Qualitative Analysis of Infant Safe Sleep Public Campaign Messaging

Qualitative Analysis of Infant Safe Sleep Public Campaign Messaging

The 1994 Back to Sleep public education campaign resulted in dramatic reductions in sleep-related infant deaths, but comparable progress in recent years has been elusive. We conducted qualitative analyses of recent safe sleep campaigns from 13 U.S. cities. Goals were to (a) determine whether the cam...

Full description

Saved in:
Bibliographic Details
Published in:Health promotion practice Vol. 19; no. 2; pp. 203 - 212
Main Authors: Peacock, Nadine R., Altfeld, Susan, Rosenthal, Allison L., Garland, Caitlin E., Massino, Jill M., Smith, Sherri L., Rowe, Hillary L., Wagener, Sarah E.
Format: Journal Article
Language:English
Published: Los Angeles, CA Sage Publications, Inc 01-03-2018
SAGE Publications
SAGE PUBLICATIONS, INC
Subjects:
African Americans
Babies
Blame
Breastfeeding & lactation
Campaigns
Child care
Fear & phobias
Guilt
Health behavior
Health promotion
Health status
Immunization
Injury Prevention Programs
Pediatrics
Public health
Qualitative research
Sleep
United States > US
SUID
health promotion
sleep-related infant death
SIDS
public education campaigns
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The 1994 Back to Sleep public education campaign resulted in dramatic reductions in sleep-related infant deaths, but comparable progress in recent years has been elusive. We conducted qualitative analyses of recent safe sleep campaigns from 13 U.S. cities. Goals were to (a) determine whether the campaigns reflect the full range of American Academy of Pediatrics (AAP) 2011 safe sleep recommendations, (b) describe tone and framing of the messages (e.g., use of fear appeals), (c) describe targeting/tailoring of messages to priority populations, and (d) ascertain whether the campaigns have been evaluated for reach and/or effectiveness. Methods included computer-assisted analyses of campaign materials and key informant interviews. All campaigns included “ABC” (Alone, Back, Crib) messaging; many ignored other AAP recommendations such as breastfeeding, room-sharing, immunizations, and avoiding smoke exposure. Campaigns frequently targeted priority populations such as African Americans. Fear appeals were used in three quarters of the campaigns, and 60% of the fear-based campaigns used guilt/blame messaging. We did not find published evaluation data for any of the campaigns. More attention is needed in public education campaigns to the full range of AAP recommendations, and evaluations are needed to determine the impact of these interventions on knowledge, behavior, and health outcomes.
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
ObjectType-Feature-2
content type line 23
ISSN:1524-8399
1552-6372
DOI:10.1177/1524839917690339