Overview. Mass media campaigns can help increase women's participation in preventive health care services.[1] Mass media can include television advertising campaigns, print media, social media, or other communication channels to promote screening and preventive care.
Evidence. Moderate Evidence.
Strategies with this rating are likely to work...
Access the peer-reviewed evidence through the MCH Digital Library or related evidence source.
Potential Data Sources. Data to support this strategy can be accessed through:
- Media outlet engagement data and analytics
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Partner feedback and collaboration reports
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Referral data
Outcome Components.
This strategy has shown to have impact on the following outcomes
(Read more about these categories):
- Health and Health Behaviors/Behavior Change. This strategy improves individuals' physical and mental health and their adoption of healthy behaviors (e.g., healthy eating, physical activity).
- Utilization. This strategy improves the extent to which individuals and communities use available healthcare services.
- Access to/Receipt of Care. This strategy increases the ability for individuals to obtain healthcare services when needed, including preventive, diagnostic, and treatment services.
Detailed Outcomes.
For specific outcomes related to each study supporting this strategy,
access the peer-reviewed evidence
and read the Intervention Results for each study.
Intervention Type.
Outreach (Read more about intervention types and levels as defined by the
Public Health Intervention Wheel).
Intervention Level.
Community-Focused
Examples from the Field.
Access descriptions of ESMs
that use this strategy or aligned components.
Sample ESMs.
Here are sample ESMs to use as models for your own measures using the RBA framework
(see The Role of Title V in Adapting Strategies).
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Quadrant 1:
Measuring Quantity of Effort (“What/how much did we do?”)
- Number of media outlets and channels utilized to promote preventive medical visits, including television, print, social media, and other communication platforms. (Measures the breadth of the media campaign's reach)
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Number of media campaign materials developed and disseminated, such as advertisements, public service announcements, social media posts, and informational articles. (Measures the volume and frequency of campaign content production and distribution)
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Quadrant 2:
Measuring Quality of Effort (“How well did we do it?”)
- Percent of media campaign materials that adhere to evidence-based health communication principles, such as clear and compelling messaging, and calls to action. (Measures the quality and effectiveness of campaign material design)
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Percent of media campaign partnerships that involve trusted community voices, influencers, and organizations to enhance the credibility and resonance of the campaign's messaging. (Measures the incorporation of community-based perspectives and assets in the campaign's implementation)
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Quadrant 3:
Measuring Quantity of Effect (“Is anyone better off?”)
- Number of innovative partnerships and cross-sector collaborations leveraged to extend the reach and impact of the media campaign, such as collaborations with employers, schools, faith-based organizations, and social service agencies. (Measures the campaign's integration with other community-based health promotion efforts)
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Number of policies and systems changes supported and implemented as a result of the increased public awareness and demand for preventive medical visits generated by the media campaign. (Measures the campaign's influence on creating an enabling environment for preventive care access and utilization)
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Number of individuals from populations who have had the ability to access preventive medical visits for the first time as a result of tailored media campaign efforts. (Measures the campaign's success in reaching and engaging populations facing significant challenges to preventive care)
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Number of best practices, lessons learned, and case studies documenting the successful implementation and impact of the media campaign that are shared and replicated across other communities and jurisdictions. (Measures the campaign's potential for spread, scale, and continuous improvement)
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Quadrant 4:
Measuring Quality of Effect (“How are they better off?”)
- Percent of media campaign content and messaging that is tailored to address the unique challenges, motivators, and preferences of populations served by Title V in preventive medical visit utilization. (Measures the focused customization of campaign strategies)
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Percent of media campaign resources and partnerships dedicated to reaching and engaging communities with the lowest rates of preventive medical visits and the highest burden of preventable health conditions. (Measures the prioritization of campaign efforts to address improvements in health outcomes)
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Percent reduction in gaps in preventive medical visit rates and related health outcomes between populations tailored by the media campaign and those not tailored. (Measures the campaign's impact on closing preventive care gaps)
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Percent of individuals from focus populations who report sustained engagement in preventive medical visits, improved health outcomes, and enhanced quality of life as a result of the media campaign influence on their health-seeking behaviors and attitudes over time. (Measures the campaign's enduring impact on health outcomes and population well-being)
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Note. When looking at your ESMs, SPMs, or other strategies:
- Move from measuring quantity to quality.
- Move from measuring effort to effect.
- Quadrant 1 strategies should be used sparingly, when no other data exists.
- The most effective measurement combines strategies in all levels, with most in Quadrants 2 and 4.
Learn More. Read how to create stronger ESMs and how to measure ESM impact more meaningfully through Results-Based Accountability.
References
[1] Morrell, S., Perez, D. A., Hardy, M., Cotter, T., & Bishop, J. F. (2010). Outcomes from a mass media campaign to promote cervical screening in NSW, Australia. Journal of Epidemiology & Community Health, 64(9), 777-783.
