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Process evaluation of the Act‐Belong‐Commit Mentally Healthy WA campaign: first 12 months data
Author(s) -
Jalleh Geoffrey,
Donovan Robert J.,
James Ray,
Ambridge Jennifer
Publication year - 2007
Publication title -
health promotion journal of australia
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.515
H-Index - 32
eISSN - 2201-1617
pISSN - 1036-1073
DOI - 10.1071/he07217
Subject(s) - commit , newspaper , banner , media campaign , mass media , timeline , advertising , political science , public relations , business , geography , archaeology , database , computer science
Objective To assess the extent of partnerships established by the Act‐Belong‐Commit campaign in the six intervention towns in the first 12 months, from October 2005 to September 2006, and the exposure achieved. Methods In each town, data were collated on media exposure, partnerships established and co‐branding of community‐based events and activities under the Act‐Belong‐Commit banner. Results In the first 12 months, four press advertisements were developed and placed twice a month in a local newspaper in each town. The total coverage area was 45,350 cm2, with a media buy of $63,000. The campaign generated a total of 124 campaign‐related press articles in these local newspapers (27,529 cm2), equating to approximately $38,000 worth of paid media in terms of coverage area (cm2). In total, 59 major partnerships were established, holding 115 co‐branded community events and activities. The campaign attracted 21 sponsorships for partners, totalling approximately $250,000. Conclusions The partnerships with community organisations facilitated the co‐branding of events and activities, which provided opportunities for individuals to act‐belong‐commit. The campaign officers were successful in forming ongoing partnerships in each of the towns, as partners believed the campaign offered them significant benefits for their co‐operation. The campaign officers were instrumental in securing sponsorships of community events and activities. A substantial amount of unpaid media was generated. So what? Establishing strong working relationships with partners, including the media, is dependent on being able to offer partners something of value to them in return. All health promotion efforts, but particularly those dealing with small community‐based organisations or country town branches of larger organisations, need to ensure that their efforts to engage partners is accompanied by an understanding of the partner organisations' needs.