Relationship between Exposure to a Health Communication Campaign and Behavioral Intent among Military Target Audiences
Methods: An online questionnaire collected data from U.S. Army Soldiers (n=905), Retirees (n=143), Civilians (n=1315) and Family Members (n=87) regarding campaign exposure and participants' willingness to make SAN behavior changes. Chi-square (X2) analyses were used to determine the relationship between campaign exposure and participants' willingness to make SAN behavior changes. Chi-square analyses were also used to explore differences in intent to make SAN behavior changes across military target audiences.
Results: Approximately 25.9% of respondents reported exposure to campaign materials. Respondents who were exposed to campaign materials were more likely to report willingness to make SAN behavior changes compared to respondents who were not exposed to campaign materials (X2= 4.589, df=2793, p<0.05). There were also differences in the type of SAN behavior change respondents were willing to make across military target audiences (p<.05).
Conclusion: Findings show exposure to campaign materials was associated with an increased willingness to make SAN behavior changes. Therefore, it is recommended stakeholders utilize evidence based best practices to continue implementation of this campaign to ensure exposure among the intended target audience.
Learning Areas:Communication and informatics
Conduct evaluation related to programs, research, and other areas of practice
Implementation of health education strategies, interventions and programs
Evaluate intent to make behavior change as a result of exposure to the health education campaign materials. Identify differences in intent to make sleep, activity, and nutrition behavior change across military target audiences.
Keyword(s): Behavioral Research, Communication
Qualified on the content I am responsible for because: I currently serve as principal investigator for the program evaluation conducted to assess the health communication products developed for this health education campaign. In addition, my scientific interests include health education, health promotion, health behavior and chronic disease prevention among minority and military populations.
Any relevant financial relationships? No
I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.