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

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，是高质量的免费健康教育素材库存摄影的消费者。不幸的是，目前缺乏现成的图像来描述符合由种族、社会经济地位、年龄、体重、医疗条件和身体残疾所定义的目标受众特征的健康状况和行为。这一缺点是健康教育的一个理论和实践问题，因为指导成功的健康干预措施的几个共同理论预测，当来源和模式具有吸引力并与目标受众相似，产生识别和感知相关性时，沟通更有效。在第一阶段，我们的团队展示了开发一组照片的可行性，这些照片描绘了不同的环境、健康行为、健康状况和人口统计数据，称为“真实健康”，卫生和媒体专业人员可以使用这些照片，通过合并类似的图像参考物来提高卫生传播的有效性。在这个二期项目中，我们团队建议全面开发Real Health enterprise，一个用于健康传播的在线图片库。首先，我们将制作《真实健康》，并在其中添加第一阶段拍摄的照片和第二阶段拍摄的240个人（非裔美国人、西班牙裔美国人、印第安人、亚洲人、非西班牙裔白人和lgbt；儿童/青少年、成年人和老年人；超重和行动不便）的照片。潜在的最终用户（摄影师和公共卫生从业人员）将评估Real health电子商务网站和商业模式的效率、效用、用户参与和满意度。“真正的健康”网站将在发布前进行beta测试和可用性测试。接下来，我们将在随机的前测后测三组设计中评估来自真实健康的照片提高健康教育信息有效性的能力。将创建三个实验条件，即健康教育信息包含1)所有与目标受众匹配的Real health照片，2)一半Real health照片，以及3)所有不匹配的照片（从现有的商业库存图片库中获取）。健康教育信息将提倡增加体育活动和改善饮食以减少慢性疾病。照片将根据与目标受众的仔细预测试来选择。将从知识网络公司维护的互联网小组中招募非裔美国人、西班牙裔美国人、印第安人、超重/肥胖、65岁或以上、行动不便的个人样本（每个亚组n=510；总n=3060）。参与者将进行预测试，被分配在其中一种条件下阅读健康教育信息，并进行后测试。分析将评估真实健康照片对主要（意向）和次要（积极结果和自我效能预期）结果的影响，测试潜在的影响调节因子，并探索健康教育信息感知相关性、适当性、相似性和识别性的理论中介。KB是唯一有资格创造和商业化的真健康库存摄影企业。

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 health education materials. Unfortunately, there is a dearth of readily-available images depicting health conditions and behaviors that match characteristics of target audiences defined by race, socio-economic status, age, weight, medical conditions, and physical disabilities. This shortcoming is a theoretic and practical problem for health education, as several common theories guiding successful health interventions predict that communication is more effective when sources and models are attractive and similar to target audiences, producing identification and perceived relevance. In Phase I, our team demonstrated the feasibility of developing a collection of photographs depicting diverse settings, health behaviors, health conditions and demographics, called Real Health, which can be used by health and media professionals to increase effectiveness of health communication by incorporating similar image referents. In this Phase II project, our team proposes to fully-develop the Real Health enterprise, an online image library for use in health communication. First, we will produce Real Health and populate it with photographs taken in Phase I and additional photographs of 240 individuals (African American, Hispanic, Native American, Asian, non-Hispanic white, and GLBT; children/teens, adults, and seniors; overweight and with mobility challenges) taken in Phase II. Potential end users (photographers and public health practitioners) will evaluate the Real Health e-commerce site and business model for efficiency, utility, user participation, and satisfaction. The Real Health website will be subjected to beta and usability testing prior to launch. Next, we will evaluate the ability of photos from Real Health to improve health education message effectiveness in a randomized pretest-posttest 3-group design. Three experimental conditions will be created, i.e., a health education message with 1) all Real Health photos that match the target audience, 2) half Real Health photos, and 3) all mismatched photos (obtained from existing commercial stock photo libraries). The health education message will advocate increased physical activity and improved diet to reduce chronic disease. Photos will be selected based on careful pretesting with target audiences. A sample of individuals who are African Americans, Hispanics, Native Americans, overweight/obese, 65 years of age or older, and with mobility challenges (n=510 per subgroup; n=3060 total) will be recruited from an Internet panel maintained by Knowledge Networks, Inc. Participants will be pretested, assigned to read a health education message in one of the conditions, and post-tested. Analyses will evaluate the effect of Real Health photos on primary (intention) and secondary (positive outcome and self-efficacy expectations) outcomes, test potential effect moderators, and explore theoretical mediators of perceived relevance, appropriateness, similarity and identification in the health education messages. KB is uniquely qualified to create and commercialize the Real Health stock photography enterprise. 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 II SBIR project is to fully develop and test the effectiveness of 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.