Visual and Participatory Research Methods In the Development of Mass Communication Health Campaign Messages for Underserved Populations

Theoretical Background and research questions/hypothesis: Mass communication health campaign messages play critical roles in public health, yet studies show decreased effectiveness in reaching and impacting underserved populations. The purpose of this study was to evaluate the benefits of using visual and participatory research techniques towards health message development. 

Methods: Demographic information and levels of physical activity were first obtained in a sample of older Hispanic women (n=23; aged 71.9 ± 7.6 years) in the city of Chicago. Perceptions of physical activity were then assessed using a visual research method known as photo-elicitation as well as supplementary methods. Health messages promoting physical activity were developed and pre-tested with a subsample of the target population using a participatory approach. 

Results: Findings suggest that this method may be a valuable tool in the development of mass communication health messages, extracting rich and meaningful data from target audiences while fostering a sense of partnership between researchers and community members.

Conclusions: Tailoring and improving the message design process around the needs of underserved populations—many of which are faced with a lack of health care resources, literacy, and social support—is essential in the effort to eliminate the burden of health disparities.

Implications for research and/or practice: This study takes a step towards building a more robust evidence-base for public health communication initiatives with the use of innovative interdisciplinary research techniques and may present new ways to strengthen the formative research process to better impact underserved populations.