Mass media campaigns for the promotion of oral health: a scoping review

Abstract

Background Oral diseases are highly prevalent globally and are largely preventable. Individual and group-based education strategies have been dominant in oral health promotion efforts. Population-wide mass media campaigns have a potentially valuable role in improving oral health behaviours and related determinants. This review synthesises evidence from evaluations of these campaigns. Methods A systematic search of major databases was undertaken to identify peer-reviewed articles reporting the evaluation of mass reach (non-interpersonal) communication strategies to address common forms of oral disease (i.e., dental caries, periodontitis, gingivitis). Studies using all types of quantitative design, published in English between 1970 and 2020 were included. Data concerning campaign objectives, content, evaluation methods and findings were extracted. Results Eighteen studies were included from the 499 identified through searching, reporting the findings of 11 campaign evaluations. Two of these used controlled quasi-experimental designs, with the remainder using pre- and post-test (N = 5) or post-test only designs (N = 4). Message recall, as a measure of exposure, was reported in eight campaigns with short-term (≤ 8 weeks) recall ranging from 30 to 97%. Eight studies examined impacts upon oral health knowledge, with four of the five measuring this at baseline and follow-up reporting improvements. From the eight studies measuring oral health behaviours or use of preventative services, six that compared baseline and follow-up reported improvements (N = 2 in children, N = 4 in adults). Conclusion There are relatively few studies reporting the evaluation of mass media campaigns to promote oral health at the population level. Further, there is limited application of best-practice methods in campaign development, implementation and evaluation in this field. The available findings indicate promise in terms of achieving campaign recall and short-term improvements in oral health knowledge and behaviours.

The effect of mass media campaigns on oral health knowledge: A systematic review and meta‐analysis

“…41 Also, the findings of the scoping review show the promise of mass media campaigns to promote oral health by achieving campaign recall and short-term improvement in oral health knowledge and behaviours. 23 However, using mass media for such campaigns is quite costly, and if they want to become commonplace, they need a reliable funding source. There is a doubt whether these techniques may be effective in less-developed regions, 30 especially when they are consistent with the policies determined by the government.…”

“…However, in more developed regions, the effects of mass media may not be this prominent 41 . Also, the findings of the scoping review show the promise of mass media campaigns to promote oral health by achieving campaign recall and short‐term improvement in oral health knowledge and behaviours 23 . However, using mass media for such campaigns is quite costly, and if they want to become commonplace, they need a reliable funding source.…”

“…Taking benefits from mass media is one of these effective means. Risk factors for health and preventive measures could be taught using this media 22,23 . The effect of the mass media on prevention and health promotion is mainly exerted by repeating concepts for desired health‐seeking behaviour through different symbols and themes 24 .…”

“…Risk factors for health and preventive measures could be taught using this media. 22,23 The effect of the mass media on prevention and health promotion is mainly exerted by repeating concepts for desired health-seeking behaviour through different symbols and themes. 24 In developing and less-developed countries, mass media services such as television and radio are widely used, and they could play an important role in conveying information regarding health, including oral health.…”

The Role of Media in Oral Hygiene Awareness

“…Mass media, being the fourth offshoot of the government, plays an indispensable role in the formation of public awareness. As per the study by Eileen Goldberg et al (2022), television was the most frequently adopted mass-reach strategy, and some mass media campaigns used combinations of radio, prints, billboards, and bus-side advertisements to bring the importance of oral health into limelight [1].…”