The purpose of this study is to evaluate the effectiveness of the 2015 Tuberculosis(TB) prevention media campaign. Specifically, this study examined (1) the general public's knowledge, belief, attitude, and behavioral intention toward TB, and (2) the differences on awareness, attitude, and behavior intention between a group who were exposed and the other group who not exposed to the media campaign held this year. A total of 1,000 people responded to the survey.
Generally, people had a high level of knowledge regarding TB symptoms. But the respondents had a relatively high level of optimistic bias. Therefore, campaign practitioners should put more efforts into continuous public awareness campaign on TB severity.
Regarding campaign effectiveness, comparison of respondents with exposure to the media campaign (341 people) reported a higher level of TB knowledge than respondents without exposure (659 people). Specifically, the exposure group had a higher level of knowledge about TB symptoms and TB screening methods than the non-exposure group. These results were due to the fact that media message this year focused on encouraging people’s preventive behavior change.
Such results, along with the finding showing a higher level of TB screening intention among the respondents with exposure to the media campaign, seemed to suggest that the campaign achieved its intended goal in some ways.
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