Long-term evaluation of a Canadian back pain mass media campaign
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This paper evaluates the long-term impact of a Canadian mass media campaign on general public beliefs about staying active when experiencing low back pain (LBP).
Changes in beliefs about staying active during an episode of LBP were studied using telephone and web-based surveys. Logistic regression analysis was used to investigate changes in beliefs over time and the effect of exposure to campaign messaging.
The percentage of survey respondents agreeing that they should stay active through LBP increased annually from 58.9 to ~72.0%. Respondents reporting exposure to campaign messaging were statistically significantly more likely to agree with staying active than respondents who did not report exposure to campaign messaging (adjusted OR, 95% CI = 1.96, 1.73–2.21).
The mass media campaign had continued impact on public LBP beliefs over the course of 7 years. Improvements over time were associated with exposure to campaign messaging.
KeywordsBack pain Social marketing Mass media campaign Education Beliefs Attitudes
Low back pain
Workers’ compensation board
The authors would like to thank the EMGO+ Institute for their funding support and the Workers’ Compensation Board of Alberta, Leger Marketing, and Advanis Inc. for provision of data.
Compliance with ethical standards
Conflict of interest
All authors declare that they have no conflict of interest.
This study was supported by the EMGO+ Institute for Health and Care Research Travel Grant.
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