Abstract
The aim of this study is to evaluate the influence of public service advertising on the awareness and attitude of Chongqing urban citizens. The theme of the public service advertisement launched in Chongqing was chronic disease prevention and control. A self-designed questionnaire was used in an outdoor intercept survey to collect information about the perception of citizens toward the effect of the advertisement on awareness and attitude situation. Respondents had good knowledge of chronic disease (17.11 ± 3.23, total score: 23), but only 58.4% of participants thought cancer is one type of chronic disease. The awareness of cancer as a chronic disease among the group who had seen this advertisement (63.6%) was higher than that of the group who had not seen the advertisement (56.5%) (p = 0.046). The attitude of respondents was good after watching the advertisement, approximately 77.4% of respondents attempted to remind their family and friends to prevent chronic diseases, roughly. 78.2% tried to persuade their family and friends to change their unhealthy lifestyle habits, and 84.7% of participants reported that the advertising increased the possibility of their own future lifestyle change. There was minimal change of awareness of the participants who saw the advertisement. This study did not show significant differences on chronic disease related knowledge between the participants who have seen the advertisement and who have not seen the advertisement. The public service advertisement may help participants improve the attitude of future behavior change. Further researches combining the sustained intervention and support through clinical and community health programs media campaigns are needed to support public health.
Highlights
With the developing social economy and increasing aging population, the incidences of chronic diseases (e.g., cardiovascular and cerebrovascular diseases, diabetes, and chronic obstructive pulmonary disease (COPD)) are dramatically increasing, which pose a serious threat to people’s lives and health [1]
Over half of the participants recognize cancer as a chronic disease in this study, the awareness rate of cancer is low, which is similar with the study in Xiaogan, China [38]
Due to limitation of design, we only evaluated the awareness and attitude of the advertising, and did not ask the participants who have not seen the advertising to answer the same question with those who have seen the advertising on attitude of chronic disease prevention and control, that cannot be compared in the two groups
Summary
With the developing social economy and increasing aging population, the incidences of chronic diseases (e.g., cardiovascular and cerebrovascular diseases, diabetes, and chronic obstructive pulmonary disease (COPD)) are dramatically increasing, which pose a serious threat to people’s lives and health [1]. The effects of chronic diseases on quality of life are inevitable [2]. Chronic diseases have become a global public health problem [3]. Ministry of Health, chronic diseases affect more than 260 million people in China, which accounts for 85% of deaths per year and 70% of the disease burdens [4]. Chronic diseases in China will enter a “blowout phase” in the 30 years [5,6]. Chronic diseases have already posed a substantial economic burden.
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