青少年身体活动促进多媒体宣传活动的初始回忆与理解：一项过程评估研究

Initial recall and understanding of a multimedia communication campaign to promote physical activity among tweens: a process evaluation study.

作者信息

Bélanger-Gravel Ariane, Gauvin Lise, Lagarde François, Laferté Marilie

机构信息

Research Center of the Centre Hospitalier de l'Université de Montréal, Montréal, Québec, Canada; School of Public Health, Department of Social and Preventive Medicine, Université de Montréal, Montréal, Québec, Canada.

出版信息

Prev Med. 2014 Dec;69:192-6. doi: 10.1016/j.ypmed.2014.10.018. Epub 2014 Oct 23.

DOI:10.1016/j.ypmed.2014.10.018

PMID:25459489

Abstract

OBJECTIVE

To examine the degree of awareness and understanding of a multimedia communication campaign (WIXX) aimed at promoting physical activity among tweens (9-13years old) during the early phases of campaign implementation.

METHODS

This study adopted a repeated posttest-only design. Two cross-sectional web-based surveys were conducted in Québec, Canada, among tweens three (T1; N=400) and nine (T2; N=403) months after the launch of the campaign in 2012. The activities of the WIXX campaign included website development, community events and paid advertisements. Recall, recognition and understanding of the campaign were the three outcomes. Logistic regression analyses were conducted to examine factors associated with the assessed outcomes.

RESULTS

The likelihood of having unaided/aided recall (OR=0.7; 95%CI: 0.5, 0.9) rather than no recall decreased between T1 and T2. A significant sex∗survey period interaction effect was observed for recall (p=.04). Tweens were also less likely to recognize the WIXX advertisements at T2 (OR=0.6; 95%CI: 0.5, 0.9) and a significant school grade∗survey period interaction was observed for recognition (p=.002).

CONCLUSIONS

The likelihood of recall and recognition decreased across survey periods. Girls were generally more likely to be aware of the WIXX multimedia campaign. Further efforts are required to maintain and increase awareness of WIXX among tweens.

摘要

目的

在一项旨在促进青少年（9 - 13岁）身体活动的多媒体宣传活动（WIXX）实施的早期阶段，考察其知晓度和理解程度。

方法

本研究采用仅重复后测设计。2012年该活动启动后三个月（T1；N = 400）和九个月（T2；N = 403），在加拿大魁北克对青少年进行了两次基于网络的横断面调查。WIXX活动的内容包括网站建设、社区活动和付费广告。对该活动的回忆、识别和理解为三项研究结果。进行逻辑回归分析以考察与评估结果相关的因素。

结果

在T1和T2之间，有自发/辅助回忆（而非无回忆）的可能性降低（OR = 0.7；95%CI：0.5，0.9）。在回忆方面观察到显著的性别调查时期交互效应（p = 0.04）。在T2时，青少年识别WIXX广告的可能性也较低（OR = 0.6；95%CI：0.5，0.9），在识别方面观察到显著的年级调查时期交互效应（p = 0.002）。