Methods Of Health Promotion

Question 0

Media Campaigns

Answer 0

2.1

Question 1

What are the 3 effective methods of bringing about a change in people’s health behaviour?

Answer 1

• Media campaigns
• Legislation
• Fear arousal

Question 2

What is the main issue with media campaigns?

Answer 2

Overexposure can lead to desensitisation.

Question 3

Give 3 types of media most often used to deliver health messages to the general public.

Answer 3

• Television campaigns
• Posters
• Leaflets

Question 4

What did the Yale model of communication suggest about health promotion?

Answer 4

Campaigns need to take a number of implications into account in order to help cause the effects of the message to last longer such as:

• The source of the information needs to be perceived as credible by the audience
• The message should be short, clear, direct and colourful
• There should be a minimal amount of technical terms

Question 5

Aim of McVey’s study…

Answer 5

To evaluate the effectiveness of anti-smoking television advertising campaign in motivating smokers to give up and preventing relapse in those who had already given up.

Question 6

Method used in McVey’s study…

Answer 6

• Self report
• Conducted in 4 TV regions in Central and Northern England.
• 1 region; no intervention (controls).
• 2 regions; TV anti-smoking advertising.
• 1 region; TV anti-smoking advertising plus locally organised anti-tobacco campaigning.
• TV advertisements were done in two phases over 18 months:
  Phase 1) intensity of the advertising was varied between regions. 3610 men and women (smokers and non-smokers) were selected by random sampling and interviewed before the intervention.

Question 7

Results of McVey’s study…

Answer 7

After 18 months:
- 9.8% of successfully re-interviewed smokers had stopped
- 4.3% of ex-smokers had relapsed
There was no evidence of:
- An extra effect of the local tobacco control network when combined with TV media
- Any intervention effects after the first phase of the TV media campaign
This suggests that the campaign would reduce smoking prevalence by about 1.2%

Question 8

Conclusion to McVey’s study…

Answer 8

• Reducing smoking prevalence through encouraging smokers to stop and helping prevent relapse can be achieved by using TV campaigns.
• A prolonged campaign is necessary for it to have an impact.