Abstract
The study examines the role of a health-related promotional campaign launched in Pakistan in the context of advertising campaign to improve precautionary behavior toward dengue virus (PBDV). The focus of this study is to investigate the mediation of individual’s attention, information surveillance, elaboration, and also the moderation of demographic features (e.g., gender, educational level, and dengue affected survival) in the relationship between the exposure of dengue-related public service announcements (DPSA) and PBDV. Telephonic interview technique was used to establish a representative sample ( N = 1,251) from Punjab (dengue-affected province of Pakistan) using a computer-assisted telephone survey software. The outcomes clarify the application of cognitive mediation model in the context of health communication. The findings revealed that individual’s attention and information surveillance have considerable mediating effects on PBDV and DPSA relationship. Surprisingly, however, there is no indirect effect of elaboration on PBDV. The findings provide practical recommendations to public organizations while designing health communication strategies.
Highlights
In November 2010, at the beginning of winter, the epidemic of dengue broke out in Pakistan
The results revealed that Hypothesis 4 (H4) is accepted as there is a positive connection between dengue-related public service announcements (DPSA) and precautionary behavior toward dengue virus (PBDV), β = .170 and significant at p
The results revealed that Hypothesis 6 (H6) is accepted as a moderate positive link exists between information surveillance and PBDV, β = .231 and significant at p
Summary
In November 2010, at the beginning of winter, the epidemic of dengue broke out in Pakistan. The outbreak was truly frightening, and by the end of 2011 more than 21,650 people were affected in Punjab, the largest province in Pakistan. The outbreak made headlines in both electronic and print. Communication experts such as Niederdeppe et al (2013) have emphasized the necessity to depend on media to alert and encourage the people to take preventive measures to minimize the threat. The government of Punjab has established the Epidemic Prevention and Control Program in early 2012 based on the statistics and effective communication during the outbreak. The program aims to raise public awareness and education through different communication contents. That government agencies worked together closely with the media to release news t (Rasheed et al, 2013), the Punjab Government launched a massive public service advertising campaign with the remarkable investment
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