American Heart/Stroke Association

Background Education and awareness campaign created in 2006 by the American Heart Association/American Stroke Association Introduction Aim: to help reach the ASA mission to reduce stroke and risk of stroke Social issue: stroke
Occurrence: 795,000 Americans annually, every 40 seconds on average

No. 4 cause of death, more than 137,000 lethal outcomes

$73.7 billion for stroke-related medical costs and disability (US, 2010) Audience Target audience: African American population

Almost twice the risk of first-ever strokes compared to whites

Higher death rates for stroke compared to whites: 41.7 for white mates, 41.1 for white females, 67.7 for black males and 57.0 for black females (US,
2006 stroke death rates per 100,000)

Behaviours:
Adopt a healthier lifestyle
Know warnings signs
Help recovery of family members Strategies Tools to help adopt behaviors: Power Fitness Plan, Personal Risk Assessment, recipes for a healthier diet (product)

Information on financial planning, insurance (price); emphasis on negative impact on family budget (monetary disincentive); online pledge card (nonmonetary incentive)

Power Events: Power Sunday, Power Awards (place)

Online information, printable guides, fact sheets, social media pages, e-newsletter, “Take 2, Save”, Ambassadors, “Power Sunday” (promotion) Results 0% 100% 50% 55% Modified diet 52% Physical exercise 54% Blood pressure check 45% Cholesterol check 37% Encouragement Roger's Protection Motivation Theory (PMT) A fear arousal model

People are motivated to protect themselves from physical, social and psychological threats

Two appraisals
Threat appraisal: perceived severity and perceived likelihood of threat occurring
Coping appraisal: effectiveness and self-efficacy

Rewards and response costs Prevalence for high blood pressure in African American in the US is the highest in the world Desired outcomes and behaviours: Main focus: prevention or overcoming of stroke, critical awareness, reduction of stroke incidence within communities The campaign in relation to PMT
The severity of the threat is highlighted thanks to specific details and stories

The perceived likelihood of occurrence is emphasized through statistics and stories
The effectiveness of the promoted behaviour is highlighted by a list of behaviours and their benefits

The ability of performing the recommended behaviour is stressed by useful tips and tools, but also a TV channel “Power TV” Coping appraisal Threat appraisal Giving up a comfortable lifestyle

Spending more money Rewards (when not performing the recommended behaviour) Sparing time and efforts

Sticking to your habits Adopting a healthy lifestyle

Being able to prevent and handle strokes Response costs Behaviour PMT in developing a campaign 1 Know your subject 2 Know your audience 3 Use numbers and facts 4 Find ways of easing the process of behaviour change Provide tools and tips 5 Find ways to minimize rewards and response costs start Additional campaigns Questions Which of the two campaigns do you think is the most effective one? And why? How would you relate these two campaigns to the PMT?