Evers Uwana, Jones Sandra C, Iverson Don, Caputi Peter
Centre for Health Initiatives, University of Wollongong, Innovation Campus, ITAMS Building 233,G14, Squires Way, Fairy Meadow, Wollongong NSW 2522, Australia.
BMC Public Health. 2013 Aug 15;13:759. doi: 10.1186/1471-2458-13-759.
Asthma in older adults is underdiagnosed and poorly self-managed. This population has little knowledge about the key symptoms, the prevalence among older adults, and the serious consequences of untreated asthma. The purpose of this study was to undertake a multifaceted evaluation of a social marketing campaign to increase asthma awareness among older adults in a regional Australian community.
A cohort of older adults in an intervention region (n = 316) and a control region (n = 394) were surveyed immediately prior to and following the social marketing campaign. Campaign awareness, message recall, materials recognition, and actions taken as a result of the campaign were assessed in both regions. Asthma knowledge and perceptions, experience of asthma symptoms, and general health were also assessed in both regions at baseline and follow-up. Analyses were conducted to explore the effects of the campaign in the intervention region, and to examine outcomes among different audience segments.
The survey data showed that those in the target segments (Wheezers and Strugglers) had better message recall, and were more likely to report having taken action to control their respiratory symptoms. The campaign significantly increased the number of calls to an asthma information line from the target audience in the intervention community.
A theory-based social marketing campaign conducted over 3-months increased the asthma information seeking behaviours of older adults in the intervention community compared to the control community. Recommendations are outlined for future community health promotion campaigns targeting older adults.
老年哮喘患者的病情常未得到充分诊断，自我管理也较差。这一群体对关键症状、在老年人中的患病率以及未经治疗的哮喘的严重后果了解甚少。本研究的目的是对一项社会营销活动进行多方面评估，以提高澳大利亚一个地区社区老年人对哮喘的认识。
在社会营销活动之前和之后，对干预地区（n = 316）和对照地区（n = 394）的一组老年人进行了调查。评估了两个地区的活动知晓度、信息回忆、材料识别以及因该活动而采取的行动。在基线和随访时，还评估了两个地区的哮喘知识和认知、哮喘症状体验以及总体健康状况。进行了分析以探讨该活动在干预地区的效果，并检查不同受众群体的结果。
调查数据显示，目标群体（喘息者和挣扎者）对信息的回忆更好，并且更有可能报告已采取行动控制其呼吸道症状。该活动显著增加了干预社区中目标受众拨打哮喘信息热线的次数。
与对照社区相比，一项基于理论的为期3个月的社会营销活动增加了干预社区中老年人寻求哮喘信息的行为。针对未来针对老年人的社区健康促进活动提出了建议。
