First National Preventive Health Research Programme  YELP Holistic First Business Plan    YELP Holistic First Business Plan Defined Terms   SWOT Analysis   Executive Summary   Deliverables And Costs   Snapshot Page To 10 Benchmark Techniques   Defined Terms for Five YELP Business Plans

Second National Preventive Health Research Programme

First BTAAP Business Plan      Bohemian Teenagers Show Choir Programme        Defined Terms BTSCP

Second BTAAP Business Plan    Bohemian Teenagers Symphony Orchestras Programme    Defined Terms - Bohemian Teenager Symphony Orchestra Programme

Third BTAAP Business Plan    Bohemian Teenager Ballet & Modern Dance Programme        Defined Terms BTB&MDCP

 

Mass Media Campaigns means over recent decades, Mass Media Campaigns have been used in an attempt to affect various health behaviours in mass populations. Such campaigns which have been captioned 'social marketing' have most notably been aimed at tobacco use and heart-disease prevention, but have also addressed alcohol and illicit drug use, cancer screening and prevention, sex-related behaviours and other health-related issues.

Typical campaigns have placed messages in media that reach large audiences, most frequently via television or radio, but also outdoor media, such as billboards and posters, and print media, such as magazines and newspapers.  Exposure to such messages is generally passive.  Media campaigns can be of short duration or may extend over long periods.  They may stand alone or be linked to other organised programme components, such as clinical or institutional outreach and easy access to newly available or existing products or services, or may complement policy changes.

The great promise of Mass Media Campaigns lies in their ability to disseminate well defined behaviourally focused messages to large audiences repeatedly, over time, in an incidental manner, and at a low cost per head of population. 

However, that promise has been inconsistently realised: campaign messages can fall short and even backfire; exposure of audiences to the message might not meet expectations, hindered by inadequate funding, the increasingly fractured and cluttered media environment, use of inappropriate or poorly researched format (eg, boring factual messages or age-inappropriate content), or a combination of these features; homogeneous messages might not be persuasive to heterogeneous audiences; and campaigns might address Lifestyle Behaviours that audiences lack the resources or practical support to implement the change being sought.

The Lancet report "Use of mass media campaigns to change health behaviour" in Volume 376, Issue 9748, Pages 1261 - 1271, 9 Oct 2011 (used to prepare this definition) concluded that -

A.         Mass Media Campaigns can produce positive changes, or prevent negative changes, in health-related behaviours across large populations, when delivered in concert with -

             i)          policies that support behaviour change; and

             ii)         concurrent availability of explicit community-based programmes, access to key services and products to persuade motivated individuals to implement the campaign message.

B.        various hindrances to the success of Mass Media Campaigns include -

            i)          pervasive marketing for competing products, or with opposing messages;

            ii)         the power of social norms; and

            iii)        the drive of addiction frequently mean that positive campaign outcomes are not sustained.

Mass Media Campaigns completely ignore the psychotherapy of the Five Basic ‘Stages of Change’ Model which is arguably the dominant model of individuals successfully changing their Lifestyle Behaviour.  The Five Basic ‘Stages of Change’ Model  was an integral treatment featured on Dept of H&A Lifescripts website for GPs to apply when assisting patients improve their Lifestyle Behaviour which mysteriously in Feb 2008 was deleted from Dept of H&A Lifescripts website.  Up until Feb 2008, Dept of H&A had been expending vast amounts of money training GPs in dedicated courses to learn Motivational Interviewing Techniques. to successfully administer the Five Basic ‘Stages of Change’ Model.   Three months earlier on 12 November 2007 the Business Plan Developer had written to CEO of NHMRC of Australia and asserted that GPs were incapable of performing the Final Three Stages.  However, that lower cost RECs who possess Eleven Sports Administration Attributes could perform them with aplomb which would Reduce Supplementary Patient Guidance Role of GPs. 

Re B. iii) above, Section 15(f) and Beneficial Effects of Exercise Induced Drugs explains that Overdose Exercise Induced Drugs is YELP's marketing slogan to Compete For Market Share "toe-to-toe" with other Recreational Drugs Used, rather than tacitly inferring that all drugs are a No No, when these substances are kickers and unwinders which many of us will not do without.  Explained in Youthful Exuberance Lifestyle Programme and Section 18.   Why YELP is a Business Plan and not a  Research Programme.