Effects of a Daytime Serial and a Public Service Announcement in Promoting Cognitions, Attitudes, and Behaviors Related to Bone-Marrow Testing

Abstract

Abstract Past research related to health promotion and public service announcements (PSAs) has generally found that PSAs are successful at public education but are relatively ineffective at promoting appropriate health-related behaviors. According to Wallack (1990), progress toward health promotion must move beyond the standard PSA. This study explored the effectiveness of a soap opera (All My Children) promoting bone-marrow testing when used in combination with a PSA. The investigation found that the addition of a PSA at the end of one episode significantly improved the soap opera's persuasibility in promoting bone-marrow testing by increasing audience members' knowledge, attitudes, and actual behaviors related to bone-marrow testing. Implications for future media campaigns directed at health promotion are discussed.