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Avoiding a knowledge gap in a multiethnic statewide social marketing campaign: is cultural tailoring sufficient?
- Source :
-
Journal of health communication [J Health Commun] 2011 Mar; Vol. 16 (3), pp. 314-27. - Publication Year :
- 2011
-
Abstract
- In 2007, the State of Hawaii, Healthy Hawaii Initiative conducted a statewide social-marketing campaign promoting increased physical activity and nutrition. The campaign included substantial formative research to develop messages tailored for Hawaii's multiethnic Asian and Pacific Islander populations. The authors conducted a statewide random digital dialing telephone survey to assess the campaign's comparative reach among individuals with different ethnicities and different levels of education and income. This analysis suggests that the intervention was successful in reaching its target ethnic audiences. However, a knowledge gap related to the campaign appeared among individuals with incomes less than 130% of the poverty level and those with less than a high school education. These results varied significantly by message and the communication channel used. Recall of supermarket-based messages was significantly higher among individuals below 130% of the poverty level and those between 18 and 35 years of age, 2 groups that showed consistently lower recall of messages in other channels. Results suggest that cultural tailoring for ethnic audiences, although important, is insufficient for reaching low-income populations, and that broad-based social marketing campaigns should consider addressing socioeconomic status-related channel preferences in formative research and campaign design.
- Subjects :
- Adolescent
Adult
Advertising
Aged
Asian statistics & numerical data
Diet
Exercise
Female
Hawaii
Humans
Male
Mass Media
Mental Recall
Middle Aged
Native Hawaiian or Other Pacific Islander statistics & numerical data
Socioeconomic Factors
Young Adult
Asian psychology
Cultural Characteristics
Health Knowledge, Attitudes, Practice
Health Promotion methods
Native Hawaiian or Other Pacific Islander psychology
Social Marketing
Subjects
Details
- Language :
- English
- ISSN :
- 1087-0415
- Volume :
- 16
- Issue :
- 3
- Database :
- MEDLINE
- Journal :
- Journal of health communication
- Publication Type :
- Academic Journal
- Accession number :
- 21298585
- Full Text :
- https://doi.org/10.1080/10810730.2010.535111