Abstract
Background: Social campaigns focusing on health are commonly used within an attempt to change behavior. To date, there has not been a targeted analysis of societies’ general perception about social campaigns. The aim of this study is to assess citizens’ opinions on the effectiveness of health-related social campaigns. Methods: The data set used in the analysis was obtained from Poland’s nationwide “Social Diagnosis” study. The determinants of public opinion were assessed using a multivariate logistic regression. The independent variables included socio-demographic characteristics, lifestyle, social participation, and the use of digital media. Results: The logistic regression model was developed using 23,593 cases. Opinions about the effectiveness of campaigns depended on all the predictors included in the socio-demographic cluster, smoking, self-declared excessive alcohol consumption, physical activity, the use of mobile phones, and watching TV. A significant impact was found in all but one variable related to social participation. Conclusions: The analysis revealed that opinions about social campaigns present in the media “landscape” are influenced by many factors. Interestingly, persons exhibiting unhealthy behaviors are more resistant to health-related campaigns and surprisingly the need to make use of healthcare resources is not accompanied by an acceptance of the interventions.
Highlights
Today, social marketing is perceived as a promising strategy that can lead to health improvement through behavioral change
34.20% declared some type of physical activity, 6.14% reported excessive use of alcohol, and 26.28% smoking. 54.91% of the respondents were overweight or obese
Our study revealed that persons with a higher number of friends were more prone to believe in the effectiveness of social campaigns
Summary
Social marketing is perceived as a promising strategy that can lead to health improvement through behavioral change. The analysis of the secondary evidence on the use of social marketing strategies in relation to health challenges shows that these requirements are not always strictly addressed [4]. Behavior change was indicated as one of key benchmarks enabling identification of the success of social marketing programs [5]. According to this approach, genuine social marketing programs should use behavior change in both the phase of design and evaluation. The aim of this study is to assess citizens’ opinions on the effectiveness of health-related social campaigns. Opinions about the effectiveness of campaigns depended on all the predictors included in the socio-demographic cluster, smoking, self-declared excessive alcohol consumption, physical activity, the use of mobile phones, and watching TV
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