title: Avoiding a knowledge gap in a multiethnic statewide social marketing campaign: is cultural tailoring sufficient?
abstract: In 2007, the State of Hawaii, Healthy Hawaii Initiative conducted a statewide social-marketing campaign promoting increased physical activity and nutrition. The campaign included substantial formative research to develop messages tailored for Hawaii's multiethnic Asian and Pacific Islander populations. The authors conducted a statewide random digital dialing telephone survey to assess the campaign's comparative reach among individuals with different ethnicities and different levels of education and income. This analysis suggests that the intervention was successful in reaching its target ethnic audiences. However, a knowledge gap related to the campaign appeared among individuals with incomes less than 130% of the poverty level and those with less than a high school education. These results varied significantly by message and the communication channel used. Recall of supermarket-based messages was significantly higher among individuals below 130% of the poverty level and those between 18 and 35 years of age, 2 groups that showed consistently lower recall of messages in other channels. Results suggest that cultural tailoring for ethnic audiences, although important, is insufficient for reaching low-income populations, and that broad-based social marketing campaigns should consider addressing socioeconomic status-related channel preferences in formative research and campaign design.
authors.affiliation: Office of Public Health Studies, John A. Burns School of Medicine, Honolulu, Hawaii 96822, USA. opalb@hawaii.edu
authors.forename: O Vanessa
authors.initials: OV
authors.lastname: Buchthal
authors.forename: Amy L
authors.initials: AL
authors.lastname: Doff
authors.forename: Laura A
authors.initials: LA
authors.lastname: Hsu
authors.forename: Alice
authors.initials: A
authors.lastname: Silbanuz
authors.forename: Katie M
authors.initials: KM
authors.lastname: Heinrich
authors.forename: Jay E
authors.initials: JE
authors.lastname: Maddock
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising; D000368:Aged; D001213:Asian / Q000523:psychology* / Q000706:statistics & numerical data; D003466:Cultural Characteristics; D004032:Diet; D015444:Exercise; D005260:Female; D006254:Hawaii; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008297:Male; D008402:Mass Media; D011939:Mental Recall; D008875:Middle Aged; D044468:Native Hawaiian or Pacific Islander / Q000523:psychology* / Q000706:statistics & numerical data; D040241:Social Marketing; D012959:Socioeconomic Factors; D055815:Young Adult