By Robert Hornik
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Extra info for Public Health Communication: Evidence for Behavior Change (Lea's Communication Series)
The campaign is a multimedia effort that also seeks to stimulate community-based programs, but its central component is the targeted dissemination of televised antidrug ads and public service announcements (PSAs). Although television is the most widely used prevention medium, attempts to isolate its effects often have suffered from shortcomings in campaign execution or evaluation. Television prevention campaigns frequently have failed to ensure widespread, frequent, and prolonged exposure to messages and have neglected audience segmentation or targeting (Flay & Sobel, 1983).
1985). Psychosocial approaches to smoking prevention: A review of findings. Health Psychology, 4, 449–488. Flay, B. , DiTecco, & Schlegel, R. (1980). Mass media in health promotion: An analysis using an extended information-processing model. Health Education Quarterly, 7, 127–147. Flay, B. , Thomson, S. , Best, J. , & Brown, K. S. (1989). Six-year follow-up of the first Waterloo School Smoking Prevention Trial. American Journal of Public Health, 79, 1371–1376. Flynn, B. , Worden, J. , Secker-Walker, R.
If a social or institutional diffusion process dominates behavior change, then individuals’ detailed knowledge about the benefits of a new health behavior may be less important than their belief that it is an expected behavior. In that case, substantial attention in the public environment, with multiple channels supporting the same change in behavior as in the NHBPEP, may be central to success. , change in sleeping position to avoid SIDS or avoiding aspirin in the treatment of children’s fevers) that may be highly responsive to simple information about the relative benefits of a new behavior.