Geoffrey Jalleh

Edith Cowan University

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Chad Lin

Curtin University

Robert J. Donovan

University of Western Australia

Billie Giles‐Corti

University of Western Australia

Robert J. Donovan

University of Edinburgh

Yu‐An Huang

Changsha University of Science and Technology

Terry Slevin

Curtin University

R.J. Donovan

University of Western Australia

Daniel F. Gucciardi

Curtin University

Owen Carter

Royal United Hospital Bath NHS Trust

Terri Pikora

University of Western Australia

Cooperative Institutions

University of Western Australia

Curtin University

Cancer Australia

University of Sydney

Cancer Council Western Australia

Utrecht University

Government of Western Australia Department of Health

Mashhad University of Medical Sciences

Hospital Clínico Universitario de Valladolid

UNSW Sydney

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When confrontational images may be counter productive: reinforcing the case for pre-testing communications in sensitive areas

Health Promotion Journal of Australia (2008)

Robert J. Donovan Geoffrey Jalleh Lynda Fielder Robyn Ouschan

Issue addressed White Ribbon Day is an international campaign that encourages men to speak out about and demonstrate their opposition to violence against women by wearing a white ribbon on 25 November. This study assesses the effectiveness of a graphic confrontational image in the Australian 2006 campaign versus an alternative non-violent image to motivate men to wear a white ribbon on White Ribbon Day. Methods An intercept survey was conducted with a sample of 45 males aged 30–49 years recruited in an inner city suburban shopping strip. Respondents were presented with two alternatives: a graphic ‘amputated arm’ image and a non-violent ‘father-daughter’ image. The primary dependent variable was the relative ability of the two alternatives in motivating respondents to wear a white ribbon on White Ribbon Day. Results The vast majority of respondents nominated the ‘father-daughter’ as image being more motivating than the ‘amputated arm’ image to wear a white ribbon on White Ribbon Day: 84% vs 9%. Conclusions The bland ‘father-daughter’ image was far more motivating than the macabre/violent ‘amputated arm’ image in motivating men to wear a white ribbon on White Ribbon Day. This is contrary to the UNIFEM Australia and White Ribbon Day assertion that ‘confrontational/provocative’ images are necessary to achieve this behaviour. So what? Confrontational images may be counter productive. Hence pre-testing of potentially controversial images is necessary, especially in sensitive areas such as violence against women and when funds for campaigns are limited.

Population Health

Health Economics

Community Health

10.1071/he08132

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Sponsorship: Impact on Brand Awareness and Brand Attitudes

Social Marketing Quarterly (2002)

Geoffrey Jalleh Robert J. Donovan Billie Giles‐Corti C. D’Arcy J. Holman

Sponsorship is a rapidly growing tool in both commercial and social marketing areas, in Australia and overseas. Australian health promotion foundations distribute substantial funds to arts, sports, and racing organizations for the opportunity to have these organizations' events sponsored by health promoting organizations. However, in spite of substantial commercial and health expenditures, there has been little published systematic evaluation of sponsorship. Recent years have seen far more attention to this area. This article presents the results of a study designed to evaluate sponsorship effectiveness in terms of its two main communication objectives: brand awareness and brand attitude. Two health and four commercial sponsorships were evaluated at two major sporting events. Overall, the data suggest that sponsorship can influence both brand awareness and brand attitude, and that the health sponsorships had more impact than the commercial sponsors studied. These and other data confirm the potential usefulness for greater use of sponsorship in social marketing campaigns.

Promotion (chess)

10.1080/15245000212545

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Continuous tracking of the Australian National Tobacco Campaign: advertising effects on recall, recognition, cognitions, and behaviour

Tobacco Control (2003)

Robert J. Donovan James F. Boulter Ron Borland Geoffrey Jalleh Owen Carter

To relate Australian National Tobacco Campaign advertising to outcome measures such as smokers' awareness of and reaction to the campaign, and indicators of interest in smoking cessation.Continuous tracking was used to survey random cross sectional samples of the target audience via telephone interviews. Baseline measures were collected preceding each advertising phase, whereafter subjects were interviewed on a weekly basis for the entire period of each phase. Changes in outcomes could thus be inferred on a weekly basis allowing variations in advertising intensity to be monitored for effect. Three phases were evaluated variously in Melbourne, Sydney, and Adelaide.A total of 9033 subjects aged 18-40 years were interviewed. Age and sex of the sample were evenly distributed.In general, it was found that the greater the media weight, the greater the recall and recognition mediated by the message of the advertisement and the creative execution-advertisements with a clear figure ground executional format appeared more memorable than those without, and health effects advertisements were more memorable than those encouraging calls to a quitline. The relationship between various communication effects and media weight was limited by the confounding of prior activities in two of the phases.Advertisements with clear figure ground executional formats and those illustrating health effects of smoking have high memorability. Future campaigns that are continuously tracked are recommended to systematically vary media weight, flighting schedules, and advertisement type, so as to maximise information about these variables and their interactions.

Quitline

10.1136/tc.12.suppl_2.ii30

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Citations (67)

Sponsorship Kits Evaluation Results 1996/1997

Geoffrey Jalleh R J Donovan Billie Giles‐Corti P. John Clarkson

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Substantive and methodological considerations of social desirability for doping in sport

Daniel F. Gucciardi Geoffrey Jalleh

10.4324/9781315761107-17

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Changing perceptions of solaria and cancer risk: the role of the media

The Medical Journal of Australia (2008)

Geoffrey Jalleh Robert J. Donovan Chad Lin Terry Slevin

10.5694/j.1326-5377.2008.tb01867.x

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Citations (18)

The Myth of “Healthism” in Organized Sports: Implications for Health Promotion Sponsorship of Sports and the Arts

American Journal of Health Promotion (1997)

C. D’Arcy J. Holman Robert J. Donovan Billie Giles‐Corti Geoffrey Jalleh

Purpose. The study examines the association of involvement in sports and arts with five health risk factors. The aims were to evaluate the argument that promotion of sports alone will achieve health objectives and to assess the suitability of sports and arts populations as targets for health promotion sponsorship. Design. Personal and telephone cross-sectional surveys were performed in Western Australia in 1992 ( N = 2629) and 1994 (N = 2031). Setting. Sports and arts venues in Western Australia. Subjects. Random samples of household respondents aged 16 to 69 years. Measures. Measures of association between risk factors and involvement in sports and the arts were adjusted for sex, age, residence, income, and other types of sports/arts involvement. Results. Spectators attending sports events, who were not members of organized sports clubs, were more likely to possess three or more risk factors than nonparticipants (OR = 1.43; 95% CI 1.20–1.70). They were more likely to report cigarette smoking, unsafe alcohol drinking, and poor sun protection practices. Sports club members had a similar profile of risk factors, except that their prevalence of smoking was reduced and they were much less likely to report inadequate physical exercise. The most elevated risk factor in sports populations was unsafe alcohol drinking (OR = 1.81 in club members, 1.88 in spectators, and 2.25 in spectators who were also members). Arts populations were less likely than average to report elevated risk factors, especially in the case of members of arts organizations who also attended arts events (for three or more risk factors, OR = 0.59; 95% CI .45–.75). However, the majority of arts respondents had at least two risk factors. Levels of inadequate exercise in arts populations were the same as those in sports populations. Conclusions. The promotion of sports alone is unlikely to achieve health objectives. Highest priority in the use of health promotion sponsorship funds should be given to the populations attending sports events and involved as members of sports clubs. Investment in arts sponsorship is warranted, but at a lower level than health sponsorship of sports.

Promotion (chess)

Martial Arts

Sports medicine

10.4278/0890-1171-11.3.169

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Healthy Food Choices at Healthway Sponsored Events

Alex Hamilton Geoffrey Jalleh Billie Hamilton Jan Clarkson Robert Donovan

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Adtest of the ‘Border Thermal Imaging’, ‘BreastLogic’ and ‘Safe Breast Imaging’ Advertising

Geoffrey Jalleh Chad Lin Richard L. Donovan