Evaluation of the Effectiveness of a Suicide Prevention Advertising Media Campaign : Analysis of Changes in Knowledge-Attitude-Behavior by Using Propensity Score Matching.
10.4306/jknpa.2015.54.2.202
- Author:
In Han SONG
1
;
Se Won KWON
;
Jung Soo KIM
;
Jung Won YOU
;
Ji Eun KIM
;
Jong Ik PARK
Author Information
1. Health & Mental Health Lab, Yonsei University Graduate School of Social Welfare, Seoul, Korea.
- Publication Type:Evaluation Studies ; Original Article
- Keywords:
Suicide prevention;
Mass media campaign;
TV advertisement;
Effectiveness evaluation;
Propensity score matching
- MeSH:
Adult;
Bias (Epidemiology);
Humans;
Korea;
Propensity Score*;
Suicide*;
Telephone
- From:Journal of Korean Neuropsychiatric Association
2015;54(2):202-208
- CountryRepublic of Korea
- Language:Korean
-
Abstract:
OBJECTIVES: This study was conducted to evaluate the effectiveness of a suicide prevention advertising media campaign by the Korea Suicide Prevention Center in 2014 and to analyze the changes in the levels of suicide prevention related-knowledge, attitude, and behavior of the advertisement viewers. METHODS: Data of 703 participants who responded to both the pre and post telephone surveys out of 1100 adults aged 19 or over randomly selected nationwide were analyzed using a stratified proportional quota sampling method considering sex, age, and region by a survey agency. A propensity score matching (PSM) analysis was used to adjust for potential biases in estimated effects. RESULTS: Of 703 participants who completed pre and post survey interviews, 25.9% watched the media campaign. Comparing the knowledge, attitude, and behavior scores between the advertisement viewers (n=182) and non-viewers (n=521), of those who watched the media campaign, participants' knowledge score showed a statistically significantly increase in all methods of the PSM analysis while there were no statistically significant changes in attitude and behavior. CONCLUSION: The results supported the effectiveness of a suicide prevention media campaign in terms of knowledge, but not of attitude and behavior related to suicide prevention. Further long-term large evaluation studies are suggested.
