Connecting the Dots: Using Digital Media to Measure Behavior Change in Public Health Campaigns

2011 ◽  
Author(s):  
Amelia Burke ◽  
Carol Schechter
Keyword(s):  
Public Health ◽  
Behavior Change ◽  
Digital Media ◽  
Health Campaigns ◽  
Public Health Campaigns ◽  
Connecting The Dots

scholarly journals Review of Evaluation Metrics Used in Digital and Traditional Tobacco Control Campaigns (Preprint)

2019 ◽  
Author(s):  
Lilian Chan ◽  
Blythe O'Hara ◽  
Philayrath Phongsavan ◽  
Adrian Bauman ◽  
Becky Freeman
Keyword(s):  
Public Health ◽  
Social Media ◽  
Conceptual Framework ◽  
Tobacco Control ◽  
Digital Media ◽  
Evaluation Metrics ◽  
Health Campaigns ◽  
Diverse Range ◽  
Wide Range ◽  
Public Health Campaigns

BACKGROUND Mass media campaigns for public health are increasingly using digital media platforms, such as web-based advertising and social media; however, there is a lack of evidence on how to best use these digital platforms for public health campaigns. To generate this evidence, appropriate campaign evaluations are needed, but with the proliferation of digital media–related metrics, there is no clear consensus on which evaluation metrics should be used. Public health campaigns are diverse in nature, so to facilitate analysis, this review has selected tobacco control campaigns as the scope of the study. OBJECTIVE This literature review aimed to examine how tobacco control campaigns that use traditional and digital media platforms have been evaluated. METHODS Medicine and science databases (Medical Literature Analysis and Retrieval System Online [MEDLINE], EMBASE, PsycINFO, Cumulative Index to Nursing and Allied Health Literature [CINAHL], and Scopus), and a marketing case study database (World Advertising Research Center) were searched for articles published between 2013 and 2018. Two authors established the eligibility criteria and reviewed articles for inclusion. Individual campaigns were identified from the articles, and information on campaigns and their evaluations were supplemented with searches on Google, Google Scholar, and social media platforms. Data about campaign evaluations were tabulated and mapped to a conceptual framework. RESULTS In total, 17 campaigns were included in this review, with evaluations reported on by 51 articles, 17 marketing reports, and 4 grey literature reports. Most campaigns were from English-speaking countries, with behavioral change as the primary objective. In the process evaluations, a wide range of metrics were used to assess the reach of digital campaign activities, making comparison between campaigns difficult. Every campaign in the review, except one, reported some type of engagement impact measure, with website visits being the most commonly reported metric (11 of the 17 campaigns). Other commonly reported evaluation measures identified in this review include engagement on social media, changes in attitudes, and number of people contacting smoking cessation services. Of note, only 7 of the 17 campaigns attempted to measure media platform attribution, for example, by asking participants where they recalled seeing the campaign or using unique website tracking codes for ads on different media platforms. CONCLUSIONS One of the key findings of this review is the numerous and diverse range of measures and metrics used in tobacco control campaign evaluations. To address this issue, we propose principles to guide the selection of digital media–related metrics for campaign evaluations, and also outline a conceptual framework to provide a coherent organization to the diverse range of metrics. Future research is needed to specifically investigate whether engagement metrics are associated with desired campaign outcomes, to determine whether reporting of engagement metrics is meaningful in campaign evaluations.

scholarly journals Review of Evaluation Metrics Used in Digital and Traditional Tobacco Control Campaigns

10.2196/17432 ◽  
2020 ◽  
Vol 22 (8) ◽  
pp. e17432 ◽  
Author(s):  
Lilian Chan ◽  
Blythe O'Hara ◽  
Philayrath Phongsavan ◽  
Adrian Bauman ◽  
Becky Freeman
Keyword(s):  
Public Health ◽  
Social Media ◽  
Conceptual Framework ◽  
Tobacco Control ◽  
Digital Media ◽  
Evaluation Metrics ◽  
Health Campaigns ◽  
Diverse Range ◽  
Wide Range ◽  
Public Health Campaigns

Background Mass media campaigns for public health are increasingly using digital media platforms, such as web-based advertising and social media; however, there is a lack of evidence on how to best use these digital platforms for public health campaigns. To generate this evidence, appropriate campaign evaluations are needed, but with the proliferation of digital media–related metrics, there is no clear consensus on which evaluation metrics should be used. Public health campaigns are diverse in nature, so to facilitate analysis, this review has selected tobacco control campaigns as the scope of the study. Objective This literature review aimed to examine how tobacco control campaigns that use traditional and digital media platforms have been evaluated. Methods Medicine and science databases (Medical Literature Analysis and Retrieval System Online [MEDLINE], EMBASE, PsycINFO, Cumulative Index to Nursing and Allied Health Literature [CINAHL], and Scopus), and a marketing case study database (World Advertising Research Center) were searched for articles published between 2013 and 2018. Two authors established the eligibility criteria and reviewed articles for inclusion. Individual campaigns were identified from the articles, and information on campaigns and their evaluations were supplemented with searches on Google, Google Scholar, and social media platforms. Data about campaign evaluations were tabulated and mapped to a conceptual framework. Results In total, 17 campaigns were included in this review, with evaluations reported on by 51 articles, 17 marketing reports, and 4 grey literature reports. Most campaigns were from English-speaking countries, with behavioral change as the primary objective. In the process evaluations, a wide range of metrics were used to assess the reach of digital campaign activities, making comparison between campaigns difficult. Every campaign in the review, except one, reported some type of engagement impact measure, with website visits being the most commonly reported metric (11 of the 17 campaigns). Other commonly reported evaluation measures identified in this review include engagement on social media, changes in attitudes, and number of people contacting smoking cessation services. Of note, only 7 of the 17 campaigns attempted to measure media platform attribution, for example, by asking participants where they recalled seeing the campaign or using unique website tracking codes for ads on different media platforms. Conclusions One of the key findings of this review is the numerous and diverse range of measures and metrics used in tobacco control campaign evaluations. To address this issue, we propose principles to guide the selection of digital media–related metrics for campaign evaluations, and also outline a conceptual framework to provide a coherent organization to the diverse range of metrics. Future research is needed to specifically investigate whether engagement metrics are associated with desired campaign outcomes, to determine whether reporting of engagement metrics is meaningful in campaign evaluations.

scholarly journals Digital Segmentation of Priority Populations in Public Health

2019 ◽  
Vol 46 (2_suppl) ◽  
pp. 81S-89S ◽  
Author(s):  
W. Douglas Evans ◽  
Christopher N. Thomas ◽  
Dionisios Favatas ◽  
Joseph Smyser ◽  
Jodie Briggs
Keyword(s):  
Public Health ◽  
Behavior Change ◽  
Digital Media ◽  
Case Studies ◽  
Health Behavior Change ◽  
Health Campaigns ◽  
For Profit ◽  
New Research ◽  
And Behavior ◽  
Priority Populations

The rapid growth and diffusion of digital media technologies has changed the landscape of market segmentation in the last two decades, including its use in promoting prosocial and behavior change. New, population-specific and culturally appropriate prevention strategies can leverage the potential of digital media to influence health outcomes, especially for the greatest users of digital technology, including youth and young adults. Health behavior change campaigns are increasingly shifting resources to social media, creating opportunities for innovative interventions and new research methods. This article examines three case studies of digital segmentation: (1) tobacco control from the Truth Initiative, (2) community-based public health programs from the Centers for Disease Control and Prevention, and (3) substance use (including opioids) and other risk behavior prevention from Public Good Projects. These case studies of recent digital segmentation efforts in the not-for-profit, government, and academic sectors show that it increases reach and frequency of messages delivered to priority populations. The practice of digital segmentation is rapidly growing, shows early signs of effectiveness, and may enhance future public health campaigns. Additional research could optimize its use and effectiveness in promoting prosocial and behavior change campaign outcomes.

scholarly journals Trustworthiness of Doctors from Public Health Campaigns

2020 ◽  
Author(s):  
Jens Koed Madsen
Keyword(s):  
Public Health ◽  
Message Content ◽  
Health Campaigns ◽  
Four Dimensions ◽  
Exploratory Factor Analyses ◽  
Ethical Stance ◽  
Public Health Campaigns ◽  
The Uk ◽  
Meta Analyses ◽  
The Impact

Previous research concerning the effectiveness of public health campaigns have explored the impact of message design, message content, communication channel choice and other aspects of such campaigns. Meta analyses reported in the literature reveal, however, that the choice of endorsers in health campaigns remains unexplored. The present study addresses this gap in the literature by studying what makes doctors from public health campaigns appear trustworthy in the eyes of the receiver. The present research examines propensity for trust as well facets of trustworthiness of such expert doctors based on a survey carried out in the UK (155 respondents). Underlying factors of trustworthiness are explored to gain more insight into the understanding of how trust may affect the public’s belief updating and the formation of intentions. Exploratory factor analyses suggest four dimensions of trustworthiness. Multiple regression analyses demonstrate that these factors explain almost 70% of the variance in the participants’ expressed trust in doctors from public health campaigns. Doctors’ ethical stance and their care for the health of the general population appear to be more important for perceived trustworthiness than their actual professional background, although their abilities and competences are closely related to ethics and benevolence. For policy makers this has important implications when selecting endorsers for public health campaigns in order to design effective health related communication, for example to combat obesity.

scholarly journals Prevalence of Tobacco Use and Efforts for Tobacco Control in The Democratic People’s Republic of Korea

2021 ◽  
Author(s):  
Heeje Lee ◽  
Minah Kang ◽  
Sangchul Yoon ◽  
Kee B. Park
Keyword(s):  
Public Health ◽  
Tobacco Control ◽  
Tobacco Use ◽  
Republic Of Korea ◽  
World Health ◽  
Online Media ◽  
Health Campaigns ◽  
Media Content Analysis ◽  
Public Health Campaigns ◽  
Health Organization

Abstract Tobacco use is one of the main public health concerns as it causes multiple diseases. The Democratic People’s Republic of Korea (DPRK) is one of the 168 signatory countries of the World Health Organization (WHO) member states agreed to adopt the WHO Framework Convention of Tobacco Control (FCTC). However, there is lack of information regarding the tobacco use in the DPRK and the government’s efforts for tobacco control. The aim of the study was to find the prevalence of tobacco use among the DPRK people and the government’s efforts to control tobacco use among its population, through literature review combined with online media content analysis. In 2020, the prevalence of tobacco smoking in males of 15 years and older was 46.1%, whereas that in females was zero. The online media contents showed the DPRK government’s stewardship to promote population health by controlling tobacco use. Furthermore, the DPRK government has taken steps to implement the mandates of the FCTC including introduction of new laws, promotion of research, development of cessation aids, as well as public health campaigns.

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