deaths prevented or postponed and life-years gained (LYGs) over the study period, stratified by age, sex, and race. Results: A 1-y MMC in 2015 would increase the average national F&V consumption by 7% for 1 y and prevent ∼18,600 CVD deaths (95% CI: 17,600, 19,500), gaining ∼280,100 LYGs by 2030. With a 15-y MMC, increased F&V consumption would be sustained, yielding a 3-fold larger reduction (56,100; 95% CI: 52,400, 57,700) in CVD deaths. In comparison, a 10% decrease in F&V prices would increase F&V consumption by ∼14%. This would prevent ∼153,300 deaths (95% CI: 146,400, 159,200), gaining ∼2.51 million LYGs. For a 30% price decrease, resulting in a 42% increase in F&V consumption, corresponding values would be 451,900 CVD deaths prevented or postponed (95% CI: 433,100, 467,500) and 7.3 million LYGs gained. Effects were similar by sex, with a smaller proportional effect and larger absolute effects at older ages. A 1-y MMC would be 35% less effective in preventing CVD deaths in non-Hispanic blacks than in whites. In comparison, price-reduction policies would have equitable proportional effects. Conclusion: Both national MMCs and price-reduction policies
Lin, Mei-Hsiang; Huang, Sheu-Jen; Shih, Whei-Mei Jean; Wang, Pao-Yu; Lin, Li-Hui; Hsu, Hsiu-Chin
Indigenous people who leave their hometowns and move to the city to earn a living became urban aboriginals. During the process of adapting to urban living situations, they may use various coping strategies such as smoking to overcome their stress. Therefore, it is crucial to provide health education including smoking prevention, increasing knowledge regarding of tobacco hazard, self-efficacy of anti-smoking, and adjusting smoking behavior so as to empower their anti-smoking motivation to prevent lung cancer. The purpose of this study was to explore the effectiveness of an anti-smoking program on urban aboriginals in Taiwan. A quasi-experimental study design with purposeful sampling was employed. A total of 125 aboriginal subjects were recruited from two local churches at Shu Lin area in northern Taiwan. Subjects were divided into an experimental group (n =64 ) and a control group (n = 61). Both took pre-tests in order to set baseline values, and only the experimental group participated for 3-weeks in the anti-smoking program classes. Both groups took post-tests immediately after the intervention in order to evaluate the immediate effects of the teaching program, and a follow-up test was conducted four weeks after the intervention. Data were analyzed using descriptive statistics, one-way ANCOVA, and repeat measure ANCOVA. After controlling for confounding variables, the results showed that there were statistically significant differences in the self-efficacy of anti-smoking and smoking behavior between experimental and control groups in the immediately post-test and the follow-up test (p smoking at eiter time point. The findings of this study revealed that the anti-smoking program effectively improved self-efficacy of anti-smoking, and decreased the smoking behavior in urban aboriginals. They provide useful information as a reference regarding of aboriginal health promotion to health providers. It is imperative that anti-smoking be reinforced for those regular
Throckmorton-Belzer, Leslee; Tyc, Vida L.; Robinson, Leslie A.; Klosky, James L.; Lensing, Shelly; Booth, Andrea K.
A cancer diagnosis does not prevent smoking among pediatric oncology patients, and anti-smoking communications among parents and health care providers have been proposed as influencing smoking outcomes in this group. Anti-smoking communications were compared among 93 preadolescents with cancer and 402 controls. After adjusting for demographics and covariates, preadolescents with cancer were less likely than control participants to report receipt of anti-smoking messages from physicians and pa...
Bravo, Caroline A; Hoffman-Goetz, Laurie
The Movember Foundation raises awareness and funds for men's health issues such as prostate and testicular cancers in conjunction with a moustache contest. The 2013 Movember campaigns in the United States, Canada, and the United Kingdom shared the same goal of creating conversations about men's health that lead to increased awareness and understanding of the health risks men face. Our objective was to explore Twitter conversations to identify whether the 2013 Movember campaigns sparked global conversations about prostate cancer, testicular cancer, and other men's health issues. We conducted a content analysis of 12,666 tweets posted during the 2013 Movember campaigns in the United States, Canada, and the United Kingdom (4,222 tweets from each country) to investigate whether tweets were health-related or non-health-related and to determine what topics dominated conversations. Few tweets ( n = 84, 0.7% of 12,666 tweets) provided content-rich or actionable health information that would lead to awareness and understanding of men's health risks. While moustache growing and grooming was the most popular topic in U.S. tweets, conversations about community engagement were most common in Canadian and U.K. tweets. Significantly more tweets co-opted the Movember campaign to market products or contests in the United States than Canada and the United Kingdom ( p campaigns in the United States, Canada, and the United Kingdom sparked few conversations about prostate and testicular cancers that could potentially lead to greater awareness and understanding of important men's health issues.
Xu, Xianglong; Gong, Tao; Zhang, Yong; Wu, Chengbin; Xie, Yao Jie; Wang, Harry Hx; Zhu, Runzhi; Li, Wentao; An, Libin; Zhao, Yong
China is the largest producer and consumer of tobacco in the world. Considering the constantly growing urban proportion, persuasive tobacco control measures are important in urban communities. Television, as one of the most pervasive mass media, can be used for this purpose. The anti-smoking advertisement was carried out in five different time slots per day from 15 May to 15 June in 2011 across 12 channels of Chongqing TV. A cross-sectional study was conducted in the main municipal areas of Chongqing. A questionnaire was administered in late June to 1,342 native residents aged 18-45, who were selected via street intercept survey. Respondents who recognized the advertisement (32.77 %) were more likely to know or believe that smoking cigarettes caused impotence than those who did not recognize the advertisement (26.11 %). According to 25.5 % of smokers, the anti-smoking TV advertising made them consider quitting smoking. However, females (51.7 %) were less likely to be affected by the advertisement to stop and think about quitting smoking compared to males (65.6 %) (OR = 0.517, 95 % CI [0.281-0.950]). In addition, respondents aged 26-35 years (67.4 %) were more likely to try to persuade others to quit smoking than those aged 18-25 years (36.3 %) (OR = 0.457, 95 % CI [0.215-0.974]). Furthermore, non-smokers (87.4 %) were more likely to find the advertisement relevant than smokers (74.8 %) (OR = 2.34, 95 % CI [1.19-4.61]). This study showed that this advertisement did not show significant differences on smoking-related knowledge and attitude between non-smokers who had seen the ad and those who had not. Thus, this form may not be the right tool to facilitate change in non-smokers. The ad should instead be focused on the smoking population. Gender, smoking status, and age influenced the effect of anti-smoking TV advertising on the general population in China.
Virginia Hospital Center embarked on a branding effort in hopes of raising customer awareness of the hospital's state-of-the-art technologies in advanced medical care. The campaign launched a new phase of TV spots that highlight the facility's advanced services, such as the computed tomography angiogram, the argon plasma coagulator, and heart valve replacement surgery.
Wakefield, Melanie; Flay, Brian; Nichter, Mark; Giovino, Gary
This paper summarizes results of empirical studies on cigarette advertising and promotions, antismoking advertising, product placement in movies, on television and in music media and news coverage about smoking. In addition, we provide an overview of some of the theoretical literature relevant to the study of media uses and effects. Finally, we discuss empirical findings in the context of these theories to draw some conclusions about media influences on smoking and identify issues for further research. We conclude that (a) the media both shape and reflect social values about smoking; (b) the media provide new information about smoking directly to audiences; (c) the media act as a source of observational learning by providing models which teenagers may seek to emulate; (d) exposure to media messages about smoking also provides direct reinforcement for smoking or not smoking; (e) the media promote interpersonal discussion about smoking; (f) the media can influence "intervening" behaviors that may make teenage smoking less likely; and (g) antismoking media messages can also set the agenda for other change at the community, state or national level. We outline priorities for further research which emphasize the need for longitudinal studies, multi-level studies, an awareness of the probably dynamic relationship between tobacco advertising and antismoking advertising, the importance of determining appraisal of tobacco industry youth smoking prevention efforts and the dearth of research on news coverage about smoking.
Davis, Kevin C.; Patel, Deesha; Shafer, Paul; Duke, Jennifer; Glover-Kudon, Rebecca; Ridgeway, William; Cox, Shanna
Background: Since 2012, the Centers for Disease Control and Prevention (CDC) has implemented "Tips From Former Smokers" ("Tips"), the first federally funded tobacco education campaign in the United States. To date, there are no evaluations of its long-term impact. Aims: To assess the impact of varied doses of the…
Based on the critical approach in health communication, along with Habermas's theory of legitimation and Ellul's theory of propaganda, this qualitative study analyzes the political and ideological dimensions of the video advertisements used in the 2012 anti-smoking and 2014 anti-drinking campaigns in the Republic of Moldova. This analysis shows that these health videos support male domination and exclusion of the poor and legitimate the current political leadership with its declared pro-European orientation. This study uniquely contributes to the critical approach in health communication by focusing on the post-Soviet context in which statehood and national identity are unstable and societies are torn between the Russian and (post-)Soviet influences on one hand and European aspirations on the other. Drawing on critical scholarship in global health communication, this article calls for greater respect and recognition of Moldova's local culture and definition of health.
Andersen, M Robyn; Leroux, Brian G; Bricker, Jonathan B; Rajan, Kumar Bharat; Peterson, Arthur V
Although parental smoking is clearly one important influence on children's smoking, it is still unclear what are the many mechanisms by which parents influence their children's smoking. Antismoking actions are one potential mechanism. To determine whether parental antismoking actions including having rules about smoking in one's home, using nonsmoking sections of public establishments, or asking others not to smoke in one's presence are associated with adolescents' adoption of smoking. A cross-sectional survey. Rural and suburban communities in western Washington State. Population-based cohort of 3555 adolescents and their parents. Daily smoking in 12th grade. Adolescents of parents who report having rules about smoking in one's home, using nonsmoking sections of public establishments, or asking others not to smoke in one's presence were significantly less likely to smoke than adolescents of parents who did not engage in antismoking actions. This association of antismoking action and reduced smoking was found for children of both smoking and nonsmoking parents. Parents' antismoking actions may help prevent smoking by their teenaged children.
Falomir-Pichastor, J.M.; Mugny, G.; Berent, J.; Pereira, A.; Krasteva, D.
Scientific discoveries about the dangers of smoking and antismoking actions carried out in Western countries over recent decades have progressively helped create an antismoking social norm. Nevertheless, many smokers still refuse to quit. We conducted two studies to investigate smokers' resistance
Cartledge, Susie; Finn, Judith; Straney, Lahn; Ngu, Phillip; Stub, Dion; Patsamanis, Harry; Shaw, James; Bray, Janet
Emergency medical services (EMS) transport to hospital is recommended in acute coronary syndrome (ACS) guidelines, but only half of patients with ACS currently use EMS. The recent Australian Warning Signs campaign conducted by the Heart Foundation addressed some of the known barriers against using EMS. Our aim was to examine the influence of awareness of the campaign on these barriers in patients with ACS. Interviews were conducted with patients admitted to an Australian tertiary hospital between July 2013 and April 2014 with a diagnosis of ACS. Patient selection criteria included: aged 35-75 years, competent to provide consent, English speaking, not in residential care and medically stable. Multivariable logistic regression was used to examine factors associated with EMS use. Only 54% of the 199 patients with ACS interviewed used EMS for transport to hospital. Overall 64% of patients recalled seeing the campaign advertising, but this was not associated with increased EMS use (52.0%vs56.9%, p=0.49) or in the barriers against using EMS. A large proportion of patients (43%) using other transport thought it would be faster. Factors associated with EMS use for ACS were: age >65 years, ST-elevation myocardial infarction, a sudden onset of pain and experiencing vomiting. In medically stable patients with ACS, awareness of the Australian Warning Signs campaign was not associated with increased use of EMS or a change in the barriers for EMS use. Future education strategies could emphasise the clinical role that EMS provide in ACS. © Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2017. All rights reserved. No commercial use is permitted unless otherwise expressly granted.
The report by the National Radiological Protection Board in the Medical Research Council's study of some of the UKAEA workers is criticized. It is argued that the cancer risk estimates of the International Commission on Radiological Protection are seriously wrong, and that as they are used as a basis for radiation protection standards in the UK, these standards now need revising. The subject is discussed under the headings: broad-based campaign; all radiation is a hazard; building networks (of scientific and medical expertise). (U.K.)
Warner, K E
In the US, media coverage of the health hazards of cigarette smoking is consored by the tobacco industry. Tobacco companies, which in 1983 alone spent US$2.5 billion on smoking promtion, are a major source of advertising revenue for many media organizations. As a result media organizations frequently refuse to publish antismoking information, tent to tone down coverage of antismoking news events, and often refuse to accept antismoking advertisements. In a 1983 "Newsweek" supplement on personal health, prepared by the American Medical Association, only 4 sentences were devoted to the negative effects of smoking. A spokesman for the association reported that "Newsweek" editors refused to allow the association to use the forum to present a strong antismoking message. In 1984 a similar type of health supplement, published by "Time," failed to mention smoking at all. An examination of 10 major women's magazines revealed that between 1967-79, 4 of the magazines published no articles about the hazards of smoking and only 8 such articles appeared in the other 6 magazines. All of these magazines carried smoking advertisements. During the same time period, 2 magazines, which refused to publish cigarette ads, published a total of 16 articles on the hazards of smoking. Small magazines which publish antismoking articles are especially vulnerable to pressure from the tobacco industry. For example, the tobacco industry canceled all its ads in "Mother Jones" after the magazine printed 2 antismoking articles. 22 out of 36 magazines refused to run antismoking advertisements when they were requested to do so. Due to poor media coverage, th public's knowledge of the hazards of smoking is deficient. Recent surveys found that 2/3 of the public did not know that smoking could cause heart attacks, and 1/2 of the respondents did not know that smoking is the major cause of lung cancer. An analysis of time trends in cigarette smoking indicates that the public does respond to antismoking
This conference paper will explore the difference between communicating changes and changing communication. Based on a case study in which a manager applies two quite different approaches to organizational communication in order to change the organization he is leading. The first and failing...... approach will in be named: organizational campaigning and means (e.g. Kotter, 2012, p. 9 and Clegg, Kornberger & Pitsis, 2009) that the manager takes control with communication and communication cannels in order to ensure successful organizational changes. Since the changes were not succeeding the approach...... is replaced with a new approach which will be named organizing communication. During the case analysis we will see that this change in approach not only change the managers perception of communication but also his perception of the organization he is leading....
Arguably, the ultimate application of evidenced-based communications is translating the research recommendations into a full-fledged media campaign. This article explains the development and implementation of Watch Your Mouth, a campaign based on FrameWorks Institute's research on children's oral health. To date, this innovative campaign has been…
Schagen, I.N.L.G. van Commandeur, J.J.F. Goldenbeld, C. & Stipdonk, H.
Driving speeds were monitored during a period of 16 weeks encompassing different stages of an anti-speeding campaign in the Netherlands. This campaign targeted speed limit violations in built-up areas. The observation periods differed in terms of intensity and media used for the campaign. Small
(Facebook, Twitter, Instagram, and Snapchat) are compared along the typology. Using the 2016 U.S. elections as a case, interviews with three Republican digital strategists are complimented with social media data to qualify the study’s theoretical claim that a platform’s network structure, functionality...
Rehatschek, Herwig; Sorschag, Robert; Rettenbacher, Bernhard; Zeiner, Herwig; Nioche, Julien; de Jong, Franciska M.G.; Ordelman, Roeland J.F.; van Leeuwen, David A.
MediaCampaign's scope is on discovering and inter-relating advertisements and campaigns, i.e. to relate advertisements semantically belonging together, across different countries and different media. The project’s main goal is to automate to a large degree the detection and tracking of advertisement
Rehatschek, H.; Sorschag, R.; Rettenbacher, B.; Zeiner, H.; Nioche, J.; Jong, F. de; Ordelmann, R.; Leeuwen, D. van
MediaCampaign's scope is on discovering and inter-relating advertisements and campaigns, i.e. to relate advertisements semantically belonging together, across different countries and different media. The project's main goal is to automate to a large degree the detection and tracking of advertisement
Full Text Available Abstract Background In view of the high costs of mass-media campaigns, it is important to understand whether it is possible for a media campaign to have significant population effects over a short period of time. This paper explores this question specifically in reference to stigma and discrimination against people with mental health problems using the Time to Change Cambridge anti-stigma campaign as an example. Methods 410 face-to-face interviews were performed pre, during and post campaign activity to assess campaign awareness and mental health-related knowledge, attitudes and behaviours. Results Although campaign awareness was not sustained following campaign activity, significant and sustained shifts occurred for mental health-related knowledge items. Specifically, there was a 24% (p If a friend had a mental health problem, I know what advice to give them to get professional help, following the campaign. Additionally, for the statement: Medication can be an effective treatment for people with mental health problems, there was a 10% rise (p = 0.05 in the proportion of interviewees responding 'agree' or 'strongly agree' following the campaign. These changes, however, were not evident for attitudinal or behaviour related questions. Conclusions Although these results only reflect the impact of one small scale campaign, these preliminary findings suggest several considerations for mass-media campaign development and evaluation strategies such as: (1 Aiming to influence outcomes pertaining to knowledge in the short term; (2 Planning realistic and targeted outcomes over the short, medium and long term during sustained campaigns; and (3 Monitoring indirect campaign effects such as social discourse or other social networking/contact in the evaluation.
Evans-Lacko, Sara; London, Jillian; Little, Kirsty; Henderson, Claire; Thornicroft, Graham
In view of the high costs of mass-media campaigns, it is important to understand whether it is possible for a media campaign to have significant population effects over a short period of time. This paper explores this question specifically in reference to stigma and discrimination against people with mental health problems using the Time to Change Cambridge anti-stigma campaign as an example. 410 face-to-face interviews were performed pre, during and post campaign activity to assess campaign awareness and mental health-related knowledge, attitudes and behaviours. Although campaign awareness was not sustained following campaign activity, significant and sustained shifts occurred for mental health-related knowledge items. Specifically, there was a 24% (p mental health problem, I know what advice to give them to get professional help, following the campaign. Additionally, for the statement: Medication can be an effective treatment for people with mental health problems, there was a 10% rise (p = 0.05) in the proportion of interviewees responding 'agree' or 'strongly agree' following the campaign. These changes, however, were not evident for attitudinal or behaviour related questions. Although these results only reflect the impact of one small scale campaign, these preliminary findings suggest several considerations for mass-media campaign development and evaluation strategies such as: (1) Aiming to influence outcomes pertaining to knowledge in the short term; (2) Planning realistic and targeted outcomes over the short, medium and long term during sustained campaigns; and (3) Monitoring indirect campaign effects such as social discourse or other social networking/contact in the evaluation.
Yang, Bo; Nan, Xiaoli; Zhao, Xinyan
Purpose: The purpose of this paper is to examine the role of independent vs interdependent self-construal in non-smokers' responses to an anti-smoking message that focuses on either personal or relational consequences of smoking. Design/methodology/approach: Two web-based experimental studies were conducted among US college non-smokers. In the…
Leshner, Glenn; Cheng, I-Huei
Research on the impact of antismoking advertisements in countermarketing cigarette advertising is equivocal. Although many studies examined how different message appeal types influence people's attitudes and behavior, there have been few studies that have explored the mechanism of how individuals attend to and remember antismoking information. This study examined how message attributes of antismoking TV ads (frame, appeal type, and outcome extremity) interacted to influence people's attention (secondary task reaction time) and memory (recognition). Antismoking public service announcements were chosen that were either loss- or gain-framed, had either a health or social appeal, or had either a more or less extreme outcome described in the message. Among the key findings were that loss-framed messages with more extreme outcomes required the most processing resources (i.e., had the slowest secondary task reaction times) and were the best remembered (i.e., were best recognized). These findings indicate ways that different message attributes affect individuals' cognitive processing, and they are discussed in light of prior framing and persuasion research.
Brooke L. Bennett
More longitudinal studies are needed to better understand the role of college anti-smoking policies on student smoking behavior. Current data indicate that stricter, more comprehensive policies, and policies that incorporate prevention and cessation programming, produce better results in terms of reducing smoking behavior.
The present study argues that political communication on social media is mediated by a platform’s digital architecture – the technical protocols that enable, constrain, and shape user behavior in a virtual space. A framework for understanding digital architectures is introduced, and four platforms (Facebook, Twitter, Instagram, and Snapchat) are compared along the typology. Using the 2016 U.S. elections as a case, interviews with three Republican digital strategists are complimented with soci...
Tonnac, Alain de
As many other companies involved in the nuclear business, Framatome was initially concentrating on corporate advertisements in business newspapers and magazines. The first goal was to concentrate on our traditional nuclear core business, while selecting the protection of the environment at large, and particularly the greenhouse effect, one of the most sensible issues of the moment. The 1997 campaign was shaped around the need to motivate European decision makers, while maintaining a domestic consensus towards nuclear power for the future resumption of constructions. The brief elaborated for Ad agencies was roughly threefold: elaborate simple messages, unquestionable, and explained with serenity; put emphasis on the benefits of nuclear power for the environment; establish a balanced comparison between nuclear and fossil fuels. A pre-test was conducted with about 100 people, half of which from the energy sector, and politicians, mainly members of the French and European Parliaments, the other half from the general public. Being accustomed to a usually discrete, if not 'ashamed' nuclear communication, people were generally surprised by such an optimistic tone about nuclear power, but agreed, on average. The campaign lasted one month (spread over June-July 97), and the three selected ads appeared successively in the form of a colour double page. Beyond nuclear magazines, the media plan included French daily newspapers le Figaro, le Monde, les Echos, Liberation, and weekly magazines: le Point, le Nouvel Observateur, I'Express, etc. All of them are intended for middle to high social class readers. In addition, some advertisements were inserted in The European Voice, a weekly publication reaching Brussels Commission and European parliament members. As an average, the campaign was perceived as dynamic (69%), and original (61%). But credibility and conviction were poor (resp 33%, 26%), probably because it was coincident with La Hague being on the carpet. On the other hand
Bøggild, Troels; Pedersen, Helene Helboe
This article analyses what makes political candidates run a party-focused or personalised election campaign. Prior work shows that candidates face incentives from voters and the media to personalise their campaign rhetoric and promises at the expense of party policy. This has raised concerns about...... that party control over the candidate nomination process and campaign financing constrains most political candidates in following electoral incentives for campaign personalisation. Using candidate survey data from the 2009 EP election campaign in 27 countries, we show how candidates from parties in which...... party officials exerted greater control over the nomination process and campaign finances were less likely to engage in personalised campaigning at the expense of the party programme. The findings imply that most parties, as central gatekeepers and resource suppliers, hold important control mechanisms...
In the aftermath of Hiroshima, American nuclear scientists won access to the mass media. Conscious that science had become part of the Cold War, they lobbied for a better-informed public and a peace policy for the US. They demanded, among other, the establishment of permanent international scientific organisations and a permanent representation for the scientific community near the head of government. Initially successful, the influence of their movement decreased, efforts at mobilising public opinion proved ineffective and negotiations at the UN's Atomic Energy Commission reached an impasse
Chaussade, Jean-Pierre; Ansel, Philippe
'Today, some 75 % of France's electricity is generated by nuclear plants'. This was the theme of the advertising campaign launched for the second time in May 1992 by Electricite de France in national daily newspapers and magazines, in regional publications, on cinema and on TV. Compared to 1991 the second campaign was a new step in communication: first, was the wish to inform better the public. A Minitel program '3614 EDF' was created and connected by general public including a lot of information about nuclear energy and the way to visit a nuclear plant; secondly, was the use of TV media to target a larger population. The TV spot, 'the nuclear drill', uses humor to get more impact on the public. The campaign received an encouraging reception from the press, which admired its boldness and originality. As far as the general public is concerned, the campaign achieved its goals, as illustrated by the results of post-campaign surveys carried out to measure its effect. The segment of population targeted by campaign was mainly the so called 'pragmatics'. 'Pragmatics', who account for 25 % of the French population, are young, have a good education and are well informed. This category was selected as it shows a subtle attitude towards nuclear power, with more doubts than certainties. Moreover, this segment of the population has proven to be open to information issued by EDF and also plays a key role in influencing social trends. 63% of the segment targeted by the campaign (pragmatics) and 56% of the whole french population saw the ads
Voyles, J. W. [DOE ARM Climate Research Facility, Washington, DC (United States); Chapman, L. A. [DOE ARM Climate Research Facility, Washington, DC (United States)
This document establishes a common set of guidelines for the Atmospheric Radiation Measurement (ARM) Climate Research Facility for planning, executing, and closing out field campaigns. The steps that guide individual field campaigns are described in the Field Campaign Tracking System and are specifically tailored to meet the scope of each field campaign.
Davies, Christina; Knuiman, Matthew; Pikora, Terri; Rosenberg, Michael
Tobacco smoking is a leading cause of preventable mortality and morbidity. Since 1991, the Western Australian Health Promotion Foundation (Healthway) has sponsored the arts and sport in exchange for cigarette smoke-free events, smoke-free policies and the promotion of anti-smoking messages (e.g. Quit, Smoke Free or Smarter than Smoking). As health promoters often look for innovative and effective settings to advocate health, and as the approach of sponsoring the arts to promote health to the general population is uncommon, the purpose of this study was to evaluate the effectiveness of 'health in arts' by measuring the cognitive impact (message awareness, comprehension, acceptance and intention) of promoting anti-smoking messages at arts events, and comparing findings to sports events, a more traditional health promotion setting. A secondary analysis of the 2004-2009 Healthway Sponsorship Monitor data was conducted. A total of 12 arts events (n = 592 respondents) and 9 sports events (n = 420 respondents) sponsored by Healthway to promote an anti-smoking message were evaluated. The study was cross-sectional in design. Participants were residents of Western Australia aged 15 years or above and attended events as part of an audience or as a spectator. Descriptive and regression analyses were conducted. After adjustment for demographic variables, smoking status and clustering, arts events were found to be as effective in promoting anti-smoking message awareness, comprehension and acceptance and twice as effective on intention to act (p = .03) compared with sports events. This study provides evidence of the effectiveness of arts sponsorship to promote health to the general population, that is, health in arts. Promoting an anti-smoking message in arts settings was as, or more, effective than in sports settings. Results suggest that the arts should be utilised to communicate and reinforce anti-smoking messages to the general population. The suitability of the arts to
Talley, Brandon; Masyn, Katherine; Chandora, Rachna; Vivolo-Kantor, Alana
South Africa (SA) implemented the Global Youth Tobacco Survey (GYTS) four times between 1999 and 2011. Data from the four surveys indicated that downward trends in cigarette use among students may have stalled. Understanding the effect of school anti-smoking education on current smoking among students within schools and variability across schools may provide important insights into policies aimed at preventing or reducing tobacco use among students. The objective was to assess the student- and school-level effects of students' exposure to school anti-smoking education on current cigarette use among the study population using the most recent wave of GYTS data in SA (2011). An analytic sample of students 13-15 years of age was selected (n=3,068) from the SA GYTS 2011. A taxonomy of two-level logistic regression models was fit to assess the relationship of various tobacco use, control, and exposure predictor variables on current cigarette smoking among the study population. At the student-level in the full model, secondhand smoke (SHS) exposure, peer smoking, and ownership of a promotional item were significantly associated with higher risk of current smoking. At the school-level in the full model, average exposure to peer smoking was associated with significant increases in the prevalence of current cigarette use, while average family anti-smoking education was significantly associated with decreases in the outcome variable. School anti-smoking education was not a statistically significant predictor at the student- or school-levels. in this study, exposure to school anti-smoking education had no association with current cigarette smoking among the study population. Consistent with previous studies, having peers that smoked was highly associated with a student being a current smoker. Interestingly, at the school-level in the multilevel analysis, schools with higher rates of average family anti-smoking education had lower prevalence of current smoking. This finding has
Bier, Melinda C.; Zwarun, Lara; Sherblom, Stephen A.
Background: Susceptibility to future smoking, positive beliefs about smoking, and perceptions of antismoking norms are all factors that are associated with future smoking. In previous research, smoking media literacy (SML) has been associated with these variables, even when controlling for other known risk factors for smoking. However, these…
Bech-Larsen, Tino; Aschemann-Witzel, Jessica; Verbeke, Wim
The objective of our research was to explore and discuss the challenges and opportunities inherent to the management of public healthy eating campaigns. The discussion is based on a study of campaign managers’ perceptions of nine successfully implemented European healthy eating campaigns. Based...... on these interviews, we suggest that social marketing compared to commercial food marketing is not necessarily at a disadvantage; rather, social marketers working to promote healthy eating can benefit from the formation of alliances with public and private partners, the empowerment of their targets and of those who...... influence the targets, the development of credible and emotive messages and relationships with media and public institutions....
Ben Rejeb, M; Abroug, H; Khefacha-Aissa, S; Ben Fredj, M; Dhidah, L; Said-Latiri, H
Smoking prevalence has reached high rates among health professionals. Our study aimed to assess smoking behavior, knowledge and attitudes towards anti-smoking regulations of nursing students. In 2013, we conducted a cross-sectional study among nursing students enrolled in private and state nursing institutions of Sousse (Tunisia). In our study, 440 students were selected. The mean age was 22 ± 2 years. The sex ratio was 0.65. The prevalence of smoking was 20.6%. It was significantly higher in men than women (50% vs 4.5%, P smoking. Prohibiting the sale of cigarettes to minors and smoking in enclosed public places were the two most mentioned anti-smoking regulations. Our rate was lower than those reported in the literature. This result should encourage policymakers to continue actions and ensure sustainability. Copyright © 2016 Elsevier Masson SAS. All rights reserved.
Shi, Rui; Messaris, Paul; Cappella, Joseph N
On YouTube anti-smoking PSAs are widely viewed and uploaded; they also receive extensive commentary by viewers. This study examined whether such evaluative comments with or without uncivil expressions influence evaluations by subsequent viewers. Results showed PSAs with positive (i.e. anti-smoking) comments were perceived by smokers as more effective than PSAs with negative (pro smoking) comments. Smokers in the no comment condition gave the highest perceived effectiveness score to PSAs. Smokers' readiness to quit smoking moderated the effect of comments on PSA evaluation. Smokers reading negative uncivil comments reported more negative attitude toward quitting and a lower level of perceived risk of smoking than those reading negative civil comments but positive civil and positive uncivil comments didn't elicit different responses.
Shi, Rui; Messaris, Paul; Cappella, Joseph N.
On YouTube anti-smoking PSAs are widely viewed and uploaded; they also receive extensive commentary by viewers. This study examined whether such evaluative comments with or without uncivil expressions influence evaluations by subsequent viewers. Results showed PSAs with positive (i.e. anti-smoking) comments were perceived by smokers as more effective than PSAs with negative (pro smoking) comments. Smokers in the no comment condition gave the highest perceived effectiveness score to PSAs. Smokers’ readiness to quit smoking moderated the effect of comments on PSA evaluation. Smokers reading negative uncivil comments reported more negative attitude toward quitting and a lower level of perceived risk of smoking than those reading negative civil comments but positive civil and positive uncivil comments didn't elicit different responses. PMID:25561825
Kossova, Tatiana; Kossova, Elena; Sheluntcova, Maria
In this paper, we consider anti-smoking policy in Russia and the socioeconomic factors that influence an individual's decision to smoke. Among various factors, we investigate the individual time preferences of Russians. To estimate individual time preferences, we use an experiment in which survey respondents are given hypothetical money prizes. We find that being middle-aged, being unmarried and having parents who smoke are positively correlated with both men and women's likelihood of taking up smoking in Russia. We consider the possible endogeneity of an individual's health status and find a positive relationship between smoking and the time preferences of Russians. Our findings confirm that decisionmakers should devote their efforts primarily to developing restrictive anti-smoking policy. The choice of policy measures should be guided by the individual characteristics of target population groups. Social advertising, public lectures and preventive care should be actively engaged in forming public attitudes towards smoking. Copyright © 2018 Elsevier Ltd. All rights reserved.
He, Chao; Wu, Shiyan; Zhao, Yingying; Li, Zheng; Zhang, Yanyan; Le, Jia; Wang, Lei; Wan, Siyang; Li, Changqing; Li, Yindong; Sun, Xinying
likely to be associated with weight loss. The more active participants were in the weight loss program via WeChat, the more weight they lost. The weight loss intervention campaign based on an official WeChat account focused on an occupation-based population in Shunyi District was effective for males. The more active male participants were in using WeChat, the more weight they lost. There might be no effect or there may even be a negative effect on weight loss for females. Future research should focus on how to improve adherence to the WeChat weight loss interventions, to improve and refine the WeChat content such as developing a variety of materials to attract interest, and to protect personal privacy, especially for females. ©Chao He, Shiyan Wu, Yingying Zhao, Zheng Li, Yanyan Zhang, Jia Le, Lei Wang, Siyang Wan, Changqing Li, Yindong Li, Xinying Sun. Originally published in the Journal of Medical Internet Research (http://www.jmir.org), 23.10.2017.
Hayes, Kim A.; Dickinson, Denise M.
Abstract Introduction: Data from a randomized controlled trial designed primarily to test the effect of an antismoking socialization parenting program on child initiation of smoking were used to test the subsidiary hypothesis that providing antismoking socialization to children would lower the odds of relapse within a sub-sample of parents who had recently quit smoking. Methods: Over 13 months, 11 state Quitlines provided contact information for callers who were parents of 8- to 10-year-old children. Of 1604 parents enrolled in the trial, 689 (344 treatment; 345 control) had quit smoking cigarettes for at least 24 hours after calling a Quitline. Their data were used to test for group differences in 30-day abstinence measured using telephone interviews conducted 7 and 12 months post-baseline. Analyses of parents with complete follow-up data and intent-to-treat analyses incorporating parents lost to follow-up are presented. Results: Among 465 parents with complete follow-up data, treatment group parents had twice the odds of being abstinent 12 months post-baseline (adjusted OR = 2.01; P = .001) relative to controls. Intent-to-treat analysis with all 689 parents, in which those lost to follow-up were coded as having relapsed, showed a smaller though significant treatment effect on 30-day abstinence at 12 months (adjusted OR = 1.58; P = .017). Conclusions: This study is the first to observe that engaging parents who have quit smoking in antismoking socialization of children can lower their odds of relapse. Additional research is needed to replicate this finding and to identify the psychological mechanisms underlying the observed effect. Implications: There is a clear the need for research to develop new relapse prevention strategies. This study is the first to observe that engaging parents who have quit smoking in antismoking socialization of children can lower their odds of relapse. PMID:26416824
Tall, Julie A; Brew, Bronwyn K; Saurman, Emily; Jones, Therese C
Rural-remote communities report higher smoking rates and poorer health outcomes than that of metropolitan areas. While anti-smoking programs are an important measure for addressing smoking and improving health, little is known of the challenges faced by primary healthcare staff implementing those programs in the rural-remote setting. The aim of this study was to explore the challenges and strategies of implementing an anti-smoking program by primary healthcare staff in rural-remote Australia. Guided by a phenomenological approach, semi-structured interviews and focus groups were conducted with health service managers, case managers and general practitioners involved in program implementation in Australian rural-remote communities between 2008 and 2010. Program implementation was reported to be challenged by limited primary and mental healthcare resources and client access to services; limited collaboration between health services; the difficulty of accessing staff training; high levels of community distress and disadvantage; the normalisation of smoking and its deleterious impact on smoking abstinence among program clients; and low morale among health staff. Strategies identified to overcome challenges included appointing tobacco-dedicated staff; improving health service collaboration, access and flexibility; providing subsidised pharmacotherapies and boosting staff morale. Findings may assist health services to better tailor anti-smoking programs for the rural-remote setting, where smoking rates are particularly high. Catering for the unique challenges of the rural-remote setting is necessary if anti-smoking programs are to be efficacious, cost-effective and capable of improving rural-remote health outcomes.
Rowena E. Mojares
Full Text Available This study aimed to identify the respondent’s profile variable such as gender, age, educational attainment, occupation, and frequency of smoking; to identify the level of awareness of the public on Anti-Smoking Ordinance and to determine the significant difference on the level of awareness in the implementation when grouped according to profile variables. The researchers used the descriptive method of research and utilized two hundred-four (204 respondents. The result showed that the respondents are dominated by male, college graduate and under graduate and most of them are private employees. They agreed that they are aware on the implementation of anti-smoking ordinance no. 1S 2012 because the ordinance was clearly stated, well disseminated, there are authorities prohibiting it and there is a usage of signage. But they agree also that they are less aware about the specific boundary that the ordinance covered, that there is regular monitoring and there is enough number of personnel implementing the ordinance. The researchers recommended that the Pamahalaang Panglunsod may continue to maintain the strict implementation of the Anti-Smoking Ordinance; authorities should specify the boundary covered by the Ordinance and should have enough personnel to implement it,
Dunlop, Sally M; Cotter, Trish; Perez, Donna
The authors investigated the potential for antismoking advertising to generate interpersonal pressure on smokers to quit using the Cancer Institute NSW's Tobacco Tracking Survey, a telephone tracking survey of adult smokers conducted throughout the year with approximately 50 interviews per week (N = 5,448). The survey includes questions relating to recently broadcast antismoking advertisements, including whether smokers have received pressure from family and friends as a result of their seeing the advertisements. The authors conducted multivariate logistic regression analyses to predict: (a) receiving ad-stimulated interpersonal pressure; and (b) quitting outcomes. All analyses controlled for smoker characteristics and potential exposure to the advertisements. Compared with ads coded as having a low level of emotion (by independent coders), ads coded as highly emotional were more likely to have generated interpersonal pressure. Ad-stimulated interpersonal pressure was associated with an increased likelihood of recent quit attempts and with salient quitting thoughts, with a greater effect on quitting thoughts for interpersonal pressure generated by highly and moderately emotional ads. These results support previous research suggesting that highly emotional antismoking ads with personal stories or graphic imagery are effective in promoting smoking cessation, and these results help to identify communication processes that contribute to the ads' success.
Moorman, M.; Neijens, P.C.; Smit, E.G.; Belch, M.A.; Belch, G.E.
Reach, frequency, and timing are key concepts in selecting TV, radio, newspapers, magazines, out-of-home, direct mail, Internet, and other media for advertising campaigns. We discuss these concepts and their role in media selection and media planning processes. We also describe media and audience
The Collision Repair Campaign targets meaningful risk reduction in the Collision Repair source category to reduce air toxic emissions in their communities. The Campaign also helps shops to work towards early compliance with the Auto Body Rule.
Yoo, Woohyun; Yang, JungHwan; Cho, Eunji
Building on the influence of presumed influence (IPI) model, this study examines how smoking- related messages on social media influence college students' smoking. We surveyed 366 college students from three U.S. Midwestern universities in 2012 and examined the effects of expression and reception of smoking-related messages on smoking using path analysis. We found that the expression and reception of prosmoking messages not only directly affected smoking but also had indirect effects on smoking through (1) perceived peer expression of prosmoking messages and (2) perceived peer smoking norms. For antismoking messages, only reception had a significant indirect influence on smoking through (1) perceived peer reception of antismoking messages and (2) perceived peer smoking norms. In conclusion, social media function as an effective communication channel for generating, sharing, receiving, and commenting on smoking-related content and are thus influential on college students' smoking.
Yoo, Woohyun; Yang, JungHwan; Cho, Eunji
Building on the influence of presumed influence (IPI) model, this study examines how smoking- related messages on social media influence college students’ smoking. We surveyed 366 college students from three U.S. Midwestern universities in 2012 and examined the effects of expression and reception of smoking-related messages on smoking using path analysis. We found that the expression and reception of prosmoking messages not only directly affected smoking but also had indirect effects on smoking through (1) perceived peer expression of prosmoking messages and (2) perceived peer smoking norms. For antismoking messages, only reception had a significant indirect influence on smoking through (1) perceived peer reception of antismoking messages and (2) perceived peer smoking norms. In conclusion, social media function as an effective communication channel for generating, sharing, receiving, and commenting on smoking-related content and are thus influential on college students’ smoking. PMID:27956757
Full Text Available This article focuses on the role of circulated affect in crowdfunded funeral campaigns, which have attracted little scholarly attention so far. This study is based on content analysis of online campaigns ( N = 50 and qualitative interviews ( N = 10 with campaign supporters and initiators. Its aim is to connect crowdfunded funeral campaigns to the larger digital-sharing economy. The findings of the study suggest that in order to gather sufficient funds to cover funeral costs, individuals share emotionally evocative narratives and images with their social networks and an imagined Internet audience with the expectation of attracting compassion. The study shows that political movements, media coverage, and sharing on social media platforms are integral to the success of campaigns for socially marginal individuals. The article contributes to the growing study of crowdwork and finds persistent structural inequalities in crowdfunding campaigns, thereby contesting the ethos of the digital commons.
Neubert, T.; Laursen, S.; Rasmussen, I. L.
During the northern hemisphere summer of 2003, from July 18 to September 18, a sprite observation campaign was conducted with measurements from Southern Europe, coordinated with measurements from the magnetically conjugate region in South Africa. The goal of the campaign was to investigate...... emissions. The presentation will give an overview of the campaign, the meteorological conditions, and present some first results....
Solomon, Laura J.; Bunn, Janice Y.; Flynn, Brian S.; Pirie, Phyllis L.; Worden, John K.; Ashikaga, Takamaru
Theory-driven, mass media interventions prevent smoking among youth. This study examined effects of a media campaign on adolescent smoking cessation. Four matched pairs of media markets in four states were randomized to receive or not receive a 3-year television/radio campaign aimed at adolescent smoking cessation based on social cognitive theory.…
Hanewinkel, Reiner; Isensee, Barbara; Sargent, James D; Morgenstern, Matthis
To assess the effect of an antismoking advertisement under real-world conditions. Design Quasi-experimental study. Multiplex cinema in Kiel, Germany; 4073 patrons were surveyed after having viewed a movie. Some 4005 patrons were > or = 10 years old (28.7% between 10 and 17 years). A total of 654 subjects (16.3%) were smokers. In the intervention condition (weeks 1 and 3), a 30-second antismoking advertisement-accentuating long-term health consequences of smoking and promoting cessation-was shown prior to all movies; in the control condition (weeks 2 and 4) no such spot was shown. (i) Awareness of smoking in the movie, (ii) approval of smoking in the movie, (iii) attitude towards smoking, (iv) intention to smoke in the future and (v) desire to smoke among smokers. Findings Patrons who were exposed to the antismoking advertisement were more likely to be female, but did not differ with respect to smoking status. After controlling for gender differences, patrons exposed to the antismoking advertisement had (i) higher awareness of smoking in the movies, (ii) lower levels of approval of smoking in the movies, and (iii) a more negative attitude towards smoking in general compared with those not exposed. Among smokers, smoking in the movies increased urge to smoke, but there was no interaction between smoking in the movies and experimental condition. Study results suggest that placing an antismoking advertisement before movies can affect attitudes towards smoking, bolstering evidence in support of such policies.
de Vreese, C.; Schuck, A.; Maier, M.; Stengel, K.; Haubold, V.; Süß, K.; Tenscher, J.
The presentation provides an introduction to the media content analysis of the European election campaign conducted in the 27 EU member states in the 3 weeks leading up to the June 2009 elections. The analysis is an integral part of the PIREDEU project (www.piredeu.eu): Providing an Infrastructure
Gadomski, Anne M.; Tripp, Maria; Wolff, Debra A.; Lewis, Carol; Jenkins, Paul
A 7-month public health information campaign used radio advertising, mass media articles, mailings, and posters to address attitudes and behavioral intentions toward domestic violence in a rural county. The campaign raised public awareness, particularly among men; increased stated intentions to intervene in a neighbor's domestic violence; and…
Scheier, Lawrence M.; Grenard, Jerry L.; Holtz, Kristen D.
This study evaluated the efficacy of "Above the Influence" (ATI), a national media-based health persuasion campaign to deter youth drug use. The campaign uses public service anti-drug prevention messages and targets youth between the ages of 14 and 16, a period of heightened susceptibility to peer influences. The evaluation utilized mall…
... role of negative stereotypical consequences of such African images. The method of our research was a detailed visual analysis of the campaign including profound interviews with different parties that gave us their point of view. The campaign was financially very successful, especially because of the big media coverage.
Throckmorton-Belzer, Leslee; Tyc, Vida L; Robinson, Leslie A; Klosky, James L; Lensing, Shelly; Booth, Andrea K
A cancer diagnosis does not prevent smoking among pediatric oncology patients, and anti-smoking communications among parents and health care providers have been proposed as influencing smoking outcomes in this group. Anti-smoking communications were compared among 93 preadolescents with cancer and 402 controls. After adjusting for demographics and covariates, preadolescents with cancer were less likely than control participants to report receipt of anti-smoking messages from physicians and parents, and recalled more messages >/= 4 months post-diagnosis as compared to 1-3 months. Should anti-tobacco communications prove to influence smoking outcomes, parents and physicians may be uniquely positioned to provide smoking prevention interventions to these patients.
Jeong, Michelle; Bae, Rosie Eungyuhl
This study examined the effect of mass media campaign-generated conversations on campaign-targeted health outcomes, via a systematic meta-analysis of 28 studies (including 124 sub-studies and a total of 138,898 participants). The study also conducted a series of moderation analyses to examine the conditions under which interpersonal communication has larger effects on bringing about the desired outcomes. The findings of this meta-analysis indicate that campaign-generated conversations have a positive effect on inducing campaign-targeted outcomes (OR = 1.28) and show that this effect is moderated by health topic addressed by the campaign, the type of outcome being targeted by the campaign, and with whom people converse, along with several other campaign-relevant and study-relevant variables. The implications of these findings for future research are discussed.
The Pro-Am Collaborative Astronomy (PACA) project evolved from the observational campaign of C/2012 S1 or C/ISON. The success of the paradigm shift in scientific research is now implemented in other comet observing campaigns. While PACA identifies a consistent collaborative approach to pro-am collaborations, given the volume of data generated for each campaign, new ways of rapid data analysis, mining access, and storage are needed. Several interesting results emerged from the synergistic inclusion of both social media and amateur astronomers: - the establishment of a network of astronomers and related professionals that can be galvanized into action on short notice to support observing campaigns; - assist in various science investigations pertinent to the campaign; - provide an alert-sounding mechanism should the need arise; - immediate outreach and dissemination of results via our media/blogger members; - provide a forum for discussions between the imagers and modelers to help strategize the observing campaign for maximum benefit. In 2014, two new comet observing campaigns involving pro-am collaborations have been identified: (1) C/2013 A1 (C/Siding Spring) and (2) 67P/Churyumov-Gerasimenko (CG). The evolving need for individual customized observing campaigns has been incorporated into the evolution of PACA (Pro-Am Collaborative Astronomy) portal that currently is focused on comets: from supporting observing campaigns for current comets, legacy data, historical comets; interconnected with social media and a set of shareable documents addressing observational strategies; consistent standards for data; data access, use, and storage, to align with the needs of professional observers. The integration of science, observations by professional and amateur astronomers, and various social media provides a dynamic and evolving collaborative partnership between professional and amateur astronomers. The recent observation of comet 67P, at a magnitude of 21.2, from Siding
Demir, Melike; Karadeniz, Gulistan; Demir, Fikri; Karadeniz, Cem; Kaya, Halide; Yenibertiz, Derya; Taylan, Mahsuk; Yilmaz, Sureyya; Sen, Velat
ABSTRACT OBJECTIVE: To determine the factors affecting the smoking habits of high school students, their thoughts about changes resulting from anti-smoking laws, and how they are affected by those laws. METHODS: In this cross-sectional study, 11th-grade students at eight high schools in Ankara, Turkey, were invited to complete a questionnaire. RESULTS: A total of 1,199 students completed the questionnaire satisfactorily. The mean age of the respondents was 17.0 ± 0.6 years; 56.1% were female, of whom 15.3% were smokers; and 43.9% were male, of whom 43.7% were smokers (p academic performance. Of the respondents, 74.7% were aware of the content of anti-smoking laws; 81.8% approved of the restrictions and fines; and 8.1% had quit smoking because of those laws. According to the respondents, the interventions that were most effective were the (television) broadcast of films about the hazards of smoking and the ban on cigarette sales to minors. The prevalence of smoking was highest (31.5%) among students attending vocational high schools but lowest (7.5%) among those attending medical vocational high schools. Although 57.1% of the smokers were aware of the existence of a smoking cessation helpline, only 3.7% had called, none of whom had made any attempt to quit smoking. CONCLUSIONS: Although most of the students evaluated were aware of the harmful effects of smoking and approved of the anti-smoking laws, only a minority of those who smoked sought professional help to quit. PMID:26785961
Full Text Available ABSTRACT OBJECTIVE: To determine the factors affecting the smoking habits of high school students, their thoughts about changes resulting from anti-smoking laws, and how they are affected by those laws. METHODS: In this cross-sectional study, 11th-grade students at eight high schools in Ankara, Turkey, were invited to complete a questionnaire. RESULTS: A total of 1,199 students completed the questionnaire satisfactorily. The mean age of the respondents was 17.0 0.6 years; 56.1% were female, of whom 15.3% were smokers; and 43.9% were male, of whom 43.7% were smokers (p < 0.001. The independent risk factors for smoking were male gender, attending a vocational school, having a sibling who smokes, having a friend who smokes, and poor academic performance. Of the respondents, 74.7% were aware of the content of anti-smoking laws; 81.8% approved of the restrictions and fines; and 8.1% had quit smoking because of those laws. According to the respondents, the interventions that were most effective were the (television broadcast of films about the hazards of smoking and the ban on cigarette sales to minors. The prevalence of smoking was highest (31.5% among students attending vocational high schools but lowest (7.5% among those attending medical vocational high schools. Although 57.1% of the smokers were aware of the existence of a smoking cessation helpline, only 3.7% had called, none of whom had made any attempt to quit smoking. CONCLUSIONS: Although most of the students evaluated were aware of the harmful effects of smoking and approved of the anti-smoking laws, only a minority of those who smoked sought professional help to quit.
河村, 直幸; Kawamura, Naoyuki
The aim of this research paper is to introduce a political campaign strategy. A political campaign should do on a scientific system and needs effective strategy. Before political campaign begin, a candidate and its campaigner needs to analyze election district and sample voter opinion. An election campaign needs campaign theme. The creation of campaign theme needs careful and elaborate planning. A style of campaign varies according to incumbent or challenger. The developing of an effective po...
Suriani ISMAIL; Muhamad Hanafiah JUNI; Kulanthayan KCMANI; Muhamad Suhainizam SALILUDDIN; Raja Ahmad ZAKWAN; Ling Rong TIONG
Background: Global Adult Tobacco Survey (GATS), Malaysia 2011 reported that the prevalence of smoking was highest among Malays male i.e., 24.6% (CI:22.1,27.3). The aim of this study was to evaluate the perception of a group of smokers towards various national anti-smoking initiatives as well as its association with age and education level.Methods: The study was conducted in a randomly selected pre-dominantly Malay settlement in Malaysia using a validated self-administered questionnaire. The n...
Jung, Wan S; Villegas, Jorge
Anti-smoking Public Service Announcements (PSAs) typically emphasize the negative consequences of failing to quit smoking (negative frame), as opposed to emphasizing the benefits of quitting (positive frame). However, stressing the benefits of quitting sometimes produces better communication outcomes. Previous research on message framing has tried to identify factors affecting the impact of positive framing and negative framing. Data were collected on 188 undergraduates attending a southeastern university in the United States who were assigned randomly to view either positive or negative messages. Our study found that involvement and nicotine dependence moderated the impact of framed smoking-cessation messages on attitude toward the ad.
Abe, Mayumi Saito
Compared with developed foreign countries, anti-smoking measures in Japan is lagging behind. As a country that has signed the Framework Convention on Tobacco Control (FCTC), it should be run the appropriate tobacco control. For example, in many stores of the service industry that smoking is allowed, employees are working while being exposed to second-hand smoke. Even in workplace air polluted environment, employees will not be able to leave there. Such a harsh environment to ignore health and safety, it must be eliminated as soon as possible. In order to protect the health of workers, the workplace should be smoke free.
Goel, Rajeev K
Using state-level panel data for the USA spanning three decades, this research estimates the demand for cigarettes. The main contribution lies in studying the effects of cigarette advertising disaggregated across five qualitatively different groups. Results show cigarette demand to be near unit elastic, the income effects to be generally insignificant and border price effects and habit effects to be significant. Regarding advertising effects, aggregate cigarette advertising has a negative effect on smoking. Important differences across advertising media emerge when cigarette advertising is disaggregated. The effects of public entertainment and Internet cigarette advertising are stronger than those of other media. Anti-smoking messages accompanying print cigarette advertising seem relatively more effective. Implications for smoking control policy are discussed.
The motivation factors of China's railway health campaign in 1930s included avocation by the government, mass media mobilization, railway authorities' hygiene awareness and the systematization of the construction of organization. During the health campaign, the railway authorities adopted various approaches for its formation, including the rally speeches, distribution of materials, cleaning and vaccination etc. Unfortunately, the actual effect of railway health campaign was not satisfactory, yet, it enhanced theoretically railway employees' health knowledge and contributed to the promotion of modernization of hygienic knowledge. Meanwhile, there still existed many problems in the railway health campaign, for example, lack of funds, formalism and uneven development among the railway bureaus.
Dayican, B.; Amrit, Chintan Amrit; Aarts, Kees; Dassen, A.
This article explores how Twitter was used by voters to participate in electoral campaigning during the Dutch election campaign of 2012. New social media networks like Twitter are believed to be efficient tools of communication between electoral candidates and voters during electoral campaign
Biener, Lois; Ji, Ming; Gilpin, Elizabeth A; Albers, Alison B
In the context of controversy regarding the optimal characteristics of anti-smoking advertisements for youth, this study examines the impact on recall and perceived effectiveness of variations in the message, emotional tone, reach and frequency of broadcast, remoteness of broadcast, and characteristics of the adolescent audience such as changes in smoking behavior, ownership of cigarette promotional items, and demographic variables. A two-wave longitudinal survey of a population-based sample of 618 Massachusetts youth 12 to 15 years old was carried out in 1993 and 1997. A Generalized Estimating Equation (GEE) approach was used to model the recall and perceived effectiveness of eight advertisements as a function of viewer and ad characteristics. Advertisements featuring messages about serious health consequences which had been independently rated as high in negative emotion were more likely to be recalled and were perceived as more effective by youth survey respondents than ads featuring messages about normative behavior for teens or ads relying on humor. Advertising intensity, while contributing to recall, was negatively related to perceived effectiveness. This study supports mounting evidence that negative emotion in anti-smoking advertisements is effective with youth audiences.
Zhao, Xiaoquan; Peterson, Emily
This study tested the effect of temporal framing on young adult smokers' response to antismoking communication messages. In two studies using largely identical designs, young adult smokers recruited from a large university (n = 52) and Amazon Mechanical Turk (n = 210) were exposed to either no messages or messages featuring different temporal frames. Analysis of the combined data (N = 262) showed that framing the health consequences of smoking in a proximal (vs. distal) time frame led to greater perceived message relevance, less use of heuristic processing, greater use of systematic processing, greater positive affect, and more intense fear. Mediation analysis showed that perceived relevance was a significant mediator of the effect of temporal framing on message processing and emotional responses. In separate analysis of the Amazon Mechanical Turk data, the proximal frame also showed a consistent pattern of stronger impact on behavioral intentions compared to the distal frame, but the difference was only significant on the measure of intending to try to quit. Overall, findings of this study suggest that using proximal (vs. distal) frames may enhance receptivity to antismoking messages among young adult smokers, although the behavioral impact of this framing strategy still awaits further research.
Sánchez-Rodríguez, Jinny E., E-mail: firstname.lastname@example.org [Environmental Toxicology, Centro Nacional de Sanidad Ambiental (CNSA), Instituto de Salud Carlos III, Carretera Majadahonda-Pozuelo Km. 2, Majadahonda, 28220 Madrid (Spain); Bartolomé, Mónica, E-mail: email@example.com [Environmental Toxicology, Centro Nacional de Sanidad Ambiental (CNSA), Instituto de Salud Carlos III, Carretera Majadahonda-Pozuelo Km. 2, Majadahonda, 28220 Madrid (Spain); Cañas, Ana I, E-mail: firstname.lastname@example.org [Environmental Toxicology, Centro Nacional de Sanidad Ambiental (CNSA), Instituto de Salud Carlos III, Carretera Majadahonda-Pozuelo Km. 2, Majadahonda, 28220 Madrid (Spain); Huetos, Olga, E-mail: email@example.com [Environmental Toxicology, Centro Nacional de Sanidad Ambiental (CNSA), Instituto de Salud Carlos III, Carretera Majadahonda-Pozuelo Km. 2, Majadahonda, 28220 Madrid (Spain); Navarro, Carmen, E-mail: firstname.lastname@example.org [Environmental Toxicology, Centro Nacional de Sanidad Ambiental (CNSA), Instituto de Salud Carlos III, Carretera Majadahonda-Pozuelo Km. 2, Majadahonda, 28220 Madrid (Spain); Rodríguez, A. Carolina, E-mail: email@example.com [Environmental Toxicology, Centro Nacional de Sanidad Ambiental (CNSA), Instituto de Salud Carlos III, Carretera Majadahonda-Pozuelo Km. 2, Majadahonda, 28220 Madrid (Spain); Arribas, Misericordia, E-mail: firstname.lastname@example.org [Servicio de Prevención, Instituto de Salud Carlos III, Majadahonda, 28220 Madrid (Spain); Esteban, Marta, E-mail: email@example.com [Environmental Toxicology, Centro Nacional de Sanidad Ambiental (CNSA), Instituto de Salud Carlos III, Carretera Majadahonda-Pozuelo Km. 2, Majadahonda, 28220 Madrid (Spain); López, Ana, E-mail: firstname.lastname@example.org [Environmental Toxicology, Centro Nacional de Sanidad Ambiental (CNSA), Instituto de Salud Carlos III, Carretera Majadahonda-Pozuelo Km. 2, Majadahonda, 28220 Madrid (Spain); and others
Anti-smoking legislation has been associated with an improvement in health indicators. Since the cadmium (Cd) body burden in the general population is markedly increased by smoke exposure, we analyzed the impact of the more restrictive legislation that came into force in Spain in 2011 by measuring Cd and cotinine in first morning urine samples from 83 adults in Madrid (Spain) before (2010) and after (2011) introduction of this law. Individual pair-wise comparisons showed a reduction of creatinine corrected Cotinine and Cd levels for non-active smokers, i. e. those which urinary cotinine levels are below 50 μg/L. After the application of the stricter law, cotinine levels in urine only decreased in non-active smokers who self-reported not to be exposed to second-hand smoke. The reduction in second hand smoke exposure was significantly higher in weekends (Friday to Sunday) than in working days (Monday to Thursday). The decrease in U-Cd was highly significant in non-active smokers and, in general, correlated with lower creatinine excretion. Therefore correction by creatinine could bias urinary Cd results, at least for cotinine levels higher than 500 μg/L. The biochemical/toxicological benefits detected herein support the stricter application of anti-smoking legislation and emphasize the need to raise the awareness of the population as regards exposure at home.
Sánchez-Rodríguez, Jinny E.; Bartolomé, Mónica; Cañas, Ana I; Huetos, Olga; Navarro, Carmen; Rodríguez, A. Carolina; Arribas, Misericordia; Esteban, Marta; López, Ana
Anti-smoking legislation has been associated with an improvement in health indicators. Since the cadmium (Cd) body burden in the general population is markedly increased by smoke exposure, we analyzed the impact of the more restrictive legislation that came into force in Spain in 2011 by measuring Cd and cotinine in first morning urine samples from 83 adults in Madrid (Spain) before (2010) and after (2011) introduction of this law. Individual pair-wise comparisons showed a reduction of creatinine corrected Cotinine and Cd levels for non-active smokers, i. e. those which urinary cotinine levels are below 50 μg/L. After the application of the stricter law, cotinine levels in urine only decreased in non-active smokers who self-reported not to be exposed to second-hand smoke. The reduction in second hand smoke exposure was significantly higher in weekends (Friday to Sunday) than in working days (Monday to Thursday). The decrease in U-Cd was highly significant in non-active smokers and, in general, correlated with lower creatinine excretion. Therefore correction by creatinine could bias urinary Cd results, at least for cotinine levels higher than 500 μg/L. The biochemical/toxicological benefits detected herein support the stricter application of anti-smoking legislation and emphasize the need to raise the awareness of the population as regards exposure at home
Lim, Megan S C; Gold, Judy; Bowring, Anna L; Pedrana, Alisa E; Hellard, Margaret E
In 2009, the Australian Government's National Sexually Transmitted Infection Prevention Program launched a multi-million dollar sexual health campaign targeting young people. We assessed campaign recognition among a community sample of young people. Individuals aged 16-29 years self-completed a questionnaire at a music festival. Participants were asked whether they recognised the campaign image and attempted to match the correct campaign message. Recognition of two concurrent campaigns, GlaxoSmithKline's The Facts genital herpes campaign (targeting young women) and the Drama Downunder campaign (targeting gay men) were assessed simultaneously. Among 471 participants, just 29% recognised the National Sexually Transmitted Infection Prevention Program campaign. This compared to 52% recognising The Facts and 27% recognising Drama Downunder. Of 134 who recognised the National Sexually Transmitted Infection Prevention Program campaign, 27% correctly recalled the campaign messages compared to 61% of those recognising the Facts campaign, and 25% of those recognising the Drama Downunder campaign. There was no difference in National Sexually Transmitted Infection Prevention Program campaign recognition by gender or age. Campaign recognition and message recall of the National Sexually Transmitted Infection Prevention Program campaign was comparatively low. Future mass media sexual health campaigns targeting young people can aim for higher recognition and recall rates than that achieved by the National Sexually Transmitted Infection Prevention Program campaign. Alternative distribution channels and message styles should be considered to increase these rates. © The Author(s) 2014 Reprints and permissions: sagepub.co.uk/journalsPermissions.nav.
Chen, Chen-Ju; Yeh, Ming-Chen; Tang, Fu-In; Yu, Shu
Smoking-related outcome expectation and self-efficacy have been found to be associated with adolescent smoking initiation. There is, however, a lack of appropriate instruments to investigate early adolescents' smoking outcome expectations and antismoking self-efficacy. The purpose of this study was to develop and validate the Smoking Outcome…
Shadel, William G; Martino, Steven C; Setodji, Claude; Dunbar, Michael; Kusuke, Daniela; Lanna, Serafina; Meyer, Amanda
This experiment tested whether introducing graphic antitobacco posters at point-of-sale (POS) had any effect on adolescents' susceptibility to future cigarette smoking and whether these effects were moderated by adolescents' baseline risk of cigarette smoking. The study was conducted in the RAND StoreLab, a life-sized replica of a convenience store that was developed to experimentally evaluate how changing aspects of tobacco advertising displays in retail POS environments influence tobacco use risk and behavior during simulated shopping experiences. In this study, 441 adolescents were randomized to one of the four conditions in a 2 (graphic antismoking poster placed near the tobacco power wall: no, yes) × 2 (graphic antismoking poster placed near the cash register: no, yes) experimental design. The outcome of interest was susceptibility to future cigarette smoking. The addition of antismoking posters at POS led to a significant increase in future smoking susceptibility among those adolescents who already were at high risk for smoking in the future (p posters had no impact on committed never smokers, regardless of poster location; never smokers' susceptibility to future smoking was uniformly low across experimental conditions. Introducing graphic antismoking posters at POS may have the unintended effect of further increasing cigarette smoking susceptibility among adolescents already at risk. © The Author(s) 2017. Published by Oxford University Press on behalf of the Society for Research on Nicotine and Tobacco. All rights reserved. For permissions, please e-mail: email@example.com.
Arnone, Enrico; Berg, Peter; Boberg, Fredrik
In this report we give an overview of the Eurosprite observation programme and present the results of the Eurosprite 2005 campaign. These campaigns search for occurrences of transient luminous events, such as red sprites, above thunderstorms in France, Spain, northern Italy, Switzerland and south...
Your readers may be interested in knowing that VSO will be holding a publicity campaign in Scotland in November and December. The campaign is a chance for people to come and talk to us about the opportunities available to them to work in Third World countries. We have a wide range of interesting and challenging jobs in long-term development in health work.
board, achieved through regular news releases, organized letter writing to the relevant authorities and the collection of signatures for petitions. Once the workforce was behind the campaign, TRUST US was taken to the west Cumbrian community, providing quality information through news releases, media advertisements and a specially produced brochure which highlighted the reasons behind TRUST US. This was sent to all MPs, MEPs, councils and Trade Unions throughout the UK and Ireland. The campaign also targeted MPs and MEPs with specific letters setting out the case for THORP. However, the organised opposition' to THORP did not come from the local area, but from the rest of the UK, Ireland and Europe, lead by nuclear free local authorities and green pressure groups, which severely limited the effectiveness of the campaign. It was decided that yet another new approach was needed. On 2 August 1993, proposals for a national tour of the- campaign were presented to the Sellafield Trade Unions. The tour objectives were to take the TRUST US campaign to the rest of the UK, demonstrating that the plant had strong support with two key areas: the workforce and the local community. The overriding tone of the entire tour was to 'trust us' as workers in the nuclear industry, which was backed up by the tour message: W e, the Sellafield workers and the west Cumbrian community have trust in THORP. The new plant is economically and environmentally sound. We have the work; let us get on with that work. The tour would target the media centres of the UK, he Nuclear Free Local Authority (NFLA) areas and Sellafield's suppliers within these areas. A group of five workers plus a member of the clerks committee would make up the tour messengers, each to be given extensive media training. The tour would be given a high profile with a specific logo, designed to ensure that the tour aid its message of 'trust us' was given image prominence. Posters, leaflets and badges would also carry the logo. Given
Voorveld, H.A.M.; Neijens, P.C.; Smit, E.G.
Despite their popularity, the reasons why cross-media campaigns are more successful than single medium campaigns are still unknown. Therefore, the aim of this study is (a) to investigate which psychological processes are present when people are exposed to cross-media campaigns, and (b) to examine to
Shadel, William G; Fryer, Craig S; Tharp-Taylor, Shannah
This study examined whether the appeal of actors (i.e., their likeability and attractiveness) used in antismoking public service announcements (PSAs) interacts with adolescents' risk of future smoking to predict adolescents' smoking resistance self-efficacy and whether the antismoking messages in the PSAs further moderate this relationship. We used a 2 (future smoking risk: low, high) x 2 (actor appeal: low, high) x 3 (PSA antismoking message: tobacco industry manipulation, short-term smoking effects, long-term smoking effects) study design. A diverse sample of 110 adolescents (aged 11-17 years), with varying levels of experience with smoking, rated their smoking resistance self-efficacy after viewing each of the PSAs in each design cell. Overall, PSAs that used long-term smoking effects messages were associated with the strongest smoking resistance self-efficacy, followed in turn by PSAs that used short-term smoking effects messages and by tobacco industry manipulation messages. We found a significant interaction of actor appeal and PSA antismoking message. The use of more appealing actors was associated with stronger smoking resistance self-efficacy only in long-term smoking effects PSAs. The use of less appealing actors was associated with stronger smoking resistance self-efficacy for tobacco industry manipulation PSAs and short-term smoking effects PSAs. Future smoking risk did not moderate any of these findings. Antismoking PSAs that emphasize long-term smoking effects are most strongly associated with increased smoking resistance self-efficacy. The effect of these PSAs can be strengthened by using actors whom adolescents perceive to be appealing.
Western Political Consulting Techniques and Post-Soviet Political Technology in Political Campaigns in Latvia Ieva Dmitričenko Keywords: political campaignsm political consulting, political technology, parties, marketing, media Political campaigning is an international phenomenon, because there is a free flow of information, knowledge and human resource among practitioners of political campaigning in various countries. As a result political campaigning techniques that have proven to ...
The Bachelor Paper contains proposal and realization advertising campaign, including make charge for cost amount. The advertising campaign is made for chosen product of firm. Advertising campaign is planning by the medium of broadsheet and advertising on the Internet.
Farmer, Andrea; Pinkerton, Jim; Pipkin, Erin; Riggs, Nathan
This presentation discusses strategies for launching a simple, yet effective, campaign through media relations and social media for public outreach. Key points regarding protocol and time management will be covered.
Bigsby, Elisabeth; Monahan, Jennifer L; Ewoldsen, David R
Delayed message recall may be influenced by currently held accessible attitudes, the nature of the message, and message perceptions (perception of bias and message elaboration). This study examined the potential of message perceptions to mediate the influence of valenced attitude accessibility and message type on unaided recall of anti-smoking Public Service Announcements (PSAs). In a field experiment, ninth grade students (N = 244) watched three PSAs and responded to items on laptop computers. Twelve weeks later, follow-up telephone surveys were conducted to assess unaided recall. Both valenced attitude accessibility and message type were associated with message perceptions. However, only perception of message bias partially mediated the relationship between message type and unaided recall.
Banerjee, Smita C; Greene, Kathryn
Exposure to anti-smoking messages is strongly associated with lower smoking initiation by adolescents. However, few anti-smoking efforts have involved message generation by adolescents themselves. This article presents a content analysis of anti-smoking posters created by middle school students in two northeastern schools in the United States. Understanding how smoking prevention messages should be framed from the perspective of young teens will provide us with formative information about what kinds of smoking prevention messages teens believe are effective. 50 anti-smoking posters created by adolescents (11-14 years) were content analysed, with a focus around three broad areas: effects of smoking portrayed in posters, specific ways of message depiction in posters and use of slogans. Results of content analysis reveal that appearance-related factors (44%) were most commonly used to convey harmful health effects of smoking, followed by messages about death and dying (30%), before-after effects of smoking (22%), other sickness-related effects of smoking (20%) and cancer (12%). Supplemental thematic analysis revealed that in a majority of posters pictures were exaggerated and were dominant part of the posters. These results provide information about anti-smoking messages/themes perceived as efficacious by young adolescents and have implications for developing anti-smoking messages for adolescents.
Allem, Jon-Patrick; Escobedo, Patricia; Chu, Kar-Hai; Soto, Daniel W; Cruz, Tess Boley; Unger, Jennifer B
Social media present opportunities for public health departments to galvanise interest in health issues. A challenge is creating content that will resonate with target audiences, and determining reactions to educational material. Twitter can be used as a real-time surveillance system to capture individuals' immediate reactions to education campaigns and such information could lead to better campaigns in the future. A case study testing Twitter's potential presented itself when the California Department of Public Health launched its 'Still Blowing Smoke' media campaign about the potential harmful effects of e-cigarettes. Pro-e-cigarette advocacy groups, in response, launched a counter campaign titled 'Not Blowing Smoke'. This study tracked the popularity of the two campaigns on Twitter, analysed the content of the messages and determined who was involved in these discussions. The study period was from 22 March 2015 to 27 June 2015. A stratified sampling procedure supplied 2192 tweets for analysis. Content analysis identified pro, anti and neutral e-cigarette tweets, and five additional themes: Marketing Elements, Money, Regulation/propaganda, Health, and Other. Metadata were analysed to obtain additional information about Twitter accounts. 'Not Blowing Smoke' was referenced more frequently than 'Still Blowing Smoke' on Twitter. Messages commonly objected to government regulation of e-cigarettes, refuted claims that e-cigarette manufactures were aligned with big tobacco, and touted the health benefits of e-cigarette use. E-cigarette companies and vape shops used campaign slogans to communicate with customers on Twitter. Findings showed the time dynamics of Twitter and the possibility for real-time monitoring of education campaigns. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://www.bmj.com/company/products-services/rights-and-licensing/.
During the 2008 South Ossetia war, Georgia and Russia fought what the English-language media called "a public relations war“. This was an interesting example of modern information warfare where governments allied with public relations agencies battled for symbolic power on the media field. This study investigates the information campaign that the Georgian government launched to promote their framing of the conflict in the English-language media. First-hand information about the campaign strat...
Dahlhausen, Katherine; Krebs, Bethany L; Watters, Jason V; Ganz, Holly H
Organizers of participatory research (citizen science) projects can generate funds and outreach through crowdfunding. Here we provide insights from three successful science crowdfunding campaigns recently completed on Indiegogo, Experiment, and Kickstarter. Choosing a crowdfunding platform that fits the project is just the beginning; a successful campaign reflects its content, management, and marketing, and some researchers may need to acquire new skills. In addition, the growing trend of crowdfunding for science reinforces the importance of academic engagement with social media.
Full Text Available Organizers of participatory research (citizen science projects can generate funds and outreach through crowdfunding. Here we provide insights from three successful science crowdfunding campaigns recently completed on Indiegogo, Experiment, and Kickstarter. Choosing a crowdfunding platform that fits the project is just the beginning; a successful campaign reflects its content, management, and marketing, and some researchers may need to acquire new skills. In addition, the growing trend of crowdfunding for science reinforces the importance of academic engagement with social media.
In building public support for social change, activists in communities of color routinely approach broader audiences via news media. Communities of color, however, routinely face disparities that limit their access to media including local news media outlets. This lack of access mirrors inequalities in political, social, and economic arenas and can slow public awareness campaigns to address disparities in health, environmental, and other quality-of-life issues. I describe two community-based collaborative action research studies that documented and challenged how local television newscasts underrepresented and misrepresented three communities of color in Boston. The linkage between communication rights and campaigns to address quality-of-life issues is presented, as well as unresolved challenges in the collaborative research process. The study has implications for environmental health campaigns.
Ismail, Amid I; Jedele, Jenefer M; Lim, Sungwoo; Tellez, Marisol
Organizers of the Detroit Oral Cancer Prevention Project at the University of Michigan, Ann Arbor, launched a multifaceted media campaign targeted toward a high-risk population to raise awareness about oral cancer, educate the public regarding the importance of early detection and increase screening rates. The authors present data about the effectiveness of the campaign with regard to the screening behaviors of medical and dental providers. Before the start of the campaign and during each of the three years of the campaign, the authors mailed surveys to random samples of physicians and dentists practicing in targeted and non-targeted areas. More dentists than physicians reported screening patients routinely, and dentists reported that they referred more patients for biopsy or further evaluation compared with physicians. A larger proportion of dentists and physicians in the targeted area than in the nontargeted area reported that their patients had seen or heard the advertisements. A larger proportion of dentists in the targeted area than in the nontargeted area reported an increase in patients' questions and requests for screening, even after the authors accounted for demographic characteristics (adjusted odds ratio = 2.47). The survey findings show that the media campaign was effective in influencing providers' screening for signs and symptoms of oral cancer. An increase in patients' requests for screening as a result of the implementation of mass media campaigns may promote oral cancer screening and improve patients' chances of survival.
Asbury, Lori D; Wong, Faye L; Price, Simani M; Nolin, Mary Jo
A branding strategy was an integral component of the VERB Youth Media Campaign. Branding has a long history in commercial marketing, and recently it has also been applied to public health campaigns. This article describes the process that the CDC undertook to develop a physical activity brand that would resonate with children aged 9-13 years (tweens), to launch an unknown brand nationally, to build the brand's equity, and to protect and maintain the brand's integrity. Considerations for branding other public health campaigns are also discussed.
This article analyzes a series of health education projects that used the mass media to change behavior. First, the article describes how persuasion theories are used to maximize impact in mass communication campaigns. Second, this paper discusses theories of social psychology used in such campaigns. One such theory, cognitive dissonance, explains changes at the level of attitudes, beliefs and opinion. Another theory, social learning, defines strategies of behavior changes. A third theory, concerning diffusion of innovations, helps understand the network of interpersonal relationships essential for the adoption of any innovation. McGuire's inoculation theory suggests strategies to aid resistance to harmful environmental influences (e.g. smoking, excessive drinking, etc.). Third, this work reviews public health campaigns that have used one or more of these theories of social psychology. The first project, dealing with smoking behavior cessation and prevention, mainly used strategies of interpersonal communication for inoculating and modeling useful behavior in order to resist social pressures favorable to smoking. The second project, designed to prevent alcoholism, used the mass media primarily. The objective of this campaign was to obtain changes in knowledge, attitude and behavior in the public through modeling desirable behaviors over public service announcements. The third campaign, a heart disease prevention program, used a combination of mass media and interpersonal communication to achieve changes in lifestyle of the population. Finally, this article describes limitations in using mass media in behavior change health programs.
Davis, Kevin C; Shafer, Paul R; Rodes, Robert; Kim, Annice; Hansen, Heather; Patel, Deesha; Coln, Caryn; Beistle, Diane
Background Federal and state public health agencies in the United States are increasingly using digital advertising and social media to promote messages from broader multimedia campaigns. However, little evidence exists on population-level campaign awareness and relative cost efficiencies of digital advertising in the context of a comprehensive public health education campaign. Objective Our objective was to compare the impact of increased doses of digital video and television advertising fro...
Adina Claudia NEAMŢU
Full Text Available Campaign and especially advertising campaign represents one of the variables of the marketing mix, an important one, being difficult to separate its contribution from the one of the other elements. Irrespective of the specific object that is behind an advertising company, the investment will be retrieved only if the right information is transmitted to the right persons in the right way. This is difficult to accomplish if the advertising responsible in that firm do not understand appropriately: the market nature; the product nature; the distribution channels nature; the communication channels nature – available advertising supports and their features
Huang, Li-Ling; Thrasher, James F.; Jiang, Yuan; Li, Qiang; Fong, Geoffrey T.; Chang, Yvette; Walsemann, Katrina M.; Friedman, Daniela B.
Objective To date there is limited published evidence on the efficacy of tobacco control mass media campaigns in China. This study aimed to evaluate the impact of a mass media campaign “Giving Cigarettes is Giving Harm” (GCGH) on Chinese smokers’ knowledge of smoking-related harms and attitudes toward cigarette gifts. Methods Population-based, representative data were analyzed from a longitudinal cohort of 3,709 adult smokers who participated in the International Tobacco Control China Survey conducted in six Chinese cities before and after the campaign. Logistic regression models were estimated to examine associations between campaign exposure and attitudes about cigarettes as gifts measured post-campaign. Poisson regression models were estimated to assess the effects of campaign exposure on post-campaign knowledge, adjusting for pre-campaign knowledge. Findings Fourteen percent (n=335) of participants recalled the campaign within the cities where the GCGH campaign was implemented. Participants in the intervention cities who recalled the campaign were more likely to disagree that cigarettes are good gifts (71% vs. 58%, pcampaign-targeted knowledge than those who did not recall the campaign (Mean=1.97 vs. 1.62, pcampaign-targeted knowledge were similar in both cities, perhaps due to a secular trend, low campaign recall, or contamination issues. Conclusions These findings suggest that the GCGH campaign increased knowledge of smoking harms, which could promote downstream cessation. Findings provide evidence to support future campaign development to effectively fight the tobacco epidemic in China. PMID:24813427
van Noort, G.; Antheunis, M.L.; van Reijmersdal, E.A.
Social media are increasingly popular. Consequently, marketers more and more recognize social network sites as a platform for commercial campaigns. Social network users forward these campaigns to their online connections. However, our understanding of the persuasiveness of these campaigns is scarce.
Lee, Sungkyoung; Cappella, Joseph N; Lerman, Caryn; Strasser, Andrew A
This study examines the impact of smoking cues employed in antismoking advertisements on former smokers. Previous findings indicate that visual smoking cues in antismoking advertisements with weak antismoking arguments can elicit smoking urges in smokers and undermine message effectiveness. This study extends these observations to former smokers asking whether smoking cues in antismoking advertisements influence former smokers' self-efficacy, attitudes, and intention to refrain from smoking, along with smoking urges and perceived message effectiveness. The study was a mixed 2 (smoking cues; present vs. absent) × 2 (argument strength [AS]; high vs. low) design where smoking cue was a between-subject factor and AS was a within-subject factor. Potential participants recruited via online ads were screened in a phone interview for their eligibility. A total of 105 former smokers (aged 21-65) participated in the study, which was conducted in a laboratory setting. Repeated measure ANOVA and MANOVA were used for the analyses. The results showed that the presence of smoking cues in antismoking ads undermines former smokers' behavioral self-efficacy, attitude, and intention about smoking abstinence, which increased as AS for the ads increased. Former smokers' reports of smoking urge were not affected by smoking cues or AS. However, consistent with previous findings for smokers, the presence of cues weakened perceived message effectiveness of antismoking ads rated by former smokers. The effect of smoking cues on former smokers' self-efficacy, attitude, and intention to refrain from smoking is problematic. Inclusion of smoking cues in antismoking ads should be undertaken only when accompanied by strong arguments.
Introduction: This study examines the impact of smoking cues employed in antismoking advertisements on former smokers. Previous findings indicate that visual smoking cues in antismoking advertisements with weak antismoking arguments can elicit smoking urges in smokers and undermine message effectiveness. This study extends these observations to former smokers asking whether smoking cues in antismoking advertisements influence former smokers’ self-efficacy, attitudes, and intention to refrain from smoking, along with smoking urges and perceived message effectiveness. Methods: The study was a mixed 2 (smoking cues; present vs. absent) × 2 (argument strength [AS]; high vs. low) design where smoking cue was a between-subject factor and AS was a within-subject factor. Potential participants recruited via online ads were screened in a phone interview for their eligibility. A total of 105 former smokers (aged 21–65) participated in the study, which was conducted in a laboratory setting. Repeated measure ANOVA and MANOVA were used for the analyses. Results: The results showed that the presence of smoking cues in antismoking ads undermines former smokers’ behavioral self-efficacy, attitude, and intention about smoking abstinence, which increased as AS for the ads increased. Former smokers’ reports of smoking urge were not affected by smoking cues or AS. However, consistent with previous findings for smokers, the presence of cues weakened perceived message effectiveness of antismoking ads rated by former smokers. Conclusions: The effect of smoking cues on former smokers’ self-efficacy, attitude, and intention to refrain from smoking is problematic. Inclusion of smoking cues in antismoking ads should be undertaken only when accompanied by strong arguments. PMID:22949578
Peng, Zhi Qiang; Chen, Wei Shi; He, Qun; Peng, Guo Wen; Wu, Cheng Gang; Xu, Ning; Zhao, Zhan Jie; Shu, Jun; Tan, Qiu; Zheng, Hui Zhen; Lin, Li Feng; Deng, Hui Hong; Lin, Jin Yan; Zhang, Yong Hui
To evaluate the mass measles vaccination campaign of 2009 in Guangdong Province, China. Data on the campaign implementation, measles surveillance, and serological surveillance were reviewed and analyzed by statistical methods. Rapid coverage surveys showed that 98.09% of children were vaccinated during the campaign. The coverage of migrant children increased significantly from 67.10% to 97.32% (pvaccinated during the campaign. Flyers, notices of information from doctors, and television programs were the best methods to inform parents of the campaign. Awareness of the campaign by residents increased significantly from 91.86% to 97.10% (pvaccination campaign approach for controlling measles in a developing region like Guangdong Province with a vast migrant population has proved effective. Comprehensive mobilization, communication with the mass media, and support from government departments were critical to the success of the campaign. Copyright © 2011 International Society for Infectious Diseases. Published by Elsevier Ltd. All rights reserved.
Smoke-free São Paulo: a campaign evaluation and the case for sustained mass media investment Sao Paulo libre de humo de tabaco: evaluación de una campaña y el caso para una inversión sostenida en medios masivos
Full Text Available Although evidence from high-income countries suggests that mass media campaigns can increase knowledge of tobacco harms and encourage smoking cessation, there is little evidence of this from developing countries, particularly related to campaigns that seek to increase support for smoke-free places and laws. Two campaigns that ran in São Paulo, Brazil during implementation of a smoke-free law in São Paulo were evaluated to assess their effectiveness in changing attitudes and creating support for the law. The campaigns were evaluated through street-intercept surveys conducted in early July and late August in São Paulo (Ns= 603; 615. Findings reveal that mass communications can generate support for smoke-free laws and underscore the importance of running campaigns that are both well-funded and that use harder-hitting, more graphic messages.Aunque la evidencia de los países de altos ingresos sugiere que las campañas de los medios masivos de comunicación pueden elevar el conocimiento de los daños del tabaco y alentar a dejar de fumar, hay poca evidencia de esto en los países en desarrollo, particularmente en relación con las campañas que tratan de dar más apoyo a los lugares libres de humo de tabaco y a las leyes. Dos campañas que se transmitieron en São Paulo, Brasil durante la ejecución de la ley libre de humo en São Paulo fueron evaluadas para determinar su eficacia en el cambio de actitudes y su contribución al aumento de apoyo a esta la ley. Las campañas fueron evaluadas a través de encuestas realizadas en la calle a principios de julio y finales de agosto en São Paulo (N= 603 615. Los hallazgos revelan que la comunicación masiva puede generar apoyo a las leyes antitabaco y subrayan la importancia de la realización de campañas que estén bien financiadas, así como el uso de mensajes gráficos más fuertes.
A new campaign is taking shape to promote computer security. The slogan “SEC_RITY is not complete without U!” reminds users of the importance of their contribution. The campaign kicks off on 10 June with a public awareness day in the Council Chamber. The new campaign, organised by CERN’s computer security team, will focus on prevention and involving the user. “This is an education and awareness-raising campaign for all users at CERN,” explains Stefan Lueders, in charge of computer security. “Every day, we register thousands of computer attacks against CERN: there are attempts to tamper with web pages, hack into user accounts, take over servers, and much more. A successful attack could mean confidential user information being divulged, services being interrupted or data being lost. It could even affect operations at CERN. Another factor is the damage that a successful attack could inflict on the Organization’s reputation. &...
Tuesday 19 March 2002 in restaurant nr 2, from 9.00 to 16.30 hrs A blood donors campaign, organized by the Centre de Transfusion sanguine of Geneva If you already have a card giving your blood group, please bring this with you.
A blood donors campaign, organized by the Centre de Transfusion Sanguine of Geneva will be held at CERN on Tuesday 13 March 2001 in restaurant nr 2, from 9.00 to 16.30 hrs If you already have a card giving your blood group, please bring this with you.
Wednesday 13 November 2002 in restaurant nr 2, from 8.30 to 16.30 hrs will be held a blood donors campaign, organized by the Etablissement de Transfusion de Haute-Savoie If you already have a card giving your blood group, please bring this with you.
A blood donors campaign, organized by the Établissement de Transfusion de Rhône-Alpes will be held at CERN on Tuesday 14 November 2000 in restaurant nr 2, from 8.30 to 16.30 hrs If you already have a card giving your blood group, please bring this with you.
A blood donors campaign, organized by the Centre de Transfusion d'Annemasse will be held at CERN on Tuesday 14 November 2001 in restaurant nr 2, from 9.00 to 16.30 hrs If you already have a card giving your blood group, please bring this with you.
Campaign finance might seem like the exclusive province of political reporters, but there are many good reasons why authors should be paying attention--both in races for education positions and in other key races at the local, state, and federal levels with implications for education. Basic math is a necessary skill and familiarity with a…
Thomsen, Frederik B; Mikkelsen, Marta K; Hansen, Rikke B
AIMS: The aims of the present study were to investigate referral patterns and the diagnosis of prostate cancer (PCa) before and after the Movember campaign was initiated in Denmark. METHODS: All men (n=2817) referred to the Department of Urology at Frederiksberg Hospital with suspicion of having ...
Hrubá, Drahoslava; Zaloudíková, Iva
It is generally accepted that living in families where there are smokers, children are stressed not only by the harmful physical exposure to second-hand and third-hand tobacco smoke, but also by the negative models of the adult relatives' behaviour, as relatives who smoke can inspire children to imitate this behaviour, influencing attitudes towards, and early experiments with smoking. In this paper, some of the most important results about influence of family smoking on the effects of the anti-smoking educational programme "Non-smoking Is Normal" are described. The school-based programme was created by medical and educational specialists and targets children at the first level of primary schools (aged from 6 to 11 years). The data about interesting outcomes of the programme (knowledge, attitudes, behaviour) were collected by anonymous questionnaire, administered twice in each school year: one month before the complex of 5 lectures (pre-tests) and 4-5 months after the last lecture (post-tests). The sample of participants (860-910) was divided into four groups, according to the intervention and family backrounds: (1) programme children from smoking families "P-S"; (2) control children from smoking families "C-S"; (3) programme children from non-smoking families "P-NS"; (4) control children from non-smoking families "C-NS". The differences in the frequency of children's answers were analysed using the tests in statistic Epi Info software, version 6.04a (chi-square, Mantel Haenszel, Yates, Fisher). In the programme group, the number of children with smoking relatives was significantly higher than in the control group (80.1% vs. 73.0%, p non-smoking families, the frequency of critics of adults smoking was significantly higher all the time of the study (p non-smoking parents only at the end of the study (p < 0.05). Despite of the effort to initiate parental participation on the primary prevention of smoking, we have confirmed that smoking in families decreased the
Yom-Tov, Elad; Muennig, Peter; El-Sayed, Abdulrahman M
Although hundreds of millions of dollars are spent each year on public health advertising, the advertisement content, design, and placement are usually developed by intuition rather than research. The objective of our study was to develop a methodology for testing Web-based advertisements to promote smoking cessation. We developed 10 advertisements that varied by their content (those that empower viewers to quit, help viewers to quit, or discuss the effects of smoking). We then conducted a series of Web-based randomized controlled trials that explored the effects of exposing users of Microsoft's Bing search engine to antismoking advertisements that differed by content, placement, or other characteristics. Finally, we followed users to explore whether they conducted subsequent searches for smoking cessation products or services. The advertisements were shown 710,106 times and clicked on 1167 times. In general, empowering advertisements had the greatest impact (hazard ratio [HR] 2.6, standard error [SE] 0.09 relative to nonempowering advertisements), but we observed significant variations by gender. For instance, we found that men exposed to smoking cessation advertisements were less likely than women to subsequently conduct smoking cessation searches (HR 0.2, SE 0.07), but that this likelihood increased 3.5 times in men exposed to advertisements containing empowering content. Women were more influenced by advertisements that emphasized the health effects of smoking. We also found that appearing at the top right of the page (HR 2.1, SE 0.07) or at the bottom rather than the top of a list (HR 1.1, SE 0.02) can improve smoking cessation advertisements' effectiveness in prompting future searches related to smoking cessation. Advertising should be targeted to different demographic groups in ways that are not always intuitive. Our study provides a method for testing the effectiveness of Web-based antismoking advertisements and demonstrates the importance of advertisements
Yanamandra-Fisher, Padma A.; PACA Project
The Pro-Am Collaborative Astronomy (PACA) project evolved from the observational campaign of C/2012 S1 or C/ISON in 2013, and has expanded to pro-am observing campaigns of planets, polarimetric exploration and recently, polarization of the inner solar corona during the 2017 US Continental Total Solar Eclipse (TSE). The evolving need for individual customized observing campaigns has been incorporated into the evolution of PACA portal: supporting observing campaigns of current comets, legacy data, historical comets, planets, solar corona, interconnected with social media and a set of shareable documents addressing observational strategies; consistent standards for data; data access, use, and storage, to align with the needs of professional observers. Given the volume of data generated for each campaign, new ways of rapid data analysis, mining access and storage are needed. Several interesting results emerged from the synergistic inclusion of both social media and amateur astronomers: (1) the establishment of a network of astronomers and related professionals, that can be galvanized into action on short notice to support observing campaigns; (2) assist in various science investigations pertinent to the campaign; (3) provide an alert-sounding mechanism should the need arise; (4) immediate outreach and dissemination of results via our media/blogger members; (5) provide a forum for discussions between the imagers and modelers to help strategize the observing campaign for maximum benefit. Some recent PACA campaigns of note are: C/2013 A1 (C/SidingSpring) ; 67P/Churyumov-Gerasimenko (CG), target for ESA/Rosetta mission; PACA_Jupiter (and for other planets Mars, Saturn, Uranus and Neptune); polarimetry and current campaign PACA_PolNet, a multi-site polarimetric network to be implemented in August 2017, in partnership with the project Citizen CATE. I will highlight key aspects of various PACA campaigns, especially the current PACA_PolNet for the 2017 Total Solar Eclipse and
Political advocacy continues to gain ground in the state of Washington after the landmark Washington state legislative support of emergency funding ($4.09 million) for library media centers during the 2008 legislative session. This stepped-up political advocacy is due to the efforts of the Washington Library Media Association Advocacy members…
Wnioski: W procesie planowania kampanii społecznej istotne jest precyzyjne określenie grupy docelowej i sposobu dotarcia do niej w celu osiągnięcia pozytywnych rezultatów. Przekaz powinien w sposób jednoznaczny opisywać problem i być łatwy do zrozumienia. Warto rozważyć przygotowanie kontrowersyjnego spotu, gdyż w ten sposób można zwiększyć szansę na przykucie uwagi odbiorcy i wzbudzenie w nim chęci zapoznania się z podejmowanym problemem społecznym. Kampania społeczna powinna wzbudzać w odbiorcach emocje. Im większe emocje u odbiory, tym reklama lepiej zostanie zapamiętana, co może przełożyć się na zmianę zachowania odbiorcy. Abstract Introduction: The social campaign is a kind of social communication. It promotes socially relevant, valuable patterns of behavior and draws attention on important social problems. Aim: To show differences in perception of selected social campaigns. Material and Methods: The study was conducted using a questionnaire designed by the author. Completing the questionnaire was prelude by displaying the Polish and English social advertising. The study covered 209 secondary school students. Results: Nearly 38% of respondents believe that children's participation in social advertising is a good idea. Nearly 58% of high school students answered that the blood on-screen does not estrange them to continue watching advertisement. The nakedness is not disturbed 88% of respondents. More than 93% of respondents don't feel outraged because of eroticism in advertising. Conclusions: Defining target group is essential in the process of planning a social campaign to achieve positive results. The advertising message should clearly describe the problem and be easy to understand. Controversial advertisement can increase a chance of gaining the attention to undertaken social problem
Solomon, Laura J; Bunn, Janice Y; Flynn, Brian S; Pirie, Phyllis L; Worden, John K; Ashikaga, Takamaru
Theory-driven, mass media interventions prevent smoking among youth. This study examined effects of a media campaign on adolescent smoking cessation. Four matched pairs of media markets in four states were randomized to receive or not receive a 3-year television/radio campaign aimed at adolescent smoking cessation based on social cognitive theory. The authors enrolled 2,030 adolescent smokers into the cohort (n = 987 experimental; n = 1,043 comparison) and assessed them via annual telephone surveys for 3 years. Although the condition by time interaction was not significant, the proportion of adolescents smoking in the past month was significantly lower in the experimental than comparison condition at 3-year follow-up when adjusted for baseline smoking status. The media campaign did not impact targeted mediating variables. A media campaign based on social cognitive constructs produced a modest overall effect on smoking prevalence among adolescents, but the role of theory-based constructs is unclear.
National Aeronautics and Space Administration — The GRIP Campaign Reports dataset consists of various reports filed by scientists during the GRIP campaign which took place 8/15/2010 - 9/30/2010; however, several...
Pfau, Michael; Burgoon, Michael
Posits a strategy of resistance to the influence of attack messages in political campaigns. Finds that political campaign messages can be designed to inoculate supporters of candidates against subsequent attack messages of opposing candidates. (MS)
Asfar, Taghrid; Al-Ali, Radwan; Ward, Kenneth D; Vander Weg, Mark W; Maziak, Wasim
To document primary health care (PHC) providers' tobacco use, and how this influences their smoking cessation practices and attitudes towards tobacco-control policies. Anonymous questionnaires were distributed to PHC providers in 7 randomly selected PHC centers in Aleppo, Syria. All PHC providers completed the questionnaires (100% response rate). A quarter of these providers smoke cigarettes and more than 10% smoke waterpipes. Physicians who smoke were less likely to advise patients to quit (OR=0.29; 95% CI, 0.09-0.95), assess their motivation to quit (OR=0.13, 95% CI=0.02-0.72), or assist them in quitting (OR=0.24, 95% CI=0.06-0.99). PHC providers who smoke were less likely to support a ban on smoking in PHC settings (68.2% vs. 89.1%) and in enclosed public places (68.2% vs. 86.1%) or increases in the price of tobacco products (43.2% vs. 77.4%) (PSyria and will negatively influence implementation of anti-smoking program in PHC settings. Smoking awareness and cessation interventions targeted to PHC providers, and training programs to build providers' competency in addressing their patients' smoking is crucial in Syria. Published by Elsevier Ireland Ltd.
Henriksen, L; Dauphinee, A L; Wang, Y; Fortmann, S P
To examine whether adolescents' exposure to youth smoking prevention ads sponsored by tobacco companies promotes intentions to smoke, curiosity about smoking, and positive attitudes toward the tobacco industry. A randomised controlled experiment compared adolescents' responses to five smoking prevention ads sponsored by a tobacco company (Philip Morris or Lorillard), or to five smoking prevention ads sponsored by a non-profit organisation (the American Legacy Foundation), or to five ads about preventing drunk driving. A large public high school in California's central valley. A convenience sample of 9th and 10th graders (n = 832) ages 14-17 years. Perceptions of ad effectiveness, intention to smoke, and attitudes toward tobacco companies measured immediately after exposure. As predicted, adolescents rated Philip Morris and Lorillard ads less favourably than the other youth smoking prevention ads. Adolescents' intention to smoke did not differ as a function of ad exposure. However, exposure to Philip Morris and Lorillard ads engendered more favourable attitudes toward tobacco companies. This study demonstrates that industry sponsored anti-smoking ads do more to promote corporate image than to prevent youth smoking. By cultivating public opinion that is more sympathetic toward tobacco companies, the effect of such advertising is likely to be more harmful than helpful to youth.
John-Leader, Franklin; Van Beurden, Eric; Barnett, Lisa; Hughes, Karen; Newman, Beth; Sternberg, Jason; Dietrich, Uta
This paper describes a multimedia campaign implemented in rural New South Wales on a budget smaller than that typical of many published campaigns. The 'To Be Young at Heart - Stay Active Stay Independent' (SASI) campaign was one arm of a multi-strategic program to reduce falls among seniors by promoting physical activity. This 18-month campaign used social marketing techniques. Central to this campaign was strong formative research, significant use of corporate, community and media partnerships and a detailed, strategic distribution plan. Campaign reach was evaluated by a community intercept survey. A variety of high-quality information, education and communication (IEC) resources were developed. Overall, the campaign cost was calculated at USD 191,000. The actual cost of USD 42,000 (excluding staff time) was used to generate almost double this amount in sponsorship (USD 82,000). In the mid-campaign reach survey, 36% recognised the campaign and attributed this to television (58%), newspaper (33%), poster (13%) and bus-back advertising (8%). Of these respondents, 21% reported seeking information about physical activity, 33% reported increased intention to be more active, and 22% reported becoming more active as a result of the campaign. It is possible to develop and deliver a well-designed, multi-media campaign on a limited budget by using sound formative research and engaging community and corporate partners to generate sponsorship. An effective distribution strategy is crucial and may require additional partnerships at State or national level.
Khairuddin, Mohammad Adib; Rao, Asha
With more and more political candidates using social media for campaigning, researchers are looking at measuring the effectiveness of this medium. Most research, however, concentrates on the bare count of likes (or twitter mentions) in an attempt to correlate social media presence and winning. In this paper, we propose a novel method, Interaction Strength Plot (IntS) to measure the passive interactions between a candidate's posts on Facebook and the users (liking the posts). Using this method...
Full Text Available This paper aims to explore empirically the potential influence presidential electoral campaigns may exert on the process of voting decision making. Four dimensions of this problem are analysed: 1. the communicational resources of a campaign that result most effective, 2. if the voters perceive the differential media exposure received by each of the candidates, 3. in case they do, if that perception has an impact on the positive image of the candidates and 4. the capacity of campaigns to operate changes on the voting decision. The obtained data indicate that in the memory they build of campaigns, the subjects recognize the predominance of television messages, perceive the differential media exposure of candidates, that this perception does not necessarily mean they have a positive image of those who received more media exposure, and that they point out the potential of the campaign to change their initial voting decision.
Capital campaigns are intense efforts to build the financial assets of an institution in a specified amount of time. This study provides an empirical view of how changes in leadership affected concomitant capital campaigns at ten colleges and universities. The transitions during these 10 campaigns influenced morale on campus, altered timing of the…
Wall, M.; Sudulich, M.L.; Gallagher, M.; Marsh, M.
The idea of an ‘internet election’ was initially put forward in 1997. However, there is little evidence to date that online campaigning has supplanted more traditional campaign practices. This is particularly true of Irish campaigns, which are hardware-rich affairs characterised by substantial
If you see this poster, stop and read it! This is the third poster produced by TIS Division as part of its information campaign on health and safety in the workplace. It provides statistics on occupational accidents at CERN. You will see that, as in the rest of Europe, falls, slips and trips continue to be the main cause of accident. So, eyes open and take care! For more information : http://safety.cern.ch/
Full Text Available Nowadays, we are witnessing an unprecedented large number of voters who take their daily information from social media. As a result, having a strong online campaign has become a requirement. The United States of America provide a valuable example of how social media have become increasingly more involved in the communication between politicians and voters. That is why this paper aims at bringing evidence from 2016 presidential race, by analyzing the online communication campaigns of finalists Donald Trump and Hillary Clinton. Our findings show that even if both candidates’ campaigns successfully engage with the voters, Donald Trump is taking better advantage of social media’s features: embracing immediacy (right now, transparency (unvarnished expression and risk (rather than caution.
Bauer, M.; McCaughrean, M.; Landeau-Constantin, J.
The communication campaign for Rosetta has been the biggest success in the history of European Space Agency outreach, resulting in global awareness for the agency. The mission itself is an extraordinary operational and scientific success, but communicating only the operational and scientific firsts would likely not have brought the Rosetta orbiter and Philae lander to the attention of so many people, and would not have made the mission part of people's lives across the globe. The additional impact brought to the mission through the communication campaign was based on a strategic approach focusing on: real-time release of information with maximum transparency; direct real-time access for media and social media; adding a human dimension to the story; and communicating the risks openly in order to manage expectations. In this article we describe our overall strategy, illustrate its implementation, and provide the framework for subsequent articles in this journal highlighting specific aspects of the campaign in more detail.
Kruikemeier, S.; van Noort, G.; Vliegenthart, R.; de Vreese, C.H.
Purpose-The purpose of this paper is to examine the causal relationship between interactive and personal campaigning on social media and political involvement, and the mechanisms that explain the effects. Specifically, this study examines whether personal and interactive communication on Twitter
As the only children's hospital in the state, Connecticut Children's Medical Center was challenged by the inherent complacency of parents. It met the challenge through a multi-level marketing effort which included television and radio, community outreach and strong media relations. By emphasizing the unique nature of children, the campaign affirms the need for a specialized children's health center.
.... The study highlighted the requirement for accurate data concerning a population's social hierarchy, social networks, behavior patterns, human geography and their subsequent impact on the success of both word-of-mouth and mass media driven information campaigns.
The article investigates strategic, informative campaigning by two parties when politics concern redistribution. Voters are uncertain about whether parties favour special groups. Parties will target campaigns on groups where most votes are gained by informing about policies. In equilibrium......, campaigning will be most intensive in groups where the uncertainty is largest and where voters are most mobile, most likely to vote, most receptive to campaigns and relatively uninformed initially. These groups will become more informed about policy. Parties will therefore gain more votes by treating...... these groups well so these groups will gain from strategic campaigning. Welfare effects are assessed...
Killos, Lydia F.; Hancock, Linda C.; McGann, Amanda Wattenmaker; Keller, Adrienne E.
Objective: Social norms campaigns are a cost-effective way to reduce high-risk drinking on college campuses. This study compares effectiveness of a "standard" social norms media (SNM) campaign for those with and without exposure to additional educational sessions using audience response technology ("clickers"). Methods: American College Health…
Hansen, Kasper M.; Kosiara-Pedersen, Karina
The minimal effect theory of campaign studies stipulates that intense political competition during campaigns assures and reinforces the initial party choice of the electorate. We find that this reinforcement is two-fold. During the campaign, the party preference of the voters’ in-group party...... an increase in their preference for their most preferred party and a decrease for their least liked party as the campaign progresses. These trends show that the political campaign polarizes the electorate by increasing the affective distance between in-group party and out-group party preferences, thereby...... resulting in stronger political polarization after the campaign than before the campaign. The data utilized in this study is a large six-wave panel-study of Danish voters’ party preferences during the Danish parliamentary election of 2011. Thus, the analysis provides evidence of the minimal effect theory...
State Head Injury Administrators National Center for Telehealth and Technology National Coalition for Homeless Veterans National Football League ...health media campaigns. We reviewed the past 11 years of peer-reviewed research, focusing on citations published in English from January 2000 until...related to the develop- ment or implementation of a media campaign. Articles were excluded if they were published in a language other than English
Sharma, Nandini; Anand, Tanu; Grover, Shekhar; Kumar, Arun; Singh, Mongjam M; Ingle, Gopal K
Almost 40% of Delhi's population lives in slums and is vulnerable to tobacco use. It is therefore important to assess their opinion and ensure compliance to antismoking legislation. The present study was undertaken to assess the awareness of the general public residing in slums in Delhi regarding the smoke-free initiative of 2009, 3 years after intensive implementation. It was a cross-sectional study conducted among participants selected by cluster sampling from the slums in six districts of Delhi using a pretested semistructured questionnaire. A total of 708 slum dwellers were interviewed. Out of the total, only 16.1% (n = 114) of the participants had heard of The Cigarettes and Other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Act, 2003 (COTPA), though, they were aware about some of the provisions of the COTPA. Majority (n = 529; 74.7%) perceived the smoke-free zones as the places where smoking forms of tobacco are banned. Regarding the awareness about the places designated as smoke-free zones, 82.1% (n = 581) of the respondents named educational institutions. About 61% of the people interviewed reported to have seen people smoking at public places on the day of interview while only 21.5% reported to have seen any one getting punished for smoking. Awareness about COTPA was low. The study respondents perceived that no action was being taken against persons acting in violation of the law. Thus, there is a need for stricter implementation of COTPA and increased spreading of awareness among the general public. While awareness about antismoking legislation among general population (particularly slums) has been studied world over, this has not been the case in India. The study depicts opinion of one of the susceptible populations regarding tobacco control legislation, which has hitherto not been studied in the Indian context. This study has an important implication as it highlights the need
Full Text Available Nowadays new education technologies and e-communication devices give new measuring and assessing tools for researchers. Eye-tracking is one of these new methods in education. In our study we assessed 4 figures from the anti-smoking heath issues of National Institute for Health Development. In the study 22 students were included from a 7th grade class of a Kecskemét primary school. Our results show that students concentrate on the text-part of the figures except if the picture is frightening. However if the text and the picture are not both frightening enough, the message will not be transferred to young students.
Leavy, Justine E; Rosenberg, Michael; Bull, Fiona C; Bauman, Adrian E
Mass media campaigns are part of a comprehensive, population-based approach to communicate physical activity behavior change. Campaign awareness is the most frequently reported, short-term comparable measure of campaign effectiveness. Most mass media campaigns report those who were aware with those who are unaware of campaigns. Few campaigns follow awareness in the same respondent, over time, during a mass media campaign to track different patterns of awareness or awareness profiles--"never," "early," "late," or "always"--that may emerge. Using awareness profiles, the authors (a) address any demographic differences between groups and (b) assess changes in physical activity. Find Thirty every day® was a populationwide mass media campaign delivered in Western Australia. The cohort comprised 405 participants, who completed periodic telephone interviews over 2 years. Almost one third (30.4%) were "never aware" of the campaign. More than one third recalled the campaign at one or more time points--"early aware." Ten percent became aware at Time 2 and stayed aware of the campaign across the remaining time. Examining within and across the awareness profiles, only gender was significant. This article provides an approach to profiling awareness, whereby people cycle in and out and few people are "always aware" over a 2-year period. It presents possible implications and considerations for future campaign planners interested in establishing and maintaining campaign awareness with adult populations.
Full Text Available The purpose of this study was to analyze smoking related beliefs, attitudes and knowledge on anti-smoking legislation among some cafe workers, business owners and customers about smoking ban in their worklaces in province of Trabzon. Agreed to participate in the study to 87 business owner, 140 office employees and 465 customers in total, including 692 people face to face with the survey technique was applied. The 75.3% of those who participated in the study of law is thought necessary. The number of those who believe in the necessity of law is increasing with education level (p<0.0005. Smoking ban was found more necessary by non-smokers than who current smokers and have quit smoking (p<0.0005. There is a no difference between the man and woman about the necessity of law (p=0.403. The 35.6 % of business owners , 53.5 % of customers, 41.4 % of the office staff is considering the law be applied (p=0.021. The 33.9% of current smokers, 62% non-smoking, 54.3% of those who have quit smoking is considering that ban can be applied. There was statistically significant difference among groups(p<0.0005. The number of those who believe in belief that the ban can be applied is increasing with education level (p=0.015. There is a no difference between the man and woman on belief about the ban can be applied (p=0.339. The adoption of the law in our country in terms of exposure to environmental tobacco smoke and social measures have been taken an important step in the way of implementation. The our research that was made immediately preceding the entering into application of the law, was very positive support on law compliance. [TAF Prev Med Bull 2011; 10(3.000: 275-280
Rasool, A.; Rasool, M.; Shah, Z.; Hammad, M.; Utmanzai, A.; Wahab, F.; Siddique, I.; Ahmad, J.; Ahmad, S.; Farooq, U.
Background: The hazards of cigarette smoking and its increasing consumption are well known despite the ongoing tussle between the tobacco industry and global governments. To curb the menace of smoking, anti-smoking laws have been enforced from time to time by various governments. In 2003, Ministry of Health (MoH) Government of Pakistan has imposed certain regulations on cigarette manufacturing industry. The aim of this study was to highlight the compliance of the industry with these regulations. Methods: A cross-sectional study of major cigarette selling shops was conducted in Abbottabad. It was aimed at determining the availability of total cigarette brands and their compliance with the regulations and also to find out attributes of cigarette customers. Results: A total of 39 varieties of 18 cigarette brands are available in Abbottabad city, out of which 71.8% are imported varieties. A total of 38.4% varieties have displayed health warnings (28.2% pictorial health warning, 10.2% have written health warning. Majority of cigarette customers are between 20-40 years of age, while 5.6% customers include youngsters between 10-20 years of age. Female customers, accounting for 8% of total cigarette customers, buy only those brands which have not displayed the health warning. Conclusions: Observed compliance with governmental regulation for displaying health warning is 39% which is far less than desired. Sale of cigarette to children is also practiced. Ministry of Health (MoH) should assure the display of these warnings on all the brands so that smokers must be fully aware about the risk involved in smoking. (author)
justification. This paper finally discusses the reason for this greening of government initiated Danish energy saving campaigns, which is seen as an indirect result of the 1987 UN report, Our Common Future. The 1988 general election in Denmark led to the formation of a new center-right government coalition...... economics and not least a significant portion of patriotism. Environmental justification was almost entirely absent throughout the 1970s and 1980s. This changed only from 1989 onwards, as government initiatives to curb the ever rising consumption of energy commenced an extensive use of environmental...
Stojanová, Hana; Blašková, Veronika
The aim of this paper is to identify a break in the development trend of the time series of the number of fatal, light and heavy injuries in traffic accidents and compare the progress caused by the media campaign named "Think or you'll pay! "in the Czech Republic over the period 2000-2015. The campaign focuses on the age group of drivers under the age of 25 and the most common cause of their traffic accidents as the drivers in this age category are the most vulnerable group in road traffic. The campaign uses a method in which it tries to influence behaviour by negative action, or by causing negative emotions. The authors concentrate on the effects of mass media campaigns in the long-term development of accidents in the Czech Republic and a financial evaluation of the road safety campaign "Think or you'll pay! "by comparing the campaign costs, the cost of road fatalities, and the cost savings from the perspective of government expenditures. The secondary source data for the chart analysis and interpolation according to the criteria of analytical and mechanical balancing time series, the Chow test and Quandt Likelihood Ratio test, choosing the appropriate model trend of accidents and consequences of traffic accidents were obtained from the Czech Ministry of Transport, the database of The Losses due to Traffic Accident Rates (CZRSO) and the Czech Association of Victims of Traffic Accidents (CSODN, 2015) from period of 1990 till 2016. The impact of the media campaign "Think or you'll pay!", measured by enumerating the costs was compared with the number of fatalities in the years immediately after the campaign and the impact of the media campaign was evaluated and recognised. The conclusion and the highlights summarize the findings of research and the limits of media campaign evaluation approach. Copyright © 2018 Elsevier Ltd. All rights reserved.
Chau, Josephine Y; McGill, Bronwyn; Thomas, Margaret M; Carroll, Tom E; Bellew, William; Bauman, Adrian; Grunseit, Anne C
Social marketing (SM) campaigns can be a powerful disease prevention and health promotion strategy but health-related campaigns may simply focus on the "promotions" communication activities and exclude other key characteristics of the SM approach. This paper describes the application of a checklist for identifying which lifestyle-related chronic disease prevention campaigns reported as SM actually represent key SM principles and practice. A checklist of SM criteria was developed, reviewed and refined by SM and mass media campaign experts. Papers identified in searches for "social marketing" and "mass media" for obesity, diet and physical activity campaigns in the health literature were classified using the checklist. Using the checklist, 66.6% of papers identified in the "SM" search and 39% of papers identified from the "mass media" search were classified as SM campaigns. Inter-rater agreement for classification using the abstract only was 92.1%. Health-related campaigns that self-identify as "social marketing" or "mass media" may not include the key characteristics of a SM approach. Published literature can provide useful guidance for developing and evaluating health-related SM campaigns, but health promotion professionals need to be able to identify what actually comprises SM in practice. SO WHAT?: SM could be a valuable strategy in comprehensive health promotion interventions, but it is often difficult for non-experts to identify published campaigns that represent a true SM approach. This paper describes the application of a checklist to assist policy makers and practitioners in appraising evidence from campaigns reflecting actual SM in practice. The checklist could also guide reporting on SM campaigns. © 2017 Australian Health Promotion Association.
Fakolade, R; Adebayo, S B; Anyanti, J; Ankomah, A
People living with HIV and AIDS (PLWHAs) often face stigma and discrimination, especially in developing countries. HIV-related stigma is expressed through social ostracism, personal rejection, direct and indirect discrimination, and denial from families and friends. Consequently, it is associated with reduced adoption of preventive and care behaviours, including condom use, seeking for HIV test and care-seeking behaviour subsequent to diagnosis. Ignorance about the epidemiology of the disease on modes of transmission and prevention aggravates HIV-related stigma in Nigeria. Behaviour change communication activities through mass media have been shown to be an effective approach in improving people's knowledge about the disease. This paper monitors trends in the level of accepting attitudes towards PLWHAs in Nigeria between 2003 and 2007. It also evaluates the impact of exposure to mass media and social support on the levels of accepting attitudes towards PLWHAs. A significant and positive trend was evident between 2003 and 2007 (pmedia communications on HIV and AIDS issues and social support were significantly related to the reduced stigma and discrimination against PLWHAs (p<0.0001).
Cho, Kyoung Won; Lee, Jakyoung; Ryu, Ji-Hye; Kim, Soo Jeong
This study aimed to identify the effects of anti-smoking public service announcements on the attitudes of Korean college students toward smoking. This study involved students via convenience sampling from seven universities who were randomly assigned to four groups. All groups completed a preliminary questionnaire, before being shown a public service announcement twice, and then completed a post viewing questionnaire. For announcements with positive messages, the proportion of changes in beliefs and attitudes were 39.1% and 19.8%, respectively, whereas those with negative messages showed a greater proportion of changes in the beliefs (59.7%) and attitudes (40.3%). After adjusting for sex and change in belief, the message types and smoking status were identified as factors affecting the change in the participants attitudes. A negative message resulted in a greater change in attitudes (odds ratio [OR], 3.047; 95% confidence interval [CI], 1.847-5.053). Ever-smokers including current smokers showed a greater positive change in attitude than never-smokers (OR, 6.965; 95% CI, 4.107-11.812). This study found that positive anti-smoking public service announcements were more effective on attitude change than negative messages. Additionally these announcements were more effective among viewers who were current smokers or had a prior smoking experience.
Voorveld, H.A.M.; Valkenburg, S.M.F.
This research investigates the role of fit between campaign ads in generating cross-media effects. Using an ecologically valid design, this article enhances our understanding of cross-media effects in real life. By combining a content analysis of Dutch cross-media campaigns with a secondary data
Villalobos, Víctor; Ramírez, Olivia Ortiz; Thrasher, James F; Santillán, Edna Arillo; Hernández, Rosaura Pérez; Cedillo, Claudia; González, Wendy
"Porque todos respiramos lo mismo" is a mass media campaign to promote smoke-free places (SFP). The development stages were: strategic planning; formative research; message development; media plan; and impact evaluation. Development involved formation of a coalition of key actors in various sectors. The target population was smokers and nonsmokers, with the aim of changing social norms around SFP. Nonsmokers were targeted because they comprised the majority and were most likely to appreciate the benefits of SFPs. Campaign materials were aired on television, radio, print and on billboards. One key limitation was the lack of evidence for previous campaigns, which increased the importance of formative research and of including a rigorous evaluation for this one. The campaign evaluation indicates a significant impact, which suggests that future campaigns use similar strategies in their development.
Rhodes, Andrew; Evans, Laura E; Alhazzani, Waleed
OBJECTIVE: To provide an update to "Surviving Sepsis Campaign Guidelines for Management of Sepsis and Septic Shock: 2012." DESIGN: A consensus committee of 55 international experts representing 25 international organizations was convened. Nominal groups were assembled at key international meetings...... (for those committee members attending the conference). A formal conflict-of-interest (COI) policy was developed at the onset of the process and enforced throughout. A stand-alone meeting was held for all panel members in December 2015. Teleconferences and electronic-based discussion among subgroups......, and evidence profiles were generated. Each subgroup generated a list of questions, searched for best available evidence, and then followed the principles of the Grading of Recommendations Assessment, Development, and Evaluation (GRADE) system to assess the quality of evidence from high to very low...
Rhodes, Andrew; Evans, Laura E; Alhazzani, Waleed
OBJECTIVE: To provide an update to "Surviving Sepsis Campaign Guidelines for Management of Sepsis and Septic Shock: 2012". DESIGN: A consensus committee of 55 international experts representing 25 international organizations was convened. Nominal groups were assembled at key international meetings...... (for those committee members attending the conference). A formal conflict-of-interest (COI) policy was developed at the onset of the process and enforced throughout. A stand-alone meeting was held for all panel members in December 2015. Teleconferences and electronic-based discussion among subgroups......, and evidence profiles were generated. Each subgroup generated a list of questions, searched for best available evidence, and then followed the principles of the Grading of Recommendations Assessment, Development, and Evaluation (GRADE) system to assess the quality of evidence from high to very low...
Odukoya, O O; Odeyemi, K A; Oyeyemi, A S; Upadhyay, R P
This study aimed to assess the effect of a short school-based anti-smoking program on the knowledge, attitude and practice of cigarette smoking among students in secondary schools in Lagos State. A non-randomized, controlled intervention study was done among respondents selected using multi-stage sampling. Baseline data was collected using self-administered questionnaires. An anti-smoking awareness programme was carried out among students in the intervention group using health talks, information leaflets and posters. Post-intervention data collection took place three months later. There were significant increments in the mean knowledge and attitude scores after the intervention. There was however no statistically significant change in the current smoking habits of respondents (4% vs. 3%; p=0.41)in the intervention group. Nevertheless, in the intervention group, the number of never- smokers who reported that they were likely to initiate cigarette smoking within the next year significantly reduced. There was also a significant increase in the proportion of current smokers who desired to quit smoking. Even brief anti-smoking programs of this nature are effective at improving the knowledge and modifying the attitude of the respondents but do not improve smoking habits. It however motivated the desire to quit among current smokers. Health education sessions and periodic anti-smoking programmes should be introduced into the secondary school curriculum. More intensive approaches may be needed to influence the smoking behaviour of adolescent smokers.
Lee, Hyegyu; Paek, Hye-Jin
Objective: To examine how norm appeals and guilt influence smokers' behavioural intention. Design: Quasi-experimental design. Setting: South Korea. Method: Two hundred and fifty-five male smokers were randomly assigned to descriptive, injunctive, or subjective anti-smoking norm messages. After they viewed the norm messages, their norm perceptions,…
Schoedinger, S. E.; Strang, C.
"Ocean Literacy is an understanding of the ocean's influence on you and your influence on the ocean." This simple statement captures the spirit of a conceptual framework supporting ocean literacy (COSEE et al., 2005). The framework comprises 7 essential principles and 44 fundamental concepts an ocean literate person would know (COSEE et al., 2005). The framework is the result of an extensive grassroots effort to reach consensus on (1) a definition for ocean literacy and (2) an articulation of the most important concepts to be understood by ocean-literate citizen (Cava et al., 2005). In the process of reaching consensus on these "big ideas" about the ocean, what began as a series of workshops has emerged as a campaign "owned" by an ever-expanding community of individuals, organizations and networks involved in developing and promoting the framework. The Ocean Literacy Framework has provided a common language for scientists and educators working together and serves as key guidance for the ocean science education efforts. This presentation will focus on the impact this Ocean Literacy Campaign has had to date as well as efforts underway to provide additional tools to enable educators and educational policy makers to further integrate teaching and learning about the ocean and our coasts into formal K-12 education and informal education. COSEE, National Geographic Society, NOAA, College of Exploration (2005). Ocean Literacy: The Essential Principles of Ocean Sciences Grades K-12, a jointly published brochure, URL: http://www.coexploration.org/oceanliteracy/documents/OceanLitChart.pdf Cava, F., S. Schoedinger , C. Strang, and P. Tuddenham (2005). Science Content and Standards for Ocean Literacy: A Report on Ocean Literacy, URL: http://www.coexploration.org/oceanliteracy/documents/OLit2004-05_Final_Report.pdf.
Andrian D. Hagijanto
Full Text Available Although printed media has been sharply segmented, even sharper than television, the design elements are still need to be organized. The considered elements are the size, type, and the illustration of the ad. Since printed media characteristically used as supporting media in advertising campaign, it must have consistency in creative approach with the main media in order to maintain the continuity to gain brand awareness. Abstract in Bahasa Indonesia : Walaupun media cetak sudah tersegmentasi lebih tajam dibanding media televisi, tetap diperlukan suatu pengorganisasian elemen-elemen desain iklannya. Aspek-aspek yang perlu diperhatikan menyangkut perihal format, teks, dan ilustrasi iklan. Karakter media cetak yang seringkali dipakai sebagai media pendukung dalam kampanye periklanan, menjadikannya iklan media massa cetak harus mempunyai konsistensi konsep pendekatan kreatif yang konsisten dengan media utamanya agar tujuan pencapaian brand aware senantiasa terjaga. Printed media advertisement, brand awareness, printed ad it characteristic.
Bretthauer-Mueller, Rosemary; Berkowitz, Judy M; Thomas, Melonie; McCarthy, Susan; Green, Lula Anna; Melancon, Heidi; Courtney, Anita H; Bryant, Carol A; Dodge, Kristin
The VERB campaign used a social marketing approach to deliver its message through the mass media, school and community promotions, and partnerships to encourage children aged 9-13 years (tweens) to be physically active every day. This paper presents the VERB campaign's community and national partnership strategy, highlights three successful partnerships, and discusses challenges associated with the efforts. The national advertising generated awareness of and affinity for the product's brand and motivated the primary audience to seek out the product. The campaign's national and community partners were engaged to facilitate a product-distribution channel. The campaign developed a three-pronged partnership strategy to integrate the promotion with the placement of the campaign's product (physical activity): (1) reframe the way physical activity is positioned and delivered; (2) connect the brand to the point-of-purchase; and (3) refer (or drive) the audience to the action outlets, opportunities, places, spaces and programs to purchase the product. The VERB campaign provided partners with marketing training and resources to assist them as they leveraged tweens' brand awareness and supported regular physical activity among tweens. The method of technical assistance and the types of marketing tools were provided in relationship to four characteristics of the partner: (1) partner's network, (2) leaders and champions in the network, (3) partner's financial resources for community campaigns; and (4) partner's understanding of the marketing mindset. Coordinated, collaborative, and strong mass-media and community-based interventions within a national social marketing campaign can sustain the immediate effects of such campaigns.
Full Text Available The rapid growth of the numbers of unaffiliated voters and the internet users caused politicians’ interest in these audiences and the start of their activities in these communication channels by establishing more personalized relationships with voters. This paper aims to analyze the communication of main parties and their candidates in social media channel “Facebook” and in popular Lithuanian internet news media portals, such as delfi.lt, lrytas.lt and others before the Parliamentary elections in 2012 and the forthcoming 2016 Parliamentary elections. Both quantitative and qualitative aspects of campaign coverage in the media portals and Facebook are analysed. The paper addresses the following questions: How important are factors such as new party emergence, parallel referendum campaign, and activity of using social media for the final result of elections? How active were the politicians in the Facebook? What content dominated their profiles? How much personalized were their messages? What strategies were used for communication? Did the politicians aim at mobilizing or at persuasion the voters? Involvement of citizens, voters’ turnout and political results are linked with campaign arguments and the value normative environment. We conclude by providing the discussion on the noticed tendencies and possible improvements in the communication of candidates for the future.
Johnston, Robyn S; Stafford, Julia; Jongenelis, Michelle I; Shaw, Therese; Samsa, Hannah; Costello, Eleanor; Kirby, Gary
Mass media education campaigns targeting parents may influence parent factors that reduce adolescent drinking; however few such campaigns have been evaluated. The Parents, Young People and Alcohol campaign included two phases of mass media advertising, Cogs and I See, to deliver consistent messages across multiple media channels. The campaign targeted Western Australian parents of 12-17 year olds with messages describing alcohol's effect on the developing brain and adolescent physical and mental health. The campaign reinforced the National Health and Medical Research Council (NHMRC) Guideline that for under 18s, not drinking is the safest option. Parent knowledge, attitudes and behaviours were assessed via cross-sectional surveys administered before the campaign (Time 1) and at two post-tests (Time 2; Time 3). Post-test campaign awareness and perceptions were also assessed. Campaign awareness was high (48% Time 2; 80% Time 3) and over 86% of parents found the campaign believable and relevant at both post-tests. Increased knowledge of the NHMRC guideline and lower belief in alcohol myths were found at both post-tests compared to Time 1. Less positive attitudes to parental supply were found at Time 2, but were not sustained at Time 3. Parents were more likely to have discussed alcohol risks and limiting drinking with their child at Time 3, but parent-to-child alcohol supply did not change significantly. The campaign achieved high awareness and positively influenced parental outcomes. Longer term campaign implementation supported by policy and environmental measures may be required to change parental supply. © 2018 Australasian Professional Society on Alcohol and other Drugs.
Davis, Kevin C; Shafer, Paul R; Rodes, Robert; Kim, Annice; Hansen, Heather; Patel, Deesha; Coln, Caryn; Beistle, Diane
Federal and state public health agencies in the United States are increasingly using digital advertising and social media to promote messages from broader multimedia campaigns. However, little evidence exists on population-level campaign awareness and relative cost efficiencies of digital advertising in the context of a comprehensive public health education campaign. Our objective was to compare the impact of increased doses of digital video and television advertising from the 2013 Tips From Former Smokers (Tips) campaign on overall campaign awareness at the population level. We also compared the relative cost efficiencies across these media platforms. We used data from a large national online survey of approximately 15,000 US smokers conducted in 2013 immediately after the conclusion of the 2013 Tips campaign. These data were used to compare the effects of variation in media dose of digital video and television advertising on population-level awareness of the Tips campaign. We implemented higher doses of digital video among selected media markets and randomly selected other markets to receive similar higher doses of television ads. Multivariate logistic regressions estimated the odds of overall campaign awareness via digital or television format as a function of higher-dose media in each market area. All statistical tests used the .05 threshold for statistical significance and the .10 level for marginal nonsignificance. We used adjusted advertising costs for the additional doses of digital and television advertising to compare the cost efficiencies of digital and television advertising on the basis of costs per percentage point of population awareness generated. Higher-dose digital video advertising was associated with 94% increased odds of awareness of any ad online relative to standard-dose markets (Pdigital advertising was associated with a marginally nonsignificant increase (46%) in overall campaign awareness regardless of media format (P=.09). Higher
Shafer, Paul R; Rodes, Robert; Kim, Annice; Hansen, Heather; Patel, Deesha; Coln, Caryn; Beistle, Diane
Background Federal and state public health agencies in the United States are increasingly using digital advertising and social media to promote messages from broader multimedia campaigns. However, little evidence exists on population-level campaign awareness and relative cost efficiencies of digital advertising in the context of a comprehensive public health education campaign. Objective Our objective was to compare the impact of increased doses of digital video and television advertising from the 2013 Tips From Former Smokers (Tips) campaign on overall campaign awareness at the population level. We also compared the relative cost efficiencies across these media platforms. Methods We used data from a large national online survey of approximately 15,000 US smokers conducted in 2013 immediately after the conclusion of the 2013 Tips campaign. These data were used to compare the effects of variation in media dose of digital video and television advertising on population-level awareness of the Tips campaign. We implemented higher doses of digital video among selected media markets and randomly selected other markets to receive similar higher doses of television ads. Multivariate logistic regressions estimated the odds of overall campaign awareness via digital or television format as a function of higher-dose media in each market area. All statistical tests used the .05 threshold for statistical significance and the .10 level for marginal nonsignificance. We used adjusted advertising costs for the additional doses of digital and television advertising to compare the cost efficiencies of digital and television advertising on the basis of costs per percentage point of population awareness generated. Results Higher-dose digital video advertising was associated with 94% increased odds of awareness of any ad online relative to standard-dose markets (Pdigital advertising was associated with a marginally nonsignificant increase (46%) in overall campaign awareness regardless of
Fagerstrøm, Asle; Sørum, Hanne; Vatrapu, Ravi
media survey1 within European Foundation of Drug Helplines members resulted in 16 responses (approximately 38 percentage response rate), representing 10 different European countries. Findings indicated that most drug helplines in the survey have some experience with social media. However, few...... of the drug helpline use social media based on purposeful planning and clear distribution of responsibility. Social media can be used for promoting an event or a sensitizing campaign to create positive value. Facebook is the social media that in general are most frequently used for purposes such as reaching...... a specific audience and promotion. Additionally, findings of the survey show that few drug helplines in the survey monitor social media frequently....
Student research campaigns (forskningskampanjer) have been an annual event in connection to Research Days (Forskningsdagene) since 2003 in Norway. The campaigns invite students from all over the country to participate in a common scientific research event, always connected to a special environmentally related theme - for example Air Quality in the Classroom (2003), Pollution along Roads (2004), Bacteria in Drinking Water (2005), and The Rain Check (2006). The year 2008, as with previous years, was overshadowed by the topic of climate change, and the specific role of humans. The research campaign theme for 2008 fit well into this focus: the potential benefits of solar energy as an alternative energy source. The campaign also was aligned with the Research Days theme of alternative energy sources and technologies. The campaign included the hands-on activity of assembling a solar panel and taking measurements with the device to determine efficiency, as well as a questionnaire to record the results and ask deeper questions regarding alternative energy and climate change. The results gained from data analysis of the campaign show that students were able to gain maximum efficient solar power from the devices they constructed, which gave them a solid understanding of solar power technology. Analysis of the campaign questionnaire in regards to the activity shows that students believe that solar energy should be better utilized as an energy source in Norway. (Also in Norwegian OR 24/2009). (Author)
Full Text Available This article is dedicated to the analysis and evaluation of political communication on a regional level. Without any doubt, the Internet revolution affected electoral campaigning on every level. Online campaigning before local elections is often marginalized by political scientists and other scholars researching political marketing. However, the question emerges: are the candidates aware of the possibilities that new media has brought to political communication? Content analysis of all the major online communication tools has allowed the author to analyze the patterns of using websites, official Facebook profiles and Twitter accounts of candidates during the 2014 Lower Silesian Regional assembly elections. The Lower Silesian Voivodeship is among the fastest developing regions in Poland with high Internet penetration rate. Is the Internet campaign treated as a second-class way to communicate with potential voters, or is it perceived as an opportunity to reach electorate online?
The best protection from AIDS is prevention, and this fact makes AIDS awareness campaigns a high priority. Since there are cases of well informed groups that still do not alter their sexual behavior (i.e. teenagers in the UK and San Francisco), fact forcing campaigns cannot be the method of AIDS education. Facts along with behavioral motivation are needed. AIDS awareness campaigns must recognize denial factors that must be overcome before the campaign is even taken seriously. On the other end of the spectrum, exaggerated fears leading to irrational behavior and stigmatization must be prevented by supplying counselling programs to dispel these fears. A campaign must build trust and not underestimate its target population so that their self respect remains high enough to motivate them towards assertive action. Cultural problems, such as women who cannot discuss sexual options for fear of being socially stigmatized, need to have programs that instruct as well as develop a environment that supports change. School women's groups, work places, clinics, community networks, and religious organizations know a local temperament and beliefs, and therefore should be consulted on designing messages that best fit their peers language, literacy, and economic circumstances. Their is no single answer for an AIDS awareness campaign, but a mixture of facts, explanation, persuasion, and reassurance for each targeted community must be well planned. Since each campaign is an experiment, it should be carefully regulated.
Ahrens, David; Uebelher, Paul; Remington, Patrick L
Smoke-free restaurant ordinance campaigns were conducted in 15 Wisconsin cities during 1992 through 2002. Community and health coalition organizational characteristics varied with each campaign; nine campaigns were successful in enacting ordinances, and six campaigns failed. Data on community and coalition characteristics were analyzed. Community characteristics included adjusted gross income, percentage of Democratic voters in recent elections, and county smoking prevalence. Coalition characteristics included the number of supporters identified, leadership experience, level of print news media coverage, and editorial position of local newspaper. Successful campaigns were more likely to have leadership with high levels of political experience; eight of nine successful campaigns had leadership with high levels of experience, and two of six unsuccessful campaigns had leadership with high levels of experience. Every successful campaign had high levels of newspaper coverage and strong editorial support. None of the unsuccessful campaigns had high levels of news coverage or strong editorial support. Characteristics controlled or influenced by coalitions are associated with successful outcomes. Community characteristics were not associated with outcomes. These results should assist communities planning to implement smoke-free ordinances or other health policy campaigns.
The Orthopedic Hospital of Oklahoma is a 25-bed inpatient and outpatient center with one focus: Orthopedics. To acquaint people with its services and build brand awareness to drive market share, the hospital launched a print campaign featuring actual patients.
Dunlop, K; Barlow-Stewart, K
Evidence that family health history (FHH) informs recommendations for appropriate early detection strategies used for the prevention of many health conditions underscores the importance of optimizing a patient's knowledge of his/her personal FHH. For some conditions, FHH also underpins identifying those at potentially high risk for whom genetic testing may be possible and suitable to further inform the advice. The Family Health History Campaign 'Start the Conversation' was conducted in New South Wales (Australia) in August 2006 as a small state-wide media campaign with the aim of encouraging individuals to discuss and gather their FHH information about several conditions and report it to their doctor. Campaign development included consultations with consumers and primary care practitioners (general practitioners - GPs), development of campaign resources, and establishment of partnerships. Evaluation methodologies included community poll surveys pre- and post-campaign, a GP mail survey, and website usage analysis. While only 112/403 of the polled community reported hearing about the campaign in the media, 48% of those men and women were encouraged to start the conversation with their families. Limited findings from the GP survey respondents suggested they were engaged, made aware of the potential lack of patient knowledge about FHH and generated referral for several high-risk patients. Campaigns that use the media to encourage the community to take action and also engage the GPs can create a supportive environment that has the potential to increase the accuracy with reporting of FHH to maximize benefit for early detection and prevention.
Hansen, Kasper Møller; Kosiara-Pedersen, Karina
sites and Facebook sites are popular among candidates but other features such as blogs, feeds, newsletter, video uploads, SMS and twitter are used by less than half the candidates. Second, only age and possibly education seem to matter when explaining the uptake of cyber-campaigning. The prominent...... candidates are not significantly more likely to use cyber-campaigning tools and activities. Third, the analysis of the effect of cyber-campaigning shows that the online score has an effect on the inter-party competition for personal votes, but it does not have a significant effect when controlling for other...
Strange, Michael Stewart
The article traces the complex series of relations that are constitutive of transnational campaigning through empirical research, focusing on political campaigning critical of the WTO's General Agreement on Trade-in-Services. Applying the methodology of post-structuralist discourse theory......, as developed by Laclau and Mouffe, the article is able to move beyond the search for a ‘Global Civil Society' or ‘Transnational Advocacy Network', and instead focus on the articulatory process in which the relations central to transnational campaigning are produced. This empowers an analysis that is able...
Las redes sociales en las campañas de los candidatos a diputados locales del PRI , el PAN y el PRD en las elecciones de 2015 en el Estado de México / Social media in local campaigns of pri , pan and prd candidates in the 2015 State of Mexico legislative elections
Leticia Heras Gómez
Full Text Available El objetivo del artículo es examinar la comunicación política de los partidos a través de las redes sociales (Facebook y Twitter en las elecciones de 2015 para el Congreso local del Estado de México. Con este fin, se realizó un análisis de contenido de todos los mensajes en redes sociales de los candidatos del Partido Revolucionario Institucional (PRI el Partido Acción Nacional (PAN y el Partido de la Revolución Democrática (PRD a partir de una muestra de nueve de los 45 distritos electorales uninominales, con base en una codificación que clasifica su contenido en ocho categorías relevantes. Contrario a los supuestos de la literatura sobre la posmodernización de las campañas electorales, los resultados del estudio muestran que el uso político de las redes sociales en las elecciones locales en México es todavía limitado y que los canales basados en Internet aún no han logrado desplazar a las formas tradicionales de comunicación ni de participación electoral. En general, los datos revelan que las redes sociales se utilizan esencialmente como agenda o diario de actividades de los candidatos, los cuales buscan una mayor visibilidad de su imagen, pero con escasa incidencia en los resultados electorales. / The aim of this article is to examine political party communication through social media (Facebook and Twitter in the 2015 local congressional elections of the State of Mexico. According to that purpose, we carried out a content analysis of social media messages of all congressional candidates of the PRI, PAN, and PRD from a sample of nine single-member districts out of 45, by using a coding of eight relevant categories. The results of our study show that the political use of social media in local elections in México is still quite limited and that Internet channels have not replaced traditional methods of political communication and electoral participation, which is contrary to the assumptions of post-modernization literature
Folyovich, András; Biczó, Dávid; Béres-Molnár, Katalin Anna; Toldi, Gergely
The critical period of stroke management lies between the disease onset and the time of the emergency call, relying on stroke-related knowledge of the population. Public campaigns play a role in spreading relevant health information. Due to the substantial expenses of these campaigns, the assessment of their efficiency is reasonable. We assessed the number of thrombolytic treatments performed in Hungary, subjected to national media coverage and in particular in Budapest, being the location of the Stroke Day campaign, in the period between 2008 and 2015. We compared the change in the daily mean number of thrombolytic treatments performed during the preceding and following day, week, and month. Data were also compared with annual means. No meaningful changes can be seen in the number of thrombolytic treatments on the days immediately following Stroke Days, and casual differences can be seen in the following week. The comparison of the numbers of thrombolytic treatments performed in the postcampaign months with the monthly means in the corresponding years revealed a positive effect in each year except for 2012, 2014, and 2015. Regarding the whole examined period, however, the effect is not statistically significant, neither for data obtained from Hungary nor from Budapest. Better outcomes were observed 1 month after a campaign than more immediately. This can be partly explained by ongoing media coverage in a given period rather than exposure of the public on a single Stroke Day. Copyright © 2018 National Stroke Association. Published by Elsevier Inc. All rights reserved.
The Indian government's plan to introduce the new long-acting contraceptive Norplant in the National Family Planning Program under pressure from the US government is opposed because Norplant has not been adequately tested. The government has reduced the funding for the national program for eradication of malaria and tuberculosis, but it is proposing to finance a Norplant based population project for the State of Uttar Pradesh. The powers that can turn a deaf ear to the possible hazards of Norplant. Implanted in the arm of a woman, the chemical is released into the bloodstream providing contraception for 5 years. Severe adverse reactions include depression, heart disease thromboembolism, high blood pressure, and ovarian cysts. Many such long-acting contraceptives are being developed including injectables, vaccines, nasal sprays, and vaginal rings with potential permanent impairment to fertility. One of the major objectives of the Family Planning Program is the improvement of the health status of women, but the introduction of Norplant would harm healthy young women. Therefore, the group Saheli and others in the campaign demand: 1) that plans for introduction of Norplant in the Family Planning Program be halted immediately; 2) that the introduction of any other long acting invasive contraceptive such as Net-En, vaginal ring, nasal spray, and anti-fertility vaccine be banned, both on the grounds of inadequacy of the health services and loss of user controls; 3) that information on the safety aspects of Norplant and the basis on which the Drugs Controller has granted his approval be made public; 4) that each and every one of the hundreds of women who still have the implant should be located, and the implant removed; and 5) that all hormonal contraceptive preparations be banned in the social marketing program as their use involves extensive monitoring.
Full Text Available By gaining political power, individuals and political par¬ties at the same time gain the power to shape not only political but also public life. An accelerated growth of mass media communication has led to the development of various means and techniques of political marketing. This in turn requires certain adjustments to political campaigns and programs, out of which only those adapted to the new communication environment may succeed. Marketing in terms of politics and especially negative comparative advertising, which is becoming increasingly more present and intense in political campaigning, opens a series of ethical questions. Among others, these include whether such advertising in politics is effective, to what extent and what its consequences are. The goal of this paper is to present the main characteristics of political marketing, the effectiveness of the methods and techniques used in the course of elect¬ion campaigning, their consequences and basic differences between political marketing and products and services marketing. A special emphasis will be placed on the presentation of political marketing of Great Britain, which has a long tradition in utilizing marketing methods and techniques in the political arena. Moreover, political moves made by politicians and political parties in Great Britain certainly make a good starting point for shaping an optimal political strategy in other countries, while at the same time taking into account the particulars of a specific political and social environment. Content analysis methodology was used in the preparation of this paper and all the data were gathered from secondary sources.
Full Text Available Marketing strategies used by large corporations are rapidly evolving, through the development of novel technologies and multiple marketing channels favoured by young consumers. Formerly small-scale marketing approaches, such as providing free samples at local events, may now have a global reach when paired with live streaming on popular social media sites. The regulation of these live streaming platforms is hugely challenging and likely to remain so in the foreseeable future. To ensure that ‘unhealthy’ messages are not the only content seen by social media users, public health campaigns should invest in similar technologies in disseminating health promoting messages.
Full Text Available Abstract Background Controlling obesity has become one of the highest priorities for public health practitioners in developed countries. In the absence of safe, effective and widely accessible high-risk approaches (e.g. drugs and surgery attention has focussed on community-based approaches and social marketing campaigns as the most appropriate form of intervention. However there is limited evidence in support of substantial effectiveness of such interventions. Discussion To date there is little evidence that community-based interventions and social marketing campaigns specifically targeting obesity provide substantial or lasting benefit. Concerns have been raised about potential negative effects created by a focus of these interventions on body shape and size, and of the associated media targeting of obesity. Summary A more appropriate strategy would be to enact high-level policy and legislative changes to alter the obesogenic environments in which we live by providing incentives for healthy eating and increased levels of physical activity. Research is also needed to improve treatments available for individuals already obese.
EPA developed the Collision Repair Campaign to focus on meaningful risk reduction in the Collision Repair source sector to complement ongoing community air toxics work and attain reductions at a faster rate.
Pousttchi, Key; Wiedemann, Dietmar Georg
The result of this contribution is a categorization and thus a description model for mobile advertising campaigns using the morphological method. For identification of the characteristics 32 case studies were analysed and relevant literature was sighted.
Rothman, Emily F.; Decker, Michele R.; Silverman, Jay G.
This chapter discusses a three-month statewide mass media campaign to prevent teen dating violence, "See It and Stop It." The Massachusetts campaign reached out--using television, radio, and print advertising--and also encouraged anti-violence activism in select high schools. The objective was to drive thirteen- to seventeen-year-olds to…
Zollo, S.A.; Loos, E.
In March 2013, the Council of Europe (COE) launched the No Hate Speech Movement, a media youth campaign against hate speech in cyberspace. In this paper, we analyze a corpus collected from the COE’s website. The corpus includes web site pages designed by the COE’s campaigners, as well as materials
Zollo, S.A.; Loos, E.F.|info:eu-repo/dai/nl/078758475
In March 2013, the Council of Europe (COE) launched the No Hate Speech Movement, a media youth campaign against hate speech in cyberspace. In this paper, we analyze a corpus collected from the COE’s website. The corpus includes web site pages designed by the COE’s campaigners, as well as materials
Aragones, Enriqueta; Palfrey, Thomas R.; Postlewaite, Andrew
We analyze conditions under which candidates' reputations may affect voters' beliefs over what policy will be implemented by the winning candidate of an election. We develop a model of repeated elections with complete information in which candidates are purely ideological. We analyze an equilibrium in which voters' strategies involve a credible threat to punish candidates who renege on their campaign promises and in which all campaign promises are believed by voters and honored by candidates....
RESPONSIBILITY CENTCOM COALITION MEDIA SOCIAL MEDIA NEWS ARTICLES PRESS RELEASES IMAGERY VIDEOS TRANSCRIPTS VISITORS AND PERSONNEL FAMILY CENTER FAMILY READINESS CENTCOM WEBMAIL SOCIAL MEDIA SECURITY ACCOUNTABILITY HomeMEDIASOCIAL MEDIA Social Media CENTCOM'S ENGLISH SOCIAL MEDIA ACCOUNTS There are many U.S. military commands
Vincent A Traag
Full Text Available Money is central in US politics, and most campaign contributions stem from a tiny, wealthy elite. Like other political acts, campaign donations are known to be socially contagious. We study how campaign donations diffuse through a network of more than 50,000 elites and examine how connectivity among previous donors reinforces contagion. We find that the diffusion of donations is driven by independent reinforcement contagion: people are more likely to donate when exposed to donors from different social groups than when they are exposed to equally many donors from the same group. Counter-intuitively, being exposed to one side may increase donations to the other side. Although the effect is weak, simultaneous cross-cutting exposure makes donation somewhat less likely. Finally, the independence of donors in the beginning of a campaign predicts the amount of money that is raised throughout a campaign. We theorize that people infer population-wide estimates from their local observations, with elites assessing the viability of candidates, possibly opposing candidates in response to local support. Our findings suggest that theories of complex contagions need refinement and that political campaigns should target multiple communities.
Traag, Vincent A
Money is central in US politics, and most campaign contributions stem from a tiny, wealthy elite. Like other political acts, campaign donations are known to be socially contagious. We study how campaign donations diffuse through a network of more than 50,000 elites and examine how connectivity among previous donors reinforces contagion. We find that the diffusion of donations is driven by independent reinforcement contagion: people are more likely to donate when exposed to donors from different social groups than when they are exposed to equally many donors from the same group. Counter-intuitively, being exposed to one side may increase donations to the other side. Although the effect is weak, simultaneous cross-cutting exposure makes donation somewhat less likely. Finally, the independence of donors in the beginning of a campaign predicts the amount of money that is raised throughout a campaign. We theorize that people infer population-wide estimates from their local observations, with elites assessing the viability of candidates, possibly opposing candidates in response to local support. Our findings suggest that theories of complex contagions need refinement and that political campaigns should target multiple communities.
Mohammad Hossein Baghianimoghadam
Results: Based on participants' view role of family, friends and media respectively were more important in tendency of teenagers and adolescents smoking users. Almost 80 percent of subjects showed that influence of smoking in the media on a positive attitude towards tobacco smoking among adolescents and young people was very high. More than 55% of participants confirmed that the lack of smoking in movies is not effective in quality of the films. It was also confirmed, that in last month advertisements and anti-smoking programs were not seen by participants. Conclusion: The present study suggest control and monitoring on media, limitation or lack of smoking on media and films is an important factor to decreasing and control of smoking in adolescents and young adults.
Scheier, Lawrence M; Grenard, Jerry L
In this study, we examined whether awareness (recall) of the National Youth Anti-Drug Media Campaign (NYADMC) benefited youth by attenuating their drug use. Data were obtained from the National Survey of Parents and Youth (NSPY), an evaluative survey tool designed to monitor campaign progress over 4 years. A growth modeling strategy was used to examine whether change in message recall or campaign brand awareness was related to declining patterns of drug use. Two distinct growth trajectories were modeled to account for growth among younger (12 to 14) versus older (15 to 18) youth. Growth trajectories indicated steady and positive increases in alcohol, cigarette, and marijuana use over time. During the early portion of adolescence, youth reported more "brand" awareness, remembered more of the video clips depicting campaign messages, recalled more media stories about youth and drugs and more antitobacco ads, and reported more radio listening and less television watching. When they were older, these same youth reported declines in these same awareness categories except for specifically recalling campaign ads and radio listening. Models positing simultaneous growth in drug use and campaign awareness indicated mixed findings for the campaign. Overall early levels of campaign awareness had a limited influence on rates of growth, and in a few cases higher levels were associated with quicker acquisition of drug use behaviors. When they were younger, these youth accelerated their drug use and reported increasing amounts of campaign awareness. When they were older, increasing awareness was associated with declines in binge drinking and cigarette smoking. No effects for marijuana were significant but trended in the direction of increased awareness associated with declining drug use. The findings are discussed in terms of how they depart from previous reports of campaign efficacy and the potential efficacy of social marketing campaigns to reach a large and impressionable
Leavy, J E; Rosenberg, M; Barnes, R; Bauman, A; Bull, F C
Mass media campaigns have used a range of traditional media (television, radio and print) to communicate health messages. In the past decade the Internet has added to these traditional methods with Web 2.0, smart phone technology and interactive media. 'Find Thirty every day(®)', a Western Australia population-wide mass media campaign delivered over 2 years, used a combination of traditional mass media, a website, online resources and banner advertising. The aim of the present study is to describe the use of the Find Thirty every day(®) website during the campaign media activities of May 2008-June 2010. Cross-sectional self-reported survey data were collected from a random sample of adults using a computer-assisted telephone interview over the period February-March 2010. Objective online analytical measures of unique visits to the Find Thirty every day(®) website were collected between June 2008 and June 2010. Monthly visitors to the Find Thirty every day(®) website increased from 3193 in 2009 to 4374 in 2010. During the last two media waves (October 2009 and February 2010), site visits were 5388 and 5272 per month, respectively. The impact of the Find Thirty every day(®) website was a positive outcome, considering the minimal online presence. SO WHAT? Health communication campaign planners should maximise the potential synergy of traditional mass media and new social media in future campaigns. Accordingly, a multidisciplinary approach that includes communication researchers, experts in information systems and a creative team experienced in online environments will need to be the way forward.
Gabillaud Poillion, Florence
In line with the approaches already adopted in France during the 90's on various sites where research and/or radium-extraction activities were mostly conducted in the past, the French public authorities wish from now on to pursue their prevention and site-rehabilitation approach inherited from the French craftsman and medical sectors that used that radioelement. As a matter of fact, radium has been in use in several medical activities, notably in the initial methods of cancer therapy. Similarly, it was also used in some craftsman activities, such as the clock industry, for its radioluminescent properties, the fabrication of lightning conductors or cosmetics until the 60's. Those activities have generated various traces of pollution that have remained today. On the basis of the different inventories of industrial sites where radium may have been held or used, and notably the inventory updated by the French Institute for Radiation Protection and Nuclear Safety (Institut de radioprotection et de surete nucleaire - IRSN) in 2007 at the request of the French Nuclear Safety Authority (Autorite de surete nucleaire - ASN), French State services have potentially identified 134 sites that hosted radium-related activities in France. The radiological status of those sites is either unknown or very partially known by State services. Sites include both dwellings or commercial premises and derelict lands. The 'Radium Diagnosis Campaign' (Operation Diagnostic Radium), consists of a radiological survey carried out by the IRSN. In cases where traces of radium are detected, plans call for the implementation of precautionary measures and of a medical follow-up of the relevant populations. Lastly, radium-contaminated sites are rehabilitated by the French National Radioactive Waste Management Agency (Agence nationale pour la gestion des dechets radioactifs - Andra). That voluntary and positive approach on the part of public authorities is fully financed by public funds, and consequently
This thesis concerns social media, and social media marketing. Specifically, has the campaign for the film Deadpool been chosen in order to illustrate the possible financial affordances within this area. The thesis seeks to investigate past, as well as contemporary tendencies in the world of social media, and how these can be utilized in a marketing context. This is done in order to depict the role of the users, their current influence and ability to create awareness via communicative means. ...
Effects of persuasive messages depend on the content of the message itself and on the media or tools that deliver the persuasive messages. Nowadays almost all campaigns make use of multiple media or multiple promotional tools. Therefore, it is important to study so-called cross-media (or