El uso de campañas de medios de comunicación masiva para cambiar el comportamiento de salud
Melanie A Wakefield1, Barbara Loken, Robert C Hornik
1Centre for Behavioural Research in Cancer, Cancer Council Victoria, Carlton, Australia. melanie.wakefield@cancervic.org.au
Lancet (London, England)
|October 12, 2010
Resumen
Las campañas de medios de comunicación de masas promueven efectivamente cambios en el comportamiento de salud en grandes poblaciones. Los factores de éxito incluyen servicios accesibles, programas comunitarios y políticas de apoyo, con campañas más largas que producen mejores resultados.
Área de la Ciencia:
- Salud Pública La salud pública.
- Comunicación de Salud en la Comunicación de Salud
- Ciencias del comportamiento Ciencias del comportamiento.
Sus antecedentes:
- Las campañas de medios de comunicación son una estrategia común para las intervenciones de salud pública.
- La exposición a los mensajes de salud a través de los medios de comunicación es a menudo pasiva y compite con varias influencias.
- Las campañas abordan diversos comportamientos de riesgo para la salud, incluido el uso de sustancias, la salud cardiovascular y la seguridad.
Objetivo del estudio:
- Revisar los resultados de las campañas de los medios de comunicación sobre los comportamientos relacionados con la salud.
- Identificar los factores que contribuyen al éxito de estas campañas.
- Proponer mejoras para futuras iniciativas de salud en los medios de comunicación.
Principales métodos:
- Revisión sistemática de los resultados de las campañas en los medios de comunicación.
- Análisis de los factores que influyen en el cambio de comportamiento.
- Evaluación de la efectividad de las campañas en diversos ámbitos de la salud.
Principales resultados:
- Las campañas de medios de comunicación masiva pueden lograr cambios positivos en el comportamiento de salud o prevenir los negativos en grandes poblaciones.
- La efectividad de la campaña se ve reforzada por la disponibilidad simultánea de servicios, programas comunitarios y políticas de apoyo.
- Las campañas sostenidas y bien financiadas son cruciales para una exposición adecuada de la población.
Conclusiones:
- Las campañas en los medios de comunicación son una herramienta viable para la promoción de la salud pública.
- Los enfoques integrados que combinan medios, servicios y políticas son los más efectivos.
- Se recomienda una mayor inversión en campañas más largas y mejor financiadas para un mayor impacto.
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