Real Health: Innovative Health Media Service to Increase Visual Image Diversity

真正健康：创新健康媒体服务，增加视觉形象多样性

• 批准号: 7745363
• 负责人: Mary K Buller
• 金额: $ 14.94万
• 依托单位: KLEIN BUENDEL, INC.
• 依托单位国家: 美国
• 财政年份: 2009
• 资助国家: 美国
• 起止时间: 2009-09-04 至 2010-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/7745363
• 关键词: Adolescent Nutrition; African American; Arts; Attention; Behavior; Businesses; Characteristics; Client; Collection; Communication; Communication Research; Communications Media; Comprehension; Consent; Consumer Preferences; Demographic Analyses; Development; Educational Materials; Effectiveness; Feeling; Government Agencies; Health; Health Communication; Health Professional; Health behavior; Health behavior change; Health education; Hour; Image; Internet; Link; Malignant neoplasm of prostate; Marketing; Modeling; Multimedia; Needles; Obesity; Overweight; Pamphlets; Persuasive Communication; Phase; Photography; Population; Printing; Procedures; Production; Public Health; Race; Recruitment Activity; Research; Research Personnel; Sampling; Services; Small Business Innovation Research Grant; Socioeconomic Status; Solutions; Source; Specialist; Target Populations; Testing; Text; Time; Underserved Population; Visual; Vulnerable Populations; Weight; Work; behavior change; combat; cost; demographics; design; digital imaging; disability; effectiveness trial; experience; health disparity; improved; innovation; male; meetings; men; population health; posters; programs; public health relevance; theories; web site

DESCRIPTION (provided by applicant): As a health communication, multimedia and graphic design firm, we, like many others, are consumers of high quality royalty-free stock photography for the creation of health education materials for delivery in print or over the Web to various populations. Unfortunately, there is a dearth of readily available photographs that depict specific health conditions and behaviors. It also is difficult to locate images that match other visual characteristics of recipients such as race or socio-economic status. We performed two studies on the diversity in commercially-available stock art photographs that empirically confirmed that available images are, indeed, limited. We content analyzed 1,100 randomly-selected photographs from seven of the largest commercial stock art companies that are searchable online and found little diversity in terms of characteristics, settings, activities and health conditions. We then conducted an extended, targeted search of all online stock art services for six specific characteristic/health condition combinations and located only 89 photographs (only one combination had more than 10 photographs). The lack of diverse images for health education media and materials is a theoretic as well as practical problem. Several common theoretical approaches guiding successful health programs predict that health communication is more effective at changing behavior when sources and models are physically attractive and similar to the target audiences. The superiority of images depicting attractive and similar models/referents has been confirmed in research on persuasion and health communication. The purpose of this revised Phase I SBIR project is to demonstrate the feasibility of developing a collection of photographs depicting diverse settings, health behaviors, health conditions and demographics, called Real Health, that can be used by health and media professionals to increase the effectiveness of health communication by selecting images that are attractive yet similar to the recipients. The revised Phase I project will confirm the feasibility of Real Health by achieving the following: 1) recruiting and hiring "real" diverse people for the Real Health photographs; 2) taking photographs of the models that meet professional quality standards; 3) confirming that the photographs taken fill gaps identified in the initial exploratory content analysis in terms of demographic characteristics, health conditions and health behaviors, 4) ascertaining the digital image needs of public health practitioners in order to identify photographs to be included in a Phase II effectiveness trial, and 5) demonstrating the potential effectiveness of Real Health photographs at improving health communication for changing consumers' health behavior. The project will be conducted by Klein Buendel, Inc., along with several expert consultants and two major stock art companies. Revisions to the Phase I plan include fortifying the link between visual images and health improvement, clarifying feasibility test procedures, adding procedures for consenting vulnerable groups, and proposing a fifth feasibility test on consumers' preferences for Real Health photographs in health communication. PUBLIC HEALTH RELEVANCE: Sources and models depicted as attractive and similar to recipients can increase the impact of health messages by capturing attention, improving comprehension, engendering feelings of personalism and cultural appropriateness, and causing recipients to identify with them. Producing health communication that changes health behavior requires access to a much wider variety of photographs than currently available from commercial stock art companies in order to capitalize on the power of physically active and similar sources/models. The purpose of this Phase I SBIR project is to demonstrate the feasibility of developing a collection of photographs depicting diverse settings, activities, health conditions, and demographics called "Real Health" that can be used to increase the effectiveness of health communication.

描述（由申请人提供）：作为一家健康传播，多媒体和平面设计公司，我们和许多其他公司一样，是高质量免版税库存摄影的消费者，用于创建健康教育材料，以印刷或通过网络向各种人群提供。不幸的是，缺乏现成的照片，描绘特定的健康状况和行为。也很难定位与接收者的其他视觉特征（例如种族或社会经济地位）匹配的图像。我们进行了两项研究的多样性，在商业上可用的股票艺术照片，经验证实，可用的图像确实是有限的。我们从七家最大的商业库存艺术公司中随机选择了1,100张照片，这些照片可以在网上搜索，发现在特征，设置，活动和健康状况方面几乎没有差异。然后，我们对所有在线库存艺术品服务进行了扩展的有针对性的搜索，以获得六种特定特征/健康状况组合，仅找到89张照片（只有一种组合的照片超过10张）。健康教育媒体和材料缺乏多样性形象是一个理论和实践问题。几个常见的理论方法指导成功的健康计划预测，健康传播是更有效地改变行为时，来源和模型是物理上有吸引力的，类似的目标受众。描述有吸引力的和相似的模型/参照物的图像的优越性已经在说服和健康传播的研究中得到证实。修订后的第一阶段SBIR项目的目的是证明开发一个描述不同环境、健康行为、健康状况和人口统计数据的照片集（称为真实的健康）的可行性，卫生和媒体专业人员可以使用这些照片集，通过选择有吸引力但与接受者相似的图像来提高健康传播的有效性。修订后的第一阶段项目将通过实现以下目标来确认真实的健康的可行性：1）招募和雇用“真实的”多元化人员来拍摄真实的健康照片; 2）拍摄符合专业质量标准的模特照片; 3）确认所拍摄的照片填补了在人口统计学特征、健康状况和健康行为方面的初步探索性内容分析中确定的空白，4）确定公共卫生从业人员的数字图像需求，以便确定将被包括在II期有效性试验中的照片，以及5）证明真实的健康照片在改善健康传播以改变消费者的健康行为方面的潜在有效性。该项目将由Klein Alzodel，Inc.进行，沿着的还有几位专家顾问和两大股票艺术公司。对第一阶段计划的修订包括加强视觉图像与健康改善之间的联系，明确可行性测试程序，增加同意弱势群体的程序，并提出关于消费者对健康传播中真实的健康照片偏好的第五次可行性测试。公共卫生相关性：被描述为具有吸引力和与接受者相似的来源和模式可以通过吸引注意力、提高理解力、产生个人主义和文化适当性的感觉以及使接受者认同这些来源和模式来增加健康信息的影响。制作改变健康行为的健康传播需要获得比目前从商业库存艺术公司获得的更广泛的照片，以便利用身体活动和类似来源/模型的力量。该第一阶段SBIR项目的目的是证明开发一组描述不同环境、活动、健康状况和人口统计数据的照片集的可行性，称为“真实的健康”，可用于提高健康传播的有效性。