Lessons Learned from Public Health Mass Media Campaigns: Marketing Health in a Crowded Media World

Randolph, Whitney M.; Viswanath, K.

doi:10.1146/annurev.publhealth.25.101802.123046

Cited by 517 publications

(348 citation statements)

References 45 publications

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“…It is also important to recognize that health promotion marketing campaigns exist in an environment that is competitive with, if not hostile to, their message (Randolph & Viswanth, 2004). Indeed, seniors rely on physicians and television for nutrition information, particularly if the seniors are of low income (Mckay, Houser, Blumberg, & Goldberg, 2006).…”

Section: Commercial Advertisingmentioning

confidence: 99%

A mixed methods evaluation of televised health promotion advertisements targeted at older adults

Berry

Spence

Plotnikoff

et al. 2009

Evaluation and Program Planning

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The purpose of this research was to evaluate television advertisements targeted at 55-70-year olds that promoted physical activity and fruit and vegetable consumption. Awareness of the campaign, perceived credibility of the source, intentions to visit a promoted website, and intentions to perform the healthy behaviors were evaluated using mixed methods research. Results from a population level survey (n = 1600) showed low unprompted and prompted awareness of the campaign and no differences in intentions or behaviors among those who were aware of the campaign. Unprompted recall resulted in a very wide range of responses including the citation of many commercial advertisers. Qualitative themes that emerged from the focus groups included neutral, positive, and negative comments about the advertisements, source credibility, website considerations specific to seniors, and suggestions about appropriate advertising for older adults. This research showed that the increased attention paid to the advertisements was due in a large part to negative reactions to the character used in the advertisements. Another important finding was the government was not considered to be a credible source of health information. Finally, health promoters should be cautious about websites as the primary source of information, particularly for older adults. KeywordsTelevision advertisements; Older adults; Survey; Focus groups BackgroundModifiable lifestyle factors such as consuming a diet that includes fruits and vegetables, whole grains, and is low in saturated fat and added sugars can improve health (US Department of Health, 2000). Eating Well with Canada's Food Guide (Health Canada, 2007) CIHR Author ManuscriptCIHR Author Manuscript CIHR Author Manuscript also recommends that adults over the age of 50 consume seven servings of fruits and vegetables and seven servings of grains per day; yet on a daily basis, only 59% of men and 52% of women between the ages of 51 and 70 years consume at least five servings of fruits and vegetables (Statistics Canada, 2007). In addition to a healthy diet, physical activity is an important factor in achieving and maintaining health. Physical inactivity is a modifiable risk factor for cardiovascular disease as well as a number of other negative health outcomes (Warburton, Nicol, & Bredin, 2006). Diseases of the circulatory system are much more prevalent in seniors but these can be improved with physical activity (Taylor et al., 2004). Taylor et al. also provide compelling evidence for the positive role that physical activity can play in bone health and falls prevention in seniors. Although population levels of leisuretime physical activity were on the rise in Canada in the 1980s and 1990s (Craig, Russell, Cameron, & Bauman, 2004), seniors continue to be among the least active, with 50% of men and 65% of women over the age of 65 years classified as inactive (Canadian Fitness and Lifestyle Research Institute, 2005). It is clear that improving diets and increasing levels of physical activity can have...

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Section: Commercial Advertisingmentioning

confidence: 99%

A mixed methods evaluation of televised health promotion advertisements targeted at older adults

Berry

Spence

Plotnikoff

et al. 2009

Evaluation and Program Planning

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“…Several studies have concluded that mass media is an effective way to influence the public's health behaviors by themselves or in addition to other programs (Abroms & Maibach, 2008;Bertrand et al, 2006;Noar, 2006;Randolph & Viswanath, 2004), although the effects are often modest (Noar, 2006). Successful health media campaigns have well-designed messages that are received by the target audience with effective reach and frequency (Abroms & Maibach, 2008, p. 221).…”

Section: Television and Mass Media Programs And Interventionsmentioning

confidence: 99%

“…Additionally, healthy campaigns often use medical jargon or focus on treatment rather than prevention. Despite these challenges, however, using mass media presents a positive opportunity for health promotion (Marshall-Chester, 1990) due to its wide reach, appeal, and costeffectiveness (Randolph & Viswanath, 2004). More research is needed to identify how the mass media can strategically influence health behavior practices (Abroms & Maibach, 2008).…”

Section: Television and Mass Media Programs And Interventionsmentioning

confidence: 99%

The Food Factor: Perceptions of the Brand

Brubaker¹,

Settle²,

Downey³

et al. 2017

Journal of Applied Communications

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“…1063 These authors also suggest that accompanying campaigns with reinforcing "legislation and regulation" can influence the campaign impact and sustainability. An illustration of the impact of legislation and regulation can be seen in England and Wales where the national cleanyourhands campaign (Table IV.9.1) received considerable leverage with a parallel national target to reduce MRSA rates by 50%.…”

Section: National Campaigns Within Health Carementioning

confidence: 99%