Evaluation of the awareness of Western Australian SunSmart campaigns between 2008 and 2022

IF 1.4 4区医学 Q3 PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH Health Promotion Journal of Australia Pub Date : 2024-02-25 DOI:10.1002/hpja.851

Ying Ru Feng, Sarah Ward, Derrick Lopez, Carolyn Minto, Sally Blane, David B. Preen

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Abstract

Issue Addressed

It is unknown whether SunSmart health promotion campaigns in Western Australia are still effectively reaching their target audience of young people (under 45 years). This study examined trends over time in awareness, relevancy and believability of SunSmart advertisements and identified socio-demographic characteristics and risk factors associated with campaign awareness.

Method

Linear regression and log-binomial modelling were undertaken using data from the annual SunSmart post-campaign evaluation surveys between 2008/2009 and 2021/2022. SunSmart campaigns were analysed and categorised into the following themes: (1) personal real-life stories; (2) daily activities/sun exposure leads to skin cancer; or (3) cartoon/animated.

Results

Between 2008 and 2022, there were declines in total awareness (74.2% to 20.4%), unprompted awareness (33.7% to 4.9%) and relevancy (89.5% to 54.8%) of SunSmart advertisements (representing annual percent decreases of 3.6%, 3.1% and 1.8%, respectively). However, believability remained high over time (>94% in each annual survey). Trends were inconsistent between the awareness of campaign themes and socio-demographic characteristics and risk factors. Several campaigns had greater awareness in their subsequent years, compared with the first campaign year.

Conclusion

In more recent years, SunSmart advertisements and campaigns may not have reached their target audience. In addition to socio-demographic characteristics, particularly age, advertisement factors may also affect the awareness of specific campaigns.

So What?

Given the changing advertising landscape and its rising costs, ongoing funding is pertinent to increase the reach of future SunSmart campaigns. Increasing advertisements on alternative platforms and designing campaigns which separately target adolescents and adults need to be considered.

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对 2008 年至 2022 年期间西澳大利亚州 "阳光智选 "活动的认知度进行评估

问题探讨西澳大利亚州的 "阳光智选"（SunSmart）健康推广活动是否仍能有效覆盖其目标受众--年轻人（45 岁以下）--尚不得而知。本研究考察了太阳智选广告的认知度、相关性和可信度的长期趋势，并确定了与活动认知度相关的社会人口特征和风险因素。方法利用 2008/2009 年至 2021/2022 年期间太阳智选活动后评估年度调查的数据，进行线性回归和对数二项式建模。结果在 2008 年至 2022 年期间，阳光智选广告的总认知度（74.2% 降至 20.4%）、无提示认知度（33.7% 降至 4.9%）和相关性（89.5% 降至 54.8%）均有所下降（年降幅分别为 3.6%、3.1% 和 1.8%）。然而，可信度随着时间的推移仍然很高（每次年度调查均为 94%）。宣传活动主题的认知度与社会人口特征和风险因素之间的趋势并不一致。结论近年来，SunSmart 的广告和活动可能还没有触及目标受众。除了社会人口特征（尤其是年龄）外，广告因素也可能影响特定活动的认知度。鉴于广告环境的变化及其成本的上升，持续的资金投入对于扩大未来阳光智选活动的覆盖范围至关重要。需要考虑在其他平台上增加广告，并分别针对青少年和成年人设计活动。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Health Promotion Journal of Australia PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH-

CiteScore

3.10

自引率

10.50%

发文量

115

期刊介绍： The purpose of the Health Promotion Journal of Australia is to facilitate communication between researchers, practitioners, and policymakers involved in health promotion activities. Preference for publication is given to practical examples of policies, theories, strategies and programs which utilise educational, organisational, economic and/or environmental approaches to health promotion. The journal also publishes brief reports discussing programs, professional viewpoints, and guidelines for practice or evaluation methodology. The journal features articles, brief reports, editorials, perspectives, "of interest", viewpoints, book reviews and letters.