Check out that body: a community awareness campaign in New York City.
The authors evaluate the effectiveness of the small media campaign in raising community awareness about the importance of going for a health check up. Data were collected over time from 535 respondents ages 15-30 years using cross-sectional surveys in two low-income, predominantly African-American communities in New York city. Regression analyses indicated campaign material recognition at 15 months was significantly higher in the intervention community relative to the comparison community. There were no significant changes in social norms, attitudes, or beliefs. Media campaigns aimed at adolescents and young adults on a community-wide level are an effective means of gaining material recognition. Editors' Strategic Implications: This research illustrates the effect of a public health media campaign on awareness, but it also serves as a reminder to public health officials that awareness is not necessarily sufficient to promote attitudinal or behavioral health changes.
Bleakley
Amy
A
The Annenberg Public Policy Center, University of Pennsylvania, 3620 Walnut Street, Philadelphia, PA, 19104, USA. ableakley@asc.upenn.edu
Merzel
Cheryl
C
Messeri
Peter
P
Gift
Tom
T
Kevin Malotte
C
C
Middlestadt
Susan
S
VanDevanter
Nancy
N
D000293:Adolescent; D000328:Adult; D003153:Community Health Services / Q000458:organization & administration*; D003430:Cross-Sectional Studies; D005260:Female; D006801:Humans; D007407:Interviews as Topic; D008297:Male; D008402:Mass Media; D011314:Preventive Health Services / Q000458:organization & administration*; D011322:Primary Prevention; D015397:Program Evaluation; D012044:Regression Analysis