title: Getting the message across: outcomes and risk profiles by awareness levels of the "measure-up" obesity prevention campaign in Australia.
abstract: BACKGROUND
  Obesity campaign evaluations have used campaign awareness to assess impact, yet have not compared unprompted campaign recallers, with prompted recallers and those with no campaign recall. Using data from an Australian mass-media obesity prevention campaign linking waist circumference and chronic disease we examined whether those with different degrees of campaign recall are distinct groups demographically and for subsequent campaign effects.
  
  
  METHODS
  A national cross-sectional telephone survey of randomly selected adults aged 18 to 65 years was conducted post- campaign (n = 2812) covering campaign recall, self-reported diet and physical activity (PA) and waist-measuring knowledge, behaviours and intentions to make lifestyle changes. Respondents were divided into three groups indicating campaign recall: Unprompted Recallers (n=1154); Prompted Recallers (n=1284); and No Recallers (n=374) and compared on demographic, knowledge, and behavioural risk factors for obesity/chronic disease.
  
  
  RESULTS
  Unprompted Recallers were more likely to speak English at home (p<.001), be in the primary campaign target group (25-45 years with children) (p<0.001) than the other two groups and to be university educated and female than the Prompted Recall group only (p=0.001). Unprompted Recallers had better knowledge about recommended waist circumference (p<.001), fruit (p=0.004), vegetable (p<0.001) and PA guidelines (p<0.001) than both the other groups. The No Recall group was less likely than the other two to be overweight/obese (46% vs 55%, p=0.020 and 54%, p=0.037), comparable on meeting fruit consumption and PA guidelines but more likely to meet vegetable intake recommendations (than Unprompted Recallers only).
  
  
  CONCLUSIONS
  Unprompted recallers were more knowledgeable about campaign messages; behaviour change and intentions to change were stronger for the two recall groups compared with the No Recall group but not different between them. The current analysis revealed subtle differences in campaign exposure and/or attendance by different demographic subgroups that would not be apparent in a simple aware/unaware dichotomy.
authors.affiliation: Prevention Research Collaboration, School of Public Health, University of Sydney, Camperdown, New South Wales, Australia.
authors.forename: Anne C
authors.initials: AC
authors.lastname: Grunseit
authors.affiliation: Prevention Research Collaboration, School of Public Health, University of Sydney, Camperdown, New South Wales, Australia.
authors.forename: Blythe J
authors.initials: BJ
authors.lastname: O'Hara
authors.affiliation: Prevention Research Collaboration, School of Public Health, University of Sydney, Camperdown, New South Wales, Australia.
authors.forename: Josephine Y
authors.initials: JY
authors.lastname: Chau
authors.affiliation: Health Marketing Unit, People, Capability and Communication Division, Department of Health, Canberra, Australian Capital Territory, Australia.
authors.forename: Megan
authors.initials: M
authors.lastname: Briggs
authors.affiliation: Prevention Research Collaboration, School of Public Health, University of Sydney, Camperdown, New South Wales, Australia.
authors.forename: Adrian E
authors.initials: AE
authors.lastname: Bauman
mesh_terms: D000328:Adult; D001315:Australia / Q000453:epidemiology; D003430:Cross-Sectional Studies; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods*; D006306:Health Surveys; D006801:Humans; D008019:Life Style; D008297:Male; D008402:Mass Media; D008875:Middle Aged; D009765:Obesity / Q000453:epidemiology / Q000517:prevention & control*; D015397:Program Evaluation; D012307:Risk Factors; D055105:Waist Circumference; D055815:Young Adult
references.citation: Health Educ Res. 2013 Dec;28(6):1029-39
references.pmid: 23962490
references.citation: BMC Med Res Methodol. 2010 Apr 01;10:26
references.pmid: 20356408
references.citation: Am J Prev Med. 2008 Jun;34(6 Suppl):S241-8
references.pmid: 18471604
references.citation: Soc Sci Med. 2008 Dec;67(12):2072-8
references.pmid: 18952344
references.citation: J Gen Intern Med. 2006 Mar;21(3):267-75
references.pmid: 16336622
references.citation: Med J Aust. 2006 Jan 16;184(2):81-3
references.pmid: 16411874
references.citation: Occup Environ Med. 1998 Apr;55(4):272-7
references.pmid: 9624282
references.citation: Fam Pract. 2012 Apr;29 Suppl 1:i75-i81
references.pmid: 22399561
references.citation: BMC Public Health. 2012 Sep 11;12:762
references.pmid: 22967230
references.citation: JAMA. 2013 Jan 2;309(1):71-82
references.pmid: 23280227
references.citation: Lancet. 2010 Oct 9;376(9748):1261-71
references.pmid: 20933263
references.citation: Am J Public Health. 2009 Feb;99(2):355-61
references.pmid: 19059859
references.citation: Obesity (Silver Spring). 2007 Nov;15(11):2780-9
references.pmid: 18070769
references.citation: Health Educ Res. 2001 Jun;16(3):343-55
references.pmid: 11497117
references.citation: J Phys Act Health. 2009 Nov;6(s2):S196-S210
references.pmid: 28872437
references.citation: Nutr Health. 1998;12(2):107-17
references.pmid: 9502236
references.citation: J Adv Nurs. 2005 Mar;49(6):616-23
references.pmid: 15737222
references.citation: Health Educ Res. 2011 Dec;26(6):1060-85
references.pmid: 21900408
references.citation: BMC Public Health. 2012 Jun 06;12:404
references.pmid: 22672587
references.citation: Am J Public Health. 2008 Aug;98(8):1443-50
references.pmid: 18556601
references.citation: Nutr Health. 1998;12(2):119-30
references.pmid: 9502237
references.citation: Am J Prev Med. 2008 Jun;34(6 Suppl):S249-56
references.pmid: 18471605
references.citation: World Health Organ Tech Rep Ser. 2000;894:i-xii, 1-253
references.pmid: 11234459
references.citation: Aust J Rural Health. 2000 Oct;8(5):254-60
references.pmid: 11894255
references.citation: Health Educ Res. 2009 Dec;24(6):1069-79
references.pmid: 19570919