The results of a study of the effectiveness of information and communication campaigns in the public health conducted in Ukraine.

Abstract

Theoretical background: Information and communication activities are one of the key areas of public health. Thus, the World Health Organization (WHO) singles out operational function 9 among public health operational functions. Advocacy, communication and social mobilization for health. Since 2000, a number of national-level public health information and communication programs have been implemented in Ukraine, but these campaigns have rarely been evaluated for their real impact and effectiveness. Aim: To study the evaluation of the effectiveness of large-scale (national level) information and communication campaigns in the field of public health in Ukraine by representatives of certain target audiences, both in the field of health care and not directly related to the health care sector. Methods: A special sociological study was to develop an online questionnaire (Google-form questionnaire) and disseminate them by disseminating to the audience users of social networks, including Facebook, Instagram. The research period is November 1-30, 2020. The questionnaire contained 26 questions from different thematic blocks: the block of socio-demographic characteristics of the respondent; unit for determining respondents' awareness of national campaigns; respondents' evaluation of the effectiveness of campaigns; a block of respondents' assessment of the effectiveness, impact of campaigns and the commitment of respondents to the dissemination of their content. In total, during the survey period, questionnaires were received from 153 respondents from all regions of Ukraine. Results: Only 7 information and communication campaigns at the national level out of 20 were mentioned by more than 20% of respondents. Only 35.2% of respondents consider them effective. If we consider that the motivation of the target group to search for additional information on the issues raised in the campaign can be considered a sign of the effectiveness of the information campaign, the level of effectiveness is quite high - only 19 respondents (13.6% of 140 respondents) were not interested in any campaign. problem. 40.5% of respondents also indicated that certain information and communication campaigns influenced them personally, motivating them to take certain actions at the individual level of maintaining their own health. Conclusion: The level of efficiency and effectiveness of information and communication campaigns in the field of public health, which were conducted in Ukraine during 2000-2020, according to the surveyed group of respondents is insufficient. There is a need to develop and implement a methodology and tools for monitoring and evaluating the effectiveness and efficiency of public health information and communication campaigns in order to develop recommendations for their improvement.