Effectiveness Of Mass Media Campaigns Research Articles

Students’ Perception of The Effectiveness of Mass Media Campaigns on Mental Health Awareness in Nigeria: A Study of Auchi Polytechnic Students

Mental health challenge remains a stigmatized and under-addressed issue in Nigeria, contributing to significant societal challenge. Mass media campaigns have emerged as potential tools to raise awareness and combat the stigma. However, little research explores the effectiveness of these campaigns from the perspective of students. It is in the light of the above that this study examines students’ perception of the effectiveness of mass media campaigns on mental health awareness in Nigeria. The researchers embarked on this study with the intent of achieving four objectives and, based on the objectives of this study, four research questions were formulated to serve as a guide for this study. This study is hinged on the rational model theory. The researchers adopted the survey research design, and data were collected through the use of questionnaires. Findings from this study reveal that the majority of the respondents (31%) rated their level of awareness of mental health issues as very high as a result of their exposure to mass media campaigns on the subject. The study also reveals that the majority of the respondents (30%) noted that one of the impacts of mass media campaigns on the attitudes of students towards seeking help for mental concerns is that these campaigns have increased help-seeking behaviour among students. This study therefore concludes that mass media campaigns have proven to be effective in addressing mental health issues in Nigeria by raising awareness, promoting understanding, and reducing stigma. They have successfully disseminated information, encouraged help-seeking behavior, and fostered conversations about mental health. This study, among other things, recommends that producers of media messages should recognize the cultural and regional diversity within Nigeria and tailor mass media campaigns accordingly. Mental health issues may be perceived and addressed differently across various communities; therefore, the producers of media messages should produce campaigns that resonate with different cultural backgrounds, languages, and social norms to ensure inclusivity and effectiveness.

An Assessment of the Effectiveness of Mass Media Campaigns in Promoting Environmental Sustainability in Nigeria

Environmental sustainability is a critical global concern, and Nigeria, as a populous and ecologically diverse nation, faces numerous environmental challenges such as deforestation, pollution and inadequate waste management. In recent years, mass media campaigns have emerged as powerful tools to raise awareness and promote sustainable practices among Nigerians. It is in the light of this that this study assessed the effectiveness of mass media campaigns in promoting environmental sustainability in Nigeria. The researchers embarked on this study with the intent of achieving four objectives, and based on the objectives of this study, four research questions were formulated to serve as a guide for this study. The researchers anchored this study on the Two –Step Flow Theory. Survey was adopted as the most suitable research design for this study, and data were collected through the use of questionnaire. Findings from this study show that mass media campaigns have had a significant impact on increasing public awareness of environmental issues in Nigeria. These campaigns have successfully communicated the urgency of protecting the environment and the consequences of unsustainable practices. Moreover, they have motivated citizens to take action, with many respondents reporting changes in their behaviour such as reducing waste, conserving energy, and supporting environmental initiatives. This study concludes by emphasizing the importance of continued investment in mass media campaigns for environmental sustainability in Nigeria. This study recommends tailoring campaigns to local context, leveraging new media platforms, and enhancing collaboration between government, civil society and the private sector to create a holistic and impactful approach to environmental education and advocacy.

The effect of mass media campaigns on oral health knowledge: A systematic review and meta-analysis.

Knowledge and awareness gained from mass media can prepare people for lifestyle changes and impact their health and well-being. Considering the differences in the results of primary studies, we decided to conduct this study to evaluate the effect of mass media campaigns on oral health knowledge as a systematic meta-analysis and review. The databases such as the Web of Sciences (ISI), Scopus, PubMed/Medline, and the Cochrane Library were searched systematically until February 2022. Data pooling was performed using a random effects model. The effect sizes were estimated as odds ratios (ORs) with their 95% confidence intervals (CIs). Additional analyses, including sensitivity, subgroup, and publication bias analyses, were also conducted. Our meta-analysis comprised a total number of seven articles. The pooled results indicated significant increases in oral health knowledge among included studies (OR = 1.64, 95% CI: 1.20-2.24, p < 0.001). In subgroup analyses, the effects of mass media campaigns on oral health knowledge remained significant for the studies with follow-up of less than 150 weeks (OR = 1.69, 95% CI: 1.49-1.91) and working-age populations (OR = 1.80, 95% CI: 1.40-2.32) compared to other categories. In general, this study showed that mass media campaigns may have positive effects on oral health knowledge, especially in the working-age population; it seems that for improving health knowledge among children, more initiatives are needed. Besides, the effects of these campaigns seem to be time-dependent and higher in shorter follow-up periods.

Literacy and Stigma of Suicide among Medical Students of Bangladesh: Status and Associated Factors

Background: Literacy and stigma of suicide have been poorly assessed across the groups in Bangladesh even though they affect help-seeking behavior and have an enduring effect on suicide prevention. Objectives: We aimed to determine the status of literacy and stigma of suicide along with associated factors among medical students of Bangladesh. Methods: This study was conducted from January to June 2022 among 172 undergraduate medical students in Bangladesh by Google form. Literacy and stigma were assessed by the Bangla literacy of suicide scale (LOSS[1]B), and the Bangla stigma of suicide scale (SOSS-B). Results: The mean age of the participants was 22.81 ± 1.8 (range 19-28) years, 64% were females, and 95% were unmarried. The LOSS-B score ranged from 0-10 with a mean of 4.72 ± 1.97. The literacy was significantly higher in married students, students with chronic physical illness and psychiatric disorder, lifetime suicidal thoughts, and suicidal thoughts in the past year while stigma was significantly lower among females, with mental disorders, with a family history of suicide attempts, and students with suicidal thoughts in a lifetime and past year. Conclusions: The study determines the level of suicide literacy and stigma towards suicide among medical students of Bangladesh. Having history of previous mental health services consumption of mental health services and past suicidal behavior revealed a better level that indicates the effectiveness of mass media campaigns for raising awareness and reducing stigma. Bangladesh Medical Res Counc Bull 2022; 48(3): 225-230

Clearing the air: A systematic review of mass media campaigns to increase indoor radon testing and remediation

Abstract Indoor radon is a natural radioactive gas that enters homes through cracks in the foundations. It is one of the leading causes of lung cancer. Although radon can be detected with an indoor radon test and can be mitigated by means of either ventilation or professional measures, testing and mitigating rates of the at-risk population remain insufficient. The objective of this study is to systematically review the current level of evidence regarding the design and effectiveness of mass media campaigns to address the health risks of indoor radon to homeowners. The results show that informative tone of voices prevailed, other components, such as emotional or social components, were often not included. Furthermore, the focus was mostly on intention and less on behavior itself, and on testing instead of mitigation. Further research is needed to test effective and innovative communication strategies to increase protective behavior concerning indoor radon.

Effectiveness of Mass Media Campaigns to Improve Handwashing-Related Behavior, Knowledge, and Practices in Rural Bangladesh.

ABSTRACTWater, sanitation, and handwashing interventions that use intensive interpersonal communication improve targeted behaviors, but are expensive at scale. Mass media is an alternative that could reach more people at lower cost but has rarely been rigorously evaluated. We assessed the effectiveness of a mass media campaign in improving handwashing knowledge and practices in rural Bangladesh. We conducted a cross-sectional assessment before the campaign among 8,947 households and again after 4 months of the campaign among 8,400 different households in the same areas. Trained enumerators conducted spot checks of water, sanitation, and hygiene facilities, and recorded reported knowledge and practices. We compared these outcomes after versus before the campaign using generalized linear models with robust standard errors. After the media campaign, caregivers were more likely to recall ≥ 3 messages regarding handwashing (prevalence ratio [PR] = 1.44, 1.34–1.55), sanitation (PR = 1.45, 1.35–1.55), and safe water (PR = 1.17, 1.08–1.26). After the campaign, the prevalence of using soap and water during handwashing demonstrations was higher among caregivers (PR = 1.15, 1.12–1.19) and children (PR = 1.31, 1.22–1.41). Hands were more commonly observed to be visibly clean among caregivers (PR = 1.14, 1.07–1.20) and children (PR = 1.13, 1.05–1.21). Soap and water was more commonly observed in handwashing stations near latrines (PR = 1.12, 1.06–1.19) and in cooking/eating places (PR = 1.09, 1.01–1.18). Our findings indicate improved handwashing knowledge and behaviors following a mass media campaign. This promising approach can be deployed to improve water, sanitation, and hygiene practices at scale and should be evaluated in other contexts.

Results of a Mass Media Campaign in South Africa to Promote a Sugary Drinks Tax.

Background: In South Africa, the increased consumption of sugary drinks has been associated with increased obesity rates. Mass media campaigns can play a crucial role in improving knowledge, shifting attitudes, and building support for government action on reducing sugary drink consumption. No study to date has evaluated the effectiveness of mass media campaigns on the health harms of sugary drinks in South Africa. Objective: The purpose of this study was to evaluate the impact of a mass media campaign on knowledge and attitudes around sugary drinks and on public support for a proposed tax on sugary drinks in South Africa. Methods: The “Are You Drinking Yourself Sick?” campaign aired in South Africa from October 2016 to June 2017 to shift attitudes toward sugary drinks, build personal risk perceptions of the health harms of consuming sugary drinks, and build public support for a proposed tax on sugary drinks. Campaign impact was measured in representative cross-sectional household surveys of adults ages 18 to 56. The surveys were conducted just prior to the launch of the campaign (N = 1000), from October 7 to 10, 2016, and immediately following its conclusion (N = 1000), from July 12 to 21, 2017. Campaign impact was assessed by comparing changes from the pre-campaign to the post-campaign period on key outcome indicators. In addition, the effect of campaign awareness was analyzed in logistic regression analysis of the post-campaign data. Results: The campaign was recalled by 55% of survey respondents, and 78% of campaign-aware respondents said that the campaign’s main message was “drinking sugary drinks can make you sick.” There were significant changes from the pre- to the post-campaign period in knowledge that sugary drink consumption can lead to obesity and related health problems and that sugary drinks contribute toward the obesity problem in South Africa. Campaign awareness was also significantly associated with increases in knowledge about the harms of sugary drinks, and in particular, on government action, including the proposed tax on sugary drinks. Discussion: Media campaigns are an effective intervention for obesity prevention. In addition to improving knowledge and shifting attitudes, media campaigns can effectively build public support for strong government action and therefore must be a component of a comprehensive obesity prevention approach.

A systematic review of the effectiveness of mass media campaigns for the management of low back pain

Purpose To synthesize evidence on the effectiveness of mass media campaigns for the management of LBP on beliefs of the general public and health care providers, LBP-related disability, health utilization, and LBP clinical outcomes. Materials and Methods Five electronic databases were searched from inception to December 17, 2019. Any studies evaluating the effectiveness of mass media campaigns for LBP were eligible. Primary outcome was general public LBP beliefs, while secondary outcomes included health care provider beliefs as well as LBP-related disability, health utilization, and clinical outcomes. Results The search resulted in 4,164 unique records, of which 18 studies were included. These 18 studies predominantly used quasi-experimental methods to evaluate seven LBP mass media campaigns conducted in seven countries. All studies evaluating LBP beliefs in the general public detected positive effects. Health care provider beliefs also consistently improved. Results for behavioural outcomes (disability behaviour and health utilization) were mixed and appeared dependent on campaign characteristics and local context. Conclusions Mass media campaigns for LBP appear effective for improving beliefs of the general public and health care providers. Registration Prospero CRD42018116797 IMPLICATIONS FOR REHABILITATION Mass media campaigns about low back pain (LBP) appear effective for improving beliefs of the general public and health care providers, aligning beliefs with current evidence and self-management principles. Rehabilitation professionals should be aware of and seek to support public education initiatives in their communities related to LBP and other disabling health conditions. Rehabilitation professionals can highlight and reinforce campaign messages when providing education and reassurance to individual patients. Several campaign resources (i.e., posters, pamphlets, electronic resources, etc.) are available for rehabilitation professionals to use in their efforts to reduce disability related to LBP.

The impact of media campaigns on tax filing: quasi-experimental evidence from Pakistan

This paper examines the effect of mass media campaigns on income tax filing in Pakistan. The campaigns were conducted during the run up to the filing deadline of October 31 for the 2013–2014 tax year with survey data collected on tax eligible individuals soon after the filing deadline. We apply an inverse probability-weighted regression adjustment estimator to construct comparable treatment and control groups with respect to media exposure. We find that income tax filing increased in response to exposure to newspaper ads that provided information on tax eligibility but not in response to those that reported the tax filing deadline or the financial penalties of not filing. TV advertisements that relied on moral suasion and portrayed self-employed taxpayers improved tax filing among the self-employed but not among the broader survey population. This highlights the importance of both the content of the message and its targeting in media campaigns to enhance income tax filing.

The Impact of Media Campaigns on Tax Filing: Quasi-Experimental Evidence from Pakistan

This paper examines the effect of mass media campaigns on income tax filing using survey data from Pakistan. We use information collected about a pro-tax filing communication campaign shortly after the 2013-14 tax filing deadline by Pakistan’s Federal Board of Revenue. We use an inverse probability-weighted regression adjustment estimator to construct comparable treatment and control groups in terms of media exposure and control for predictors of income tax filing. We find that respondents’ likelihood of income tax filing significantly increased in response to exposure to newspaper advertisements of information provision surrounding tax eligibility but not those concerning the tax filing deadline or the benefits associated with tax filing in the form of non-application of financial penalties. TV advertisements that relied on moral suasion and solely portrayed self-employed taxpayers did not significantly improve tax filing for the entire survey population but were effective among the self-employed. This highlights the importance of the content of the message as well as the implementation of targeted media campaigns by a tax administration to enhance income tax filing.

Cost benefit study of a safety campaign’s impact on road safety

The aim of this paper is to identify a break in the development trend of the time series of the number of fatal, light and heavy injuries in traffic accidents and compare the progress caused by the media campaign named “Think or you’ll pay! “in the Czech Republic over the period 2000–2015. The campaign focuses on the age group of drivers under the age of 25 and the most common cause of their traffic accidents as the drivers in this age category are the most vulnerable group in road traffic. The campaign uses a method in which it tries to influence behaviour by negative action, or by causing negative emotions.The authors concentrate on the effects of mass media campaigns in the long-term development of accidents in the Czech Republic and a financial evaluation of the road safety campaign “Think or you’ll pay! “by comparing the campaign costs, the cost of road fatalities, and the cost savings from the perspective of government expenditures.The secondary source data for the chart analysis and interpolation according to the criteria of analytical and mechanical balancing time series, the Chow test and Quandt Likelihood Ratio test, choosing the appropriate model trend of accidents and consequences of traffic accidents were obtained from the Czech Ministry of Transport, the database of The Losses due to Traffic Accident Rates (CZRSO) and the Czech Association of Victims of Traffic Accidents (CSODN, 2015) from period of 1990 till 2016.The impact of the media campaign “Think or you’ll pay!“, measured by enumerating the costs was compared with the number of fatalities in the years immediately after the campaign and the impact of the media campaign was evaluated and recognised. The conclusion and the highlights summarize the findings of research and the limits of media campaign evaluation approach.

Effectiveness of Mass Media Campaigns to Reduce Alcohol Consumption and Harm: A Systematic Review.

To assess the effectiveness of mass media messages to reduce alcohol consumption and related harms using a systematic literature review. Eight databases were searched along with reference lists of eligible studies. Studies of any design in any country were included, provided that they evaluated a mass media intervention targeting alcohol consumption or related behavioural, social cognitive or clinical outcomes. Drink driving interventions and college campus campaigns were ineligible. Studies quality were assessed, data were extracted and a narrative synthesis conducted. Searches produced 10,212 results and 24 studies were included in the review. Most campaigns used TV or radio in combination with other media channels were conducted in developed countries and were of weak quality. There was little evidence of reductions in alcohol consumption associated with exposure to campaigns based on 13 studies which measured consumption, although most did not state this as a specific aim of the campaign. There were some increases in treatment seeking and information seeking and mixed evidence of changes in intentions, motivation, beliefs and attitudes about alcohol. Campaigns were associated with increases in knowledge about alcohol consumption, especially where levels had initially been low. Recall of campaigns was high. Mass media health campaigns about alcohol are often recalled by individuals, have achieved changes in knowledge, attitudes and beliefs about alcohol but there is little evidence of reductions in alcohol consumption. There is little evidence that mass media campaigns have reduced alcohol consumption although most did not state that they aimed to do so. Studies show recall of campaigns is high and that they can have an impact on knowledge, attitudes and beliefs about alcohol consumption.

Effectiveness of mass media campaigns to reduce alcohol consumption and harm: a systematic review

BackgroundThere were 8758 alcohol-related deaths in the UK in 2015 and an estimated 1·1 million alcohol-related hospital admissions in England in 2014–15. Mass media campaigns are used to communicate public health messages at a population level but whether campaigns intended to reduce alcohol consumption achieve their aims is unclear. With a systematic review, we aimed to assess the effectiveness of mass media public health messages to reduce alcohol consumption and related harms. MethodsEight databases were searched (Medline, EMBASE, PubMed, Cochrane Library, Web of Science, Scopus, ASSIA, ERIC) with no date restriction (appendix) along with reference lists of eligible studies. Searches combined subject headings and terms for interventions and outcomes. English language reports of studies of any design and in any country were eligible for inclusion, provided they evaluated a mass media intervention targeting alcohol consumption or related behavioural, social cognitive, media, or clinical outcomes. Drink driving and college campus campaigns were ineligible. Studies were assessed for quality, data were extracted, and a narrative synthesis conducted. This study is registered with PROSPERO, number CRD42017054999. FindingsSearches produced 10 212 results, and 24 studies were included in the review. Most campaigns used television or radio in combination with other media channels, were conducted in developed countries, and were of weak quality. Of 13 studies that measured changes in alcohol consumption, two reported statistically significant reductions in consumption associated with exposure to campaigns, although only six campaigns directly aimed to achieve this effect. Three of four studies reported increases in treatment seeking or information seeking. There was mixed evidence from eight studies of changes in intentions, motivation, beliefs, and attitudes about alcohol. Campaigns were associated with increases in knowledge about alcohol consumption in five of eight studies, especially where levels had initially been low. Recall of campaigns ranged from 6 to 96% but was generally high in the 17 studies reporting this outcome. InterpretationMass media can improve alcohol-related knowledge and awareness but according to the available evidence does not appear to reduce consumption. Campaigns may have an indirect effect on behaviour by providing support for other policies more likely to reduce alcohol consumption. FundingNational Institute for Health Research Public Health Research Programme 13/163/17.

The effects of mass media campaigns on individual attitudes towards tax compliance; quasi-experimental evidence from survey data in Pakistan

Pakistan has consistently performed low on taxation, with revenue collection hovering around 10% of GDP. Tax reforms have been attempted but without significant gains in revenue collection. Due to the recalcitrance of tax revenues, the tax authority attempted to enlist voluntary compliance, as one of the avenues for its efforts to increase collections. This paper examines the effectiveness of mass media campaigns in the TV and national newspapers used by the Federal Board of Revenue (FBR) of Pakistan to increase awareness, tax filing, and, ultimately, tax morale. We use survey data that were collected in 2014 immediately after these mass media campaigns by the FBR. Using coarsened exact matching, we construct treatment and control groups that are nearly identical in terms of pretreatment balance of demographic and behavioral predictors of high tax morale. We find improved perceptions towards tax compliance in Pakistan for respondents exposed to the TV and newspaper advertisements. The choice of the advertisement's delivery device is important since the latter is more effective. Our findings provide empirical evidence that well-timed mass media campaigns can enhance voluntary tax compliance.

Comparing effectiveness of mass media campaigns with price reductions targeting fruit and vegetable intake on US cardiovascular disease mortality and race disparities

Background: A low intake of fruits and vegetables (F&Vs) is a major risk factor for cardiovascular disease (CVD) in the United States. Both mass media campaigns (MMCs) and economic incentives may increase F&V consumption. Few data exist on their comparative effectiveness.Objective: We estimated CVD mortality reductions potentially achievable by price reductions and MMC interventions targeting F&V intake in the US population.Design: We developed a US IMPACT Food Policy Model to compare 3 policies targeting F&V intake across US adults from 2015 to 2030: national MMCs and national F&V price reductions of 10% and 30%. We accounted for differences in baseline diets, CVD rates, MMC coverage, MMC duration, and declining effects over time. Outcomes included cumulative CVD (coronary heart disease and stroke) deaths prevented or postponed and life-years gained (LYGs) over the study period, stratified by age, sex, and race.Results: A 1-y MMC in 2015 would increase the average national F&V consumption by 7% for 1 y and prevent ∼18,600 CVD deaths (95% CI: 17,600, 19,500), gaining ∼280,100 LYGs by 2030. With a 15-y MMC, increased F&V consumption would be sustained, yielding a 3-fold larger reduction (56,100; 95% CI: 52,400, 57,700) in CVD deaths. In comparison, a 10% decrease in F&V prices would increase F&V consumption by ∼14%. This would prevent ∼153,300 deaths (95% CI: 146,400, 159,200), gaining ∼2.51 million LYGs. For a 30% price decrease, resulting in a 42% increase in F&V consumption, corresponding values would be 451,900 CVD deaths prevented or postponed (95% CI: 433,100, 467,500) and 7.3 million LYGs gained. Effects were similar by sex, with a smaller proportional effect and larger absolute effects at older ages. A 1-y MMC would be 35% less effective in preventing CVD deaths in non-Hispanic blacks than in whites. In comparison, price-reduction policies would have equitable proportional effects.Conclusion: Both national MMCs and price-reduction policies could reduce US CVD mortality, with price reduction being more powerful and sustainable.

Mass media interventions for preventing smoking in young people.

Mass media interventions can be used as a way of delivering preventive health messages. They have the potential to reach and modify the knowledge, attitudes and behaviour of a large proportion of the community. To assess the effects of mass media interventions on preventing smoking in young people, and whether it can reduce smoking uptake among youth (under 25 years), improve smoking attitudes, intentions and knowledge, improve self-efficacy/self-esteem, and improve perceptions about smoking, including the choice to follow positive role models. We searched the Cochrane Tobacco Addiction Group Specialized Register, with additional searches of MEDLINE and Embase in June 2016. This is an update of a review first published in 1998. Randomized trials, controlled trials without randomization and interrupted time-series studies that assessed the effect of mass media campaigns (defined as channels of communication such as television, radio, newspapers, social media, billboards, posters, leaflets or booklets intended to reach large numbers of people and which are not dependent on person-to-person contact) in influencing the smoking behaviour (either objective or self-reported) of young people under the age of 25 years. We define smoking behaviour as the presence or absence of tobacco smoking or other tobacco use, or both, and the frequency of tobacco use. Eligible comparators included education or no intervention. Two review authors independently extracted information relating to the characteristics and the content of media interventions, participants, outcomes, methods of the study and risks of bias. We combined studies using qualitative narrative synthesis. We assessed the risks of bias for each study using the Cochrane 'Risk of bias' tool, alongside additional domains to account for the nature of the intervention. We assessed the quality of evidence contributing to outcomes using GRADE. We identified eight eligible studies reporting information about mass media smoking campaigns, one of which is new for this update. Seven of the studies used a controlled trial design and one an interrupted time-series analysis. Risks of bias were high across all included studies and there was considerable heterogeneity in study design, intervention and population being assessed.Three studies (n = 17,385), one of which compared a mass media intervention to no intervention and two of which evaluated mass media interventions as adjuncts to school-based interventions, found that the mass media interventions reduced the smoking behaviour of young people. The remaining five studies (n = 72,740) did not detect a significant effect on smoking behaviour. These included three studies comparing a mass media intervention to no intervention, one study evaluating a mass media intervention as an adjunct to a school-based intervention, and one interrupted time-series study of a social media intervention. The three campaigns which found a significant effect described their theoretical basis, used formative research in designing the campaign messages, and used message broadcast of reasonable intensity over extensive periods of time. However, some of the campaigns which did not detect an effect also exhibited these characteristics. Effective campaigns tended to last longer (minimum 3 years) and were more intense (more contact time) for both school-based lessons (minimum eight lessons per grade) and media spots (minimum four weeks' duration across multiple media channels with between 167 and 350 TV and radio spots). Implementation of combined school-based components (e.g. school posters) and the use of repetitive media messages delivered by multiple channels (e.g. newspapers, radio, television) appeared to contribute to successful campaigns. Certainty about the effects of mass media campaigns on smoking behaviour in youth is very low, due to inconsistency between studies in both design and results, and due to methodological issues amongst the included studies. It would therefore be unwise to offer firm conclusions based on the evidence in this review. Methodologically rigorous studies investigating the effect of social media and novel forms of technology as part of tobacco prevention campaigns for youth are needed.

A Systematic Review of Community-wide Media Physical Activity Campaigns: An Update From 2010.

Mass media campaign is an integral tool to influence physical activity participant behaviors. The purpose of the systematic review was to identify the effectiveness of mass media campaigns in promoting physical activity. Literature update from January 2010 to September 2016 was conducted in 13 databases. Full text articles of 128 were screened, and 23 articles (18 campaigns) were selected from the initial 1692 articles. All campaigns involved mass media advertisements to promote physical activity to general individuals (n = 2), adults (8), children (4), older adults (2), and parents of children (n = 2). The campaign evaluation designs included clustered RCT (2), cohort (3), quasi-experimental (9), and cross-sectional (9). Eight articles demonstrated significant campaign impact on proximal, 6 on intermediate, 5 on distal outcomes, and 6 on distal change based on either proximal or intermediate outcome. The current review assessed the outcome evaluation of mass media physical activity campaigns that varied in their respective scope, target population and outcomes measured to identify individual changes at proximal, intermediate, and distal level. Results from formative and process evaluation as well as dose-response and cost-effective analysis are suggested to provide valuable evidence for campaign stakeholders and planners.

Abstract MP12: Comparing Effectiveness of Mass Media Campaigns vs. Price Reductions Targeting Fruit and Vegetable Intake on US Cvd Mortality and Race Disparities

Introduction: Cardiovascular disease (CVD) accounts for over 800,000 US deaths annually, with substantial disparities by race. Poor diet is a leading CVD risk factor, including low intake of fruit and vegetable (F&amp;V). Few data exist regarding the potential population level impact and effect on race disparities of policies aimed at increasing F&amp;V intake. Aim: To estimate CVD mortality reductions, including by race, potentially achievable by price reduction and mass media campaign interventions in the US population up to 2030. Methods: We developed a US IMPACT Food Policy Model to compare three contrasting policies targeting F&amp;V intake: A - a national mass media campaign (MMC); B and C - a universal F&amp;V price reduction of 10 and 30% respectively. The MMC assumed unequal coverage by age, gender and race, and duration of either 1 or 15 years. Data sources included the National Vital Statistics System, SEER single year population estimates, the US Bureau 2012 National Population projections and NHANES. We used US population and CVD projections to 2030, F&amp;V mortality effect sizes and best evidence effect sizes for each policy. We modelled cumulative deaths prevented or postponed and life years gained (LYG) by age, gender, race and CVD subtype from 2015 to 2030. Results were tested in a probabilistic sensitivity analysis using Monte Carlo simulation. Results: Scenario A (MMC) could result in 27,000 (95% CI: 21,000-33,000) to 85,000 (83,000-89,000) fewer deaths dependent upon media campaign duration (from 1 to 15 years), gaining up to 1,280,000 LYGs (1,250,000-1,320,000) by 2030. Approximately 62% of deaths prevented would be CHD; and 53% would be in men, with 20% being saved in year 1. Scenario B (10% price decrease) could prevent approximately 90,000 deaths (71,000-114,000) and gain 1,450,000 LYGs (1,180,000-1,740,000) by 2030. Scenario C (30% price decrease) could prevent some 270,000 deaths (215,000-338,000) by 2030, representing a 3.9% reduction in expected CVD mortality. Price reduction policies would have equitable effects in non-hispanic whites vs. blacks. In comparison, a MMC would be ~ 35% less effective in preventing CVD deaths in non-Hispanic blacks. Conclusions: Price reduction policies (10 or 30%) and a nationwide MMC would each effectively reduce US CVD mortality. A 30% price reduction policy would save most lives and do so most equitably. Deaths prevented via a MMC might reduce substantially after year 1 and also increase disparities. These results inform potential fiscal and population level strategies to reduce CVD mortality in the US.

Does Mass-Media Public Communication Campaign Normalize Discussion, Attitude and Behavior about Condom Use among Married Men in India?

Background: ‘Condom’ is a stigmatized topic in India. Open discussion about its use and promotion are considered inappropriate. This study examines the association between exposure to public service announcements (PSA) around condoms and discussion, attitude and behavioral intentions about condom use among married men by their age and socio-economic status. Methods: A sub-sample of monogamous married men (N=2502) was obtained from 2009 BBC World Service Trust’s condom normalization survey among men in four high HIV prevalence states in India. The multiple logistic regression models were used to analyze the association of exposure to PSA around condoms with discussion, attitudes and behavioral intentions about condom and its usage. Result: More than half married men (55%) were younger (<=35 years), having better socio-economic status (educated above secondary levels and employed) (55%) and exposed to condom PSA (64%). Exposure to PSA was associated with greater likelihood to seek condom information (AOR: 1.33; p=0.010), positive attitude (AOR: 1.24; p=0.008), higher self-efficacy (AOR: 1.53; p=0.006) in using and, last time condom use (AOR: 2.15; p=0.023) among better SES group; with positive caring attitude (AOR: 1.27; p=0.010), ease in purchasing condom (AOR: 2.04, p=0.009) among older (35+ years) men, and with last time condom use among younger men (AOR: 1.85; p=0.037). Conclusion: The findings of the study highlight an important contention that linkage between mass-media campaigns and promotion of condom normalization through discussion, seeking information and intention to use and its usage goes beyond as a behavior change strategy to include dimensions of age, educational attainment and economic status. The effectiveness of mass media campaigns for normalizing condom discussion is largely mediated by demographic and socio-economic variables. Future campaigns need to address these variables to be more effective.

A systematic review: effectiveness of mass media campaigns for reducing alcohol-impaired driving and alcohol-related crashes.

BackgroundMass media campaigns have long been used as a tool for promoting public health. In the past decade, the growth of social media has allowed more diverse options for mass media campaigns. This systematic review was conducted to assess newer evidence from quantitative studies on the effectiveness of mass media campaigns for reducing alcohol-impaired driving (AID) and alcohol-related crashes, particularly after the paper that Elder et al. published in 2004.MethodsThis review focused on English language studies that evaluated the effect of mass media campaigns for reducing AID and alcohol-related crashes, with or without enforcement efforts. A systematic search was conducted for studies published between January 1, 2002 and December 31, 2013. Studies from the review by Elder et al. were added as well.ResultsA total of 19 studies met the inclusion criteria for the systematic review, including three studies from the review by Elder et al. Nine of them had concomitant enforcement measures and did not evaluate the impact of media campaigns independently. Studies that evaluated the impact of mass media independently showed reduction more consistently (median −15.1 %, range −28.8 to 0 %), whereas results of studies that had concomitant enforcement activities were more variable (median −8.6 %, range −36.4 to +14.6 %). Summary effects calculated from seven studies showed no evidence of media campaigns reducing the risk of alcohol-related injuries or fatalities (RR 1.00, 95 % CI = 0.94 to 1.06).ConclusionsDespite additional decade of evidence, reviewed studies were heterogeneous in their approaches; therefore, we could not conclude that media campaigns reduced the risk of alcohol-related injuries or crashes. More studies are needed, including studies evaluating newly emerging media and cost-effectiveness of media campaigns.