A radio-based approach to promoting gun safety: process and outcome evaluation implications and insights.
Three radio public service announcements (PSA) were created to increase knowledge of 10 gun-safety practices in a mid-Michigan county. Concurrently, a direct-mail coupon highlighting the same gun-safety practices was disseminated to over 70,000 households in the same county. Results of a telephone survey indicate that, compared to unexposed individuals, those who were exposed to the PSA were able to name significantly more gun-safety practices. Specifically, significant differences between those exposed to the PSA versus those not exposed were found for 5 gun-safety practices, as well as for a 4-item index measuring gun locking and storage behaviors, and a 9-item index that included all gun-safety practices.
Meyer
Gary
G
Department of Communication Studies, Marquette University, Milwaukee, WI 53201, USA. gary.meyers@marquetteuniversity.edu
Roberto
Anthony J
AJ
Atkin
Charles K
CK
D005389:Firearms / Q000592:standards*; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008824:Michigan; D010043:Outcome and Process Assessment, Health Care; D011845:Radio / Q000706:statistics & numerical data*; D012449:Safety; D040241:Social Marketing