Braithwaite Felicity A, Deshpande Sameer, Buchbinder Rachelle, Dennett Liz, St Jean Craig Richard, Krebs Brandon, Gross Douglas P
IIMPACT in Health, University of South Australia, Adelaide, Australia; Persistent Pain Research Group, Hopwood Centre for Neurobiology, Lifelong Health Theme, South Australia Health and Medical Research Institute (SAHMRI), Adelaide, Australia.
Social Marketing @ Marketing, Griffith University, Brisbane, Australia.
J Pain. 2025 Mar;28:104739. doi: 10.1016/j.jpain.2024.104739. Epub 2024 Nov 22.
Musculoskeletal pain is a global public health problem. Social marketing aims to increase adoption of desired behaviours in target audiences and may uncover new strategies to improve uptake of helpful pain-related behaviours at the population-level. We systematically evaluated effects of contemporary mass media campaigns targeting musculoskeletal pain and used social marketing benchmarking to explore strategies associated with campaign success. Published evaluations of campaigns involving an online/digital component and a comparator/control condition were eligible. The primary outcome was population beliefs; secondary outcomes were healthcare provider beliefs, behavioural (e.g., healthcare-related, work-related), clinical (e.g., pain), and economic outcomes. Decision-rules and meta-analyses (random-effects models) were used to synthesise findings. Eight databases and grey literature were searched from inception to May 2024. Thirteen eligible publications evaluated eight campaigns (N = 5 back pain, N = 2 rheumatic pain; N = 1 work-related pain) from eight Western/high-income countries. All evaluations reported historical control data (interrupted time-series/before-and-after designs); three also compared selected outcomes to an unexposed geographical region (quasi-experimental designs). Risk of bias was weak-moderate for all evaluations. Population beliefs improved from baseline vs. final follow-up (1.5-10yrs) for items related to 'staying active' [RR = 1.38 (95%CI: 1.14-1.67), N = 4 campaigns, n = 12,568 participants] and 'rest' [RR = 1.35 (95%CI: 1.14-1.60), N = 5 campaigns, n = 14,571 participants] for pain management, however, certainty of evidence was very low. Other outcomes were not pooled due to heterogeneity, and evidence was mixed. Greater numbers of social marketing benchmarks were associated with successful campaign outcomes. Future campaigns should implement social marketing strategies beyond education alone, including behaviour change support, to facilitate adoption of desired pain-related behaviours. REGISTRATION: PROSPERO registration number: CRD42023400456; Open Science Framework (detailed Social Marketing Benchmarking analysis plan): https://osf.io/npyck/. PERSPECTIVE: We systematically evaluated contemporary mass media campaigns targeting musculoskeletal pain. Promising improvements in population beliefs about pain supports continued investment into campaigns. Our review provides critical new information including social marketing strategies to ensure future campaign efforts shift population-level pain-related behaviours, towards reducing the societal burden of pain.
肌肉骨骼疼痛是一个全球性的公共卫生问题。社会营销旨在提高目标受众对期望行为的采纳率，并可能发现新的策略，以促进在人群层面上有益的疼痛相关行为的接受度。我们系统地评估了当代针对肌肉骨骼疼痛的大众媒体宣传活动的效果，并使用社会营销基准来探索与宣传活动成功相关的策略。涉及在线/数字部分和比较/对照条件的已发表的宣传活动评估符合要求。主要结果是人群信念；次要结果是医疗保健提供者信念、行为（如与医疗保健相关、与工作相关）、临床（如疼痛）和经济结果。使用决策规则和荟萃分析（随机效应模型）来综合研究结果。从开始到2024年5月，检索了八个数据库和灰色文献。13篇符合条件的出版物评估了来自八个西方/高收入国家的八项宣传活动（5项背痛，2项风湿性疼痛；1项与工作相关的疼痛）。所有评估都报告了历史对照数据（中断时间序列/前后设计）；三项评估还将选定的结果与未暴露的地理区域进行了比较（准实验设计）。所有评估的偏倚风险为弱到中度。与疼痛管理中“保持活跃”[RR = 1.38（95%CI：1.14 - 1.67），N = 4项宣传活动，n = 12,568名参与者]和“休息”[RR = 1.35（95%CI：1.14 - 1.60），N = 5项宣传活动，n = 14,571名参与者]相关的项目，人群信念从基线到最终随访（1.5 - 10年）有所改善，然而，证据的确定性非常低。由于异质性，其他结果未进行汇总，证据参差不齐。更多的社会营销基准与成功的宣传活动结果相关。未来的宣传活动应实施超越单纯教育的社会营销策略，包括行为改变支持，以促进采纳期望的疼痛相关行为。注册：PROSPERO注册号：CRD42023400456；开放科学框架（详细的社会营销基准分析计划）：https://osf.io/npyck/。观点：我们系统地评估了当代针对肌肉骨骼疼痛的大众媒体宣传活动。人群对疼痛信念的有希望的改善支持了对宣传活动的持续投资。我们的综述提供了重要的新信息，包括社会营销战略，以确保未来的宣传活动努力改变人群层面与疼痛相关的行为，从而减轻疼痛的社会负担。
