Division of Chronic Disease and Injury Prevention, Los Angeles County Department of Public Health, Los Angeles, CA, USA.
Fraser Communications, Los Angeles, CA, USA.
Am J Health Promot. 2020 Jun;34(5):555-558. doi: 10.1177/0890117120908785. Epub 2020 Mar 3.
To assess if exposure to the Choose Water public health media campaign increased parents' intentions to promote healthier beverage consumption in their household.
A cross-sectional evaluation administered post-campaign.
A 2017 internet panel survey in Los Angeles County, California.
The survey included 499 parents of young children.
The Choose Water media campaign included digital media and out-of-home advertisements (eg, transit shelters, interiors of buses) in both English and Spanish.
Dichotomous outcome variables were parental intentions to give child(ren) (1) more water and (2) less sugar-sweetened beverage consumption in their households. The independent variable was campaign exposure, categorized as no exposure, exposed but did not discuss visual, and exposed and discussed visual with someone.
Descriptive, bivariate, and multivariable logistic regressions.
Among those who were exposed and discussed a campaign visual, the adjusted odds of intending to promote water consumption were 2.82 times greater than for those who reported no exposure (95% confidence interval [CI]: 1.46-5.46). Similar odds to promote less sugar-sweetened beverage consumption were observed for those who were exposed and discussed a campaign visual (adjusted odds ratio: 3.27, 95% CI: 1.76-6.08). Those with the lowest educational attainment discussed the visual(s) less (10.5%).
Word of mouth may enhance health messaging by allowing time for intended audiences to process campaign content within their interpersonal network.
评估接触“选择水”公共卫生媒体活动是否增加了父母在家庭中促进更健康饮料消费的意愿。
活动后的横断面评估。
2017 年加利福尼亚州洛杉矶县的互联网小组调查。
该调查包括 499 名幼儿的父母。
“选择水”媒体活动包括英语和西班牙语的数字媒体和户外广告（例如，过境避难所，公共汽车内部）。
父母的意愿是二分变量，包括（1）给孩子更多的水，（2）减少家庭中含糖饮料的消费。 自变量是对活动的暴露程度，分为无暴露、暴露但未讨论视觉和暴露并与他人讨论视觉。
描述性、双变量和多变量逻辑回归。
在那些接触并讨论了活动视觉的人中，与报告无暴露的人相比，打算促进水消费的调整后优势比为 2.82 倍（95%置信区间 [CI]：1.46-5.46）。 对于那些接触并讨论了活动视觉的人，观察到类似的促进减少含糖饮料消费的几率（调整后的优势比：3.27，95%CI：1.76-6.08）。 教育程度最低的人讨论视觉（s）的次数较少（10.5%）。
口碑宣传可以通过允许目标受众在其人际网络中处理活动内容来增强健康信息的传播。
