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Process Evaluation in Health Communication Media Campaigns: A Systematic Review.

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Health communication media campaigns often lack detailed process evaluations. While reach and recruitment are reported, how these inform strategy is often missing, limiting campaign insights.

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Area of Science:

  • Public Health
  • Health Communication
  • Evaluation Science

Background:

  • Health communication media campaigns are crucial for public health interventions.
  • Process evaluation is vital for understanding campaign implementation and impact.
  • Current practices in process evaluation for media campaigns require systematic examination.

Purpose of the Study:

  • To systematically review methods, findings, and dissemination of process evaluation in health communication media campaigns.
  • To assess the scope and quality of process evaluation reporting in published literature.
  • To identify gaps and provide recommendations for best practices in campaign process evaluation.

Main Methods:

  • Systematic review of peer-reviewed literature.
  • Inclusion criteria focused on empirical studies of health media campaigns with process evaluation.
  • Data extraction and synthesis using a coding scheme based on 9 best practice elements of process evaluation.

Main Results:

  • 46 articles were included from 691 unique records.
  • 71.7% of articles focused on process evaluation, but only 39.1% detailed its impact on campaign strategy.
  • Reporting of process evaluation elements like reach and recruitment was inconsistent, with an average of 4.39 elements reported.

Conclusions:

  • Process evaluation offers critical insights into campaign mechanisms but is underrepresented in literature.
  • Inconsistent reporting and limited detail hinder the full utilization of process evaluation findings.
  • Recommendations are provided to enhance evidence-based process evaluation components for health communication campaigns.