Effect of the mass media in promoting calls to the Cancer Information Service.

The Cancer Information Service is a toll-free telephone inquiry service that provides information about cancer and related resources to the public, patients and their families, and health-care providers. The service was created in 1975 to provide rapid access to the latest information about cancer, to address specific population needs, and to bridge gaps between cancer research and application. This article reviews a variety of ways in which the mass media have been used to promote calls to the Cancer Information Service. Conclusions are drawn about the usefulness of media promotion in the past, and recommendations are suggested for future media promotion of the service.

Women's health and the mass media: the reporting of risk.

News about women's health risks is prevalent in the mass media, and how that news is presented is important for the woman who uses it to make decisions about her health. Conferees at a Jacobs Institute symposium reviewed the presentation and discussion of risk factors in scientific articles and the subsequent translation of this information by the media to their consumers. The symposium participants made four major recommendations to improve the reporting of risk: 1) as information sources, the scientific community, institutions, and media organizations should share the responsibility of clearly presenting information on risk factors affecting women's health, 2) institutional public affairs officers, journal public affairs officers, and mass media editors should require that reports on single studies be placed within the context of current scientific knowledge, with limitations prominently described, 3) measures of absolute and relative risk should be interpretable by a general audience, and 4) news makers (the scientific community) and news writers (reporters and editors) should have more training opportunities to achieve a clearer understanding of the constraints on the news media and the limitations of science.

The Healthy Mothers, Healthy Babies Coalition: four years of progress.

The Healthy Mothers, Healthy Babies Coalition is a cooperative venture of 80 national voluntary, health professional, and governmental organizations committed to improving maternal and infant health through education. In the 4 years since its creation, the Coalition has grown in scope and size, established an Executive Secretariat, and begun activities directed at breastfeeding, substance use, injury prevention, genetics, oral health, adolescent pregnancy, and motivation of low-income women. National Coalition educational materials on these subjects are produced by representatives of the national organization members contributing time and their organization's resources. In addition, member organizations sponsor the publication of a quarterly newsletter and other coalition-building materials including an exhibit, slide-tape show, television production kit, and a community organization guide. Combined with State and community enthusiasm for the Healthy Mothers, Healthy Babies concept, technical assistance from national members has led to the formation of coalitions in many States--more than 40 States have designated contacts with the national coalition. The State coalitions have undertaken a variety of campaigns; the achievements in 12 States are outlined. Of high priority during the next year will be support of these developing State coalitions through co-sponsorship of regional conferences. The national Coalition will also continue to recognize innovative programs through annual national achievement awards. The Healthy Mothers, Healthy Babies Coalition is dedicated to continued development and promotion of educational programs for pregnant women, those planning a pregnancy, and their caregivers until 1990, in support of the health Objectives for the nation.

Opportunities for improving the nation's health through collaboration with the mass media.

Understanding the mass media is a prerequisite to gaining the cooperation of those who control access to media time and space to improve the coverage of health issues about which the public needs, and often wants, to know. To address the complexities of the mass media and how they influence the public's health, a group of Public Health Service agencies, foundations, and research institutions collaborated to review recent changes in the mass media and public health sectors and to recommend steps for increased interaction. These included broadening strategies to include paid advertising, media advocacy, and other tactics beyond public service campaigns; increasing awareness within the public health sector of the media's perspective on health; working collaboratively with media professionals and organizations, including the minority media; and developing guidelines for public-private sector partnerships. These recommendations, and factors affecting the roles of the media and public health communities in informing the public about health, are described in this paper. A complete discussion of these recommendations and related issues can be found in "Mass Media and Health," edited by Caroline McNeil and Elaine Bratic Arkin, a forthcoming publication of the Office of Disease Prevention and Health Promotion, Public Health Service.

Review and needs assessment of materials designed to prevent tobacco use.

Over the past 25 years, numerous educational materials and strategies have been developed for the prevention and control of tobacco use. However, there has been no comprehensive assessment of the available materials designed to educate the public to avoid the use of tobacco. A search for materials and a review process was conducted in the fall of 1993, and a panel of experts reviewed the materials that were collected. In conducting the search, 240 persons and organizations associated with tobacco control efforts across the United States were contacted, and 207 materials were identified and evaluated. All materials were assessed by at least two members of the expert panel. Of the 207 items, 188 were found to be acceptable according to standardized review criteria. The authors drew conclusions about the current availability of tobacco use prevention materials and present recommendations for increasing the availability of materials to community-level and other control programs.

A case study in planning for public health education: the organ and tissue donation experience.

The chasm between the supply and demand of donated organs and tissues continues to grow despite widespread public awareness of transplantation and numerous efforts to educate the public about organ donation. It is fast becoming a significant public health problem in this country. The need for more effective public education is well documented in the literature on transplantation and is a primary objective of organizations in the transplant field. In response to this need, the Division of Organ Transplantation in the Health Resources and Services Administration of the Public Health Service initiated a project to examine the nature and scope of donation education initiatives throughout the country, to identify shortcomings, and to suggest ways the Federal Government could contribute to the effectiveness of public education in organ and tissue donation. The project resulted in the development of a protocol that also is applicable to other health education programs. Its major steps consisted of assessing the status of donation-related public education in the United States, identifying existing needs in donation education by applying principles learned from other public health education programs, and identifying roles that could be assumed to help strengthen the American public's commitment to organ and tissue donation. These roles, which could be adopted by an transplant-related organization, were as broker of knowledge, producer of educational strategies, energizer through communications research, and catalyst by bringing together other groups. This approach to needs assessment and planning may provide useful insights both for those concerned with transplants and for professionals conducting education campaigns related to other public health issues.