Telling stories: The differential impact of narrative and non-narrative films in stimulating interpersonal discussion

Background: One of the intermediate impacts that public health campaigns can have is to increase interpersonal discussion about the health topic in question. Previous research has found that such discussion can amplify the effects of a campaign by increasing campaign diffusion. Purpose: To compare the impact of a narrative versus a non-narrative film that both include the same 18 facts about cervical cancer prevention behaviors in stimulating interpersonal discussion. Methods: This study used a pre-test/post-test design in which over 1,000 women were randomly assigned to view either a narrative or non-narrative film presenting the same 18 cervical cancer-related facts. In the pre-test and post-test, women were asked whether they discussed Pap tests and/or the HPV vaccine with their significant other, mother, daughter, other female relative, or a female friend. Results: Those women who viewed the narrative version of the film reported that they were more likely to discuss Pap tests with their daughters or with their other female relatives than those who viewed the non-narrative version of the film. However, no significant differences in interpersonal discussion about the HPV vaccine were found. Discussion: Information conveyed through narratives or stories may provoke more interpersonal discussion than the same information conveyed in non-narratives. The implications of these findings and recommendations for public health communication campaigns are discussed.