Evaluating Communication Campaigns

Valente, Thomas W.; Kwan, Patchareeya P.

doi:10.4135/9781544308449.n6

Cited by 14 publications

(17 citation statements)

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“…This may result in aesthetically pleasing ads, which may not impact the desired health behavior (Atkin & Freimuth, 2001). One way to research the benefits of PSAs is to do program-specific evaluation, though the cost of such evaluations is often prohibitive (Valente, 2001).…”

Section: Introductionmentioning

confidence: 99%

Does the Impact of Anti-Drinking and Driving Public Service Announcements Differ Based on Message Type and Viewer Characteristics?

Santa

Cochran

2008

J Drug Educ

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The purpose of this study was to inform future Public Service Announcement (PSA) development by examining the potential effectiveness of different types of anti-driving under the influence (DUI) PSAs for persons with different characteristics. PSAs utilizing empathy, fear, and informational approaches were shown to persons recruited from psychology courses (n = 137) and individuals that were mandated to treatment following a DUI offense (n = 17). The empathy approach was perceived to be the most effective and evoked the most negative affect, followed by fear and informational approaches. Less experience with DUI, lower sensation seeking, higher motivation to change, and higher perception of dangerousness of DUI all emerged as good predictors of higher perceived effectiveness of anti-DUI PSAs. Gender differences in perceived effectiveness were examined for fear and empathy PSAs, with inconclusive findings.

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Section: Introductionmentioning

confidence: 99%

Does the Impact of Anti-Drinking and Driving Public Service Announcements Differ Based on Message Type and Viewer Characteristics?

Santa

Cochran

2008

J Drug Educ

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“…Noar et al [11] highlighted that only 30% of the published mass media campaign evaluations targeting HIV used robust evaluative designs, and most used either within-group pre-test-post-test designs (38%) or post-test only designs (32%). The key problem with these designs is that it is difficult to disentangle campaign effects from other explanations such as, for example, reverse causality, differences within sample characteristics, secular trends and/or historical events [17]. A further systematic review of social marketing interventions to increase HIV/STI testing uptake (specifically amongst MSM and male-to-female transgender women) showed that multimedia social marketing campaigns had a significant impact on HIV testing uptake: odds ratio (OR) = 1.58, 95% Confidence Intervals (CI) = 1.40 to 1.77 [18].…”

Section: Introductionmentioning

confidence: 99%

Exposure and impact of a mass media campaign targeting sexual health amongst Scottish men who have sex with men: an outcome evaluation

2013

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BackgroundThis paper explores the exposure and impact of a Scottish mass media campaign: Make Your Position Clear. It ran from October 2009 to July 2010, targeted gay men and other men who have sex with men (MSM), and had two key aims: to promote regular sexual health and HIV testing every 6 months, and to promote the use of appropriate condoms and water-based lubricant with each episode of anal intercourse.MethodsA cross-sectional survey (anonymous and self-report) was conducted 10 months after the campaign was launched (July 2010). Men were recruited from commercial venues. Outcome measures included use of lubricant, testing for sexually transmitted infections and HIV, and intentions to seek HIV testing within the following six months. Linear-by-linear chi-square analysis and binary logistic regressions were conducted to explore the associations between the outcome measures and campaign exposure.ResultsThe total sample was 822 men (62.6% response rate). Men self-identifying as HIV positive were excluded from the analysis (n = 38). Binary logistic analysis indicated that those with mid or high campaign exposure were more likely to have been tested for HIV in the previous six months when adjusted for age, area of residence and use of the “gay scene” (AOR = 1.96, 95% CI = 1.26 to 3.06, p = .003), but were not more likely to be tested for STIs (AOR = 1.37, 95% CI = 0.88 to 2.16, p = .167). When adjusted for previous HIV testing, those with mid or high campaign exposure were not more likely to indicate intention to be tested for HIV in the following six months (AOR = 1.30, 95% CI = 0.73 to 2.32, p = .367). Those with no campaign exposure were less likely than those with low exposure to have used appropriate lubricant with anal sex partners in the previous year (AOR = 0.42, 95% CI = 0.23 to 0.77, p = .005).ConclusionsThe campaign had demonstrable reach. The analysis showed partial support for the role of mass media campaigns in improving sexual health outcomes. This suggests that a role for mass media campaigns remains within combination HIV prevention.

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“…In particular, we did not determine the participants' level of knowledge of salmonellosis before receiving the material. Future public-health communication campaigns should consider the possibility of using a more complex design for evaluation (Valente, 2001), such as a pre/post-comparison design, in which the target population's baseline knowledge would be compared to the knowledge after exposure to the campaign. Despite these limitations, the campaign's results demonstrate that communication strategies on the risk of microbial infections can be successfully developed and can be effective in conveying knowledge on proper food-related practices in the home.…”

Section: Discussionmentioning

confidence: 99%