Health Public Service Advertising Campaigns Health And Social Care Essay

health worldly concern Service Advertising Campaigns health And Social C be EssayThe flurry of ads associated with cosmos divine service campaigns raises whatsoever(prenominal) questions regarding its worth and say-so. Public service advertisements (prostate specific antigen) or announcements argon promotional physical that addresses problems assumed to be of general concern to citizens at large. prostate specific antigen typically attempt to increase human race sentiency of such problems and their possible resolvents, and in many instances as hygienic try to influence earthly concern beliefs, attitudes, and behavior concerning them (OKeefe, 1990). much or less of the prostate specific antigen deal with health of personal safety topics, including alcohol and medicine abuse, preventive health care, traffic safety, nutrition etc. Some PSA similarly include environmental issues, educational and literacy issues, consumer issues, and general humanitarian concerns excha ngeable hygiene and cleanliness issues. Mass media audiences are generally attentive and give incontrovertible reactions to such advertisements.Healthcare in India is the responsibility of constituent states and territories of India. The Constitution charges e very(prenominal) state with raising of the direct of nutrition and the meter of living of its multitude and the improvement of public health as among its primary duties. The National Health Policy was endorsed by the Parliament of India in 1983 and updated in 2002.Health related to to public service campaigns are the announce campaigns that are run by the presidency to constrain awareness 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 establishment uses tv, newspaper, hoardings and radio. Some cartridge holder s rallies are also organized to create awareness among population. The example of these kind of campaigns are help awareness campaign run by the government under the pennon of matter acquired immune deficiency syndrome experience organization (NACO), Campaign for tuberculosis, malaria and polio are other examples. Sometimes famous celebrities are taken in the advertisements to create more impact.The s rear end has been undertaken with an objective to measure the incumbranceiveness of health related public service advertisement campaigns which are run by the government of India. The break down included three campaigns which are malaria, tuberculosis and AIDS,Over the years, an change magnitude aim of insecticide-resistance has create in the malarial vectors in many split of the numberry, while the incidence of the more deadly P-Falciparum Malaria has risen to about 50 percent in the country as a whole. In wonder of TB, the public health scenario has non shown any signi fi mintt decline in the pool of infection amongst the community, and there has been a distressing trend in the increase of drug resistance to the type of infection prevailing in the country. A new and extremely virulent communicable disease human immunodeficiency virus/AIDS has emerged on the health scene. As there is no breathing therapeutic cure or vaccine for this infection, the disease constitutes a monstrous threat, not merely to public health alone to economic increase in the country also. (NHP 2002)Literature ReviewPublic service advertising (PSA) campaigns are widespread around the Globe. Public service announcements are a type of advertising, sponsored by either government agencies or other organizations, to invoke causes and activities generally considered socially desirable (Garbett, 1981). PSAs use paid as well as donated media for creating awareness for social issues. Such advertising is generally produced and distri preciselyed on a cooperative basis by governm ental agencies or non- arrive at-making organizations working in cooperation with private advertising and mass media companies. Generally the nitty-gritty or programming, while the participating advertising agency and media companies provide originative services, media planning and dissemination services on a not for pro tick off basis. Studies break anchor no distinction in the intensity with the either type of media. Based on self-reported behavior from sample surveys and official count s of incapacitating and fatal highway accidents, in three merchandise field experiments comparing the durability of Paid versus Donated Media in decreasing young male drinking and driving, the understand found both type of media strategies to be equally effective (Murry Jr., 1996). The placement of PSAs has long been debated and earlier studies reveal that just about of the PSAs were being placed during non-prime time especially between 7am to 6pm on weekdays (Hannmen et al, 1973). onl y if recent epitome of advertising pattern indicates more favorable time distribution. Same pattern has been observed in India also.In a study to explore effects of message framing of health advertisements and individual differences in temporal predilection 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 restrictive 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 human immunodeficiency virus-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 wer e more ilkly to rate their chances of contracting HIV as low or none. The respondents expressed less desire to encounter more information. The use of an all-mnemonic phone number resulted in a dual increase in intend 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 confidence on either a single PSA or TV PSAs alone to affect knowledge, perceptions, or intentions (Nowak, 1993).A study to measure effectiveness of PSAs found that it is necessary to conduct falsifiable research to determine the comminuted variables influencing a given behavior also there is a adopt to critically evaluate the say-so effectiveness of a given PSA. As all PSAs might not be equally effective and some even might admit ban effect. To be effective the PSA engage to provide new information and perceived as possible (Fishbein, 2002).Public service campaigns are often develop ed without prior judicial decision of target audience felt needs and perceptions audience are not segmented into subgroups indicated by these characteristics, and message and material development proceeds without pre interrogation the effect of such reckons as message clarity, charms or showers with target audience (Bratic, 1981). Although testing message in pre-finished form, the producer so-and-so identify and correct, potential irresolutenesses and department of corrections would be time and budget affordable. In absence of a exchangeable Health message testing service, effectiveness needs to be check over through post testing. Studies uniform this one can offer implications for theory, as well as for creators of public service advertising campaigns. North bound Area Health Service (NCAHS) conducted a seven week television advertising campaign to raise community awareness of the availability of drop adult pneumococcal vaccination and to increase coverage among North shore residents. Effectiveness of the campaign was evaluated by examining vaccine ordering patterns of North seacoast vaccination providers keeping previous year as a base. In the months during and immediately following the advertising campaign, a importantly higher harmonize of vaccines were dispatched to North Coast immunization service providers (Wallace, 2008). An intervention approach use 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 cosmos and thereby support normative change, but also to engage the about vulnerable segments of this audience to reduce HIV-associated risk behaviors. This study provides further evidence that if a media campaign achieves high flick and is developed on the basis of careful formative research it can be an effec tive HIV-prevention tool for reaching high-risk youth within communities that need them the most. PSAs containing strong verbal claims are rated as more effective than those with weak claims. Arousing messages with weak claims are perceived as least effective. Surprisingly 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, local 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 presumptive spokesperson. The national celebrity, Ashlee Simpson, was the least credible and the least believable. The local celebrity was more credib le and believable than the national celebrity, but no more so than the hurricane victim (Toncar, 2007). No studies were found in Indian context regarding effectiveness of PSA. An attempt is being made to explore this area through this empirical study.Research 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 major research approach. The study used survey method of obtaining information, which is base 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 cosmos The study is carried out in Ahmedabad city of India. The total urban population of city becomes population for the study.Sampling Unit Sa mpling 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 sample distribution unit for the purpose of the study.Sampling technique Non probability convenience ingest was used. Care was taken to make the sample representative of the developed population. size of the Sample Respondents for the study were 150.Instrument for data paradeFor data collection a survey using a structured questionnaire was conducted. To Measure effectiveness a questionnaire consisting of open and close stop questions was used. The questionnaire included surpass developed by-Leavitt, Clark. (1970). A Multidimensional Set of Rating Scales for Television Commercials, Journal of utilise 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 advertizings using forty Five items with eight-spot dimensions like up-and-coming, Amusing, Personal relevancy, dictatorial, sensual, Familiarity, Novel and dislike.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 leadingPeople strongly agreed to impact of Celebrity and Religious leadership in creating awareness through PSAs ( connote 3.84). In terms of source credibility i.e. effectiveness of Celebrity endorsers in PSAs, beggarly score for Attractiveness (4.50) was highest followed by Trus bothrthiness (3.93) and Expertise (3.61). It implies that popular celebrities are helpful in draftsmanship attention of masses towards the campaign. Mer ely appearance in the advertisement increases the recall of the advertisement and thus increasing effectiveness of PSA.Useful Information Communicated by the campaignAs evident from high mean score (3.37), batch do believe that they gain useful information from the PSAs.Effectiveness 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 forecast scale where 1 indicated does not fit and 5 indicated fits extremely well. The haemorrhoid for last dimensions were reverse coded to judge overall effectiveness of the advertisements. As can be seen scores for personal relevance, familiarity and dislike (reverse coded) are higher. Thus it can be sympathisered 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 Disl iked dimensions were high (reverse coded) indicating large number 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 relevance3.433.363.46Authoritative2.742.732.85Sensual2.532.612.76Familiarity3.103.093.27Novel2.882.802.82Disliked3.653.613.60Overall Mean2.902.892.96 constituent AnalysisThere are two preconditions for running factor analysis. They are measure of sampling adequacy should be greater than 0.5 and second being determinant treasure should be non zero. For all the factor models ran as mentioned in table 1, both these conditions are satisfied.TABLE 2 ALTERNATIVE factor in MODELSScaleNumber of factorsFactor ModelExplained variationNumber of factorsTB12e176%TB08Eight factors66.7%Malaria12e175.9%Malaria08Eight factors65.5% assist12e176.11%Aids08Eight factors65.5%TBBy factor analysis, it is inferred that wh en we mould for eight factor solution, we are able to deduce eight factors like energetic, mix of amusing and novel, 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 solution 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, ruffle of energetic, Sensual, Disli ked Amusing, Energetic, Authoritative, Mix of familiarity Novel, Personal relevance 1 Personal relevance 2.Difference in perception of respondents of different demographic segments regarding effectiveness of public service advertisementsAs can be seen from table 3, we can infer that for disease TB, the difference in scores for amusing and personal relevance dimensions of Leavitts reaction profile scale for respondents across different income takes 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 di mension 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 statistically 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 centre of SquaresDfMean SquareFSig.Income LevelsAmusing22.90545.7264.527.002Personal Relevance4.31341.0783.216.015Age LevelsEnergetic12.45134.1506.704.000Amusing21.24537.0825.587.001Authoritative5.17831.7263.488.017Sensual9.14533.0485.708.00 1Novel10.16433.3887.532.000Disliked19.89736.63210.750.000GenderEnergetic3.16913.1694.706.032Amusing12.539112.5399,5780.002Disliked9.54119.54114.0600.000TABLE 4 ANOVA RESULTS FOR DISEASE MALARIABetween Groups means of SquaresDfMean SquareFSig.Income LevelsPersonal Relevance5.50141.3753.511.009Age LevelsEnergetic10.92633.6429.089.000Amusing17.48535.8289.304.000Authoritative4.24531.4153.850.011Sensual9.94533.3155.810.001Novel6.59732.1994.206.007Disliked15.92335.3088.339.000GenderBetween 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 Relevance3.57031.1903.432.019Authoritative5.12531.7084.178.007Sensual11.30233.7673.062.030Nov el7.07532.3586.165.001Disliked10.40933.4705.458.001GenderEnergetic4.60514.6058.024.005Amusing6.75016.7508.682.004Personal 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 proper 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 reason out 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 ser vices 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. make headway factor structure has not emerged as compared to the standardized scale. Some dimensions were not deduced in case of all three cases. Differences were found amongst different demographic segments of consumers regarding perception towards the advertisements, signifying importan ce 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 number 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 utter 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 rising 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 character factors of the respondents that might shape their perceptions towards the public service advertisements.