According to a study conducted by SW Research for the LoveBrands Medical Institute, Poles’ awareness of health campaigns is still low. Less than half (42%) say they know of a recent health campaign seen in the media.
The campaign topics most recognized by respondents include:
- obesity (45%),
- diabetes (40%),
- lung diseases (23%),
- rheumatic diseases (9%).
Mostly, 10 percent. of respondents indicate that they do not remember the subject of the campaign they met. 80 percent of respondents cannot provide the name or password.
The “We Vaccinate” campaign with the greatest reach
Respondents were guided by examples of health action names. A campaign that 85% of respondents, there was “We get vaccinated” concerning vaccination against Covid-19. Action “Cancer. Cancer. It heals” (48%), and on the third, “Together we race with diabetes” (28%).
– The fact that the “We Vaccinate” campaign is the most recognizable among respondents is not surprising. So far, there has been no health campaign of such magnitude in Poland. According to data from the Government Information Center, the funds for the project exceeded PLN 25 million. Thanks to this budget, it was possible to use many different communication channels and engage personalities. The campaign was visible almost everywhere: on television, on billboards, in the press, on the Internet and on the radio, in health centres, and even on information leaflets placed in mailboxes. Therefore, it is so highly recognizable – says the director of LoveBrands Medical, Marta Domańska.
Television and Internet and social networks
According to 72 percent. of respondents, television remains the medium most frequently indicated for disseminating the content of health campaigns. It was mentioned particularly often by respondents aged 50 and over. The Internet is indicated successively (57 percent), and 30 percent. it usually mentions social media or medical clinics and facilities.
– Although the profile of the campaign recipient is changing dynamically, the core remains the generation for which television is the most important and credible medium. Although you can see that this trend is changing, it still takes time. The most important risk factor for the incidence of population-related diseases is age, which is why young people are much less targeted by the campaign. Even though young people get sick less often, we should work on their healthy attitudes at the start of education. Prevention is better than cure. This is a challenge for the education system. Education in the field of pro-health behaviors must be continuous and not be based solely on one-off information campaigns – adds Domanska.
The impact of pro-health campaigns and their effectiveness
The analysis of the search results indicates two levels of impact of the campaign on the recipients.
- The first is to influence awareness and the way people think about health issues. 72 percent of respondents believe that health campaigns increase awareness and sensitivity to health-related topics in society. 68 percent believe such campaigns can change the way people perceive certain health issues.
- The second level is the sphere of activities. 62 percent of respondents believe that the campaigns result in a change of habits in society and specific actions (eg prophylaxis, tests, vaccinations). It is worse with their efficiency, which is indicated by 50%. 42 percent Poles are of the opinion that they can influence the decisions of those in power (eg the Ministry of Health). It should be noted that 51 percent. of respondents said that thanks to the campaign, they changed their way of thinking or became convinced that pro-health measures are necessary. It is not unimportant that respondents aged 35 and over declare it more often than younger ones.
The message should be simple and understandable
According to respondents, the effectiveness of health campaigns is determined by a clear and understandable message (57%). Another factor is the involvement of doctors’ authority (35%) and the presence of messages in the most used medium, namely television. The role of new media, such as Facebook, Instagram or TikTok, cannot be underestimated, as a group of 18-24 year olds put it. In the Internet space, according to respondents, Facebook is the best place to run a campaign (71%). These are also medical portals (31%) and Instagram (29%).
Poles want and need education campaigns
Most respondents (54%) indicate that there are still too few education and information campaigns in Poland. 80 percent explicitly say they are needed. Respondents indicate two most important needs:
- education of society (64%),
- the need to convince the public of prophylaxis (60%).
Respondents identified three areas where the campaign is most lacking:
- children’s mental health (50%),
- eating disorders (43%),
- mental health of the elderly (40%).
– Missing campaign data is confirmed by the growing number of support groups on Facebook and the grassroots activities of influencers paying attention to mental illness. There are huge gaps in psychological education in Poland. They result in an increase in the number of people struggling with mental or eating disorders.
In turn, the elderly are often marginalized and categorized as those who no longer need anything in life. It’s quite the opposite. An elderly person especially needs companionship, conversation and closeness. Data from the “Loneliness Report 2021” shows that one in three Poles over the age of 75 live alone. Among the Facebook support groups, where anyone can ask a question using the anonymity function, we see more and more often people of retirement age. A good example is the dialogue therapy center “Psychological support group”. In eight months of activity, he has already accumulated 3.8 thousand. members and messages asking for help are posted almost constantly.
More than 4 million people suffer from depression in Poland. They are usually people between the ages of 20 and 40. But how many older people suffer from depression or anxiety disorders? There are no precise data. Experts say older people, left to their own devices, often don’t show up to a psychiatrist – says Mateusz Konwerski, communication consultant at LoveBrands Medical.
The National Institute of Public Health of the National Institute of Hygiene – National Research Institute published in 2021 the report “The health situation of the Polish population and its determinants 2020”. This report also highlights the great need to educate the public about health and to control the factors that influence health. The need for health education arises not only for individuals, but also for medical personnel.
In this report we read:
“The intensive training of new and numerous generations of doctors, nurses, midwives, paramedics, diagnosticians, pharmacists, physiotherapists, public health graduates and medical assistants is the basic condition for the success of the entire project. This success cannot be achieved without increasing the level of motivation of healthcare professionals in Poland. It does not only depend on the level of their salaries, although of course they are crucial. »
About the study
Study “Do health awareness campaigns stay in our heads?” was carried out by the SW Research agency using the CAWI technique on the SW Panel research panel. A representative sample of N=1026 adult Poles. Implementation period: February 1 to 12, 2022.