Department of Reproductive and Developmental Sciences, University of Trieste, Trieste, Italy.
Alcohol Alcohol. 2012 Nov-Dec;47(6):657-62. doi: 10.1093/alcalc/ags051. Epub 2012 May 2.
To assess the impact of the advertising image used in the health communication campaign 'Mummy Drinks Baby Drinks', aimed to raise awareness about the effects of drinking alcohol during pregnancy in the childbearing-aged population of the Local Health Authority of Treviso (Italy). The image depicted a foetus inside a glass of a local alcoholic drink.
A survey using a semi-structured self-reported questionnaire was carried out. The questionnaire was administered to a consecutive series of 690 parents or caregivers who accompanied children aged 0-2 years in the vaccination clinics of the Local Health Unit, during a 30-day period 1 year after the start of the campaign. The questionnaire measured the level of exposure to the image, emotional reactions and awareness of the health messages conveyed by the image.
Overall, 84% of the respondents said that they remembered the image. Almost all (93%) recalled the warning message and 53% recalled the health behaviours suggested by the campaign. The image generally seemed to arouse a high emotive impact: 38% indicated distress and 40% liking as a general opinion, while ∼50% expressed distress emotions and 13% were pleasantly affected when reflecting on the feelings evoked. We did not find unequivocal relationships between the level and kind of emotional reactions and the recalling of the health behaviours.
The image obtained a high level of visibility. It was effective in spreading the health message conveyed by the campaign, regardless of the level and kind of emotive impact evoked.
评估健康传播活动“妈妈喝酒，宝宝也喝酒”中使用的广告形象对特雷维索（意大利）地方卫生局育龄人群中认识到怀孕期间饮酒对儿童影响的影响。该形象描绘了一个胎儿在一杯当地酒精饮料中的形象。
采用半结构化自我报告问卷进行了一项调查。该问卷在活动开始一年后，30 天内，在当地卫生单位的疫苗接种诊所，对 690 名陪同 0-2 岁儿童的父母或照顾者进行了连续调查。问卷测量了对图像的暴露程度、情绪反应以及对图像传达的健康信息的认识。
总体而言，84%的受访者表示记得该图像。几乎所有人（93%）都记得警告信息，53%的人记得活动中建议的健康行为。该图像通常引起了很高的情感影响：38%表示痛苦，40%总体上表示喜欢，而当反思唤起的情感时，约 50%表示痛苦情绪，13%感到愉悦。我们没有发现情感反应的水平和类型与回忆健康行为之间存在明确的关系。
该图像获得了很高的可见度。它能够有效地传播活动所传达的健康信息，无论引起的情感影响的程度和类型如何。
