Abstract

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.

中文翻译：

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进行“正常健康”运动的混合方法评估结果。

摘要

2015年至2018年，在澳大利亚新南威尔士州实施了“使健康成为正常的肥胖预防大众媒体”运动。该研究使用针对18-54岁男性的三项横断面在线调查评估了该运动的第二阶段（2017-18年） （n  = 4352）和六个焦点小组，男性年龄在35-54岁之间，父母的年龄在5-12岁之间（n = 38），以反映广告系列的目标受众。我们使用线性和逻辑回归来检验关键结果随时间的变化，这与竞选活动理论上的效果层次结构一致。对专题小组的数据进行了专题分析，并在解释阶段将其与调查结果整合在一起。调查结果显示了合理的提示识别能力，尽管无提示的召回率仍然很低，并且其他结果（包括行为）也没有持续，积极的转变。焦点小组的结果表明，这是因为竞选活动的信息虽然被认为是清晰且相关的，但并未解决参与者所经历的限制变革的限制。因此，运动本身不可能导致行为改变。我们需要重新考虑运动在解决多方面决定的复杂问题中的作用。