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KMID : 1143420200130423027
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Public Health Weekly Report
2020 Volume.13 No. 42 p.3027 ~ p.3037
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An Assessment of Red Circle, a Cardio-Cerebrovascular Disease Campaign and Strategies for Future Health Communication
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Lim In-Jae
Lee Chul-Joo
Shin Ha-Na
Jeong Se-Hoon
Park Ji-Hye
Lee Seung-Hee
Kim Won-Ho
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Abstract
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We conducted this research to assess Red Circle, cardio-cerebrovascular disease campaign, and to suggest strategies for future health communication in this area. This paper consists of two parts. In Part 1, a few major theories applied to health campaigns similar to Red Circle were reviewed. Our findings demonstrated that previous campaigns utilized the gain- and loss-frame theory, construal-level theory (hypothetical distance/temporal distance), and exemplification theory (exemplar/statistics), and that these campaigns were overall successful.
By using the theories reviewed in Part 1, we analyzed the communication strategies used in Red Circle campaign messages in Part 2. In line with the previous studies in this area of research, campaign messages were classified in terms of 'media channel', 'source’ and 'message strategy'. In terms of media channel, there were many newspaper/magazine ads (24 cases) and video ads (17 cases), whereas there were relatively few press releases (5 cases) and radio ads (4 cases). Especially, from 2014 to 2015, the campaign focused mainly on video ads. In terms of source, expert (11 cases) outnumbered layperson (8 cases). In terms of message strategy, gain frames (42 cases) were more frequently used than were loss frames (8 cases). When it comes to psychological distance of messages, low hypothetical distance (37 cases) was employed almost to the same extent as high hypothetical distance (32 cases). Regarding the theory of evidence-based strategy, statistical- and numerical-based message strategies (18 cases) were more frequently utilized than were exemplar-based message strategies (9 cases).
Based on these findings, we argue that in developing future cardio-cerebrovascular disease campaign messages, it is necessary to apply strategies that (i) utilize gain- and loss-frames depending on target audiences, (ii) take both hypothetical and temporal distance among psychological distance into account, and (iii) apply evidence-based message (exemplar/statistics) strategy that consider short, medium and long-term goals of campaigns.
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KEYWORD
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Cardio-cerebrovascular Disease Campaigns, Red Circle, Gain and Loss Frames, Construal Level Theory, Evidence-Based Strategy
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