Abstract P185: TV Campaign for Automated External Defibrillator Promotion in Hyogo Prefecture, Japan
PURPOSE: In Japan, limited number of public access defibrillation (PAD) has been reported after the governmental approval in 2004. Our aim is to promote AED to the residents in our prefecture with 5.6 million populations.
METHODS: To provide information of AED, we collaborated with Japan Broadcasting Corporation (JBC) Kobe Station for a TV campaign covering Hyogo prefecture. The campaign consisted of 5 TV spots of 1 minute and 4 news programs of 6 minutes. We also managed special pages in JBC Kobe Station website. To assess the impact of the campaign, we evaluated access frequency to the website and made questionnaires in BLS training courses in the prefecture by local fire departments until March of 2008.
RESULTS: The campaign was carried out from 27th August to 28th September in 2007, with 39 on airs of the TV spots and 4 on airs of the news programs. In the website, weekly access frequency showed nearly 2,000 in the first two weeks, then declined gradually to around 200 in two months and stayed at that level thereafter (Figure⇓). We collected 24,610 questionnaire sheets from 1,131 courses by 30 local fire departments. Recognition rate of AED information in JBC broadcast elevated from 18.7 in August to 24.8% in September, then declined to around 20% thereafter. But the rate of motivation source for people to attend BLS courses was minimal in JBC broadcast (0.4%) and maximal in organization sponsorship (53.3%)
CONCLUSION: Our TV campaign was recognized fairly well by Hyogo residents, but its impact was temporary. People’s positive action seemed to depend on supports of local organizations or communities, but not on their personal motivations. Continuous motivating tactics need to be studied.