University of Sydney-School of Public Health, New South Wales.
Health Promot J Austr. 2011 Apr;22(1):68-71. doi: 10.1071/he11068.
Introducing a new and free population-wide telephone service to assist adults to be more active, eat healthier and achieve a healthy weight requires large-scale marketing.The challenge is to understand the pattern of advertising that is effective at generating public awareness and interest in using the new service.
A mass media campaign, consisting mainly of television advertising, was launched in March 2009 to promote the NSW Get Healthy Information and Coaching Service (GHS).This included GHS-specific and re-badged National 'Measure Up' campaign television advertisements.The number of calls and website visits to the GHS were monitored during the first 10 months of the initiative. GHS participants were also asked where they heard about the service.
Paid television advertising shows a dose-response relationship with contacts to the GHS.The 30-second GHS-specific advertising was significantly more effective at generating contacts compared to 'Measure Up' advertising, and compared to GHS advertising that involved the 15-second advertising. Participants were significantly more likely to report television advertising as their referral source during periods of GHS advertising when compared to 'Measure up' advertising.
On-going marketing of state-wide prevention initiatives is necessary to achieve population-wide engagement. On the whole, specific GHS-promoting messages were more effective in recruiting participants than the re-badged national 'Measure Up' Campaign advertising.The relevance of the creative execution, the call to action and the length of time a viewer is exposed to the GHS details have an impact on the numbers of calls to the GHS.
引入一个新的、免费的面向全民的电话服务，以帮助成年人更加活跃、更健康地饮食和达到健康体重，这需要大规模的营销。挑战在于了解有效的广告模式，以提高公众对使用新服务的意识和兴趣。
2009 年 3 月，发起了一场大众媒体运动，主要由电视广告组成，以推广新南威尔士州健康信息和辅导服务（GHS）。这包括 GHS 特定的和重新命名的全国“衡量”运动电视广告。在倡议的头 10 个月里，监测了 GHS 的电话量和网站访问量。GHS 的参与者还被问到他们是从哪里听说这项服务的。
付费电视广告显示与 GHS 接触的剂量反应关系。30 秒的 GHS 特定广告比“衡量”广告更有效地产生接触，并且比涉及 15 秒广告的 GHS 广告更有效。与“衡量”广告相比，在 GHS 广告期间，参与者更有可能报告电视广告是他们的推荐来源。
需要持续进行全州预防倡议的营销，以实现全民参与。总的来说，特定的 GHS 推广信息比重新命名的全国“衡量”运动广告更有效地招募参与者。创意执行、行动号召和观众接触 GHS 细节的时间长短对 GHS 的电话量有影响。
