Who are the actual beneficiaries of health promotion? An evaluation of health promotion scope in Yogyakarta

Department of Health Behavior, Environment and Social Medicine, Faculty of Medicine, Public Health and Nursing, Universitas Gadjah Mada, Jl. Farmako Sekip Utara, Yogyakarta 55281 Indonesia.

^* Corresponding author: fahmibaiquni@mail.ugm.ac.id

Abstract

Healthy lifestyle media campaign is one of health promotion method that offers a challenge in evaluation. Healthy lifestyle media campaign doesn’t usually result in behaviour change because the changing needs times and provision of other interventions. This study was trying to evaluate a healthy lifestyle media campaign developed by District Health Office of Yogyakarta using the RE-AIM framework. The mixed method study consists of a quantitative approach to describe the reach of media campaigns and the qualitative approach to describe public perception of media campaign effectiveness. This study’s total sample is 288 respondents (32+ 11 y.o; 57.56 % women) consists of community, cadres, and students. The data were collected through survey, in-depth interviews and focus group discussions. Healthy lifestyle media have not been able to reach all respondents. Nine from 11 produced media were not known by more than 60 % respondents. Respondents describe media distribution, media placement, media competition and channel suitability as the factors that affect their familiarity with healthy lifestyle media campaign. Not all media could reach enough target in the community. Health promoter should take notice on the media’s ability to reach specific targets when developing the media campaign.