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Examining the Communication Effects of Health Campaigns

Author

Listed:
  • Justine E. Leavy
  • Adrian E. Bauman
  • Michael Rosenberg
  • Fiona C. Bull

Abstract

Community-wide health communication campaigns have been used for over 30 years to increase awareness of the benefits of physical activity. The relationship between raising campaign awareness influencing physical activity behavior directly or through intermediate variables has not been fully explored. The aims of this study were to examine the relationship between campaign awareness and four socio-cognitive variables on changes in physical activity levels among a cohort of adults exposed to a physical activity campaign. Find Thirty every day ® was a population-wide, serial mass media campaign delivered in Western Australia. There was a significant association between campaign awareness and higher outcome expectations. The likelihood of higher outcome expectations and higher decisional balance was significantly greater in people who maintained campaign awareness compared with people who had no/relapsed campaign awareness. Those with higher compared with lower outcome expectation, self-efficacy, social support, and decisional balance were more likely to remain sufficiently active. A significant proportion of people who remained insufficiently active were not aware of the campaign. Finally, we found an association between the four individual socio-cognitive variables and levels of change in physical activity that appeared to be independent. The article adds to a small but growing body of literature that reinforces the importance of target audience refinement in physical activity mass media campaigns.

Suggested Citation

  • Justine E. Leavy & Adrian E. Bauman & Michael Rosenberg & Fiona C. Bull, 2014. "Examining the Communication Effects of Health Campaigns," SAGE Open, , vol. 4(2), pages 21582440145, May.
    • Handle: RePEc:sae:sagope:v:4:y:2014:i:2:p:2158244014533557
    DOI: 10.1177/2158244014533557
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    References listed on IDEAS

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    1. Thomas R. Wójcicki & Siobhan M. White & Edward McAuley, 2009. "Assessing Outcome Expectations in Older Adults: The Multidimensional Outcome Expectations for Exercise Scale," The Journals of Gerontology: Series B, The Gerontological Society of America, vol. 64(1), pages 33-40.
    2. Giles-Corti, Billie & Donovan, Robert J., 2002. "The relative influence of individual, social and physical environment determinants of physical activity," Social Science & Medicine, Elsevier, vol. 54(12), pages 1793-1812, June.
    3. Campbell, Margaret C & Keller, Kevin Lane, 2003. "Brand Familiarity and Advertising Repetition Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 292-304, September.
    4. Bauman, Adrian & Smith, Ben J. & Maibach, Edward W. & Reger-Nash, Bill, 2006. "Evaluation of mass media campaigns for physical activity," Evaluation and Program Planning, Elsevier, vol. 29(3), pages 312-322, August.
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