IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v4y2014i2p2158244014533557.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/2158244014533557
    Download Restriction: no
    File URL: https://libkey.io/10.1177/2158244014533557?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Berthon, Pierre & Pitt, Leyland F. & Campbell, Colin, 2009. "Does brand meaning exist in similarity or singularity?," Journal of Business Research, Elsevier, vol. 62(3), pages 356-361, March.
    2. Dong Hoo Kim & Doori Song, 2019. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 255-267, May.
    3. Frances Horgan & Vanda Cummins & Dawn A. Skelton & Frank Doyle & Maria O’Sullivan & Rose Galvin & Elissa Burton & Jan Sorensen & Samira Barbara Jabakhanji & Bex Townley & Debbie Rooney & Gill Jackson , 2022. "Enhancing Existing Formal Home Care to Improve and Maintain Functional Status in Older Adults: Results of a Feasibility Study on the Implementation of Care to Move (CTM) in an Irish Healthcare Setting," IJERPH, MDPI, vol. 19(18), pages 1-18, September.
    4. Mäenpää, Katariina & Kale, Sudhir H. & Kuusela, Hannu & Mesiranta, Nina, 2008. "Consumer perceptions of Internet banking in Finland: The moderating role of familiarity," Journal of Retailing and Consumer Services, Elsevier, vol. 15(4), pages 266-276.
    5. Stafford, Mai & Cummins, Steven & Ellaway, Anne & Sacker, Amanda & Wiggins, Richard D. & Macintyre, Sally, 2007. "Pathways to obesity: Identifying local, modifiable determinants of physical activity and diet," Social Science & Medicine, Elsevier, vol. 65(9), pages 1882-1897, November.
    6. Alanna Koopmans & Chelsea Pelletier, 2022. "Physical Activity Experiences of People with Multiple Sclerosis during the COVID-19 Pandemic," Disabilities, MDPI, vol. 2(1), pages 1-15, January.
    7. Erfgen, Carsten & Zenker, Sebastian & Sattler, Henrik, 2015. "The vampire effect: When do celebrity endorsers harm brand recall?," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 155-163.
    8. Takumi Kato, 2021. "Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 185-198, September.
    9. Glückstad, Fumiko Kano & Schmidt, Mikkel N. & Mørup, Morten, 2020. "Testing a model of destination image formation: Application of Bayesian relational modelling and fsQCA," Journal of Business Research, Elsevier, vol. 120(C), pages 351-363.
    10. Debajyoti Biswas & Sanjukta Chatterjee & Parvin Sultana, 2021. "Stigma and fear during COVID-19: essentializing religion in an Indian context," Palgrave Communications, Palgrave Macmillan, vol. 8(1), pages 1-10, December.
    11. Elvan Ender Altay & Diba Şenay & Zeynep Eyüpoğlu, 2021. "Outdoor Indicators for the Healthy Development of Children," Child Indicators Research, Springer;The International Society of Child Indicators (ISCI), vol. 14(6), pages 2517-2545, December.
    12. Santonja, F.-J. & Morales, A. & Villanueva, R.-J. & Cortés, J.-C., 2012. "Analysing the effect of public health campaigns on reducing excess weight: A modelling approach for the Spanish Autonomous Region of the Community of Valencia," Evaluation and Program Planning, Elsevier, vol. 35(1), pages 34-39.
    13. Foroudi, Pantea & Melewar, T.C. & Gupta, Suraksha, 2014. "Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting," Journal of Business Research, Elsevier, vol. 67(11), pages 2269-2281.
    14. Chunlin Yuan & Shuman Wang & Yue Liu, 2023. "AI service impacts on brand image and customer equity: empirical evidence from China," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 61-76, January.
    15. Stephanie A. Prince & Elizabeth A. Kristjansson & Katherine Russell & Jean-Michel Billette & Michael Sawada & Amira Ali & Mark S. Tremblay & Denis Prud’homme, 2011. "A Multilevel Analysis of Neighbourhood Built and Social Environments and Adult Self-Reported Physical Activity and Body Mass Index in Ottawa, Canada," IJERPH, MDPI, vol. 8(10), pages 1-26, October.
    16. Ivan A. Guitart & Guillaume Hervet & Sarah Gelper, 2020. "Competitive advertising strategies for programmatic television," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 753-775, July.
    17. Kaniel, Ron & Parham, Robert, 2017. "WSJ Category Kings – The impact of media attention on consumer and mutual fund investment decisions," Journal of Financial Economics, Elsevier, vol. 123(2), pages 337-356.
    18. McDonald, Noreen C., 2005. "Children’s Travel: Patterns and Influences," University of California Transportation Center, Working Papers qt51c9m01c, University of California Transportation Center.
    19. Thomas Clauss & Thomas Niemand & Sascha Kraus & Patrick Schnetzer & Alexander Brem, 2019. "Increasing Crowdfunding Success Through Social Media: The Importance Of Reach And Utilisation In Reward-Based Crowdfunding," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 24(03), pages 1-30, May.
    20. Xin Xu & Viswanath Venkatesh & Kar Yan Tam & Se-Joon Hong, 2010. "Model of Migration and Use of Platforms: Role of Hierarchy, Current Generation, and Complementarities in Consumer Settings," Management Science, INFORMS, vol. 56(8), pages 1304-1323, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:4:y:2014:i:2:p:2158244014533557. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.