Applying a scientific-based model to the construction of an audiovisual communication campaign on social media for health prevention in Spain
Moreno, Ángeles (Universidad Rey Juan Carlos)
Fuentes Lara, Cristina (Universidad Rey Juan Carlos)
Zeler, Ileana Lis (Universitat Autònoma de Barcelona. Departament de Publicitat, Relacions Públiques i Comunicació Audiovisual)

Date:	2025
Abstract:	The objective of this study is to examine the effectiveness of an audiovisual communication campaign designed using elements of the health belief model (HBM) and implemented by the association Melanoma Espa~na, which is dedicated to skin cancer prevention. This study employed an experimental causal design to assess the effectiveness of an audiovisual communication campaign, incorporating the HBM variables. Data were collected using a questionnaire administered to a sample of 50 young participants from an at-risk population in Spain and performed using the Statistical Package for the Social Sciences software, version 26. The results showed that among groups with low HBM (LHBM) scores, there is a greater range of variation before and after for those exposed to the audiovisual communication campaign compared to groups of high HBM (HHBM)scores. In the LHBM groups, "cuesto action" and "susceptibility" were the variables most affected, whereas "severity" showed limited impact, even presenting negative changes in some cases. To the best of the authors' knowledge, this study is the first to address the integration of HBM elements into the design of an audiovisual communication campaign for skin cancer prevention disseminated through social media in Spain.
Rights:	Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, sempre que no sigui amb finalitats comercials, i sempre que es reconegui l'autoria de l'obra original.
Language:	Anglès
Document:	Article ; recerca ; Versió acceptada per publicar
Subject:	Communication campaign ; Social media ; Audiovisual content ; Skin cancer prevention ; Health belief model ; SDG 3 - Good Health and Well-being
Published in:	Corporate communications, Ahead of print (2025) , ISSN 1356-3289

DOI: 10.1108/CCIJ-04-2025-0073

Post-print 21 p, 256.2 KB

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