Francis Kate L, Polonsky Michael J, Jones Sandra C, Renzaho Andre M N
Centre for Health and Social Research, Australian Catholic University, Melbourne, Australia.
Department of Marketing, Deakin Business School, Deakin University, Burwood, Australia.
PLoS One. 2017 Nov 30;12(11):e0188765. doi: 10.1371/journal.pone.0188765. eCollection 2017.
Research suggests that African migrants are often positively predisposed towards blood donation, but are under-represented in participation. A culturally-tailored intervention targeting the African migrant community in Australia was developed and implemented, to enhance knowledge about blood donation, improve attitudes towards donating, increase intentions to donate blood, and increase the number of new African donors in Australia. Four weeks after a targeted campaign, a survey evaluation process commenced, administered face-to-face by bilingual interviewers from the African community in Melbourne and Adelaide, Australia (community survey). The questionnaires covered demographics, campaign awareness, blood donation knowledge and intentions, medical mistrust and perceived discrimination, and were analysed to evaluate changes in knowledge and intention. Sixty-two percent of survey participants (n = 454) reported being aware of the campaign. With increasing campaign awareness, there was a 0.28 increase in knowledge score (p = .005); previous blood donation was also associated with an increased blood donation knowledge score. Blood donation intention scores were not associated with campaign awareness (p = 0.272), but were associated with previous blood donation behaviour and a positive blood donation attitude score. More positive scores on the blood donation attitude measure were associated with increasing blood donation intentions, self-efficacy and campaign awareness (score increases of 0.27, 0.30 and 0.04, respectively, all p<0.05). Data were collected on the ethnicity of new blood donors in six blood collection centres before and after the intervention, and independent of the intervention evaluation survey. These data were also used to assess behavioural changes and the proportions of donors from different countries before and after the survey. There was no difference in the number of new African migrant donors, before and after the intervention. The culturally-relevant marketing campaign was associated with improved blood donation knowledge and attitudes, but there was no short-term change in blood donation intentions or the number of African donors.
研究表明，非洲移民往往对献血有积极的倾向，但在献血参与方面的代表性不足。针对澳大利亚非洲移民社区开展并实施了一项文化定制干预措施，以增强对献血的了解，改善对献血的态度，提高献血意愿，并增加澳大利亚新的非洲献血者数量。在一次有针对性的活动开展四周后，一个调查评估过程开始了，由澳大利亚墨尔本和阿德莱德非洲社区的双语访谈员进行面对面调查（社区调查）。问卷涵盖人口统计学、活动知晓度、献血知识和意愿、医疗不信任和感知到的歧视，并进行分析以评估知识和意愿的变化。62%的调查参与者（n = 454）报告知晓该活动。随着活动知晓度的提高，知识得分增加了0.28（p = 0.005）；以前的献血经历也与更高的献血知识得分相关。献血意愿得分与活动知晓度无关（p = 0.272），但与以前的献血行为和积极的献血态度得分相关。献血态度测量中更积极的得分与献血意愿、自我效能感和活动知晓度的增加相关（得分分别增加了0.27、0.30和0.04，均p<0.05）。在干预前后，在六个采血中心收集了新献血者的种族数据，且与干预评估调查无关。这些数据也用于评估行为变化以及调查前后不同国家献血者的比例。干预前后新的非洲移民献血者数量没有差异。这项与文化相关的营销活动与献血知识和态度的改善相关，但献血意愿或非洲献血者数量没有短期变化。
