Online public health promotion at the local level: An evaluation of four local authority-led marketing campaigns
Objective Local authority-led online campaigns offer the possibility of targeted health promotion to connect local services and residents. This study assesses the evidence for medium (e.g., click-trhoughs) and high (off-line behaviour change) levels of public engagement with four local authority-led...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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SAGE Publishing
2024-01-01
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| Series: | Digital Health |
| Online Access: | https://doi.org/10.1177/20552076231220151 |
| _version_ | 1797366053706137600 |
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| author | Kristin Hanson Anna-Marie Degas Daniel Green Antoine Al-Hosri Tushna Vandrevala |
| author_facet | Kristin Hanson Anna-Marie Degas Daniel Green Antoine Al-Hosri Tushna Vandrevala |
| author_sort | Kristin Hanson |
| collection | DOAJ |
| description | Objective Local authority-led online campaigns offer the possibility of targeted health promotion to connect local services and residents. This study assesses the evidence for medium (e.g., click-trhoughs) and high (off-line behaviour change) levels of public engagement with four local authority-led campaigns across a variety of public health promotions (sexual health, weight loss, and vaccination), online marketing approaches (social media marketing, search engine marketing, and programmatic marketing) and target demographics (language, gender, age, income, ethnicity) undertaken by a London borough local authority. Methods Employing quasi-experimental and observational study designs, engagement with local health services during the course of the campaigns was evaluated. The first three campaigns were evaluated based on an interrupted time series model of intervention assessment comparing outcome variables of interest during the campaign to periods before and after the campaign period. The results of the fourth campaign, an observational case-study, are discussed using descriptive statistics only. Results The analyses of the high engagement data for two of the three campaigns statistically assessed clearly supported the effectiveness of the campaigns. While the effect of high engagement could not be determined in the other two campaigns, they provide data that may be useful in online campaign design. Conclusions The evidence assessed in this study across a variety of platforms, health promotion initiatives, and population targets suggests that local authority-led online marketing campaigns for health promotion may be useful for increasing participation in public health programmes. |
| first_indexed | 2024-03-08T16:58:43Z |
| format | Article |
| id | doaj.art-507a79d200a74d1c8ff9f23fc5d85619 |
| institution | Directory Open Access Journal |
| issn | 2055-2076 |
| language | English |
| last_indexed | 2024-03-08T16:58:43Z |
| publishDate | 2024-01-01 |
| publisher | SAGE Publishing |
| record_format | Article |
| series | Digital Health |
| spelling | doaj.art-507a79d200a74d1c8ff9f23fc5d856192024-01-04T16:07:16ZengSAGE PublishingDigital Health2055-20762024-01-011010.1177/20552076231220151Online public health promotion at the local level: An evaluation of four local authority-led marketing campaignsKristin Hanson0Anna-Marie Degas1Daniel Green2 Antoine Al-Hosri3Tushna Vandrevala4 Department of Psychology, , London, UK Department of Psychology, , London, UK , Kingston upon Thames, UK , Kingston upon Thames, UK , Science, Social Care and Education, Kingston University, London, UKObjective Local authority-led online campaigns offer the possibility of targeted health promotion to connect local services and residents. This study assesses the evidence for medium (e.g., click-trhoughs) and high (off-line behaviour change) levels of public engagement with four local authority-led campaigns across a variety of public health promotions (sexual health, weight loss, and vaccination), online marketing approaches (social media marketing, search engine marketing, and programmatic marketing) and target demographics (language, gender, age, income, ethnicity) undertaken by a London borough local authority. Methods Employing quasi-experimental and observational study designs, engagement with local health services during the course of the campaigns was evaluated. The first three campaigns were evaluated based on an interrupted time series model of intervention assessment comparing outcome variables of interest during the campaign to periods before and after the campaign period. The results of the fourth campaign, an observational case-study, are discussed using descriptive statistics only. Results The analyses of the high engagement data for two of the three campaigns statistically assessed clearly supported the effectiveness of the campaigns. While the effect of high engagement could not be determined in the other two campaigns, they provide data that may be useful in online campaign design. Conclusions The evidence assessed in this study across a variety of platforms, health promotion initiatives, and population targets suggests that local authority-led online marketing campaigns for health promotion may be useful for increasing participation in public health programmes.https://doi.org/10.1177/20552076231220151 |
| spellingShingle | Kristin Hanson Anna-Marie Degas Daniel Green Antoine Al-Hosri Tushna Vandrevala Online public health promotion at the local level: An evaluation of four local authority-led marketing campaigns Digital Health |
| title | Online public health promotion at the local level: An evaluation of four local authority-led marketing campaigns |
| title_full | Online public health promotion at the local level: An evaluation of four local authority-led marketing campaigns |
| title_fullStr | Online public health promotion at the local level: An evaluation of four local authority-led marketing campaigns |
| title_full_unstemmed | Online public health promotion at the local level: An evaluation of four local authority-led marketing campaigns |
| title_short | Online public health promotion at the local level: An evaluation of four local authority-led marketing campaigns |
| title_sort | online public health promotion at the local level an evaluation of four local authority led marketing campaigns |
| url | https://doi.org/10.1177/20552076231220151 |
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