Prevention Research Collaboration, Sydney School of Public Health and Charles Perkins Centre.
The Australian Prevention Partnership Centre, Based at Level 6, Charles Perkins Centre, University of Sydney, Sydney, NSW 2006, Australia.
Health Educ Res. 2020 Oct 1;35(5):418-436. doi: 10.1093/her/cyaa022.
The Make Healthy Normal obesity prevention mass media campaign was implemented in New South Wales, Australia from 2015 to 2018. This study evaluated Phase 2 (2017-18) of that campaign, using three cross-sectional online surveys with men aged 18-54 years (n = 4352) and six focus groups with men aged 35-54 years and parents with children aged 5-12 years (n = 38), reflecting the campaign's target audiences. We used linear and logistic regressions to examine changes over time in key outcomes, consistent with the campaign's theorized hierarchy of effects. Focus group data were analysed thematically and integrated with survey results at the interpretation stage. Survey results showed reasonable prompted recognition, although unprompted recall remained low, and there were no consistent, positive shifts in other outcomes, including behaviour. Focus group results suggested that this was because the campaign's messages, while considered clear and relevant, did not address the constraints participants experienced that made change difficult. Hence, the campaign by itself was unlikely to lead to behaviour change. We need to reconsider the role of campaigns in addressing multi-determined and complex problems. Evaluations should reconsider metrics of success, as they may not immediately result in behaviour change, especially in the absence of complementary policy and environmental strategies.
《塑造健康常态：肥胖预防大众媒体活动》于 2015 年至 2018 年在澳大利亚新南威尔士州实施。本研究采用横断面在线调查（n=4352）和 6 个焦点小组（n=38）评估了该活动的第二阶段（2017-18 年），其中调查对象为年龄在 18-54 岁的男性和年龄在 35-54 岁的男性以及 5-12 岁儿童的家长。我们采用线性和逻辑回归分析方法，根据假设的效果层次结构，考察了主要结局指标的随时间变化情况。在解释阶段，焦点小组数据进行了主题分析并与调查结果相结合。调查结果表明，虽然未提示时的记忆仍然较低，但提示后有合理的识别率，其他结局指标（包括行为）并未出现一致的积极转变。焦点小组结果表明，这是因为该活动的信息虽然被认为清晰且相关，但并未解决参与者所面临的限制因素，这些限制因素使得改变变得困难。因此，该活动本身不太可能导致行为改变。我们需要重新考虑活动在解决多因素和复杂问题方面的作用。评估应重新考虑成功指标，因为在没有补充政策和环境策略的情况下，它们可能不会立即导致行为改变。
