Health Public Service Advertising Campaigns Health And Social Care Essay

Health commonplace Service Advertising Campaigns Health And Social Cargon EssayThe flurry of advertisements associated with overt swear out campaigns raises several questions regarding its worth and effectiveness. Public service advertisements (prostate specific antigen) or announcements be promotional material that addresses problems assumed to be of general concern to citizens at large. PSA typically attempt to increase humankind aw atomic subprogram 18ness of such problems and their possible solutions, and in many instances in addition try to influence human race beliefs, attitudes, and behavior concerning them (OKeefe, 1990). intimately of the PSA deal with wellness of personal safety topics, including alcohol and drug abuse, preventive health care, traffic safety, nutrition etc. Some PSA also include environmental issues, educational and literacy issues, consumer issues, and general humanitarian concerns like hygiene and cleanliness issues. Mass media audiences are pr imarily attentive and give positive receptions to such advertisements.health care in India is the responsibility of constituent states and territories of India. The Constitution charges every state with raising of the level of nutrition and the standard of living of its people and the modifyment of in the public eye(predicate) health as among its primary duties. The National Health Policy was endorsed by the Parliament of India in 1983 and updated in 2002.Health tie in public service campaigns are the advertizement campaigns that are put across by the government to create sense among public about diseases which are very dangerous. The Government of India has introduced various health programme and policies to improve the Indian citizens standard of living. Government chooses number of mediums to reach to the masses. For this the government uses television, newspaper, hoardings and radio. Sometimes rallies are also organized to create sensation among people. The example of th ese kind of campaigns are help awareness campaign run by the government under the banner of national AIDS control organization (NACO), Campaign for tuberculosis, malaria and polio are other examples. Sometimes famous celebrities are interpreted in the advertisements to create more impact.The nurture has been undertaken with an objective to measure the effectiveness of health related public service advertisement campaigns which are run by the government of India. The nurture included three campaigns which are malaria, tuberculosis and AIDS,Over the years, an increase level of insecticide-resistance has authentic in the malarial vectors in many parts of the dry land, while the incidence of the more deadly P-Falciparum Malaria has risen to about 50 percent in the country as a whole. In respect of TB, the public health scenario has not shown any significant decline in the pool of infection amongst the community, and there has been a distressing trend in the increase of drug resista nce to the slip of infection prevailing in the country. A new and extremely virulent hereditary disease HIV/AIDS has emerged on the health scene. As there is no existing therapeutic cure or vaccine for this infection, the disease constitutes a serious threat, not merely to public health and to economic schooling in the country also. (NHP 2002)Literature ReviewPublic service denote (PSA) campaigns are widespread around the Globe. Public service announcements are a type of advertising, sponsored by either government agencies or other organizations, to promote causes and activities generally considered mixerly desirable (Garbett, 1981). PSAs use paid as well as donated media for creating awareness for social issues. Such advertising is generally produced and distri provideded on a co-op basis by governmental agencies or nonprofit organizations working in cooperation with private advertising and mass media companies. Generally the content or programming, while the take part ad vertising agency and media companies provide creative services, media planning and dissemination services on a not for profit basis. Studies ware demonstrate no mark in the effectiveness with the either type of media. Based on self-reported behavior from sample surveys and official count s of incapacitating and fatal grittyway accidents, in three market field experiments comparing the effectiveness of Paid versus Donated Media in decreasing youth priapic drinking and driving, the study found both type of media st grazegies to be equally effective (Murry Jr., 1996). The placement of PSAs has long been debated and earlier studies reveal that most of the PSAs were being placed during non-prime time especially between 7am to 6pm on weekdays (Hannmen et al, 1973). all the same recent analysis of advertising pattern indicates more favorable time distribution. Same pattern has been observed in India also.In a study to look for effects of message framing of health advertisements and individual differences in temporal orientation on consumer risk perceptions, attitude, and behavioral intentions, Consumers temporal orientation moderates ad-framing effects related to goal pursuit strategies. The study demonstrates that a fit between a goal pursuit strategy (GPS) manipulation in the ad and consumers chronic regulatory focus increases the effectiveness of the advertisement, but the regulatory fit effect is moderated by temporal orientation (Kees, 2010).Exposure to the PSA had no discernible effects on HIV-related knowledge, but did affect perceptions. Compared with an unexposed control group, students exposed to the PSA estimated seeing more HIV- and AIDS-related PSAs and rated the usefulness of TV PSAs lower, at the same time were more likely to rate their chances of contracting HIV as low or none. The respondents expressed less desire to obtain more information. The use of an all-mnemonic phone number resulted in a threefold increase in recall of the CDC National AIDS Hotline phone number, but did not affect intentions to call. boilers suit, the results reaffirm the importance of deploying strategies that go beyond trust on either a single PSA or TV PSAs alone to affect knowledge, perceptions, or intentions (Nowak, 1993).A study to stress effectiveness of PSAs found that it is necessary to conduct empirical research to determine the critical variables influencing a given behavior also there is a need to critically prize the potentiality effectiveness of a given PSA. As all PSAs world power not be equally effective and some even might hold in negative effect. To be effective the PSA need to provide new information and perceived as realistic (Fishbein, 2002).Public service campaigns are a great deal true without prior assessment of target audience felt needs and perceptions audience are not segmented into subgroups indicated by these characteristics, and message and material development proceeds without pretesting the effect of such factors as message clarity, appeals or presenters with target audience (Bratic, 1981). Although testing message in pre-finished form, the producer can identify and correct, potential weaknesses and corrections would be time and budget affordable. In absence of a standardized Health message testing service, effectiveness needs to be suss out through post testing. Studies like this one can offer implications for theory, as well as for creators of public service advertising campaigns. North Coast flying field Health Service (NCAHS) conducted a seven week television advertising campaign to raise community awareness of the availability of free adult pneumococcal vaccination and to increase coverage among North Coast residents. strong point of the campaign was evaluated by examining vaccine ordering patterns of North Coast vaccination providers keeping anterior year as a base. In the months during and immediately following the advertising campaign, a significantly higher proportion of vaccines were dispatched to North Coast immunization service providers (Wallace, 2008). An intervention approach using culturally sensitive mass media messages to enhance protective beliefs and behavior of African American adolescents at risk for HIV is suggested by Romer, 2009. This approach exploits the potential that mass media messages have, not only to reach a large segment of the adolescent population and thereby support normative change, but also to engage the most vulnerable segments of this audience to reduce HIV-associated risk behaviors. This study provides further evidence that if a media campaign achieves high exposure and is developed on the basis of careful formative research it can be an effective HIV-prevention tool for reaching high-risk youth within communities that need them the most. PSAs containing weapons-grade verbal claims are rated as more effective than those with weak claims. Arousing messages with weak claims are perceived as least effective. Surprisin gly in this study increasing claim strength increased memory for negative but not for positive messages. It is suggested that the combination of intense emotional appeal and weak claims may be partially responsible for the boomerang effects in antidrug campaigns (Lang, 2008). In a study to investigate the consequences of using national celebrities, topical anaesthetic celebrities and disaster victims as spokespersons in a public service radio announcement (PSA) soliciting contributions for victims of Hurricane Katrina, it was found that the hurricane victim was the most credible and believable spokesperson. The national celebrity, Ashlee Simpson, was the least credible and the least believable. The local celebrity was more credible and believable than the national celebrity, but no more so than the hurricane victim (Toncar, 2007). No studies were found in Indian scope regarding effectiveness of PSA. An attempt is being made to explore this area through this empirical study.Researc h DesignResearch ObjectiveTo Study the effectiveness of Public Service Awareness Campaigns in diseases such as Malaria , T.B. AIDS.MethodologyThe present investigations were descriptive in nature with survey being used as the study research approach. The study used survey method of obtaining information, which is based on the interrogation of respondents through a structured questionnaire.Scope of the studyBeing self-funded the study was confined to Ahmedabad city of India. The city is one of the most important urban centers of country and represents diversity of India.Sampling PlanThe Population The study is carried out in Ahmedabad city of India. The total urban population of city becomes population for the study.Sampling Unit Sampling units for the study is individual. From the above population, all the respondents who have seen any of the selected advertisements for the study were defined as sampling unit for the purpose of the study.Sampling technique Non probability convenie nce sampling was used. Care was taken to make the sample model of the actual population.Size of the Sample Respondents for the study were 150.Instrument for data collectionFor data collection a survey using a structured questionnaire was conducted. To stones throw effectiveness a questionnaire consisting of open and close ended questions was used. The questionnaire included outperform developed by-Leavitt, Clark. (1970). A Multidimensional Set of Rating Scales for Television Commercials, Journal of utilize Psychology, 54, 427-429, to judge effectiveness of advertisements apart from other open and close ended questions regarding use of celebrities and other executional aspects of the advertisements. The comprehensive scale gives effectiveness of Advertisements using Forty phoebe bird items with eight dimensions like vigorous, Amusing, own(prenominal) Relevance, Authoritative, sensual, Familiarity, Novel and Disliked.ResultsRecall of the advertisementsAdvertisement of AIDS was highest watched followed by TB and Malaria.Suitable MediaBest suited media for creating awareness through PSAs was found to be Television followed by Print. Road shows or rally were not found to be very effective media for communicating health related social issues.Impact of Celebrity/ Religious leadersPeople strongly agreed to impact of Celebrity and Religious Leaders in creating awareness through PSAs (Mean 3.84). In terms of source credibility i.e. effectiveness of Celebrity endorsers in PSAs, Mean score for Attractiveness (4.50) was highest followed by Trustworthiness (3.93) and Expertise (3.61). It implies that popular celebrities are ministrant in drawing attention of masses towards the campaign. Merely appearance in the advertisement increases the recall of the advertisement and thus increasing effectiveness of PSA.Useful reading Communicated by the campaignAs evident from high mean score (3.37), people do believe that they gain useful information from the PSAs.Effectivenes s of AdvertisementsTo judge the effectiveness 45 item Levitts reaction profile was used. The scale has eight dimensions giving effectiveness of the advertisements. Responses were collected on a 5 point scale where 1 indicated does not fit and 5 indicated fits extremely well. The lashings for last dimensions were reverse coded to judge overall effectiveness of the advertisements. As can be seen scores for personal relevance, familiarity and disliked (reverse coded) are higher. Thus it can be inferred that the respondents find advertisement to be meaningful and relevant as well as they have seen those advertisements many times indicating familiarity with the advertisements. The score for Disliked dimensions were high (reverse coded) indicating people liked the public service advertisements.TABLE 1 EFFECTIVENSS OF PUBLIC SERVICE ADVERTISEMENTS (LEVITTS REACTION PROFILE)Effectiveness of PSADimensionMean scoreTBMalariaAIDSEnergetic2.482.582.62Amusing2.522.432.46Personal Relevance3.433.3 63.46Authoritative2.742.732.85Sensual2.532.612.76Familiarity3.103.093.27Novel2.882.802.82Disliked3.653.613.60boilersuit Mean2.902.892.96Factor AnalysisThere are two preconditions for running factor analysis. They are measure of sampling adequacy should be great than 0.5 and min being determinant care for should be non zero. For all the factor models ran as mentioned in table 1, both these conditions are satisfied.TABLE 2 ALTERNATIVE element MODELSScaleNumber of factorsFactor ModelExplained variationNumber of factorsTB12e176%TB08Eight factors66.7%Malaria12e175.9%Malaria08Eight factors65.5% back up12e176.11%Aids08Eight factors65.5%TBBy factor analysis, it is inferred that when we solve for eight factor solution, we are able to deduce eight factors like energetic, mix of diverting and apologue, personal relevance, authoritative, sensual, familiarity disliked factors. When we solve for eigen value greater than one, we deduce 12 factors. The factor structure for eight factor solut ion is more clean compared to eigen value greater than one solution. But, it is less precise than provided by the scale.MalariaFactor analysis was conducted and eight factor solution had a better fit compared to eigen value greater than one solution. The factors deduced from eight factor solution are namely, mix of amusing and dislike, novel, sensual, authoritative, familiarity, energetic, personal relevance a mix of personal relevance authoritative dimensions.AidsFactor analysis was conducted and eight factor solution had a better fit compared to eigen value greater than one solution. The factors deduced from eight factor solution are namely, Mix of energetic, Sensual, Disliked Amusing, Energetic, Authoritative, Mix of familiarity Novel, Personal Relevance 1 Personal Relevance 2.Difference in perception of respondents of diametric demographic segments regarding effectiveness of public service advertisementsAs can be seen from table 3, we can infer that for disease TB, the dif ference in scores for amusing and personal relevance dimensions of Leavitts reaction profile scale for respondents across different income levels is statistically significant at 0.05 level of significance. Also, the difference in scores for energetic, amusing, authoritative, sensual, novel and disliked factors of the scale for respondents of different age brackets is statistically significant at 0.05 level of significance. The difference in scores on energetic, amusing and disliked dimensions of the scale is statistically significant for male and female respondents.Similarly from table 4, we can infer that for disease Malaria, the difference in scores for personal relevance dimension for respondents across different income levels is statistically significant at 0.05 level of significance.Also, for disease AIDS, the difference in scores for personal relevance, energetic, amusing, authoritative, sensual, novel and disliked factors for respondents of different income levels are statist ically significant. The difference in scores on energetic, amusing, personal relevance, sensual, novel and disliked factors for respondents of different age brackets are statistically significant. Also, the difference in scores on energetic, amusing, personal relevance, novel and disliked dimensions for male and female respondents are statistically significant at 0.05 level of significance.TABLE 3 ANOVA RESULTS FOR DISEASE TBBetween Groups affectionateness of SquaresDfMean SquareFSig.Income LevelsAmusing22.90545.7264.527.002Personal Relevance4.31341.0783.216.015Age LevelsEnergetic12.45134.1506.704.000Amusing21.24537.0825.587.001Authoritative5.17831.7263.488.017Sensual9.14533.0485.708.001Novel10.16433.3887.532.000Disliked19.89736.63210.750.000GenderEnergetic3.16913.1694.706.032Amusing12.539112.5399,5780.002Disliked9.54119.54114.0600.000TABLE 4 ANOVA RESULTS FOR DISEASE MALARIABetween GroupsSum of SquaresDfMean SquareFSig.Income LevelsPersonal Relevance5.50141.3753.511.009Age LevelsEn ergetic10.92633.6429.089.000Amusing17.48535.8289.304.000Authoritative4.24531.4153.850.011Sensual9.94533.3155.810.001Novel6.59732.1994.206.007Disliked15.92335.3088.339.000GenderBetween GroupsSum of squaresDfMean SquareFSig.Energetic2.37012.3705.2310.024Amusing3.96813.9685.5940.019Disliked5.42315.4237.759.006TABLE 5 ANOVA RESULTS FOR DISEASE AIDSBetween GroupsSum of SquaresDfMean SquareFSig.Income LevelsEnergetic6.64541.6612.906.024Amusing9.03142.2582.903.024Personal Relevance7.44341.8615.770.000Novel4.64241.1602.887.025Age LevelsEnergetic7.31032.4374.327.006Amusing9.00733.0023.886.010Personal Relevance3.57031.1903.432.019Authoritative5.12531.7084.178.007Sensual11.30233.7673.062.030Novel7.07532.3586.165.001Disliked10.40933.4705.458.001GenderEnergetic4.60514.6058.024.005Amusing6.75016.7508.682.004Personal Relevance1.56511.5654.4000.038Novel2.28212.2825.570.020Disliked3.66713.6673.667.021Effectiveness in terms of preventive measuresFrom the survey it was revealed that people have taken straight-laced preventive measures after watching advertisement of public service campaigns. More than 94% respondents agreed to the fact. As per the survey people think AIDS is the most harmful diseases than T.B. and Malaria. From the survey it can conclude that most of the respondents (57%) have provided BCG Malaria vaccine to their child but still a good number of respondents are there who have yet not provide these vaccines to their child (43%). It shows that either these diseases are not considered to be as severe by the respondents or awareness for availability of vaccine for these two diseases is low. Majority of respondents (73% ) were found to be are aware of free government services that is run by government in their area for diseases like AIDS, T.B and Malaria.DiscussionRecall for AIDS advertisement was highest followed by TB and Malaria. Celebrities were found to be effective in PSAs. Celebrities were found to be high in attractiveness and thus adding more credibility to the campaign. Respondents believed that they gained useful information from the public service campaigns. Television was found to be the most effective media for PSAs. Overall effectiveness of all PSAs was found to be high. As evident from the above findings it can be concluded that people have good exposure to the public service campaigns and find advertisements to be relevant. People liked the PSAs. Clear factor structure has not emerged as compared to the standardized scale. Some dimensions were not deduced in cuticle of all three cases. Differences were found amongst different demographic segments of consumers regarding perception towards the advertisements, signifying importance of tailoring the advertisements for different demographic segments. From the survey it was revealed that people have taken proper preventive measures after watching advertisement of public service campaigns. Most of the respondents have provided BCG Malaria vaccine to their child but still a good n umber of respondents are there who have yet not provide these vaccines to their child. It shows that either these diseases are not considered to be as severe by the respondents or awareness for availability of vaccine for these two diseases is low. Thus it is imperative for government to promote vaccination for the said ailments. Aware ness of free government services run by government in their area for diseases like AIDS, T.B and Malaria was found to be high.Limitations and Future ResearchLimitations associated with non probability sampling techniques go with this study also but due care was taken to make sample representative of the actual population. Further research can focus on lifestyle and personality factors of the respondents that might shape their perceptions towards the public service advertisements.