Published online before print July 10, 2003, doi: 10.1161/01.STR.0000083175.01126.62
(Stroke. 2003;34:1965.)
© 2003 American Heart Association, Inc.
Original Contributions |
Advertising Strategies to Increase Public Knowledge of the Warning Signs of Stroke
From the Stroke Investigation Unit, University Health Network, Toronto Western Division, Toronto, Ontario (F.L.S.); Heart and Stroke Foundation of Ontario, Toronto (F.R., D.B.); and Corinne S. Hodges and Associates Inc, Burlington, Ontario (C.S.H.), Canada.
Correspondence to Frank Rubini, Heart and Stroke Foundation of Ontario, 1920 Yonge St, 4th Floor, Toronto, Ontario, Canada M4S 3E2. E-mail frubini{at}hsf.on.ca
Background and Purpose— Public awareness of the warning signs of stroke is important. As part of an educational campaign using mass media, the Heart and Stroke Foundation of Ontario conducted public opinion polling in 4 communities to track the level of awareness of the warning signs of stroke and to determine the impact of different media strategies.
Methods— Telephone surveys were conducted among members of the general public in 1 control and 3 test communities before and after mass media campaigns. The main outcome measure used to determine effectiveness of the campaigns was the ability to name 
2 warning signs of stroke.
Results— In communities exposed to television advertising, ability to name the warning signs of stroke increased significantly. There was no significant change in the community receiving print (newspaper) advertising, and the control community experienced a decrease. Television increased the knowledge of both men and women and of people with less than a secondary school education but not of those 65 years of age. Intermittent, low-level television advertising was as effective as continuous, high-level television advertising.
Conclusions— Results of this survey can be used to guide mass media–buying strategies for public health education.
Key Words: behavioral symptoms • psychology • stroke
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