Search

This paper focuses on a hand-washing campaign conducted at a mid-sized university in the western USA. Using the theoretical framework of the extended parallel process model (EPPM), formative, focus group research nuts conducted. It was determined that common threats used in hand-washing campaigns such as spreading germs and getting sick were not relevant to the students in the target audience, did not have high susceptibility, nor high response efficacy. Rather, the students indicated the grossness of urine and faeces on the hands was the most relevant threat that would yield the highest behaviour change and so campaign messages focusing on the 'gross' factor were created and placed in the randomly selected experimental dorms. Behavioural observations were conducted immediately before and after the campaign. A post-campaign online survey was completed by 518 dorm residents. Results indicate that using EPPM to create health communication messages yields positive behaviour change when formative research is conducted to determine not only self and response efficacy for the behaviour, and susceptibility and severity for the threat, but more importantly, to also determine the most relevant threat for the target audience. Results also appear to support an integrated communication approach to campaign success, as discussion about campaign messages with friends yielded increased variance in hand washing among these students. A version of this paper was presented at the Kentucky Conference on Health Communication, 17--19th April, 2008. [ABSTRACT FROM AUTHOR]