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Public Awareness Campaigns on Palliative Care: Applying a Multidimensional Model to Understand the Reception by the
Marjolein Matthys1,2, Benedicte Deforche3,4, Luc Deliens1,2
1End-of-Life Care Research Group, Department of Public Health and Primary Care, Ghent University, Gent, Belgium.
Qualitative Health Research
|December 12, 2024
Summary
Public awareness campaigns on palliative care are interpreted differently. Campaigns highlighting patient agency and social context are more effective in shaping positive public perceptions and engagement with palliative care services.
Area of Science:
- Palliative Care Research
- Public Health Communication
- Audience Reception Studies
Background:
- Public awareness campaigns aim to improve understanding and reduce stigma surrounding palliative care.
- Limited research exists on how the general public receives and interprets these campaigns.
Purpose of the Study:
- To examine the interpretation, evaluation, and engagement with public palliative care campaigns by the general public.
- To understand factors influencing public reception of palliative care messaging.
Main Methods:
- Qualitative analysis of 10 focus groups (65 participants) discussing three public palliative care campaigns.
- Application of Schrøder's multidimensional audience reception model.
Main Results:
- Campaign reception varied significantly, influenced by personal experiences with serious illness.
- Messages emphasizing patient agency, resilience, and social context were better received.
- Campaigns successfully broadening perceptions beyond end-of-life care were those that centered patient voices.
Conclusions:
- Diversified communication strategies are essential for effective public engagement with palliative care.
- Destigmatizing palliative care requires destigmatizing serious illness and highlighting patient agency.
- Enhancing personal relevance in campaign messaging is key to influencing public understanding.
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