Gase Lauren N, Montes Christine, Robles Brenda, Tyree Rachel, Kuo Tony
Division of Chronic Disease and Injury Prevention, Los Angeles County Department of Public Health, Los Angeles, California (Mss Gase, Montes, Robles, and Tyree and Dr Kuo); and Department of Family Medicine, David Geffen School of Medicine at UCLA, Los Angeles, California (Dr Kuo).
J Public Health Manag Pract. 2016 May-Jun;22(3):231-44. doi: 10.1097/PHH.0000000000000279.
This study sought to assess promotional activities undertaken to raise public awareness of the Choose Health LA Restaurants program in Los Angeles County, an environmental change strategy that recognizes restaurants for offering reduced-size and healthier menu options.
We used multiple methods to assess public awareness of and reactions to the promotional activities, including an assessment of the reach of core promotional activities, a content analysis of earned media, and an Internet panel survey.
The study was conducted in Los Angeles County, home to more than 10 million residents.
An online survey firm recruited participants for an Internet panel survey; to facilitate generalization of results to the county's population, statistical weights were applied to analyses of the survey data.
Promotional activities to raise awareness of the program included community engagement, in-store promotion, and a media campaign.
Outcomes included media impressions, the number of people who reported seeing the Choose Health LA Restaurants logo, and a description of the themes present in earned media.
Collectively, paid media outlets reported 335 587 229 total impressions. The Internet panel survey showed that 12% of people reported seeing the program logo. Common themes in earned media included the Choose Health LA Restaurants program aims to provide restaurant patrons with more choices, represents a new opportunity for restaurants and public health to work together, will benefit participating restaurants, and will positively impact health.
Promotional activities for the Choose Health LA Restaurants program achieved modest reach and positive reactions from media outlets and consumers. The program strategy and lessons learned can help inform present and future efforts to combine environmental and individually focused strategies that target key influences of consumer food selection.
本研究旨在评估为提高洛杉矶县“选择健康洛杉矶餐厅”计划的公众知晓度而开展的推广活动。该计划是一项环境变革策略，旨在表彰那些提供更小份、更健康菜单选项的餐厅。
我们采用多种方法评估公众对推广活动的知晓度及反应，包括对核心推广活动覆盖范围的评估、对有偿媒体的内容分析以及一项互联网小组调查。
该研究在拥有超过1000万居民的洛杉矶县进行。
一家在线调查公司招募参与者进行互联网小组调查；为便于将结果推广至全县人口，对调查数据分析时应用了统计权重。
提高该计划知晓度的推广活动包括社区参与、店内促销和媒体宣传活动。
结局包括媒体曝光量、报告看到“选择健康洛杉矶餐厅”标志的人数，以及有偿媒体中呈现的主题描述。
总体而言，付费媒体报道的总曝光量为335587229次。互联网小组调查显示，12%的人报告看到了该计划的标志。有偿媒体中的常见主题包括：“选择健康洛杉矶餐厅”计划旨在为餐厅顾客提供更多选择，代表了餐厅与公共卫生合作的新机遇，将使参与餐厅受益，并将对健康产生积极影响。
“选择健康洛杉矶餐厅”计划的推广活动取得了一定的覆盖面，并获得了媒体和消费者的积极反应。该计划的策略及经验教训可为当前和未来结合环境策略与针对消费者食物选择关键影响因素的个体策略提供参考。
