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Effectiveness of Narrative Messaging Styles about the Social Determinants of Health and Health Inequities in Ontario, Canada

Author

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  • Emily Churchill

    (Department of Psychology, Wilfrid Laurier University, Waterloo, ON N2L 3C5, Canada)

  • Ketan Shankardass

    (Department of Psychology, Wilfrid Laurier University, Waterloo, ON N2L 3C5, Canada
    Department of Health Sciences, Wilfrid Laurier University, Waterloo, ON N2L 3C5, Canada)

  • Andrea M.L. Perrella

    (Department of Political Science, Wilfrid Laurier University, Waterloo, ON N2L 3C5, Canada)

  • Aisha Lofters

    (Women’s College Hospital, Toronto, ON M5S 1B2, Canada)

  • Carlos Quiñonez

    (Faculty of Dentistry, University of Toronto, Toronto, ON M5S 1A1, Canada)

  • Louise Brooks

    (Wellington-Dufferin-Guelph Public Health, Guelph, ON N1G 0E1, Canada)

  • Dana Wilson

    (Public Health Sudbury & Districts, Sudbury, ON P3E 3A3, Canada)

  • Maritt Kirst

    (Department of Psychology, Wilfrid Laurier University, Waterloo, ON N2L 3C5, Canada)

Abstract

Health inequities are systemic, avoidable, and unjust differences in health between populations. These differences are often determined by social and structural factors, such as income and social status, employment and working conditions, or race/racism, which are referred to as the social determinants of health (SDOH). According to public opinion, health is considered to be largely determined by the choices and behaviours of individuals. However, evidence suggests that social and structural factors are the key determinants of health. There is likely a lack of public understanding of the role that social and structural factors play in determining health and producing health inequities. Public opinion and priorities can drive governmental action, so the aim of this work was to determine the most impactful way to increase knowledge and awareness about the social determinants of health (SDOH) and health inequities in the province of Ontario, Canada. A study to test the effectiveness of four different messaging styles about health inequities and the SDOH was conducted with a sample of 805 adult residents of Ontario. Findings show that messages highlighting the challenges faced by those experiencing the negative effects of the SDOH, while still acknowledging individual responsibility for health, were the most effective for eliciting an empathetic response from Ontarians. These findings can be used to inform public awareness campaigns focused on changing the current public narrative about the SDOH toward a more empathetic response, with the goal of increasing political will to enact policies to address health inequities in Ontario.

Suggested Citation

  • Emily Churchill & Ketan Shankardass & Andrea M.L. Perrella & Aisha Lofters & Carlos Quiñonez & Louise Brooks & Dana Wilson & Maritt Kirst, 2021. "Effectiveness of Narrative Messaging Styles about the Social Determinants of Health and Health Inequities in Ontario, Canada," IJERPH, MDPI, vol. 18(20), pages 1-13, October.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:20:p:10881-:d:657893
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    References listed on IDEAS

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    1. Jeff Niederdeppe & Sungjong Roh & Michael A Shapiro, 2015. "Acknowledging Individual Responsibility while Emphasizing Social Determinants in Narratives to Promote Obesity-Reducing Public Policy: A Randomized Experiment," PLOS ONE, Public Library of Science, vol. 10(2), pages 1-11, February.
    2. Durkin, S.J. & Biener, L. & Wakefield, M.A., 2009. "Effects of different types of antismoking ads on reducing disparities in smoking cessation among socioeconomic subgroups," American Journal of Public Health, American Public Health Association, vol. 99(12), pages 2217-2223.
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