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Health Campaigns and Public Service Announcements!

Health Campaigns and Public Service Announcements!. PCH Spring 2012, Week 2. *Some content borrowed from Professor Tavrow (Community Health Sciences). 3 types of prevention. Primary Preventing a disease or a health/social problem from occurring Secondary Making an early diagnosis

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Health Campaigns and Public Service Announcements!

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  1. Health Campaigns and Public Service Announcements! PCH Spring 2012, Week 2 *Some content borrowed from Professor Tavrow (Community Health Sciences)

  2. 3 types of prevention • Primary • Preventing a disease or a health/social problem from occurring • Secondary • Making an early diagnosis • Prompt and effective treatment • Shorten duration of disease and transmission • Tertiary • Prevent long-term impairments or disabilities • Restoring and maintaining optimal function

  3. What are health campaigns? • Mass media campaigns to bring attention to a health problem or how to prevent, screen for, and/or treat problem. • An integrated series of activities • Uses multiple operations and channels • Aimed at populations or large target audiences • Usually of long duration • With a clear purpose

  4. Historical Overview of Major Health Campaigns in the US • 1900s – Anti-alcohol (Temperance) • 1920s (to present) – Anti-drug • 1950s – Polio vaccine • 1970s – Lifestyle (exercise, etc.) • 1980s (to present) –HIV/AIDS campaigns, injury prevention, reproductive health, chronic disease prevention • 1990s (to present) – All of the above, plus more targeted, e.g: • Anti-smoking for youth • Screening for STDs among at risk populations • Bicycle helmets • 5 fruits and vegetables/day • Back to Sleep (for SIDs) • Gardasil (HPV vaccine)

  5. Continuum of achievable outcomes: from easier to more difficult • Increase awareness and knowledge • Change attitudes • Modify behavior, social norms, or voting • Influence broad-based ideological demand for goods and services • Develop new policy, resources • Change actual health status Note: Sometimes can change health status with change of behavior, if there is a direct link between behavior and outcome (e.g., 40% reduction sudden infant deaths after “Back to Sleep” campaign in US)

  6. What are campaigns best for? S Demonstrate Simple skills O Influence One time behaviors O Serve Ongoing information needs N Disseminate New information EEffect public opinion RReinforce positive norms

  7. Necessary conditions for effective campaigns 1) Clear need for a campaign 2) Well-defined target audience 3) Formative research to understand target audience 4) Messages that build from audiences’ current knowledge 5) Media plan to guarantee exposure to campaign 6) Procedures for evaluating campaign 7) Long-term commitment

  8. Tradeoff between Impactand Reach High One-One Counseling Effective Programs Outreach Impact: Effect on Audience Street Theater Community Mobilization Soap Opera Ineffective Programs Mass Media Promotion Low 0 100 Reach: Percent of Audience Exposed to Message

  9. Translating media campaign into behavior change Make the Behavior Change Internalize the Message Believe the Message Actually Hear and Understand the Message Exposed to the Message Target Population

  10. What are we looking for in health communication materials? • Understandable • Noticeable, memorable (triggers emotion) • Relevant, credible • Attractive • Culturally appropriate • Effective

  11. What are PSAs • A Public Service Announcement (PSA) • type of advertisementfeatured on television, radio, print or other media •  intended to change the public interestby: • raising awareness of an issue • affecting public attitudes • stimulating action

  12. Printed PSAs

  13. Printed PSA Comparison Example: “Buckle Up!”

  14. Radio/Audio PSAs • H1N1: http://upload.wikimedia.org/wikipedia/commons/6/6a/CDC_PSA_on_H1N1.ogg • Blood Sugar and Fears:http://www2c.cdc.gov/podcasts/player.asp?f=2016447

  15. Visual PSAs • Text & Driving:http://youtu.be/yl2xhfVUu0Y • Binge Drinking: • Girl: http://www.youtube.com/watch?v=3jftfU30xJg • Boy: http://www.youtube.com/watch?v=EuowE1SXNkA

  16. Health Campaign Comparison • E.g. Smoking! • Think Don’t Smoke PSA http://www.youtube.com/watch?v=JNjunlWUJJI • TRUTH PSA http://youtu.be/gJTCWtcAews

  17. Comparison of two campaigns:Truth and Think: Don’t Smoke Source: Farrelly, 2002, AJPH

  18. Let’s Design a Health Campaign! • Split up into Groups • Pick a Health Topic • Make Two PSAs: • Poster Ad • Auditory or Visual Ad

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