Evidence based public health requires knowledge about successful dissemination of public health measures. This study analyses (a) the changes in worksite tobacco prevention (TP) in the Canton of Zurich, Switzerland, between 2007 and 2009; (b1) the results of a multistep versus a “brochure only” dissemination strategy; (b2) the results of a monothematic versus a comprehensive dissemination strategy that aim to get companies to adopt TP measures; and (c) whether worksite TP is associated with health-related outcomes. A longitudinal design with randomized control groups was applied. Data on worksite TP and health-related outcomes were gathered by a written questionnaire (baseline n = 1627; follow-up n = 1452) and analysed using descriptive statistics, nonparametric procedures, and ordinal regression models. TP measures at worksites improved slightly between 2007 and 2009. The multistep dissemination was superior to the “brochure only” condition. No significant differences between the monothematic and the comprehensive dissemination strategies were observed. However, improvements in TP measures at worksites were associated with improvements in health-related outcomes. Although dissemination was approached at a mass scale, little change in the advocated adoption of TP measures was observed, suggesting the need for even more aggressive outreach or an acceptance that these channels do not seem to be sufficiently effective.
Purpose: A growing body of literature provides evidence for the efficacy of workplace health promotion (WHP).However, little is known about effective dissemination strategies for WHP interventions. In this article, we describe how a WHP agency in Zurich, Switzerland, used bulk mailings, information events, telephone marketing and free initial consultations for the large-scale geographic marketing of WHP services, with a focus on tobacco prevention (TP).
Methodology:To analyze the number of companies responding positively to solicitation, examine the predictors of positive responses, and explore the reasons for negative responses, we used both quantitative (e.g. a standardized questionnaire) and qualitative (telephone interviews) methods.
Findings:The results show that except for telephone marketing (69%), the success rates of dissemination activities were very low (3-9%). Predictors for a positive response were institutionalisation of WHP, the representative's personal concern about TP, and problems with environmental tobacco smoke within the company. The most prominent reason for a negative response was that the companies had already implemented TP measures by themselves and needed no further external support.
Practical implications:It is suggested that TP was the wrong emphasis for a WHP program to be disseminated at that particular time, because a law on protection from passive smoking was introduced in Switzerland shortly afterwards.Value: The study examines dissemination strategies under real-life consulting conditions. It builds on a large sample of companies and uses both quantitative and qualitative research methods. It reports specific numbers and success rates of marketing activities and thereby contributes to the knowledge about an important issue for intervention planning in the field of WHP.
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