The behavioral impact of an advertising campaign to promote safety belt use.

Safety belt use was observed at one restaurant during McDonald''s "Make It Click" promotional campaign. Following baseline, the program was monitored without intervention. During the final 2 weeks of the campaign an incentive strategy was added providing a large soft drink contingent on safety belt use. Safety belt use did not change from baseline levels before the incentive phase. The rate of belt use increased under contingent reward and declined during follow-up. The effects of a verbal prompt could not be assessed because of the almost nonexistent use of the "Make It Click" stickers throughout the study.     

Changes in information as a function of a culturally appropriate smoking cessation community intervention for Hispanics

Tested a 7-month, media-based, community intervention among Hispanics in San Francisco designed to change levels of information on the damaging effects of cigarette smoking and on the availability of culturally appropriate cessation services. Three community-wide surveys of Hispanics were conducted with independent random samples, two as baselines (n = 1,660 and 2,053) and one postintervention (n = 1,965). Results showed that changes in the level of awareness of cessation services had taken place after implementation of the intervention. Furthermore, those changes took place primarily among the less acculturated Spanish-speaking Hispanics who were the target of the intervention. The changes in information reported here demonstrate that a culturally appropriate information dissemination campaign that utilizes multiple channels can produce changes in a community's level of information even when the campaign is implemented for a relatively short period.     

The Effects of a State-Wide Media Campaign on Mammography Screening1

A media campaign was constructed to promote mammography screening in North Dakota. The media included radio and newspaper advertisements that emphasized personal vulnerability to breast cancer. Persons in northern North Dakota were exposed to the ads; persons in southern North Dakota were not. Surveys conducted after the campaign showed that intervention women were aware of the ads. A state-wide longitudinal survey (N= 383) also suggested that the campaign may have influenced women who had been screened previously to have a repeat screening. However, the ads may have adversely affected those women who had never been screened. We discuss comparisons between media attempts and other strategies that can potentially influence health behavior in rural areas.     

Effectiveness of a Media Campaign to Reduce

This article describes the evaluation of a 4-1/2-month multimedia traffic-safety campaign that targeted young drivers in northeastern Tennessee. Discussion groups with teenagers provided the basis for public-service announcements (TV, radio, and billboard), which were developed specifically for this intervention. To determine the impact on crash frequencies among drivers 16–19 years old, baseline, intervention, and follow-up crash data were obtained from statistics maintained by the state. A time-series analysis of these data indicated that during the intervention period, there was a 21.6% decrease in crashes for which 16–19-year-old drivers were at fault, whereas a control location in southeastern Tennessee exhibited no significant change.     

Self-reported change in health behaviour after a mass media-based health education campaign

A comprehensive short-term fund-raising campaign, was launched in 1987 by a health charity organization in cooperation with the only Norwegian TV-channel covering the whole country. The campaign which was extensively announced on TV and other media and which involved large proportions of the population, finished up with a six hour TV-show on the fund-raising day. Because a considerable amount of information on prevention of heart disease was presented in connection with the campaign, it is presently evaluated as a nationwide health education campaign. Twenty-two per cent of the population reported changes in one or more habits in connection with the campaign (one third of them took more exercise, while one quarter reduced/quit their smoking). Health behaviour change among family/friends, reported new knowledge of health and worry created by the campaign, were the factors most clearly associated with self-reported behaviour change. The paper discusses the magnitude of the effects of the campaign in relation to the study design, and the importance of social environment and fear arousal on health behaviour.     

Likening stairs in buildings to climbing a mountain: Self-reports of expected effects on stair climbing and objective measures of effectiveness

Objectives

Health promotion agencies advocate use of mountain climbing goals to encourage regular stair climbing, a current public health target. This paper tests effects of a mountain climbing campaign on objective measures of stair use for the first time.

Design

Field interview and quasi-experimental, interrupted time-series study.

Method

In field interviews, a convenience sample (n = 1350) responded to questions about different goals, i.e., heights of climb, to encourage stair use in buildings. Subsequently, a point-of-choice intervention with the main message ‘Take the stairs to the top of this building once a day and in a year, you would have climbed Mount Everest almost twice’ was tested in a 12-floor worksite. A no-message baseline was followed by installation of the intervention.

Results

Stair ascent (n = 62,716) and descent (n = 61,218) at the ground floor was measured with automated counters at baseline (11 days) and during the intervention (18 days). The majority of interviewees (60%) chose a message based on climbing Mt. Everest as the most motivating, with only 5% of interviewees not motivated by any climbing goal. Nonetheless, the subsequent intervention using the mountain climbing goal had no effect on stair climbing (OR = 0.96). As the campaign specifically targeted stair ascent, it failed to influence the behaviour with the greater public health dividend.

Conclusion

The discrepancy between pre-testing and the campaign may reflect the fact that performance goals can only be achieved at the end of the task and may not be continually rewarded during accumulation of behaviour towards the goal.     

Reducing STD/HIV Stigmatizing Attitudes Through Community Popular Opinion Leaders in Chinese Markets

Reducing STDs and HIV/AIDS incidence requires campaigns designed to change knowledge, attitudes, and practices of risky sexual behavior. In China, a significant obstacle to such changes is the stigma associated with these diseases. Thus 1 campaign intervention strategy is to train credible community leaders to discuss these issues in everyday social venues. This study tested the effectiveness of such an approach on reducing HIV/AIDS stigma, across 2 years, from a sample of over 4,500 market vendors, in 3 conditions. Results showed an increasing growth in market communication about intervention messages, and concomitant declines in stigmatizing attitudes, across time, with the greatest changes in community popular opinion leaders, significant changes in intervention nonopinion leaders, and little change in the control markets.     

Awareness Effects of a Youth Suicide Prevention Media Campaign in Louisiana

Research on the efficacy of mediated suicide awareness campaigns is limited. The impacts of a state‐wide media campaign on call volumes to a national hotline were analyzed to determine if the advertisements have raised awareness of the hotline. We use a quasi‐experimental design to compare call volumes from ZIP codes where and when the campaign is active with those where and when the campaign is not active. Multilevel model estimates suggest that the campaign appears to have significantly and substantially increased calls to the hotline. Results from this study add evidence to the growing public health literature that suggests that mediated campaigns can be an effective tool for raising audience awareness.     

Social representations of organ donors and non‐donors

This paper illustrates the empirical investigation of social representations by means of photographs as stimulus material and the technique of correspondence analysis to study the resulting data. The research was part of a campaign carried out to promote organ donation in Malta. The study tries to find out whether a public communication campaign could change perceptions. Five focus groups were held before the campaign and another five, two months after the campaign. Part of the data collected through these focus groups was analysed using correspondence analysis. The results showed that before the campaign, donors were generally perceived to be either young or important people or public personalities. After the campaign, donors were perceived more to be ordinary family people, educated, generous and religious. On the other hand, before the campaign, non‐donors were seen as conservative, uncouth and uncaring, whereas after the campaign non‐donors were generally perceived to be older, uninformed and uneducated people. Copyright © 2005 John Wiley & Sons, Ltd.     

Reducing ethnic prejudice by public campaigns: an evaluation of a present and a new campaign

Most Western governments consider it their responsibility to counteract ethnic prejudice and discrimination, and they sometimes instigate persuasive communication programmes to achieve this aim. Generally, these campaigns do not have the desired effects possibly because designers of such persuasive communication programs have ignored relevant social‐psychological theoretical insights concerning prejudice. In this experiment, a present campaign (launched by the British Commission for Racial Equality) and a new campaign (developed by us) were evaluated. We hypothesized that our campaign would lead to lower levels of prejudice than the present campaign, because when designing our campaign relevant theoretical insights were more sufficiently taken into account. White participants (n=190) were randomly assigned to one of two experimental conditions or to the control condition. Those in the experimental conditions were exposed to either the present campaign or the new campaign before completing a questionnaire about ethnic minorities. Participants in the control condition were not exposed to a campaign. Results supported the hypothesis and some implications for designing campaigns are discussed. Copyright © 1999 John Wiley & Sons, Ltd.     

Evaluating the Impact of a National AIDS Prevention Radio Campaign in St. Vincent and the Grenadines1

Based on extensive formative research in the three Eastern Caribbean countries of St. Lucia, St. Vincent and the Grenadines, and Grenada (Fishbein, Middlestadt, & Trafimow, 1993; Fishbein, Trafimow, et al., 1993), a three-nation, mass media, condom use campaign was developed. In order to assess the impact of the campaign, a follow-up survey was conducted in St. Vincent and the Grenadines. This paper examines the effectiveness of the campaign by comparing responses on this survey by respondents who were or were not exposed to the campaign. A statistically significant impact of exposure to the campaign was obtained, indicating that a well-designed, empirically based, mass media campaign can be an effective tool in the battle to prevent the spread of AIDS.     

Health campaign channels: tradeoffs among reach,specificity, and impact

Stanford University's Five-City Multifactor Risk Reduction Project (FCP) was a 14-year trial of community-wide cardiovascular disease (CVD) risk reduction through integrated programs of community organization and mass media health promotion. The project was launched in 1978 in 5 central California cities, including Monterey, Salinas, Modesto, and San Luis Obispo. TV public service announcements (PSAs), TV shows, booklets, printed tip sheets with brief health suggestions on 7 topics, and newspaper coverage were the types of mass media approaches used in the FCP. These strategies are compared with regard to reach, specificity, and impact for a 5-year study period from 1979/80. Reach is measured as the number of messages intervention community residents remembered, specificity was assessed by examining whether the campaign differentially reached people who were already knowledgeable and practicing cardiovascular disease risk reduction, and impact is defined as the amount of knowledge gained during the course of the campaign. Reach was highest for tip sheets, while specificity was highest for booklets followed by TV programs. Newspaper messages had the most impact, followed by booklets and TV PSAs, tip sheets, and TV programs. Communication channels varied according to reach, specificity, and impact, with each criterion being distinct. No channel was optimal for all 3 of the outcome measures.     

Candidate Effects on Election Outcomes: Political Skill,Campaign Efficacy,and Intentions in a British General Election

Integrating Social/Political Influence Theory with the Theory of Planned Behavior, we argue that personal resources (i.e., political skill, self-efficacy) enable political candidates to form more ambitious campaign intentions, and thus perform better in elections. We tested this model with a sample of political candidates (N = 225) campaigning in a British general election. Three months before polling day, candidates provided self-ratings of political skill, domain-specific self-efficacy (i.e., campaign efficacy), and personal campaign intentions during the campaign period. Our results demonstrated that political skill was positively related to campaign efficacy, and intentions, via campaign efficacy. We also found a significant indirect effect for political skill on electoral performance (i.e., percentage of the vote), through campaign efficacy and intentions. Implications of our results for understanding candidate effects in campaigns and future research are discussed.     

The development of a systemic school-based intervention: Marte Meo and coordination meetings

Antisocial behavior is often persistent, and in addition to causing suffering to children and their families, it also poses considerable costs for society. Children who display externalizing behavior in their early years run a high risk of having severe problems later in life. There is a need for treatment methods that may be used in various settings because these children constitute a group that is hard to reach with conventional treatment methods. In addition, the dropout rate from ordinary treatment is often high. In the present study, a systemic school-based model for early detection and intervention among 4-12-year-old children who displayed externalizing behavior problems was developed and examined in a nonrandomized study in the county of Skaraborg in Sweden. The intervention was collaborative and included a combination of the Marte Meo model and coordination meetings based on systemic theory and practice. Treatment effects in the group who had received the intervention were compared with a group who had received treatment as usual in their ordinary school setting. Assessments were carried out before, and 2 years after, the intervention. For the intervention group (N = 33), there was a significant decrease in the children's reported symptoms in school and in the home. No decrease in externalizing behavior was found in the comparison group (N = 16). There were no dropouts in the intervention group after the intervention had begun. The results are promising; the study demonstrates that it is possible to work effectively with many children who display externalizing behavior problems in a nonclinical setting.     

Priming the Vote: Campaign Effects in a U.S. Senate Election

A growing body of evidence suggests that campaigns affect voters by priming the criteria on which voters base their decisions. Yet virtually all of this work uses simulated campaign rhetoric and/or relies on indirect measures of vote choice. This paper combines a content analysis of media campaign coverage with an Election Day exit poll to explore the impact of a real-world campaign—the 2000 campaign for the U.S. Senate in Minnesota—on voters' decisions. In this case, the campaign did in fact prime exposed and attentive voters to base their decisions on the issues and images emphasized in the campaign. Such campaign effects were reinforced by interpersonal discussions. The results constitute the first demonstration of priming effects in a U.S. election with voters at the polls.     

Here Today,Gone Tomorrow? Assessing How Timing and Repetition of Scandal Information Affects Candidate Evaluations

Scholars and political consultants alike know that during a campaign even the hint of a scandal has the potential to distract from a candidate's policy messages—or even worse—can have dire consequences on Election Day. But does it matter whether the scandal breaks early as opposed to late in the campaign? And how do citizens respond when the scandal drags on for weeks? This study represents the first effort to shed light on these temporal dynamics. Results reveal that timing affects the immediate impact of scandal information, the rate at which those initial effects decay, and candidate evaluations offered at the campaign's conclusion. Additionally, I develop two competing hypotheses regarding how citizens may process scandal information when it is repeated throughout a campaign. Empirical tests suggest that voters eventually reach a saturation threshold after which additional repetition of scandal information has negligible effects on evaluations unless new details are a prominent feature of ongoing coverage, in which case repetition can extend the negative effects of scandal.     

A decrease in suicide rates in Japanese rural towns after community-based intervention by the health promotion approach

A community-based intervention study for suicide prevention was conducted in six towns (total population 43,964) in Akita Prefecture of Japan according to a quasi-experimental design to reduce suicide rates in rural towns. Public awareness raising activities using a health promotion approach emphasizing the empowerment of residents and civic participation were conducted. The welfare measures of promoting a sense of purpose among senior citizens and creating a community network were also taken. As a result, the suicide rate per 100,000 in the intervention towns decreased from 70.8 before intervention (1999) to 34.1 after intervention (2004). The suicide rate per 100,000 in the control towns was 47.8 before intervention and 49.1 after intervention.     

Failing to Recall: Examining the Effects of Trace Decay and Interference on Memory for Campaign Information

Voters are continuously bombarded with information during political campaigns, yet a consistent conclusion from research on voter learning is that individuals remember far less information about political candidates than one might expect. What remains unclear is why memory for campaign information is so poor. The present study examines two explanations for memory failure. Using an experimental design, the present study explores whether campaign information fades from memory (trace decay) or whether extraneous information impedes an individual's subsequent ability to recall campaign information (interference). The results suggest that examining the ways in which the larger information environment influences recall of campaign information has important implications for the importance we attribute to campaign information in models of voter decision making.     

The Complexity of Community Engagement: Developing Staff–Community Relationships in a Participatory Child Education and Women's Rights Intervention in Kolkata Slums

Dissatisfaction with inflexible top‐down development interventions has led to a demand for more community‐led approaches and the proliferation of terms such as participation, empowerment, and community ownership. However, the practical implications of these terms remain unclear. This study examined how sociocultural factors influenced relationship building between NGO staff and community members, and how this mediated community participation in a child education and women's rights intervention in Kolkata. Twenty interviews and one focus group were conducted with NGO staff, pupils, and members of a women's group. A thematic analysis produced five global themes: Sociocultural Context, Staff–Community Divide, Power Dynamics, Building Relationships, and Unstable Progress. Differences in social status, lifestyle, and priorities marked clear divisions between staff and community members, leading to communication difficulties and resistance ranging from suspicious stares to open hostility. Establishing mutual respect was a slow and unpredictable process often fuelled by unanticipated events such as staff helping with medical emergencies. A campaign against domestic violence prompted some women to physically attack men and vandalise property, provoking violent retaliation and creating divides within the community. Overcoming these challenges required a responsive approach which often deviated from operational and funding plans. The more participatory and community‐led an intervention, the less predictable it becomes. The flexibility needed to gain community acceptance and manage unanticipated events relies on trusting relationships between both communities and staff, and staff and donors. Copyright © 2012 John Wiley & Sons, Ltd.