Developing health communication messaging for a social marketing campaign to reduce tobacco use in pregnancy among Alaska Native women.

Autor:	Patten CA; Mayo Clinic, Department of Psychiatry and Psychology, BioBusiness Bldg 5-26, 200 First Street SW, Rochester, MN 55905, , patten.christi@mayo.edu., Lando H; University of Minnesota, 1300 2 St, Ste 200, Minneapolis, MN 55454, , lando001@umn.edu., Resnicow K; University of Michigan, 109 S. Observatory, 3867 SPH1, Ann Arbor, MI 48109, , kresnic@umich.edu., Decker PA; Mayo Clinic, Department of Health Sciences Research, Harwick 7, 200 First Street SW, Rochester, MN 55905, , decker.paul@mayo.edu., Smith CM; Mayo Clinic, Department of Health Sciences Research, Harwick 7, 200 First Street SW, Rochester, MN 55905, , smith.christina@mayo.edu., Hanza MM; Mayo Clinic, Department of Development, Gonda Building, 200 First Street SW, Rochester, MN 55905, , hanza.marcelo@mayo.edu., Burhansstipanov L; Native American Cancer Initiatives, Inc., 3022 South Nova Road, Pine, CO 80470, , lindab@natamcancer.net., Scott M; Yukon Kuskokwim Health Corporation, P.O. Box 528, Bethel, AK 99559-0528, , Matthew_Scott@ykhc.org.
Jazyk:	angličtina
Zdroj:	Journal of communication in healthcare [J Commun Healthc] 2018; Vol. 11 (4), pp. 252-262. Date of Electronic Publication: 2018 Jul 16.
DOI:	10.1080/17538068.2018.1495929
Abstrakt:	Background: Despite the high prevalence of tobacco use during pregnancy among Alaska Native and American Indian (AI/AN) women, few efforts have focused on developing tobacco cessation interventions for this group. This paper describes development of messaging for a social media campaign targeting the entire community to reduce tobacco use in pregnancy (cigarette smoking and smokeless tobacco use including a homemade product known as Iqmik) among AN women, as part of a multi-component intervention. Method: The study (clinical trial registration #NCT02083081) used mixed methods with two rounds of assessments to develop and refine culturally relevant message appeals. Round 1 used qualitative focus groups and individual interviews (N=60), and Round 2 used quantitative survey interviews (N=52). Each round purposively sampled adult AN pregnant women, family/friends, and Elders in Western Alaska, and included tobacco users and non-users. Round 1 also assessed reasons for tobacco use in pregnancy. Results: Qualitative findings generally converged with quantitative results to indicate that many participants preferred factual, loss-framed, visual concepts on how maternal tobacco use harms the fetus, newborn, and child; in contrast to spiritual or emotional appeals, or gain-framed messaging. Stress was indicated as a major reason for tobacco use in pregnancy and strategies to manage stress along with other health pregnancy targets (e.g., prenatal care) were suggested. Conclusions: This preliminary study suggests campaign messages targeting the entire community to reduce tobacco use in pregnancy among rural AN women should include factual messaging for being tobacco-free as well as focus on reducing stress and other healthy pregnancy targets. Competing Interests: Declaration of interest The authors have no financial or other conflicts of interest or disclosures to report.
Databáze:	MEDLINE
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