Use of the Persuasive Health Message framework in the development of a community-based mammography promotion campaign

Abstract

Purpose We describe how the Persuasive Health Message (PHM) framework was used to guide the formative evaluation informing development of messages and materials used in a community-based multi-media campaign intended to motivate low-income African American women to obtain low- or no-cost mammograms through the CDC’s National Breast and Cervical Cancer Early Detection Program. Methods Seventy-eight African American women were recruited for eight focus groups that discussed breast cancer screening. The moderator guide was developed in accordance with the PHM framework and solicited information on perceived threat and efficacy, cues, salient beliefs and referents, and barriers to self-efficacy. Results We created persuasive messages to emphasize that African American women are susceptible to the threat of breast cancer, but that their personal action in obtaining regular mammograms may lead to early detection, subsequent treatment, and reduced cancer mortality. The messages addressed concerns of self-efficacy by emphasizing that uninsured women can also obtain high-quality low- or no-cost mammograms. In an attempt to combat the sentiment that breast cancer is a death sentence, the messages indicated that breast cancer can be successfully treated, especially when detected early. Conclusions The PHM framework consists of three steps: (1) determine information about threat and efficacy; (2) develop an audience profile; and (3) construct a persuasive message. It offered our team easy-to-follow, flexible steps to create a persuasive and effective campaign promoting awareness and use of mammogram screening among low-income African American women.

The Reach and Health Impacts of the National Breast and Cervical Cancer Early Detection Program

“…Hall et al [14] describe how the Persuasive Health Message framework was used to guide the formative evaluation that informed the development of messages and materials used in a community-based multimedia campaign designed to motivate low-income African-American women to get mammograms. In an additional article, Hall et al [15] evaluate whether a culturally appropriate campaign that used black radio and print media increased the use of local mammography screening services provided by the NBCCEDP among African-American women.…”

Developing and refining behaviour-change messages based on the Brazilian dietary guidelines: use of a sequential, mixed-methods approach

“…Sub-groups of the population that may need special focus may still benefit from these messages but would likely need more customized and tailored communication. Past work has tended to focus on either on one aspect of message design or on a small set of behaviors or a more defined population group [34][35][36][37][38][39]. These studies differ from the current research in having more focused goals as part of a directed behavior-change intervention.…”

Developing a Mass Media Campaign to Promote Mammography Awareness in African American Women in the Nation’s Capital

“…The formative phase was informed by the Persuasive Health Message (PHM) framework [14]. The PHM framework considers constants that include perceptions of threat, perceptions of efficacy, indirect cues, and audience members’ demographics [15].…”

“…These elements inform the transients —message goals, salient beliefs, referents, cultural environment, and preferential factors. When put into practice, PHM can support the creation of culturally, demographically, and geographically appropriate messages [14]. PHM was used to guide the development of a focus group guide and the culturally, demographically, and geographically appropriate promotional messages.…”