Murthy G V, Gupta S K, Dada V K, Pant T D, Savita C, Sanga L, Neena J
Dr Rajendra Prasad Centre for Ophthalmic Sciences, All India Institute for Medical Sciences, New Delhi, India.
Br J Ophthalmol. 2001 Aug;85(8):952-5. doi: 10.1136/bjo.85.8.952.
The mass media have the potential to motivate people to participate in self appraisal of their own health status. An innovative communication package was designed to help people to examine vision at home. The impact of publishing the "do it yourself" (DIY) kit in Indian newspapers was evaluated.
A pretested bilingual vision testing kit was published in three newspapers. The kit comprised four tumbling Es corresponding to 6/12 line of Snellen's optotypes. Directions on using the kit were enclosed. 3 -7 days after publication of the kit, a telephone survey of newspaper readers was undertaken to evaluate the impact and cost effectiveness.
603 people were contacted over the telephone. 125 (20.73%) subscribed to the newspaper carrying the DIY insertion. 43.2% (54) noticed the insertion of which 88.89% (48) read the enclosed instructions carefully. 58.33% respondents felt sufficiently motivated to contact an ophthalmologist. Graduates had a 3.83 times higher probability of reading the communication insertion compared with others. Differences in relation to other demographic variables were not statistically significant.
Newspapers are an excellent medium for communicating self appraisal kits for vision testing. The medium is cost effective and has significant reach in the urban agglomerates of India.
大众媒体有促使人们参与自身健康状况自我评估的潜力。设计了一个创新的传播套餐，以帮助人们在家中检查视力。评估了在印度报纸上刊登“自己动手做”（DIY）工具包的影响。
在三份报纸上刊登了经过预测试的双语视力测试工具包。该工具包包括四个对应于斯内伦视标6/12行的翻转式E字视标。附上了使用该工具包的说明。在工具包发布3至7天后，对报纸读者进行了电话调查，以评估其影响和成本效益。
通过电话联系了603人。125人（20.73%）订阅了刊登DIY插页的报纸。43.2%（54人）注意到了插页，其中88.89%（48人）仔细阅读了随附说明。58.33%的受访者有足够的动力去联系眼科医生。与其他人相比，毕业生阅读该传播插页的可能性高出3.83倍。与其他人口统计学变量相关的差异无统计学意义。
报纸是传播视力测试自我评估工具包的绝佳媒介。这种媒介具有成本效益，并且在印度的城市群中覆盖面很广。
