RESUMO
OBJECTIVES: This study was conducted to evaluate the effectiveness of a suicide prevention advertising media campaign by the Korea Suicide Prevention Center in 2014 and to analyze the changes in the levels of suicide prevention related-knowledge, attitude, and behavior of the advertisement viewers. METHODS: Data of 703 participants who responded to both the pre and post telephone surveys out of 1100 adults aged 19 or over randomly selected nationwide were analyzed using a stratified proportional quota sampling method considering sex, age, and region by a survey agency. A propensity score matching (PSM) analysis was used to adjust for potential biases in estimated effects. RESULTS: Of 703 participants who completed pre and post survey interviews, 25.9% watched the media campaign. Comparing the knowledge, attitude, and behavior scores between the advertisement viewers (n=182) and non-viewers (n=521), of those who watched the media campaign, participants' knowledge score showed a statistically significantly increase in all methods of the PSM analysis while there were no statistically significant changes in attitude and behavior. CONCLUSION: The results supported the effectiveness of a suicide prevention media campaign in terms of knowledge, but not of attitude and behavior related to suicide prevention. Further long-term large evaluation studies are suggested.
Assuntos
Adulto , Humanos , Viés , Coreia (Geográfico) , Pontuação de Propensão , Suicídio , TelefoneRESUMO
This article discusses the role of evidence-based media advocacy in the promotion of tobacco control policies. Evidence is a driving force for campaigns seeking to implement a tobacco control policy. An effective campaign is based in evidence that demonstrates why a policy should be implemented, and what the potential benefits are. Media advocacy is the process of disseminating information through the communications media where the aim is to effect action, such as a change of policy, or to alter the public's view of an issue. Discussion focuses on: 1) the importance of, and methods for, collecting and communicating evidence and information to make it clear and usable for legislators, the media, and the public; and 2) the role of earned and paid media in advancing tobacco control issues. The discussion is made within the context of a specific advocacy example; in this case the 2010 campaign to increase the tobacco tax in Mexico.
Este artículo presenta el papel que desempeña la abogacía en los medios de comunicación, mediante información basada en evidencia para la promoción de mejores políticas del control del tabaco. La evidencia es la fuerza impulsora de las campañas destinadas a promover una política de control de tabaco. Una campaña efectiva se basa en evidencia que demuestra por qué la política debe ser implementada, e indica los beneficios posibles. Abogar en los medios es el proceso de difusión de la información a través de medios de comunicación donde el objetivo es llevar a cabo una acción, por ejemplo un cambio de política, o alterar la visión del público sobre un tema. El manuscrito se concentra en: 1) la importancia de, y los métodos para, la recopilación y comunicación de datos e información para que sea clara y útil para los legisladores, medios de comunicación y el público; y 2) el papel de los medios y medios pagados comerciales en impulsar acciones para el control del tabaco. El manuscrito se enfoca en el contexto de un ejemplo de promoción específica, en este caso la campaña de 2010 para aumentar el impuesto al tabaco en México.