Health Promotion Campaigns and Mass Media: Looking for Evide | 46260

Primary Health Care: Open Access

ISSN - 2167-1079


Health Promotion Campaigns and Mass Media: Looking for Evidence

Rosanna Quattrin, Elisa Filiputti and Silvio Brusaferro

Background: Public health programs may benefit from use of mass media to promote positive health behaviours, but there is not clear evidence about their impact. This study consisted in a literature review that explores the relationship, in terms of methodology and effectiveness, of the interventions for health promotion carried out by the use of mass media in the last fifteen years. Methods: PubMed, CINAHL, COCHRANE CCTR, EPPI-CENTRE TRoPHI, TRIP Database, SCOPUS and WEB OF SCIENCE were searched for studies, published between 2000 and 2014, focusing on health promoting campaigns using not interpersonal channels of communication (mass media, such as television, radio, newspapers, billboards, posters, leaflets). Abstracts of them were examined respect media tools, health topics, target age groups, programmes duration, outcomes (Knowledge, Attitude, Practice - KAP) Results: Among 10571 publications 50 studies related to use of mass media in health preventing campaigns were included in the review. A single media was used in the majority of the programs (58%) and television resulted the most used (26%), while 26% utilized mix of media and 16% all media together. Health topics of the programs were: tobacco control (28%), substances misuse (18%), physical activity (18%), and sexual health (12%). Sixty eight percent of campaigns were directed to a single age class and adults were the most frequently involved (42%). Thirty two percent of programs addressed two or more age groups. Programs reporting at least one statistically significant improvement in outcome indicators categories were 68%. Conclusion: A standardised approach is needed to contribute to the progress of the scientific knowledge in the field of the implementation of public health intervention using mass media. This literature review highlights valuable points of discussion about the integration of different methodologies and tools to enhance the impact of the campaigns in the field of health promotion.