Mass Media Campaigns

Question 1

4 qualities of MMC

Answer 1

. Widely used
. Short term- e.g. Season flu
. Long term- e.g. Smoking
. Stand alone illness or in conjunction

Question 2

6 positives of MMC

Answer 2

. Low cost
. Reach large number of people
. Invoke emotional response
. Excellent for behaviourally focused message
. Change cycle
. Affect decision making process at an id Invisalign level

Question 3

Taylor stated educational messages should be (10)

Answer 3

1. Culturally sensitive to target audience
2. Prestigious and trustworthy
3. Colourful avoiding jargon/stats
4. Include argument at beginning and end
5. Short clear message
6. Include message in conclusion
7. Extreme messages provoke change to a point
8. Of receptive audience- discuss +
9. If mixed/ unreceptive- discuss both sides
10. Emphasise the problem of not doing behaviour

Question 4

Indirect effects of MMC

Answer 4

. Agenda set increases the frequency of people talking about health problem
. Raising social norms- causing pressure to change
. Discussion- public pressure, policy reform means people change behaviour

Question 5

Noar et als 7 points for making a MMC

Answer 5

1. Do formative research on target group
2. Use the Theory as conceptual fw
3. Segment audience into meaningful subgroups
4. Use message design approach to target audience segments
5. Use effective channels and be persuasive
6. Process evaluation
7. Sensitive outcome evaluate campaign

Question 6

What is rogers diffusion of innovation

Answer 6

. Innovators 25% - first to have
. Early adopters 13.5%- try carefully
. Early majority 34% -thoughtful and careful
. Late majority 34%- skeptics
. Laggards 16%- only accept when mainstream

Question 7

Rogers theory use of fear

Answer 7

. Arouse fear and sense of severity
. Emphasised the ability to prevent outcome

Perceived susceptibility- perceived treatment
Perceived seriousness
Perceived barriers - outcome expected 
Perceived behaviour 
= self efficacy

Question 8

What influences he uptake of health behaviour

Answer 8

. Ease of new behaviour
. Comparability of norms and values
. Ease of uptake
. Evidence of effectiveness

Question 9

Bartholomew er al’s intervention mapping approach

Answer 9

Stage 1: needs assessment (how need to change, specific target behaviour)
Stage 2: Setting change objective (specify what needs changing and how, identifying Kay beliefs)
Stage 3: identify change to process and technique (strategic way to change behaviour using a good model)
Stage 4: turn plan to action (review materials and method, consult participants for acceptability)
Stage 5: adopt and implement (who adopts and changes, change agents enlisted)
Stage 6: evaluation (research- did it work, how well)

Question 10

Costs effect on behaviour (m&b)

Answer 10

Minimise : 
. Increase exercise if low cost
. Environment can impact on health
. Target a social group with social support can increase adherence 
Increase : 
. Alcohol and smoking less attractive
. Ban smoking in workplace
. Total prohibition can make more attractive