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
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
