Evaluation of the Effectiveness of a Suicide Prevention Advertising Media Campaign : Analysis of Changes in Knowledge-Attitude-Behavior by Using Propensity Score Matching

In Han Song; Se Won Kwon; Jung-Soo Kim; Jung-Won You; Ji Eun Kim; Jong-Ik Park

doi:10.4306/jknpa.2015.54.2.202

Journal List > J Korean Neuropsychiatr Assoc > v.54(2) > 1017731

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Song, Kwon, Kim, You, Kim, and Park: Evaluation of the Effectiveness of a Suicide Prevention Advertising Media Campaign : Analysis of Changes in Knowledge-Attitude-Behavior by Using Propensity Score Matching

Original Article

Journal of Korean Neuropsychiatric Association 2015; 54(2): 202-208.

Published online: 31 May 2015

DOI: https://doi.org/10.4306/jknpa.2015.54.2.202

Evaluation of the Effectiveness of a Suicide Prevention Advertising Media Campaign : Analysis of Changes in Knowledge-Attitude-Behavior by Using Propensity Score Matching

In Han Song, PhD¹, Se Won Kwon, MSW¹, Jung-Soo Kim, MSW¹, Jung-Won You, MSW¹, Ji Eun Kim, MSW¹, Jong-Ik Park, MD, PhD, LLM²

¹Health & Mental Health Lab, Yonsei University Graduate School of Social Welfare, Seoul, Korea.

²Department of Psychiatry, Kangwon National University School of Medicine, Chuncheon, Korea.

Address for correspondence: Jong-Ik Park, MD, PhD, LLM. Department of Psychiatry, Kangwon National University School of Medicine, 156 Baengnyeong-ro, Chuncheon 200-722, Korea. Tel +82-33-258-9171, Fax +82-33-254-1376, lugar@kangwon.ac.kr

Received 5 January 2015 Revised 23 January 2015 Accepted 5 February 2015

Abstract

Objectives

This study was conducted to evaluate the effectiveness of a suicide prevention advertising media campaign by the Korea Suicide Prevention Center in 2014 and to analyze the changes in the levels of suicide prevention related-knowledge, attitude, and behavior of the advertisement viewers.

Methods

Data of 703 participants who responded to both the pre and post telephone surveys out of 1100 adults aged 19 or over randomly selected nationwide were analyzed using a stratified proportional quota sampling method considering sex, age, and region by a survey agency. A propensity score matching (PSM) analysis was used to adjust for potential biases in estimated effects.

Results

Of 703 participants who completed pre and post survey interviews, 25.9% watched the media campaign. Comparing the knowledge, attitude, and behavior scores between the advertisement viewers (n=182) and non-viewers (n=521), of those who watched the media campaign, participants' knowledge score showed a statistically significantly increase in all methods of the PSM analysis while there were no statistically significant changes in attitude and behavior.

Conclusion

The results supported the effectiveness of a suicide prevention media campaign in terms of knowledge, but not of attitude and behavior related to suicide prevention. Further long-term large evaluation studies are suggested.

Keywords: Suicide prevention, Mass media campaign, TV advertisement, Effectiveness evaluation, Propensity score matching

Figures and Tables

Table 1

General characteristics of the participants

^* : Due to missing responses, the total case is 684 including 178 ad-viewers and 506 non-viewers. Ad : Advertisement, SD : Standard deviation

Table 2

Results of propensity score matching analysis on the changes in attitude toward suicide

Ad : Advertisement, ATT : Average treatment effect on the treated, SE : Standard error

Acknowledgments

Authors thank Mr. Lee Je Seok for his talent donation to make the suicide prevention TV advertisement.

Notes

^{Conflicts of Interest} The authors have no financial conflicts of interest.

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