title: Measuring the impact of a public awareness campaign to increase Welfare Power of Attorney registrations in Scotland.
abstract: to measure the impact of the 'My Power of Attorney' media campaign on the number of new power of attorney (POA) registrations in Scotland.
  
  
  
  POA registrations in Scotland processed by the Office of the Public Guardian during January 2010 to June 2015.
  
  
  
  multilevel Poisson models for POA registrations nested by council and annual quarter were run using Markov chain Monte Carlo methods, adjusting for time, campaign (variable ranging between 0 and 5 dependent on intensity of campaign measured by the number of media platforms received) and offset term mid-year population estimate for those aged 25 years+/65 years+.
  
  
  
  POA registrations saw a reduction between 2010 and 2011 but overall, increased between 2010 and 2015. POA registrations rose by 33.3% in Glasgow City between 2013 and 2014, when the campaign began, while the rest of Scotland saw a rise of 17.3%. When the data were modelled, Relative Risk (RR) of a POA registration increased with increasing intensity of campaign, so that in an area in receipt of the full campaign was RR = 1.31 (1.28, 1.34) that of an area with no campaign. Between council variation persisted after adjustment for campaign (Variance = 0.041 (0.011)).
  
  
  
  during the period of the campaign, area-level increases in POA registrations were observed associated with the 'My Power of Attorney' timing and location, in an approximate dose-response relationship with campaign intensity, suggesting that this is likely to be due to the campaign that began in Glasgow City.
authors.affiliation: NHS Greater Glasgow and Clyde-Public Health Directorate, West House Gartnavel Royal Hospital, Glasgow G12 0XH, UK.
authors.forename: Kate A
authors.initials: KA
authors.lastname: Levin
authors.affiliation: NHS Greater Glasgow and Clyde-Adult Services, Glasgow, UK.
authors.forename: Jill
authors.initials: J
authors.lastname: Carson
authors.affiliation: NHS Greater Glasgow and Clyde-Public Health Directorate, West House Gartnavel Royal Hospital, Glasgow G12 0XH, UK.
authors.forename: Emilia
authors.initials: E
authors.lastname: Crighton
mesh_terms: D000328:Adult; D016223:Advance Directives / Q000331:legislation & jurisprudence*; D000368:Aged; D001364:Awareness; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion; D006801:Humans; D008390:Markov Chains; D008402:Mass Media; D008875:Middle Aged; D009010:Monte Carlo Method; D012606:Scotland; D013997:Time Factors
keywords: advance directives; media campaign; older people; power of attorney; public awareness