School of Medicine and Public Health, University of Newcastle, Newcastle, Australia.
Int J Behav Nutr Phys Act. 2013 Oct 4;10:114. doi: 10.1186/1479-5868-10-114.
Social marketing integrates communication campaigns with behavioural and environmental change strategies. Childhood obesity programs could benefit significantly from social marketing but communication campaigns on this issue tend to be stand-alone.
A large-scale multi-setting child obesity prevention program was implemented in the Hunter New England (HNE) region of New South Wales (NSW), Australia from 2005-2010. The program included a series of communication campaigns promoting the program and its key messages: drinking water; getting physically active and; eating more vegetables and fruit. Pre-post telephone surveys (n = 9) were undertaken to evaluate awareness of the campaigns among parents of children aged 2-15 years using repeat cross-sections of randomly selected cohorts. A total of 1,367 parents (HNE = 748, NSW = 619) participated.
At each survey post baseline, HNE parents were significantly more likely to have seen, read or heard about the program and its messages in the media than parents in the remainder of the state (p < 0.001). Further, there was a significant increase in awareness of the program and each of its messages over time in HNE compared to no change over time in NSW (p < 0.001). Awareness was significantly higher (p < 0.05) in HNE compared to NSW after each specific campaign (except the vegetable one) and significantly higher awareness levels were sustained for each campaign until the end of the program. At the end of the program participants without a tertiary education were significantly more likely (p = 0.04) to be aware of the brand campaign (31%) than those with (20%) but there were no other statistically significant socio-demographic differences in awareness.
The Good for Kids communication campaigns increased and maintained awareness of childhood obesity prevention messages. Moreover, messages were delivered equitably to diverse socio-demographic groups within the region.
社会营销将传播活动与行为和环境变化策略相结合。儿童肥胖计划可以从社会营销中受益匪浅，但关于这个问题的传播活动往往是孤立的。
澳大利亚新南威尔士州亨特新英格兰（HNE）地区于 2005 年至 2010 年实施了一项大规模的多环境儿童肥胖预防计划。该计划包括一系列传播活动，宣传该计划及其主要信息：饮用水；积极锻炼身体；多吃蔬菜和水果。在基线后进行了前后电话调查（n=9），使用随机选择的队列重复横断面来评估父母对 2-15 岁儿童的宣传活动和关键信息的了解程度。共有 1367 名父母（HNE=748，新南威尔士州=619）参加了调查。
在每次调查后，与州内其他地区的父母相比，HNE 地区的父母更有可能在媒体上看到、阅读或听到该计划及其信息（p<0.001）。此外，与新南威尔士州相比，HNE 地区的父母对该计划及其每个信息的认识随着时间的推移显著增加（p<0.001）。与新南威尔士州相比，HNE 地区的父母在每次特定活动后（除了蔬菜活动）对该计划的认识明显更高，并且每个活动的认识水平都保持不变，直到计划结束。在计划结束时，没有接受过高等教育的参与者明显更有可能（p=0.04）意识到品牌活动（31%），而不是那些接受过高等教育的参与者（20%），但在认识方面没有其他统计学上显著的社会人口统计学差异。
“对孩子有益”传播活动提高并保持了对儿童肥胖预防信息的认识。此外，这些信息在该地区的不同社会人口统计学群体中得到了公平传递。
