title: The Effect of Public Service Advertising on Cardiovascular Disease in Korea.
abstract: BACKGROUND
  Public Service Advertising (PSA) is a public interest message disseminated in the form of an advertisement communication and its main purpose is to promote public behavioral changes regarding a social issue. Korea Centers for Disease Control and Prevention (KCDC) has been delivering PSA by various media. However, the effect of PSAs has never been evaluated. The purpose of this study was to estimate the effects of broadcasted PSA produced by KCDC on cardiovascular disease (CVD).
  
  
  METHODS
  One thousand adult participants throughout 15 provinces in Korea were chosen through the quota sampling method in 2012. A face-to-face research survey with 13 questions was conducted using a Computer Assisted Personal Interview (CAPI) system. Previous exposure to the PSA message, understanding, and behavioral intention to change was assessed.
  
  
  RESULTS
  After watching the PSA, about 75% of participants answered that they could understand the contents well and 70% had willingness to change their behaviors associated with CVD. However, only 24% of participants answered they watched the PSA during the past year.
  
  
  CONCLUSIONS
  The PSA had positive effects on increasing the level of understanding and intention to change behaviors regarding CVD. However, the level of exposure was low. KCDC should make an effort to increase the public exposure level, which could be an important success factor regarding the PSA. In addition, KCDC should consider customized PSA for vulnerable people such as multi-cultural families, the disabled, and the elderly.
authors.affiliation: Division of Chronic Disease Control, Korea Centers for Disease Control and Prevention, Cheongju, Korea.
authors.forename: Juhyun
authors.initials: J
authors.lastname: Jang
authors.affiliation: Seoul Metropolitan Government Seobuk Hospital, Seoul, Korea.
authors.forename: Baeg Ju
authors.initials: BJ
authors.lastname: Na
authors.affiliation: Dept. of Preventive Medicine, Konyang University College of Medicine, Daejeon, Korea.
authors.forename: Moo-Sik
authors.initials: MS
authors.lastname: Lee
authors.affiliation: Division of Chronic Disease Control, Korea Centers for Disease Control and Prevention, Cheongju, Korea.
authors.forename: Soonryu
authors.initials: S
authors.lastname: Seo
authors.affiliation: Division of Chronic Disease Control, Korea Centers for Disease Control and Prevention, Cheongju, Korea.
authors.forename: Changhyun
authors.initials: C
authors.lastname: Sung
authors.affiliation: Dept. of Nursing Science, Shinsung University, Dangjin, Korea.
authors.forename: Hyun Joo
authors.initials: HJ
authors.lastname: Kim
authors.affiliation: Public Health Medical Services, Boramae Medical Center, Seoul National University College of Medicine, Seoul, Korea; Institute of Health Policy and Management, Medical Research Center, Seoul National University, Seoul, Korea.
authors.forename: Jin Yong
authors.initials: JY
authors.lastname: Lee
keywords: Cardiovascular disease; Exposure level; Intention; Public service advertising; Understanding