Abstract
BackgroundWhen promoting public health measures, such as reducing smoking, there are many different approaches, for example providing information, imposing legal restrictions, taxing products, and changing cultures. By analogy with evidence-based medicine, different approaches to campaigning for health promotion can be compared by obtaining evidence of effectiveness. However, evaluating the effectiveness of campaigning approaches is far more difficult than evaluating drugs or medical procedures, because controls are seldom possible, endpoints are difficult to specify, multiple factors influence outcomes, and the targets of campaigns are people or organizations that may resist.MethodsTen ideal campaigning types are proposed: positive and negative approaches to the five categories of information, attitude, arguments, authorities and incentives. To illustrate the ideal types and the complexities of evaluating approaches to campaigning, three contrasting Australian strategies to promote vaccination are examined.ResultsEach of the three vaccination-promotion strategies showed the presence of several ideal campaigning types, but with distinct differences in emphasis. With available evidence, it is difficult to assess the relative effectiveness of the three strategies.ConclusionBecause of the difficulty in obtaining evidence, claims about the effectiveness of general approaches to health promotion should be treated with scepticism, especially when presented by partisans. There are inherent difficulties in making campaigning evidence-based.
Highlights
When promoting public health measures, such as reducing smoking, there are many different approaches, for example providing information, imposing legal restrictions, taxing products, and changing cultures
The concept of evidence-based medicine has become a talisman in contemporary medical practice [1, 2]
In contrast to the role of evidence within medical practice, campaigning for public health interventions relies much more on intuition and experience, including whether methods appeal to campaigners
Summary
When promoting public health measures, such as reducing smoking, there are many different approaches, for example providing information, imposing legal restrictions, taxing products, and changing cultures. By analogy with evidence-based medicine, different approaches to campaigning for health promotion can be compared by obtaining evidence of effectiveness. The concept of evidence-based medicine has become a talisman in contemporary medical practice [1, 2]. The idea is that medical interventions should be based on research and not rely primarily on tradition or professional judgement. Evidence-based medicine can be subverted, so care is needed to balance the imperatives of evidence with professional judgement [3]. In contrast to the role of evidence within medical practice, campaigning for public health interventions relies much more on intuition and experience, including whether methods appeal to campaigners.
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
