Preparation Without Panic: A Comprehensive Social Marketing Approach to Planning for a Potential Pandemic
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Auteurs :Source :
- Innovations in Social Marketing and Public Health Communication ; 2015.
Abstract
In recent times the world has faced several potential pandemics – SARS, avian (bird) flu, swine flu, and most recently Ebola. The risk of a disease pandemic presents an important challenge for social marketing –to this point, health-related social marketing has focused on chronic diseases (such as cancer, asthma, obesity) and their risk factors (such as tobacco use, physical inactivity, and dietary intake). In the communicable disease field, most of the challenges we have addressed have had simple and proven preventive strategies (such as immunisation and the use of condoms). However, emerging pandemic diseases pose new challenges – notably in the global scale of the threat, the rapid nature of transmission, and (often) the absence of a known cure or vaccine. In this context, people’s quality of life has scope to be shaped by immense physical and social influences. This chapter reports on a comprehensive study undertaken to inform government policy and practice in the event of an avian influenza pandemic – specifically how to prepare (but not panic) the general public. The research phases included: a media analysis of coverage of a potential pandemic; extensive qualitative formative research; two population CATI surveys; two airport intercept surveys; message development; and message testing. While this research was undertaken in the context of a specific disease, the findings and recommendations are equally relevant to current and future pandemic threats.
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DOI: 10.1007/978-3-319-19869-9_12
PubMed: NONE
PubMed Central: 7121060
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<front><div type="abstract" xml:lang="en"><p id="Par1">In recent times the world has faced several potential pandemics – SARS, avian (bird) flu, swine flu, and most recently Ebola. The risk of a disease pandemic presents an important challenge for social marketing –to this point, health-related social marketing has focused on chronic diseases (such as cancer, asthma, obesity) and their risk factors (such as tobacco use, physical inactivity, and dietary intake). In the communicable disease field, most of the challenges we have addressed have had simple and proven preventive strategies (such as immunisation and the use of condoms). However, emerging pandemic diseases pose new challenges – notably in the global scale of the threat, the rapid nature of transmission, and (often) the absence of a known cure or vaccine. In this context, people’s quality of life has scope to be shaped by immense physical and social influences. This chapter reports on a comprehensive study undertaken to inform government policy and practice in the event of an avian influenza pandemic – specifically how to prepare (but not panic) the general public. The research phases included: a media analysis of coverage of a potential pandemic; extensive qualitative formative research; two population CATI surveys; two airport intercept surveys; message development; and message testing. While this research was undertaken in the context of a specific disease, the findings and recommendations are equally relevant to current and future pandemic threats.</p>
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<journal-subtitle>Improving the Quality of Life for Individuals and Communities</journal-subtitle>
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<title-group><article-title>Preparation Without Panic: A Comprehensive Social Marketing Approach to Planning for a Potential Pandemic</article-title>
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<contrib-group content-type="book editors"><contrib contrib-type="editor"><name><surname>Wymer</surname>
<given-names>Walter</given-names>
</name>
<address><email>walter.wymer@uleth.ca</email>
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<institution>Faculty of Management,</institution>
<institution>University of Lethbridge,</institution>
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Lethbridge, Alberta Canada</aff>
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<contrib-group><contrib contrib-type="author" corresp="yes"><name><surname>Jones</surname>
<given-names>Sandra C.</given-names>
</name>
<address><email>Sandra.Jones@acu.edu.au</email>
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<xref ref-type="aff" rid="Aff3">3</xref>
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<contrib contrib-type="author"><name><surname>Iverson</surname>
<given-names>Don</given-names>
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<address><email>diverson@swin.edu.au</email>
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<xref ref-type="aff" rid="Aff4">4</xref>
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<contrib contrib-type="author"><name><surname>Sutherland</surname>
<given-names>Max</given-names>
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<address><email>max.sutherland@me.com</email>
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<xref ref-type="aff" rid="Aff5">5</xref>
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<contrib contrib-type="author"><name><surname>Puplick</surname>
<given-names>Chris</given-names>
</name>
<address><email>puplick@ozemail.com.au</email>
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<xref ref-type="aff" rid="Aff6">6</xref>
</contrib>
<contrib contrib-type="author"><name><surname>Gold</surname>
<given-names>Julian</given-names>
</name>
<address><email>Julian.Gold@sesiahs.health.nsw.gov.au</email>
</address>
<xref ref-type="aff" rid="Aff7">7</xref>
</contrib>
<contrib contrib-type="author"><name><surname>Waters</surname>
<given-names>Louise</given-names>
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<address><email>lwate@doh.health.nsw.gov.au</email>
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<xref ref-type="aff" rid="Aff8">8</xref>
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<contrib contrib-type="author"><name><surname>Berends</surname>
<given-names>Lynda</given-names>
</name>
<address><email>Lynda.Berends@acu.edu.au</email>
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<xref ref-type="aff" rid="Aff3">3</xref>
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<aff id="Aff3"><label>3</label>
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<institution>Centre for Health and Social Research (CHaSR),</institution>
<institution>Australian Catholic University,</institution>
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Melbourne, VIC Australia</aff>
<aff id="Aff4"><label>4</label>
<institution-wrap><institution-id institution-id-type="GRID">grid.1027.4</institution-id>
<institution-id institution-id-type="ISNI">0000000404092862</institution-id>
<institution>Faculty of Health, Arts and Design,</institution>
<institution>Swinburne University of Technology,</institution>
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Hawthorn, VIC Australia</aff>
<aff id="Aff5"><label>5</label>
Independent Consultant, Melbourne, VIC Australia</aff>
<aff id="Aff6"><label>6</label>
ISSUS SOLUTIONS P/L, Sydney, NSW Australia</aff>
<aff id="Aff7"><label>7</label>
<institution-wrap><institution-id institution-id-type="GRID">grid.452312.3</institution-id>
<institution-id institution-id-type="ISNI">0000000406440381</institution-id>
<institution>The Albion Centre,</institution>
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Surry Hills, NSW Australia</aff>
<aff id="Aff8"><label>8</label>
<institution-wrap><institution-id institution-id-type="GRID">grid.416088.3</institution-id>
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Sydney, NSW Australia</aff>
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<pub-date pub-type="epub"><day>4</day>
<month>6</month>
<year>2015</year>
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<pub-date pub-type="collection"><year>2015</year>
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<fpage>227</fpage>
<lpage>247</lpage>
<permissions><copyright-statement>© Springer International Publishing Switzerland 2015</copyright-statement>
<license><license-p>This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic.</license-p>
</license>
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<abstract id="Abs1"><p id="Par1">In recent times the world has faced several potential pandemics – SARS, avian (bird) flu, swine flu, and most recently Ebola. The risk of a disease pandemic presents an important challenge for social marketing –to this point, health-related social marketing has focused on chronic diseases (such as cancer, asthma, obesity) and their risk factors (such as tobacco use, physical inactivity, and dietary intake). In the communicable disease field, most of the challenges we have addressed have had simple and proven preventive strategies (such as immunisation and the use of condoms). However, emerging pandemic diseases pose new challenges – notably in the global scale of the threat, the rapid nature of transmission, and (often) the absence of a known cure or vaccine. In this context, people’s quality of life has scope to be shaped by immense physical and social influences. This chapter reports on a comprehensive study undertaken to inform government policy and practice in the event of an avian influenza pandemic – specifically how to prepare (but not panic) the general public. The research phases included: a media analysis of coverage of a potential pandemic; extensive qualitative formative research; two population CATI surveys; two airport intercept surveys; message development; and message testing. While this research was undertaken in the context of a specific disease, the findings and recommendations are equally relevant to current and future pandemic threats.</p>
</abstract>
<kwd-group xml:lang="en"><title>Keywords</title>
<kwd>Avian Influenza</kwd>
<kwd>Social Marketing</kwd>
<kwd>Meningococcal Disease</kwd>
<kwd>Protection Motivation Theory</kwd>
<kwd>Social Marketing Campaign</kwd>
</kwd-group>
<custom-meta-group><custom-meta><meta-name>issue-copyright-statement</meta-name>
<meta-value>© Springer International Publishing Switzerland 2015</meta-value>
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