Public Health Communication: Evidence for Behaviour Change
Mahwah, New Jers.: Lawrence Erlbaum Associates (2002), xv, 435 pp.
Contains tables, index
ISBN 0-8058-3176-2 (hbk); 0-8058-3177-0 (pbk)
Signature commbox: 10-Development-E 2002
"This volume argues the case that public health communication has affected health behavior. It brings together 16 studies of large-scale communication in a variety of substantive health areas--tobacco, drugs, AIDS, family planning, heart disease, childhood disease, highway safety--prepared by the authors who did the original research. These studies show important effects and illustrate the central conditions for success. The book also includes complementary analytic chapters which provide a meta-analysis of published results, some approaches to developing communication interventions, and alternative methods for evaluation of public health communication projects. Including studies based on communication programs in the United States, as well as projects done elsewhere in the world, including Europe, Africa, Asia and Latin America, this book: offers a broad presentation of the alternative research designs that have been used to evaluate public health communication programs; includes a great range of approaches from field experiments and natural experiments to simple before-after and complex time series designs, using data gathered from individuals and from archives; and utilizes an innovative perspective on how to exercise public health communication from a leading and thoughtful practitioner." (Publisher description)
INTRODUCTION
Public Health Communication: Making Sense of Contradictory Evidence / Robert C. Hornik, 1
I. DELIBERATIVE TRIALS
1 Using Mass Media to Prevent Cigarette Smoking / John K. Worden and Brian S. Flynn, 23
2 Television Campaigns and Sensation Seeking Targeting of Adolescent Marijuana Use: A Controlled Time Series Approach / Philip Palmgreen, Lewis Donohew, Elizabeth Pugzles Lorch, Rick H. Hoyle, and Michael T. Stephenson, 35
3 Long-Term Effectiveness of the Early Mass Media Led Antismoking Campaigns in Australia / John P. Pierce, Petra Macaskill, and David Hill, 57
I. EVALUATIONS OF FULL-SCALE INTERVENTIONS
4 The Contributions of Public Health Education Toward the Reduction of Cardiovascular Disease Mortality: Experiences From the National High Blood Pressure Education Program / Edward J. Roccella, 73
5 Increasing Seat Belt Use in North Carolina / Allan F. Williams, JoAnn K. Wells, and Donald W. Reinfurt, 85
6 The California Tobacco Control Program: A Long-Term Health Communication Project / John P. Pierce, Sherry Emery, and Elizabeth Gilpin, 97
7 The Impact of Antismoking Media Campaigns on Progression to Established Smoking: Results of a Longitudinal Youth Study in Massachusetts / Michael Siegel and Lois Biener, 115
8 Evaluating AIDS Public Education in Europe: A Cross-National Comparison / Kaye Wellings, 131
9 Effects of a Mass Media Campaign to Prevent AIDS Among Young People in Ghana / Susan McCombie, Robert C. Hornik, and John K. Anarfi, 147
10 Changes in Sun-Related Attitudes and Behaviors, and Reduced Sunburn Prevalence in a Population at High Risk of Melanoma / David Hill, Victoria White, Robin Marks, and Ron Borland, 163
11 Impact of a Mass Media Vasectomy Promotion Campaign in Brazil / D. Lawrence Kincaid, Alice Payne Merritt, Liza Nickerson, Sandra de Castro Buffington, Marcos Paulo P. de Castro, and Bernadete Martin de Castro, 179
12 Improving Vaccination Coverage in Urban Areas Through a Health Communication Campaign: The 1990 Philippines Experience / Susan Zimicki, Robert C. Hornik, Cecelia C. Verzosa, José R. Hernandez, Eleanora de Guzman, Manolet Dayrit, Adora Fausto, and Mary Bessie Lee, 197
13 Communication in Support of Child Survival: Evidence and Explanations From Eight Countries [DR Congo, Ecuador, Indonesia, Jordan, Lesotho, Peru, Philippines, Swaziland] / Robert C. Hornik, Judith McDivitt, Susan Zimicki, P. Stanley Yoder, Eduardo Contreras-Budge, Jeffrey McDowell, and Mark Rasmuson, 219
III. MEDIA COVERAGE AND HEALTH BEHAVIOR
14 Impact of Persuasive Information on Secular Trends in Health-Related Behaviors / David P. Fan, 251
15 The Effects of Professional and Media Warnings About the Association Between Aspirin Use in Children and Reye’s Syndrome / Stephen B. Soumerai, Dennis Ross-Degnan, and Jessica Spira Kahn, 265
16 Reflections on Community Health Campaigns: Secular Trends and the Capacity to Effect Change / Kasisomayajula Viswanath and John R. Finnegan, Jr., 289
IV. CROSS-CASE OVERVIEWS
17 “Behavioral Journalism” Accelerates Diffusion of Healthy Innovations / Alfred L. McAlister and Maria Fernandez, 315
18 From Prevention Vaccines to Community Care: New Ways to Look at Program Success / William Smith, 327
19 A Meta-Analysis of U.S. Health Campaign Effects on Behavior: Emphasize Enforcement, Exposure, and New Information, and Beware the Secular Trend / Leslie B. Snyder and Mark A. Hamilton, 357
EPILOGUE
Evaluation Design for Public Health Communication Programs / Robert C. Hornik, 385
Public Health Communication: Making Sense of Contradictory Evidence / Robert C. Hornik, 1
I. DELIBERATIVE TRIALS
1 Using Mass Media to Prevent Cigarette Smoking / John K. Worden and Brian S. Flynn, 23
2 Television Campaigns and Sensation Seeking Targeting of Adolescent Marijuana Use: A Controlled Time Series Approach / Philip Palmgreen, Lewis Donohew, Elizabeth Pugzles Lorch, Rick H. Hoyle, and Michael T. Stephenson, 35
3 Long-Term Effectiveness of the Early Mass Media Led Antismoking Campaigns in Australia / John P. Pierce, Petra Macaskill, and David Hill, 57
I. EVALUATIONS OF FULL-SCALE INTERVENTIONS
4 The Contributions of Public Health Education Toward the Reduction of Cardiovascular Disease Mortality: Experiences From the National High Blood Pressure Education Program / Edward J. Roccella, 73
5 Increasing Seat Belt Use in North Carolina / Allan F. Williams, JoAnn K. Wells, and Donald W. Reinfurt, 85
6 The California Tobacco Control Program: A Long-Term Health Communication Project / John P. Pierce, Sherry Emery, and Elizabeth Gilpin, 97
7 The Impact of Antismoking Media Campaigns on Progression to Established Smoking: Results of a Longitudinal Youth Study in Massachusetts / Michael Siegel and Lois Biener, 115
8 Evaluating AIDS Public Education in Europe: A Cross-National Comparison / Kaye Wellings, 131
9 Effects of a Mass Media Campaign to Prevent AIDS Among Young People in Ghana / Susan McCombie, Robert C. Hornik, and John K. Anarfi, 147
10 Changes in Sun-Related Attitudes and Behaviors, and Reduced Sunburn Prevalence in a Population at High Risk of Melanoma / David Hill, Victoria White, Robin Marks, and Ron Borland, 163
11 Impact of a Mass Media Vasectomy Promotion Campaign in Brazil / D. Lawrence Kincaid, Alice Payne Merritt, Liza Nickerson, Sandra de Castro Buffington, Marcos Paulo P. de Castro, and Bernadete Martin de Castro, 179
12 Improving Vaccination Coverage in Urban Areas Through a Health Communication Campaign: The 1990 Philippines Experience / Susan Zimicki, Robert C. Hornik, Cecelia C. Verzosa, José R. Hernandez, Eleanora de Guzman, Manolet Dayrit, Adora Fausto, and Mary Bessie Lee, 197
13 Communication in Support of Child Survival: Evidence and Explanations From Eight Countries [DR Congo, Ecuador, Indonesia, Jordan, Lesotho, Peru, Philippines, Swaziland] / Robert C. Hornik, Judith McDivitt, Susan Zimicki, P. Stanley Yoder, Eduardo Contreras-Budge, Jeffrey McDowell, and Mark Rasmuson, 219
III. MEDIA COVERAGE AND HEALTH BEHAVIOR
14 Impact of Persuasive Information on Secular Trends in Health-Related Behaviors / David P. Fan, 251
15 The Effects of Professional and Media Warnings About the Association Between Aspirin Use in Children and Reye’s Syndrome / Stephen B. Soumerai, Dennis Ross-Degnan, and Jessica Spira Kahn, 265
16 Reflections on Community Health Campaigns: Secular Trends and the Capacity to Effect Change / Kasisomayajula Viswanath and John R. Finnegan, Jr., 289
IV. CROSS-CASE OVERVIEWS
17 “Behavioral Journalism” Accelerates Diffusion of Healthy Innovations / Alfred L. McAlister and Maria Fernandez, 315
18 From Prevention Vaccines to Community Care: New Ways to Look at Program Success / William Smith, 327
19 A Meta-Analysis of U.S. Health Campaign Effects on Behavior: Emphasize Enforcement, Exposure, and New Information, and Beware the Secular Trend / Leslie B. Snyder and Mark A. Hamilton, 357
EPILOGUE
Evaluation Design for Public Health Communication Programs / Robert C. Hornik, 385
