ERIC Number: ED245865
Record Type: RIE
Publication Date: 1980-Oct
Reference Count: 0
Television Public Service Annoncements: Are They an Effective Channel for Communicating Health Information to Urban Mexican Americans?
Gombeski, William R.; And Others
To document the effects of television public service announcements (PSAs) in a community setting, a public service campaign was designed and implemented to stimulate awareness of and behavioral response to problems of hypertension among urban Mexican Americans in Houston. Three pretested Spanish language PSAs were designed to motivate the audience to call for additional information about the control of hypertension. The PSAs were aired 224 times over 6 weeks on all local television stations during daytime and prime time viewing periods. A three-phase evaluation of the effectiveness of the PSAs consisted of telephone surveys of adults in randomly selected Mexican American households. Over one-third of the 499 surveyed adults reported awareness of the PSAs. Also, a significantly greater percentage of the group exposed to the PSAs reported subsequently dicussing their blood pressure with their physician, family, or friends; 16.5% reported having a blood presure checkup. The 101 viewers who called for more information were more likely to have less education, have lower incomes, and be female. Results indicated that a Spanish language PSA campaign can reach a large segment of the Mexican American population and can motivate them to take action. (SB)
Descriptors: Behavior Change, Bilingual Instructional Materials, Cardiovascular System, Health Education, Hypertension, Information Dissemination, Mass Media Effects, Media Research, Mexican Americans, Program Effectiveness, Programing (Broadcast), Public Health, Spanish Speaking, Television, Urban Population
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Sponsor: National Heart and Lung Inst. (DHHS/NIH), Bethesda, MD. National High Blood Pressure Education Program.
Authoring Institution: Baylor Coll. of Medicine, Houston, TX.
Identifiers: Public Service Advertising
Note: Paper presented at the Annual American Public Health Association Meeting (108th, Detroit, MI October 19-23, 1980).