Impact of the Make Healthy Normal mass media campaign (Phase 1) on knowledge, attitudes and behaviours: a cohort study

Kite, James; Gale, Joanne; Grunseit, Anne; Bellew, William; Li, Vincy; Lloyd, Beverley; Maxwell, Michelle; Vineburg, John; Bauman, Adrian

doi:10.1111/1753-6405.12779

Cited by 25 publications

(25 citation statements)

References 17 publications

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“…In phase one (2015–2017), the target audience was all NSW adults. Evaluation of phase one found that it was effective at increasing knowledge of physical activity recommendations and the health effects of overweight and obesity but had no effect on behaviour ( Kite et al, 2018a ).…”

Section: Introductionmentioning

confidence: 99%

“…Specifically, we sought to determine whether (1) the HOEM that underpins the evaluation of MHN is a useful and valid predictive tool; and (2) the cascade of effects in the HOEM varies for different behavioural outcomes. Note that this study does not evaluate the campaign's effectiveness, which has been done elsewhere ( Kite et al, 2018a ).…”

Section: Introductionmentioning

confidence: 99%

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From awareness to behaviour: Testing a hierarchy of effects model on the Australian Make Healthy Normal campaign using mediation analysis

Kite

Gale

Grunseit

et al. 2018

Preventive Medicine Reports

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The Make Healthy Normal mass media campaign was a three-year campaign launched in 2015 in New South Wales (NSW), Australia to address community norms around overweight and obesity. It was underpinned by a hierarchy of effects model; a commonly used framework in campaigns but one that has rarely been tested. The campaign evaluation included a cohort study of NSW adults, surveyed three times over 12 months (n = 939 at Wave 3). This study tested the campaign's hierarchy of effects model, which theorized that participants would move from recognition to behaviour change via understanding, knowledge, attitude, social norms, self-efficacy, and intention, using these data. We used the moderation and mediation of effects method proposed by Baron and Kenny, adjusting for age and sex, to test for progression through the hierarchy of effects for two outcomes: physical activity and fast food consumption. We found a clear progression through the theorized model, from recognition through to behaviour change, via the intermediate variables for both outcomes. We also found several effects not predicted by the theorized model, with consistently strong associations between understanding and attitude, understanding and self-efficacy, attitude and self-efficacy, and self-efficacy and behaviour change in both outcome models. Our study provides support for the hierarchy of effects as a conceptual model in campaign planning and evaluation of social marketing campaigns. To our knowledge, this is the first study to compare the hierarchy between two behavioural outcomes and the consistency observed between the models adds to the potential usefulness of the hierarchy of effects.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

From awareness to behaviour: Testing a hierarchy of effects model on the Australian Make Healthy Normal campaign using mediation analysis

Kite

Gale

Grunseit

et al. 2018

Preventive Medicine Reports

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“…It is worth working with these media outlets to develop public educational programmes about dementia and to introduce the availability of dementia services in the region. A robust evaluation of these health education campaigns conducted via mass media should be carried out so that the impact of mass media campaigns on knowledge, attitudes, and behaviours can be assessed [23]. Another option for public education is social media (Facebook, WeChat, Instagram), as a substantial number of respondents would like to receive dementia information from these channels.…”

Section: Conceptual Framework Of Dementia Literacymentioning

confidence: 99%

Investigating dementia literacy among community-dwelling adults and older adults in Macau: A mixed methods study

Leung¹,

Leong²,

Cheong³

et al. 2019

Preprint

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Background: As population ageing and dementia incidence continue to increase worldwide, health systems are urged to empower the public to address factors related to dementia. This study aims to assess Macau citizens’ knowledge of dementia, attitudes towards persons with dementia, and help-seeking behaviours and intention toward dementia.Methods: This is a mixed-methods study with both quantitative (cross-sectional survey) and qualitative components (focus group interviews). The Alzheimer’s Disease Knowledge Scale (ADKS) and Dementia Attitude Scale (DAS) were utilized in the quantitative data collection, whereas focus group interviews were employed to gather context-specific understanding of dementia in the local setting. Descriptive statistics and Chi-square tests were used to analyze quantitative data, while content analysis was used for qualitative data.Results: The overall level of knowledge on dementia was low (ADKS mean total score = 17.38, SD = 3.31), with the least amount of knowledge in the caregiving domain. Meanwhile, attitudes toward persons with dementia was generally positive (mean [SD] = 89.07 [11.99]). Many of the focus group participants were also uncertain regarding the availability of dementia services in the region. The general public was interested to obtain dementia information through social media.Conclusions: Efforts should be made to build up dementia literacy in Macau, especially in terms of caregiving. Information about dementia could be disseminated in social media and by healthcare professionals.

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“…Phase 1 of the campaign (2015-2016) targeted all NSW adults, while Phase 2 (2016-2018) focused on males aged 35 to 54 years and parents with children aged 5 to 12 years. Although the majority of the campaign spend was allocated to advertising on two television commercials, the campaign also made use of a number of other communication channels, including out-of-home advertising (e.g., bus sides, billboards), online advertising, community events, and social media, particularly Facebook. More details on the campaign and its evaluation are available elsewhere (Kite et al, 2018).…”

Section: The Make Healthy Normal (Mhn) Campaignmentioning

confidence: 99%

User Perceptions of the Make Healthy Normal campaign Facebook Page: A Mixed Methods Study

Kite

McGill

Freeman

et al. 2018

Social Media + Society

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Facebook is used as part of public health communication efforts but little evidence is available on why people engage with health-related Facebook pages and what content appeals to them. This study aimed to investigate user perceptions of and experience with the Make Healthy Normal (MHN) Facebook page, part of a government campaign to address overweight and obesity in adults in New South Wales, Australia. This sequential mixed methods study comprised an online survey (n = 591) and six focus groups (n = 33) of Facebook users, including both fans (i.e., users who have "liked" the MHN page) and nonfans. We analyzed the online survey descriptively and employed inductive thematic analysis for the focus groups, integrating the two data sources at the stage of interpretation. Our results show that MHN and similar health pages are in demand but that there are a number of contextual and content-related factors that are critical in determining user engagement and over which page administrators have varying levels of influence. Contextual factors, including the drivers for user engagement and Facebook user practices, can be leveraged or managed to influence user engagement but they cannot be controlled. On the contrary, content factors, like the nature of posts, post presentation, and post subject, can be directly influenced by page administrators. Policymakers and practitioners can use these findings to inform the design and operation of their own Facebook pages and should look to conduct and disseminate robust evaluation of their pages to improve user satisfaction and engagement.

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Impact of the Make Healthy Normal mass media campaign (Phase 1) on knowledge, attitudes and behaviours: a cohort study

Abstract: Mass media campaigns can play a role in obesity prevention but robust evaluations are needed to identify the characteristics of effective campaigns.

Cited by 25 publications

References 17 publications

From awareness to behaviour: Testing a hierarchy of effects model on the Australian Make Healthy Normal campaign using mediation analysis

From awareness to behaviour: Testing a hierarchy of effects model on the Australian Make Healthy Normal campaign using mediation analysis

Investigating dementia literacy among community-dwelling adults and older adults in Macau: A mixed methods study

User Perceptions of the Make Healthy Normal campaign Facebook Page: A Mixed Methods Study

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