3.2 Health Promotion

Media Campaigns Key study: Cowpe (1989) Aim To test the effectiveness of an advertising campaign. Method A quasi-experiment where a media campaign was shown in 10 regional television areas from 1976 to 1984.

People living in the chosen television areas. Participants

Procedure The campaigns were shown on television. There were two 60-second commercials, one called ‘inattendance’ and one called ‘overfilling’. These showed the initial cause of the fire and the actions required to put it out. Three areas were shown reminders one year later. The number of reported chip pan fires was analysed for each area. Procedure

The net decline in each area over the twelve- month period of the campaign was between 7% to 25%. The largest reduction was during the campaign. ‘Overlap’ areas (areas that received two of the television stations) showed less impact. The questionnaires showed an increase in the awareness of chip pan fire advertising. The mention of chip pan fires as a danger in the kitchen also increased in the questionnaires. Findings

The advertising proved effective as shown by reduction in chip pan fires. The behaviour change is seen most during the campaign and reduces as time passes after the end of the campaign. The viewer is less likely to be influenced by the campaign if overexposed to it, as in the overlap areas. Conclusions

Legislation Key study: Dannenberg et al. (1993) Aim To review the impact of the passing of a law promoting cycle helmet wearing in children. Method Natural experiment when a law was passed in Howard County, Maryland, USA.

Children from Howard County, and two control groups from Montgomery County and Baltimore County, all in Maryland, USA. Aged 9–10 years, 12–13 years and 14–15 years. Design Independent design with each child naturally falling into one of the three counties. Participants

Procedure A questionnaire that asked about: bicycle use. helmet ownership. awareness of law. sources of information about helmets. peer pressure. Procedure

Helmet ownership was higher amongst cycle owners and highest in younger age groups. In Howard County (the one with the law), reported usage had increased. Howard County – 11.4% to 37.5%. Montgomery County – 8.4% to 12.6%. Baltimore County – 6.7% to 11.1%. Findings

Legislation has more effect than educational campaigns alone. This study was correlated with an observational study by Cote et al. in 1992, which found similar rates of cycle helmet usage. Conclusions

Fear Arousal Key study: Janis and Feshbeck (1953) Aim To investigate the consequences on emotions and behaviour of fear appeals in communications. Method Laboratory experiment, which showed fear- arousing material.

9th Grade students aged 14.0 to 15.11 years, mean age 15 years. Design Independent design, with three experimental groups and one control group. Participants

A questionnaire was given one week before the lecture on health to ascertain dental practices. A fifteen minute illustrated lecture was presented to each group. 3 groups had a lecture on dental hygiene and the control group had a lecture on the human eye. Procedure

Immediately after the lecture a questionnaire was given asking for emotional reactions to the lecture. One week later a follow-up questionnaire asked about longer term effects of the lecture. Procedure (cont.)

The amount of knowledge on dental hygiene didn’t differ between the three experimental groups. The strong fear-appeal lecture was generally seen in a more positive light. The strong fear-appeal group showed a net increase in conformity to dental hygiene of 8%. Findings

Findings (cont.) The net increase in the moderate fear group was 22%. The net increase in the minimal fear group was 36%. The control group showed 0% change. Findings (cont.)

Fear appeals can be helpful in changing behaviours, but it is important that the level of fear appeal is right for each audience. Conclusion