title: Diffusion of an effective tobacco prevention program. Part I: Evaluation of the dissemination phase.
abstract: As health promotion methods are proven effective, the diffusion and widespread implementation of successful programs can significantly reduce behaviors that pose risks to health within a targeted population. The Smart Choices Diffusion Project developed and evaluated a dissemination intervention program that targeted 128 school districts in east Texas. The project employed a theory-based model to disseminate information about a proven tobacco prevention program to opinion leaders in each district. These opinion leaders were asked to personally communicate the program information within their district using a videotape and printed materials, and advocate for program adoption. In addition to personal communication, a newsletter linked school districts. Opinion leaders in 52% of the districts showed the videotape, which modeled program adoption. A quasi-experimental design was used to evaluate the impact of the dissemination phase on teachers' and administrators' readiness to adopt a tobacco prevention program. Evaluation of the dissemination phase revealed no differences between the intervention and comparison districts in a district's readiness to adopt a tobacco prevention program. However, in intervention districts where school administrators viewed the videotape, the administrators were more likely to perceive the innovative program as having a relative advantage and to perceive their district's organizational and social environment as supportive of adopting the program.
authors.affiliation: HealthMark Associates, Washington, DC 20009, USA.
authors.forename: S G
authors.initials: SG
authors.lastname: Brink
authors.forename: K M
authors.initials: KM
authors.lastname: Basen-Engquist
authors.forename: N M
authors.initials: NM
authors.lastname: O'Hara-Tompkins
authors.forename: G S
authors.initials: GS
authors.lastname: Parcel
authors.forename: N H
authors.initials: NH
authors.lastname: Gottlieb
authors.forename: C Y
authors.initials: CY
authors.lastname: Lovato
mesh_terms: D000288:Administrative Personnel / Q000523:psychology*; D000328:Adult; D001294:Attitude to Health; D004059:Diffusion of Innovation; D005178:Faculty; D005260:Female; D006266:Health Education / Q000458:organization & administration*; D006801:Humans; D008297:Male; D008875:Middle Aged; D008960:Models, Psychological; D015397:Program Evaluation; D012572:School Health Services / Q000458:organization & administration*; D000074606:Smoking Prevention; D014743:Videotape Recording