Campaigns in context: promotion, seasonal variation, and resource factors predict mammography program participation

Abstract

We consider the impact of health promotion efforts on the timing of health behavior in a real-world setting alongside effects of temporally predictable and other environmental factors. By better understanding the systemic context of promotions, we sought to explain, and suggest timing strategies to enhance, campaign effectiveness in ways often overlooked by health promotion staff. We assessed call volume in response to promotions from May 2004 to December 2008 by a state program in the United States that provides free mammograms to underinsured women. Weekly data were analyzed using OLS regression, using predictor variables representing program promotions, breast cancer awareness, season, and other factors. Call volume was greater following television or direct mail promotions, during periods with higher unemployment rates, during school-term time, and in favorable climate conditions. These results highlight predictable temporal variations in the response to these promotions, suggesting important implications for the timing of health promotion efforts.