Testing a Hierarchy-of-Effects Model: Pathways from Awareness to Outcomes in the VERB™ Campaign 2002–2003

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• 作者：Adrian Bauman ; Heather R. Bowles ; Marian Huhman ; Carrie D. Heitzler ; Neville Owen ; Ben J. Smith ; Bill Reger-Nash
• 关键词：Langmuir– ; Blodgett film ; Spectroscopic ellipsometer ; Lorenz oscillator model ; HQ dye
• 刊名：American Journal of Preventive Medicine
• 出版年：2008
• 期刊代码：8_07493797
• 类别：med
• 出版时间：June 2008
• 卷：34
• 期：6, Supplement 1
• 页码：S249-S256
• 文件大小：199 K

摘要

Cross-sectional analysis of a population cohort. Data were collected annually; this paper reports on 1-year outcome data following a mass-media–led intervention to increase physical activity among children aged 9–13 years. The groups initially reached by the campaign and those that understood the campaign messages were identified. Analysis was carried out using logistic regression.

Participants

Nationally representative cohort of 2729 children aged 9–13 years (tweens).

Intervention

National mass-communications campaign (VERB™) from June 2002 to June 2003, using television, print, and radio as the primary communication channels. In addition, there were promotions in communities, in schools, and on the Internet.

Main outcome measures

Prompted and unprompted awareness of the VERB campaign and understanding of the key campaign message.

Results

After 1 year, tweens' unprompted awareness of VERB was 17.3%; prompted awareness was 57%; 25.6%had no awareness of VERB. Prompted awareness did not differ by child's age, gender, or ethnicity but was associated with being from a middle- or high-income household, having a parent who was a college graduate, and being active on 7 or more days the previous week. Unprompted awareness was significantly associated with being a girl, being aged 12–14 years, being white, being from a moderate- or high-income household, having a parent with a college degree, and doing 7 or more sessions of physical activity during the week before the survey. The variables associated with high levels of understanding of the campaign message were similar to those for campaign awareness, except there were no differences in campaign understanding by age, and a significant association was found between campaign understanding and parental approval of physical activity.

Conclusions

Measuring initial campaign impact identified the magnitude of immediate effects on population target groups achieved through a mass-media campaign. Campaign planners used the information to develop new messages and adjust media purchases in subsequent years of the VERB campaign.div>div>
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Copyright © 2008 American Journal of Preventive Medicine Published by Elsevier Inc.

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Testing a Hierarchy-of-Effects Model Pathways from Awareness to Outcomes in the VERB™ Campaign 2002–2003