Salari Raziye, Backman Anna
Child Health and Parenting (CHAP), Department of Women's and Children's Health, Uppsala University, Uppsala, Sweden.
Eur J Public Health. 2017 Jun 1;27(3):489-494. doi: 10.1093/eurpub/ckw149.
: For parenting programs to achieve a public health impact, it is necessary to develop more effective marketing strategies to increase public awareness of these programs and promote parental participation. In this article, we compared a promotion-focused and a prevention-focused strategy via two studies. : We designed two ads inviting parents to participate in a universal parenting program; one ad focused on the program increasing the likelihood of positive outcomes for children (promotion-focused) and the other on the program reducing the likelihood of negative outcomes (prevention-focused). In study I, the two ads were run online simultaneously. Those who clicked on an ad were directed to a website where they could read about and sign up for the program. In study II, a community sample of 706 parents answered a questionnaire about the ads. : In study I, over 85 days, the prevention ad generated more clicks. There was no difference in the number of pages visited on the website nor in the number of parents who signed up for the program. In study II, parents showed a preference for the promotion ad, perceiving it as more relevant and rating it as more effective in getting them interested in the program. : A prevention strategy may be more effective in drawing public attention, in general. However, a promotion strategy is more likely to reach parents, in particular, and inspire them to consider participating in parenting programs. These strategies should be developed further and tested in both general and clinical populations.
为了使育儿项目产生公共卫生影响，有必要制定更有效的营销策略，以提高公众对这些项目的认识并促进家长参与。在本文中，我们通过两项研究比较了以促进为重点和以预防为重点的策略。我们设计了两则邀请家长参与一项通用育儿项目的广告；一则广告侧重于该项目增加儿童获得积极结果的可能性（以促进为重点），另一则侧重于该项目降低负面结果的可能性（以预防为重点）。在研究I中，两则广告同时在网上投放。点击广告的人会被引导至一个网站，在那里他们可以了解该项目并报名参加。在研究II中，706名家长的社区样本回答了一份关于广告的问卷。在研究I中，在85天的时间里，预防广告产生了更多的点击量。在网站上的访问页面数量以及报名参加该项目的家长数量方面没有差异。在研究II中，家长们表现出对促进广告的偏好，认为它更相关，并将其评为在使他们对该项目感兴趣方面更有效。总体而言，预防策略可能在吸引公众关注方面更有效。然而，促进策略尤其更有可能触达家长，并激励他们考虑参与育儿项目。这些策略应进一步开发并在普通人群和临床人群中进行测试。
