Transcript H571 Week 7 - Freudenberg et al. Public Health Campaigns

Public Health Campaigns to Change
Industry Practices That Damage Health:
An Analysis of 12 Case Studies
Alicia Griggs
H571
Fall, 2014
Agenda
• Study Objectives
• Methods
• Brief Description of the 12 Campaigns
• Findings
• Limitations
• Future Implications for Research
Study Objective
• To examine the interactions between
campaigns and their industry opponents
• To explore the roles of government,
researchers, and media
• To identify characteristics of campaigns
that are more or less effective in changing
health-damaging practices.
Study Methods
• Multiple-case-history methodology
• Researchers utilized a variety of internet and
computer-based research strategies to develop
the database of campaigns
• Search criteria;
• activities directed at a specific practice in one of the 6
•
•
identified industries
Designed to influence change in corporate practices
Identified clearly defined & specific objectives related
to health
Each author reviewed the 12 written case histories
and coded them thematically using 12 categories
Activity Warning
• Based on the brief descriptions of the 12
campaigns, try to identify the campaigns using
components of the reception- yielding model
and/or the elaboration likelihood model.
• Also, given the campaign examples, try to
identify the various components of social
marketing
• Example; product, price, promotion, place
12 Study Campaigns Cont.
Alcohol
Health Concern: Underage drinking and its
associated injuries and death
• Stop Alcopops (1997-Present)
• Campaign works to remove alcopops from the
market by targeting both federal regulatory
agencies and local retailers
12 Study Campaigns Cont.
Alcohol
• Alcohol Free Sports TV (2003-Present)
• Mobilized colleges and professionals to
persuade the National College Athletic
Association to end television advertising of
beer during its events
• Website:
http://cspinet.org/booze/CAFST/
12 Study Campaigns Cont.
Automobiles
Health Concern: Pollution-related respiratory
conditions
Campaign to strengthen California Emissions
Standards (2002-present)
• Establish stricter state auto emission standards
than mandated by federal law to reduce
greenhouse gases and global warming
12 Study Campaigns Cont.
Automobiles
• Improve SUV Fuel Efficiency (1997-present)
• National campaign led by the environmental group,
Sierra Club to strengthen regulation of SUVs to reduce
air pollution
12 Study Campaigns Cont.
Firearms
• Health Concern: Gun-related injuries and death
The Million Mom March for Gun Control (1999-2000)
• Organized protest to pressure congress and the
president to make gun control a national priority
• Rosie O’Donnell Speaks at the Million Mom March ( 2
Min 4 sec.)
http://www.youtube.com/watch?v=OeaT0V9yCV4
12 Study Campaigns Cont.
• Close Loophole on Gun Advertising (2001present)
• This campaign received commitment to
eliminate classified gun advertising by unlicensed
dealers one newspaper at a time.
• https://www.facebook.com/ClosetheGunShowLoophole
12 Study Campaigns Cont.
Food and Beverages
Health Concern: Obesity
Get Coke out of Seattle Schools (1996-2004)
• Campaign to mobilize Seattle parents and the
school board to remove the contract with the coca
cola company.
Label or Ban Trans Fats campaign (1994-present)
• The FDA was petitioned to require food
manufacturers label trans fat content of their
products.
12 Study Campaigns Cont.
Pharmaceuticals
Health Concern: over- and underuse of prescription
drugs
Lower Price of Norvir (2003-2004)
•
Campaign to confront Abbott Pharmaceuticals to
roll back the price of a HIV drug.
Stop Patient Channel Drug Advertising (1998-2003)
• Worked to stop the marketing of prescription
drugs on private television network operated by
general electric and broadcast directly to patients.
12 Study Campaigns Cont.
Tobacco
Health Concern: Tobacco-related heart disease and cancer
Stop Uptown Cigarettes (1990-1992)
• Ended the development of the cigarette brand targeted for
Black smokers in Philadelphia
Fight Kool Cigarettes Target Marketing Campaign
(2004)
• The National African American Tobacco Prevention
Network organized this campaign to challenge Kool
marketing to African American youth.
Activity Question
• Reception- yielding model:
PresentationAttentionComprehensionYielding
RetentionBehavior
• Elaboration likelihood model:
Central route processing (detailed information)
Peripheral route processing(emotion & feelings)
• Social Marketing
Product
Price
Promotion
Place
Study Findings
Qualities of Effective Campaigns:
• Local campaigns
• Involvement of multiple stakeholders &
diverse groups
• Involvement of government officials
• Use of multiple strategies
• Sensitivity to changing political context
• Advocates frame their campaigns on
children’s health and social justice
Limitations
• Selection of convenience sample may not be
representative of all public health campaigns
• No measures of the campaign’s financial resources
• Not possible to fully assess the effectiveness of campaigns
using standardized measures
• The 12 campaigns carried out their work in different time
frames and for different durations
• Ratings of effectiveness were based on qualitative
assessment of overall success
Future Implications for Research
Questions for additional study:
• How can the cumulative adverse public health impact of
corporate practices be measured?
• To what extent are campaigns such as those studied here an
effective means to curb this impact?
• What are the social and economic costs of these campaigns?
• Under what circumstances do their health benefits outweigh
these costs?
• What is the cost-effectiveness of these strategies as compared
to others?
• For campaigns that are successful, are there differences in
what strategies are most effective at the local and national
levels?
Questions