Communication Studies 394-0: Undergraduate Research Seminar

Section 20: Persuasion in Health Contexts

Spring 2018






5.4  Campaign effects and evaluation

            5.4.1 Review papers

                Some general reviews

                Some behavior-specific reviews

            5.4.2  Some specific examples of campaign evaluation

            5.4.3 Contextualizing health behavior change campaigns




5.4  Campaign effects and evaluation


5.4.1 Review papers  Some general reviews


For further reading:

            Michie, S., & Abraham, C. (2004). Interventions to change health behaviours: Evidence-based or evidence-inspired? Psychology and Health, 19, 29-51.

            Cho, H., & Salmon, C. T. (2007). Unintended effects of health communication campaigns. Journal of Communication, 57, 293–317.

            Parcell, L. M., Kwon, J., Miron, D., & Bryant, J. (2007). An analysis of media health campaigns for children and adolescents: Do they work? In R. W. Preiss, B. M. Gayle, N. Burrell, M. Allen, & J. Bryant (Eds.), Mass media effects research: Advances through meta-analysis (pp. 345-361). Mahwah, NJ: Lawrence Erlbaum.

            Snyder, L. B. (2007). Meta-analyses of mediated health campaigns. In R. W. Preiss, B. M. Gayle, N. Burrell, M. Allen, & J. Bryant (Eds.), Mass media effects research: Advances through meta-analysis (pp. 327-344). Mahwah, NJ: Lawrence Erlbaum.

            Tang, K. C., Choi, B. C. K., & Beaglehole, R. (2008). Grading of evidence of the effectiveness of health promotion interventions. Journal of Epidemiology and Community Health, 62, 832-834.

            Noar, S. M. (2009). Challenges in evaluating health communication campaigns: Defining the issues. Communication Methods and Measures, 3, 1-11.

            Atkin, C., & Salmon, C. T. (2010). Communication campaigns. In C. R. Berger, M. E. Roloff, & D. R. Roskos-Ewoldsen (Eds.), Handbook of communication science (2nd ed., pp. 419-436). Los Angeles, CA: Sage.

            Salmon, C. T., & Murray-Johnson, L. (2013). Communication campaign effectiveness and effects: Some critical distinctions. In R. E. Rice & C. K. Atkin (Eds.), Public communication campaigns (4th ed., pp. 99-112). Los Angeles, CA: Sage.

            Valente, T. W., & Kwan, P. P. (2013). Evaluating communication campaigns. In R. E. Rice & C. K. Atkin (Eds.), Public communication campaigns (4th ed., pp. 83-97). Los Angeles, CA: Sage.

            Tuong, W., Larsen, E. R., & Armstrong, A. W. (2014). Videos to influence: A systematic review of effectiveness of video-based education in modifying health behaviors. Journal of Behavioral Medicine, 37, 218-233. doi:10.1007/s10865-012-9480-7

            Prestwich, A., Sniehotta, F. F., Whittington, C., Dombrowski, S. U., Rogers, L., & Michie, S. (2014). Does theory influence the effectiveness of health behavior interventions? Meta-analysis. Health Psychology, 33, 465-474. doi:10.1037/a0032853

            Anker, A. E., Feeley, T. H., McCracken, B., & Lagoe, C. A. (2016). Measuring the effectiveness of mass-mediated health campaigns through meta-analysis. Journal of Health Communication, 21, 439-456. doi:10.1080/10810730.2015.1095820
            Perrault, E. K. (2017). Campaign evaluation in health and risk messaging. Oxford Research Encyclopedia of Communication. doi:10.1093/acrefore/9780190228613.013.521  Some behavior-specific reviews


For further reading:

            Maskerine, C., & Loeb, M. (2006). Improving adherence to hand hygiene among health care workers. Journal of Continuing Education in the Health Professions, 26, 244-251.

            Bauman, A., Smith, B. J., Maibach, E. W., & Reger-Nasah, B. (2006). Evaluation of mass media campaigns for physical activity. Evaluation and Program Planning, 29, 312-322.

            Earl, A., & Albarracin, D. (2007). Nature, decay, and spiraling of the effects of fear-inducing arguments and HIV counseling and testing: A meta-analysis of the short- and long-term outcomes of HIV-prevention interventions. Health Psychology, 26, 496-506. 

            Sohl, S. J., & Moyer, A. (2007). Tailored interventions to promote mammography screening: A meta-analytic review. Preventive Medicine, 45, 252–261.

            Noar, S. M., Palmgreen, P., Chabot, M., Dobransky, N., & Zimmerman, R. S. (2009). A 10-year systemic review of HIV/AIDS mass communication campaigns: Have we made progress? Journal of Health Communication, 14, 15-42. doi: 10.1080/10810730802592239

            Soler, R. E., Leeks, K. D., Buchanan, L. R., Brownson, R. C., Heath, G. W., Hopkins, D. H., & the Task Force on Community Preventive Services. (2010). Point-of-decision prompts to increase stair use: A systematic review update. American Journal of Preventive Medicine, 38, S292-S300.

            Safron, M., Cislak, A., Gaspar, T., & Luszczynska, A. (2011). Effects of school-based interventions targeting obesity-related behaviors and body weight change: A systematic umbrella review. Behavioral Medicine, 37, 15–25. doi:10.1080/08964289.2010.543194

            Werb, D., Mills, E. J., DeBeck, K., Kerr, T., Montaner, J. S. G., & Wood, E. (2011). The effectiveness of anti-illicit-drug public-service announcements: A systematic review and meta-analysis. Journal of Epidemiology and Community Health, 65, 834-840. doi:10.1136/jech.2010.125195

            Phillips, R. O., Ulleberg, P., & Vaa, T. (2011). Meta-analysis of the effect of road safety campaigns on accidents. Accident Analysis & Prevention, 43, 1204-1218. doi:10.1016/j.aap.2011.01.002

            Naugle, D. A., & Hornik, R. C. (2015). Systematic review of the effectiveness of mass media interventions for child survival in low- and middle-income countries. Journal of Health Communication, 19(S1), 190-215. doi:10.1080/10810730.2014.918217

            Elvik, R. (2016). A theoretical perspective on road safety communication campaigns. Accident Analysis and Prevention, 97, 292-297. doi:10.1016/j.aap.2015.04.027

            Firestone, R., Rowe, C. J., Modi, S. N., & Sievers, D. (2017). The effectiveness of social marketing in global health: A systematic review. Health Policy and Planning, 32, 110-124. doi:10.1093/heapol/czw 

5.4.2  Some specific examples of campaign evaluation


            Reger, B., Wootan, M. G., & Booth-Butterfield, S. (1999). Using mass media to promote healthy eating: A community-based demonstration project. Preventive Medicine, 29, 414-421. doi:10.1006/pmed.1998.0570

            Owen, N., Bauman, A., Booth, M., Oldenburg, B., & Magnus, P. (1995). Serial mass-media campaigns to promote physical activity: Reinforcing or redundant? American Journal of Public Health, 85, 244-248. doi:10.2105/AJPH.85.2.244

            Agha, S., & Van Rossem, R. (2002). Impact of mass media campaigns on intentions to use the female condom in Tanzania. International Family Planning Perspectives, 28, 151-158. doi:10.2307/3088258

            Del Mar, C. B., Green, A. C., & Battistutta, D. (1997). Do public media campaigns designed to increase skin cancer awareness result in increased skin excision rates? Australian and New Zealand Journal of Public Health, 21, 751-754.



For further reading:

            McCaul, K. D., Jacobson, K., & Martinson, B. (1998). The effects of a state-wide media campaign on mammography screening. Journal of Applied Social Psychology, 28, 504-515.

            Hill, D., White, V., Marks, R., & Borland, R. (2002). Changes in sun-related attitudes and behaviors, and reduced sunburn prevalence in a population at high risk of melanoma. In R. C. Hornik (Ed.), Public health communication: Evidence for behavior change (pp. 163-178). Mahwah, NJ: Lawrence Erlbaum.

            Pierce, J. P., Emery, S., & Gilpin, E. (2002). The California tobacco control program: A long-term health communication project. In R. C. Hornik (Ed.), Public health communication: Evidence for behavior change (pp. 97-114). Mahwah, NJ: Lawrence Erlbaum.

            Hornik, R. C., & Yanovitzky, I. (2003). Using theory to design evaluations of communication campaigns: The case of the National Youth Anti-Drug Media Campaign. Communication Theory, 13, 204-224.

            McPhee, S. J., Nguyen, T., Euler, G. L., Mock, J., Wong, C., Lam, T., Nguyen, W., Nguyen, S., Ha, M. Q. H., Do, S. T., & Buu, C. (2003). Successful promotion of hepatitis B vaccinations among Vietnamese-American children ages 3 to 18: Results of a controlled trial. Pediatrics, 111, 1278-1288.

            Lairson, D. R., Newmark, G. R., Rakowski, W., Tiro, J. A., & Vernon, S. W. (2004). Development costs of a computer-generated tailored intervention. Evaluation and Program Planning, 27, 161-169.

            Wu, J. H., Fung, M. C., Chan, W., & Lairson, D. R. (2004). Cost-effectiveness analysis of interventions to enhance mammography compliance using computer modeling (CAN*TROL). Value in Health, 7, 175-185.

            Stephenson, M. T., Witte, K., Vaught, C., Quick, B. L., Booth-Butterfield, S., Patel, D., & Zuckerman, C. (2005). Using persuasive messages to encourage voluntary hearing protection among coal miners. Journal of Safety Research, 36, 9-17.

            Peterson, M., Chandlee, M., & Abraham, A. (2008). Cost-effectiveness analysis of a statewide media campaign to promote adolescent physical activity. Health Promotion Practice, 9, 426-433.

            Gilaberte, Y., Alonso, J. P., Teruel, M. P., Granizo, C., & Gallego, J. (2008). Evaluation of health promotion intervention for skin cancer prevention in Spain:  The SolSano program. Health Promotion International, 23, 209-219.

            Perkins, H. W., Linkenback, J. W., Lewis, M. A., & Neighbors, C. (2010). Effectiveness of social norms media marketing in reducing drinking and driving: A statewide campaign. Addictive Behaviors 35, 866-874. doi:10.1016/j.addbeh.2010.05.004

            Everett, T., Bryant, A., Griffin, M. F., Martin-Hirsch, P. P. L., Forbes, C. A., & Jepson, R. G. (2011). Interventions targeted at women to encourage the uptake of cervical screening. Cochrane Database of Systematic Reviews, 5. doi:10.1002/14651858.CD002834.pub2

            Davis, K. C., Uhrig, J., Rupert, D., Fraze, J., Goetz, J., & Slater, M. (2011). Effectiveness of a mass media campaign in promoting HIV testing information seeking among African American women. Journal of Health Communication, 16, 1024-1039. doi:10.1080/10810730.2011.571342

            Galiani, S., Gertler, P. J., & Orsola-Vidal, A. (2012). Promoting handwashing behavior in Peru: The effect of large-scale mass-media and community level interventions. World Bank Policy Research Working Paper No. 6257.

            Halkjelsvik, T., Lund, K. E., Kraft, P., & Rise, J. (2013). Fear appeals in advanced tobacco control environments: The impact of a national mass media campaign in Norway. Health Education Research, 28, 888-897. doi:10.1093/her/cyt064

            Perez, D., Kite, J., Dunlop, S. M., Cust, A. E., Goumas, C., Cotter, T., . . . Bauman, A. (2015). Exposure to the ‘Dark Side of Tanning’ skin cancer prevention mass media campaign and its association with tanning attitudes in New South Wales, Australia. Health Education Research, 30, 336-346. doi:10.1093/her/cyv002

            Duke, J. C., Davis, K. C., Alexander, R. L., MacMonegle, A. J., Fraze, J. L., Rodes, R. M., & Beistle, D. M. (2015). Impact of a U.S. antismoking national media campaign on beliefs, cognitions and quit intentions. Health Education Research, 30, 466-483. doi:10.1093/her/cyv017

            Prati, G., Mazzoni, D., Cicognani, E., Albanesi, C., & Zani, B. (2016). Evaluating the persuasiveness of an HIV mass communication campaign using gain-framed messages and aimed at creating a superordinate identity. Health Communication, 31, 1097-1104. doi:10.1080/10410236.2015.1040983

            Bélanger-Gravel, A., Cutumisu, N., Lagarde, F., Laferté, M., & Gauvin, L. (2017). Short-term impact of a multimedia communication campaign on children’s physical activity beliefs and behavior. Journal of Health Communication, 22, 1-9. doi:10.1080/10810730.2016.1245802

            Katz, M. L., Young, G. S., Reiter, P. L., Pennell, M. L., Plascak, J. J., Zimmermann, B. J., . . .  Paskett, E. D. (2017). Process evaluation of cancer prevention media campaigns in Appalachian Ohio. Health Promotion Practice, 18, 201-210. doi:10.1177/1524839916641638



5.4.3 Contextualizing health behavior change campaigns


            Katcher, M. L. (1987). Prevention of tap water scald burns: Evaluation of a multi-media injury control program. American Journal of Public Health, 77, 1195-1197. 

            Webne, S. L., & Kaplan, B. J. (1993). Preventing tap water scalds: Do consumers change their preset thermostats? American Journal of Public Health, 83, 1469-1470.

            French, S. A., Story, M., Fulkerson, J. A., & Hannan, P. (2004). An environmental intervention to promote lower-fat choices in secondary schools: Outcomes of the TACOS study. American Journal of Public Health, 94, 1507-1512.



For further reading:

            Yanovitzky, I. (2002). Effect of news coverage on the prevalence of drunk-driving behavior: Evidence from a longitudinal study. Journal of Studies on Alcohol, 63, 342-351.

            Ray, J. G., Vermeulen, M. J., Boss, S. C., & Cole, D. E. C. (2002). Declining rate of folate insufficiency among adults following increased folic acid fortification in Canada. Canadian Journal of Public Health-Revue Canadienne de Sante Publique, 93, 249-253.

            Freudenberg, N. (2005). Public health advocacy to change corporate practices: Implications for health education practice and research. Health Education and Behavior, 32, 298-319.

            Dorfman, L., & Wallack, L. (2007). Moving nutrition upstream: The case for reframing obesity. Journal of Nutrition Education and Behavior, 39, S45-S50.

            Leyden, K. M., Reger-Nash, B., Bauman, A., & Bias, T. (2008). Changing the hearts and minds of policy makers: An exploratory study associated with the West Virginia Walks campaign. American Journal of Health Promotion, 22, 204–207.

            Mansi, I., Mansi, N., Shaker, H., & Banks, D. (2009). Stair design in the United States and obesity: The need for a change. Southern Medical Journal, 102, 610-614.

            Kerr, J., Norman, G. J., Adams, M. A., Ryan, S., Frank, L., Sallis, J. F., Calfas, K. J., & Patrick, K. (2010). Do neighborhood environments moderate the effect of physical activity lifestyle interventions in adults? Health & Place, 16, 903-908. doi:10.1016/j.healthplace.2010.05.002

            Pooley, C. G., Horton, D., Scheldeman, G., Mullen, C., Jones, T., Tight, M., Jopson, A., & Chisholm, A. (2013). Policies for promoting walking and cycling in England: A view from the street. Transport Policy, 27, 66-72. doi:10.1016/j.tranpol.2013.01.003

            Iles, I., Atwell-Seate, A., & Waks, L. (2017). Stigmatizing the other: The unintended consequences of eating disorder public service announcements. Journal of Health Psychology, 22, 120-131. doi:10.1177/1359105315595453



Daniel J. O'Keefe home page
Daniel J. O'Keefe email