Abstract
This paper focuses on effective messaging practices identified in data collected after 10 years of implementing a gain-framed messaging campaign encouraging healthier behaviors in middle-aged and older adults. In Study 1, we measured message recall and intended health behaviors in an intercept survey of 733 adults. Binary logistic regression indicated that women were more likely than men to report intent to change behavior. Recalling messages from billboards or fliers was associated with a lower likelihood of intended behavior change, and media type was associated with intended behavior for those who saw the message online (reducing screen time) or on television (increasing physical activity and ceasing smoking). Study 2 focused on adult generational differences in response to the campaign and types of media used to access information. Data from an intercept survey of 604 clients at agencies serving low-income adults were segmented into three age groups: under 35, ages 35–54, and ages 55+. Recall and reaction to campaign materials differed by age group, and the influence of life stage factors and health costs varied across age groups. Television and newspapers were most frequently reported by the oldest group, and social media and online news/blogs were most frequently chosen by the youngest group. Campaign response of adults older than age 35 aligned with goals of improving health behaviors. Together, these studies indicate that diffuse messaging strategies may raise overall awareness, and targeted strategies may be more influential in motivating behavior change. Influential factors and media should be differentially leveraged to target different age cohorts of adults.
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Data Availability
The data that support the findings of this study are available from the corresponding author (KK) on reasonable request.
Change history
29 January 2022
The journal title in the running head was published as ‘The Journal of Primary Prevention’. This has been corrected as ‘Journal of Prevention’.
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Acknowledgement
This project was funded in part by the U.S. Department of Agriculture (USDA) Supplemental Nutrition Assistance Program. This funder did not have a role in study design; collection, analysis or interpretation of data; writing the report; or deciding to submit the report for publication. This work does not reflect the official views of the USDA.
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All authors contributed to the study conception and project administration. Data collection was performed by Mehrle and Keller, and analysis were performed by Keller. The first draft of the manuscript was written by Keller; all authors edited and approved the final manuscript.
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Keller, K.J.M., Mehrle Elliott, D. & Britt-Rankin, J. Adults’ Reaction to Public Health Messaging: Recall, Media Type, and Behavior Change Motivation. J Primary Prevent 43, 125–141 (2022). https://doi.org/10.1007/s10935-021-00661-0
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DOI: https://doi.org/10.1007/s10935-021-00661-0