Cent Eur J Public Health 2014, 22(3):170-174

Fighting Obesity Campaign in Turkey: Evaluation of Media Campaign Efficacy

İnci Arıkan¹, Kağan Karakaya², Mustafa Erata², Hakan Tüzün², Emine Baran², Levent Göçmen², Harika Kökalan Yeşil²

¹ Department of Public Health, Medicine Faculty, Dumlupinar University, Kutahya, Turkey

² Department of Health Promotion, General Directorate of Health Promotion, Ministry of Health of Turkey, Ankara, Turkey

Aim: This study aims to determine the frequency of behaviour change and related factors generated in the population through the "Fighting Obesity Campaign" of the Turkish Ministry of Health.

Methods: Twelve statistical regions from NUTS-1 and 18 provinces were selected for the study sample. At least one province from each region was randomly selected, and strata were defined as urban or rural. Of the sample selected, 2,038 respondents completed a face-to-face survey. Logistic regression analysis was used to analyse the data. Changing behaviour as result of the campaign was defined as the dependent variable. Behaviour change was defined as an individual taking at least one action to increase physical activity, calculate her/his Body Mass Index (BMI) or minimise meal portions.

Results: Of the sample selected, 84% of participants lived in urban areas. Of total sample selected, 49.8% were men and 50.2% were women. According to BMI categorisation, 41.4% of participants were underweight or normal weight, 34.3% were overweight and 24.3% were obese. Of the total participants, 85.2% learned about the "Fighting-Obesity Campaign" through television, 28.1% through radio, 11.0% from newspapers, 6.0% from billboards, and 19.2% from other sources. This study revealed that 28.5% of the participants adopted desired behavioural changes after exposure to the campaign. Logistic regression results demonstrated that behaviour change is greater among women, individuals living in urban settings, group of persons approving public spots, obese individuals, and among the 20-39 age group.

Conclusion: Media campaigns may cause behavioural changes by increasing motivation to prevent obesity within the target population. Continuing these campaigns can lead to success at the national level.

Klíčová slova: obesity, media campaigns, evaluation, healthy behaviour

Vloženo: 25. únor 2013; Revidováno: 15. duben 2014; Přijato: 15. duben 2014; Zveřejněno: 1. září 2014  Zobrazit citaci