Effect of Two Complementary Mass-Scale Media Interventions on Handwashing with Soap among Mothers
Effect of Two Complementary Mass-Scale Media Interventions on Handwashing with Soap among Mothers
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DOI：
10.1080/10810730.2019.1593554
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发表时间：
2019-03-28
影响因子：
4.4
通讯作者：
Sidibe, Myriam
中科院分区：
文献类型：
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作者：
Tidwell, James B.;Gopalakrishnan, Anila;Sidibe, Myriam
不良的洗手行为是全球发病率和死亡率的主要原因。我们评估了两种互补的大规模媒体干预措施，以提高母亲用肥皂洗手的频率;一种是使用电视广告，另一种是使用移动的手机短信。电视广告（TVC）：4-12岁儿童的母亲（n = 756）被随机分配到四组：三种不同品牌的TVC和第四种与洗手无关的对照TVC。TVC被嵌入到不相关的商业广告块中，每周在参与者自己的家中播放一次，持续四周。移动的消息：新妈妈（n = 598）和4-7岁儿童的母亲（n = 501）被纳入治疗组或对照组。治疗组的母亲每周两次接受品牌移动的电话信息，持续8周（新妈妈）或4周（4-7岁儿童的母亲）。对于TVC，在三个治疗组的第一组（RR：1.33，p = .002）和第二组（RR：1.26，p = .041）中，在关键场合用肥皂洗手的比例较高，或者每天在关键场合用肥皂额外洗手0.4次。在移动的研究中，接受干预的新妈妈（adj-RR：1.04，p = 0.035）和普通妈妈（RR：1.07，p = 0.007）在关键场合比对照组更有可能用肥皂洗手，相当于每天多1.3和1.0次。这些干预措施与用肥皂洗手的次数显著增加有关，这与品牌大众传播可以影响与公共卫生相关的习惯性生活方式行为的假设一致。
Poor handwashing behavior is a major cause of morbidity and mortality globally. We evaluated two complementary mass-scale media interventions targeting mothers to increase the frequency of handwashing with soap; one using TV advertising, and the other mobile phone messaging. Television Commercials (TVCs): Mothers of 4-12 year-old children (n = 756) were randomly allocated among four arms: Three different branded TVCs and a fourth, control TVC unrelated to handwashing. TVCs were embedded in blocks of unrelated commercials and shown once a week over four weeks in participants' own homes. Mobile messages: New mothers (n = 598) and mothers of 4-7 year-old children (n = 501) were enrolled in a treatment or control arm. Mothers in the treatment arm received branded mobile phone messages twice weekly for 8 weeks (new mothers) or 4 weeks (mothers of 4-7 year-olds). For TVCs, there were higher rates of handwashing with soap at key occasions in the first (RR: 1.33, p = .002) and second (RR: 1.26, p = .041) of three treatment arms, or 0.4 additional handwashes with soap on key occasions daily. In the mobile study, new mothers (adj-RR: 1.04, p = .035) and general mothers (RR: 1.07, p = .007) receiving the intervention were more likely to wash their hands with soap on key occasions than those in the control group, corresponding to 1.3 and 1.0 more occasions daily. These interventions were associated with significantly greater handwashing with soap, consistent with the hypothesis that branded mass communications can impact habitual lifestyle behaviors relevant to public health.