Dorney Edwina, I Black Kirsten, Haas Marion, Street Deborah, Church Jody
Faculty of Medicine and Health, Central Clinical School, The Tavern, The University of Sydney, Medical Foundation Building K25, Sydney, New South Wales 2006, Australia.
Centre for Health Economics Research and Evaluation, Faculty of Health, University of Technology Sydney, New South Wales 2007, Australia.
Prev Med Rep. 2024 Feb 23;40:102657. doi: 10.1016/j.pmedr.2024.102657. eCollection 2024 Apr.
The health of people prior to pregnancy impacts pregnancy outcomes and childhood health, making the preconception period an important time to optimise health behaviours. Low awareness of the importance of this issue is a recognised barrier to achieving good preconception health. Public health messaging can help to address this barrier.
A discrete choice experiment to assess the preferences of people of reproductive age for a health promotion advertisement for preconception health was conducted. Attributes of the advertisement image, title, additional text content and positioning, and the location of advertisement were assessed by fitting a mixed logit model to the choices made.
Three hundred and thirty-four responses were obtained, from people of reproductive age, both planning and not planning a pregnancy, in Australia. Participants placed most importance on the image, and the location in which they saw the advertisement. An image of adult and baby hands was preferred to adult hands only, and healthcare settings were preferred to more general media locations such as advertising online or on public transport. Preference was also given to the advertisement title of "Healthy you, Healthy baby", closely followed by "Are you ready for pregnancy?". The location and content of additional text did not significantly impact engagement with the advertisement.
The image and title on the advertisement, and the locations in which they are placed were the most significant features to impact engagement with a health promotion advertisement for preconception health. This can inform health promotion efforts for preconception health.
孕前人群的健康状况会影响妊娠结局和儿童健康，因此孕前阶段是优化健康行为的重要时期。对这一问题重要性的认识不足是实现良好孕前健康的一个公认障碍。公共卫生宣传有助于克服这一障碍。
开展了一项离散选择实验，以评估育龄人群对孕前健康促进广告的偏好。通过对做出的选择拟合混合logit模型，评估广告图片、标题、附加文本内容和定位以及广告位置的属性。
在澳大利亚，获得了334名育龄人群的回复，这些人有的正在计划怀孕，有的则没有。参与者最看重图片以及看到广告的位置。比起只有成人手的图片，成人和婴儿手的图片更受青睐，比起在线广告或公共交通广告等更一般的媒体位置，医疗保健场所更受青睐。“健康的你，健康的宝宝”这一广告标题也更受青睐，紧随其后的是“你准备好怀孕了吗？”附加文本的位置和内容对广告参与度没有显著影响。
广告中的图片和标题以及它们的投放位置是影响孕前健康促进广告参与度的最重要特征。这可为孕前健康促进工作提供参考。
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