Public Health Communication Final

The University student health center is running a campaign to promote regular HIV testing. The campaign’s main focus is to increase the number of students who get tested every six months and know their HIV status. in the context of Social Marketing’s 4P’s, which element of the marketing mix does the act of getting an HIV test present?

Product

With effective health communication, health promotion professionals can accomplish all the following except:

Eliminate health inequities in home ownership that resulted form “redlining”

Policy makers are hoping to reduce the consumption of alcohol by increasing the excise taxes. To determine how much tax to impose, the evaluate three taxes and measure the alcohol sales over a year. What they find is that no level of tax reduces the liquor sales. The policy makers conclude that the purchase of alcohol has low _____

Price elasticity

South Carolina is experiencing a large outbreak of measles. The medical director at the NC State Health Department is concerned that an outbreak might emerge in her state. She orders her staff to develop contingency plans for how to deal with a measles outbreak, should it happen in NC.

What function of public relations is most likely represented in this scenario?

Crisis Management

Thomas lives in a small town. There are no major hospitals or health clinics in this town, and he does not have a doctor he sees regularly. He does not own a car and getting to the nearest city is difficult. Thomas feels a lump in his testicle and is worried about what he should do.

Which of the following terms best describes Thomas?

Underserved

When using new media as the tool to spread information about the importance of infants receiving the MMR vaccine, which of the following should health communicators be concerned about?

Not reaching those below the digital divide

Information overload

Misinformation, disinformation, and myths

Cultivation Theory suggests that mass media can:

Influence perceptions of reality through repeated exposure over time

Convergence Theory in mass communication suggests that:

Repeated exposure to similar messages across multiple media channels increases credibility of the source

Pablo Friere was a Brazilian educator who encouraged _____ to “raise consciousness” about health issues impacting the people living in the slums?

Community dialogue

According to the WHO model of health, health is best defined as:

A state a complete physical, mental, and social well-being

The use of which health communication strategy is most likely to persuade people to engage in a new behavior?

A story (narrative) of a person whose life improved because of the behavior

A public health department launches a new mobile app to help people track their daily physical activity and nutrition. The team notices that adoption of the app is following a pattern described in the diffusion of innovations theory. Three months after the launch, the app has been downloaded by about 13.5% of the target population. According to the diffusion of innovations theory, which group is likely adopting the app at this stage?

Early adopters

The SEM is represented by the following graphic. The local health department wishes to increase the number of smokers who are screened for lung cancer. Trainers from the health department host educational seminars at the city’s largest businesses, including GE, UPS, Ford, and Humana. In addition to the seminars, the health department works with HR at these businesses to incorporate no-smoking regulation. At which level of the SEM are the interventions being implemented?

Community

According to Schiavo’s health communication participation important when designing an anti-smoking campaign in Eastern Ky?

It helps identify culturally inappropriate language and unintended stigma

Research suggests people should get at least 7500 steps a day to maintain their health. The Veterans Admin provides an internet-connected pedometer to each of its veterans. Each day, the user of the pedometer is shown how many steps they took that day and how many steps on average other vets took. The pedometer is a type of what intervention or technology?

mHelath

William has been injecting drugs into his veins for two months. Each time he does, he wipes the needle off with his shirt and puts it away until next time. A friends tells him that reusing dirty needles is dangerous and that he should use a new needle each time. Prior to hearing from his friend, William was unaware of the risk and had no intention of changing his behavior. According to that Stages of Change theory, William was in which stage?

Pre-Contemplation

Slyvia and her brother Erik are both heavy smokers. Following the news of the diagnosis of a family member with stage III lung cancer, Sylvia has decided to have a lung cancer screening but its unsure how to set up an appointment. Erik, on the other hand, doesn’t believe that quitting will reduce his chances of getting cancer. Sylvia needs ____, while Erik needs ____.

Informing

Persuading

When communicating with a member of the public about the need for a colonoscopy, how would you interpret the person’s non-verbal communication, as indicated in the picture?

Closed, resistant

Campbell’s Soup introduces a new type of soup in hopes to sell to people interested in reducing salt-intake. The company must decide whether to label the soup “Contains only 1% salt” or “99% salt free.” The company conducts research to see which message is most appealing. In this research, the company is testing for:

Framing effects

Abigail is a 56 year old woman who finds it difficult to understand medical terms and to follow her doctor’s orders. She relies on her daughter to fill out any paperwork and to explain in simpler language what the doctor told her. Abigail is someone we would consider to have low ______

Health literacy

In a campaign to eradicate Polio, the WHO sent community health workers into remote villages. They went door to door and spoke with parents about the need for vaccination. Because of the persuasiveness of this type of promotion, more than 90% of villagers agreed to vaccinate their children. This type of campaign is an example of what?

Personal selling

Consider the Theory of Planned Behavior when answering this question.

“Stacy is reluctant to go to the dentist for a cleaning. Her mom and husband encourage her to go, but she ignores their advice. She believes getting her teeth cleaned will hurt and not likely improve her gum health. However, after taking a class in meditation, she feels she can better manage her anxiety and fear. She tells her husband she intends to make an appointment with the dentist.”

Which factor is most influential for Stacy’s intention to make an appointment?

Perceived Behavioral Control

A national health insurance company aims to increase the number of tis clients with diabetes who properly manage their blood sugar levels. The company sends a video to its diabetic clients. To evaluate the PR outtakes of the video, which of the following would the company most likely do?

Survey the clients who received the video to assess their recall and retention fo the instructions in this video

How does Pike County Health Department’s Public Information Officer approach to health communication differ from Martin County’s approach to health communication?

Pike County emphasizes controlled voice, professional tone, and consistency cross platforms

A billboard is erected at the slide of a busy highway. The billboard features a young man and the message: '“Lance never new fentanyl was in the drug that killed him.” This is memorable billboard is an example of what type of media?

Mass media

In risk communication, there will always be a “risk information vacuum” which is the gap between public knowledge and scientific assessment of risk. If we fail to implement good risk communication, the vacuum will be filled with.

Narratives created by special interest groups to serve their own interests

Misinformation

Fear and concerns of community members

Community mobilization seeks to _______ communities to develop behavioral and social changes that lead to improved health outcomes deemed most important by community members

Empower

Risk and health promotion messaging are used to enable people to make informed choices about behaviors that can protect them form harm. Risk messages are most effective when they:

Align with a specific behavioral or social goal

Are concise and understandable

Are attention grabbing (visually appealing)

The following graphic is an example of what Risk Communication tool:

Risk Ladder

HYPOTHETICAL: A researcher believes that squirting Windex on one’s face will reduce the likelihood of new pimple forming over the next seven days. The researcher compares two groups - one group who sprayed Windex on their faces (intervention group) and another group who sprayed water on their faces (control group). After the study was completed, the researcher found that the likelihood of a new pimple was 2% for the control group and 1% for the intervention group. Excited, he reports that Windex reduced the risk of a new pimple by 50%.

Which outcome measure is the researcher reporting?

Relative Risk Reduction

Residents in Ky can determine their voting precincts and locations, their legislators, and the bills being discussed by using which resource?

Legislative Research Commission

What is an example of a loss-framed message?

Skipping exercise increases your risk of disease

Which construct in Social Cognitive Theory refers to learning by watching others?

Observational Learning

Which of the following methods is least likely to contribute to sustainable community mobilization?

Short term funding

Which is not an example of a community?

Passengers in an airplane

A health risk communicator creates a new message aimed at encouraging smoking cessation. “Quit smoking now and you will never get lung cancer.”

What is most wrong with this message?

Makes a claim of “zero risk”

What type of research involves the use of “focus groups”?

Qualitative Research

______ is communicating about health or scientific data in support of policy change, or a new or existing policy and its implementation and evaluation

Policy communication

______ is the strategic use of communication to affect changes in public opinion and attitudes so that it influences policymakers or other decision makers and promotes changes in behaviors, social norms, policies and resource allocation to benefit a community, group, or organization

Public advocacy

______ is the product used for providing evidence-based information to a policy maker to facilitate informed, non-biased decisions

Objective breif

_____ is a concise summary of an issue of public interest, potential policy solutions, and some recommendations on what may be the best policy option

Policy brief

In Minnesota, ICE used aggressive, military-style tactics to carry outs its mission of detaining people who were in the country illegally. Local community leaders organized protects against ICE’s approaches. While confronting daily protests, ICE agents injured hundreds of protesters and observers and killed two people. Consequently, what started as a localized protest movement grew into national protests organized by groups aligned with the goals of the Minnesota protesters. This was an example of:

Social mobilization

T/F

Communication is less important than education. If people knew the true risks, they would accept the preventive behavior recommendations

False

In Louisville, Ky, in response to the lack of access to healthy foods (presence of food deserts), several people, including influential local leaders, came together to start a food co-op. The goal of the co-op is to build a grocery store in a food desert that is funded by donations and efforts of local residents. To be successful, the grocery store should:

Create a sense of community ownership

The leader of a national gun-control organization (Mothers Demand Action) wishes to gain support for the bill that bans assault rifles. In preparing to meet with the two Senators from Ky, the leader would likely want to examine all of the following information except:

Religious affiliation

Which of the following is an example of technology-mediated communications?

Behavior change advice in an electronic health portal (MyChart)

Following the events of 9/11, this leader was present at the crash sites, visibly showing compassion and empathy, sadness and anger. This leader’s presence provided calming assurance to the people of NYC by telling what steps were being taken respond to the attacks and lower the risk of future attacks. This leader demonstrated many of the characteristics of effective risk communication.

Who was this leader?

Rudy Giulani

Community mobilization is an _____ approach

Bottom up

In an economically depressed area of eastern Ohio, opioid use disorder is killing young people at an alarming rate. A health marking firm is hired to develop a campaign. The firm creates a variety of web-based tools to show where the nearest needle exchange outlet is. Users can also connect with therapists using Microsoft teams to get help.

Which of the following groups are least likely to benefit from this campaign?

Those below the “Digital Divide”

Which is an example of traditional media?

Louisville Courier Journal

A legislator is attempting to pass a bill that would remove fluoride from the drinking water in Ky. A new group, called Mothers against Cavities (MAC), if formed to oppose the proposed bill. The MAC identifies the Ky Dental Association (KDA) as a potential ally in their fight against the bill.

What makes the KDA effective as a partner?

KDA members understand the evidence supporting fluoride use

In a poverty-stricken West Virginia coal-mining community, the water coming from faucets is often dark brown, unsafe to bath in, and is undrinkable. Other problems exist, such as a lack of affordable health foods and no health care providers, but the water problem is the residents’ biggest complaints. A community leader invites Felicia from the state health department to help them. Felicia isn’t a member of the community, but she can help mobilize residents by doing all the following except:

Help the residents realize that affordable food is a bigger problem

The brain institute of Ky wants to reduce brain injuries among skateboarders who do not wear helments. They develop a message “Eggs should be scrambled, not brains. Always wear your helment when skateboarding.” The conceptual foundation of this message is:

Consequences

While goals tend to be quantifiable. Objectives are more directional and aspirational.

False

The institute for Optimal Aging wants to increase healthy aging. The Institute conducts a campaign and during their post evaluation they find the campaign has met thier short-term objectives. Ten years later, the Institute repeats teh evaulation to see how lasting the effects of the campaign are. Which outcome is the Institute measuring in the latter evaulation?

Impact

The Kentucky Cancer Prevention agency wishes to improve early detection of breast cancer among Black women ages 40-45. The strategic planning team suggests four objects: two behavioral objectives, one organizational objective, and one social objective. Denise, the director, says there is only money for one object. How should she choose which objective to pursue?

By choosing the objective most related to the program goal

A new study finds that taking magnesium supplemments make it easier for some people to fall asleep more quicly. The study compared tow groups. The results shows that 25% of the experimental group fel asleep faster compared to their base rate, while 20% of the control group fell asleep faster compared to their base rate. The authors provide the ___-___-___ = 25% and ___-___-___ = 5%.

Relative RIsk Increase

Absolute Risk Increase

The acronym SMART stands for

Specific

Measurable

Achievable

Relevant

Timely

When the CDC develops an evaluation plan, they use an approach caled: ___. In this approach, the CDC will evaluate the campaign according to the following stages: Resoruces/inputs —> Activities —> Output —> Outcome.

Logic Model

Eric tels the team how many posters to print, and when, where, and who is going to hand the posters. What is Eric discussing?

Tactics

Which of the following is an example of a Program Goal?

Reduce deaths from cardovascaular disease

On the health communication cycle, which step involves seeking unput from target audience members concerning message creation and message meaning?

Developing and testing concepts, messages, and materials

The air quality in the industrial part of the city reaches dangerous levls of pollution several times a month. The city wants to provide air filtering devices to the people wo are most at-risk from the pollution. the city sorts the population into potential audiences for their intervention based on age; smoking status; promimity to the plants; and respiratory diases. We call this sorting process:

Segmentation

Which of the following best descirbes primary data:

Data you collect prospectively

The analysis of all individual, community, social, political, and behavior-related factors that can affect attitudes, behaviors, social norms, and policies about a health issue and its potential solution.

This defintion descirbes what type of analysis?

Situation Analysis

Which of the following is NOT a fundamental premise of health communication?

Rely on outside experts to set goals and objectives

According to our textbook, there needs to be changes in social norms and behavior, changes in individual and key group behavior, changes in organization behvaior, and changes in policy behavor (such as adoption and implementation) in order to accomplish what?

Social Change

Oldham County PH Director Matt Rhodes stresed the importance of relationships with legislators. Which strategy is most effective for building tehse relationships?

Throguh meetings, visits, and consistent engagement

After six months of airing a program about healthy eating, the team bring the campaign to a close. One month later, teh team assesses whether there is an increase in the number of kids choosing salads at school. This final assessment if part of what type of evaluation?

Summative

A behavior objective is:

What you want your audience to do

Knowing many factors influence behavior, Dr. L and their team asks teh research librarian to alert them if another research teams begin interventions that might affect Dr. L’s target audiences bahvaior. This is an example of:

Monitoring

Campaigners invite target audience members to answer questions about the campaign. These includes “What does the message mean to you?” And “When you saw these, how did it make you feel?” The campaigners record these discussion and look for common themes mentioned by the audience members. What type of research is this?

Qualatative

During the implementation of a campaign, the campaign organizers learn of a significant dely in printing the health education posters. During which phase of the program evaulation was this delay most likely discovered?

Process and Progress