Table 2. Social Marketing Intercept Results: Childhood Immunization Awareness and Intent to Immunize.
| Characteristics | Billboard Intercept 1 | Billboard-enhanced Intercept 2 | Combined Interceptsa | Changeb | P valuec |
|---|---|---|---|---|---|
| % Yes (n) | % Yes (n) | % Yes (n) | |||
| Recalled any public health messages (without prompting) | 48 (202) | 54 (206) | 51 (408) | + | 0.278 |
| Saw any public health messages (with visual prompt) | 69 (202) | 73 (206) | 71 (408) | + | 0.317 |
| If Yes, Which Messages Have You Seen: | |||||
| CHIMC take control message | 84 (139) | 85 (151) | 84.5 (290) | + | 0.765 |
| Mock nutrition message | 25 (139) | 14 (151) | 19.5 (290) | - | 0.015 |
| Mock water soda message | 16 (139) | 13 (151) | 14.5 (290) | - | 0.428 |
| Mock stop bullying message | 17 (139) | 24 (151) | 20.5 (290) | + | 0.131 |
| If Yes to CHIMC “Take Control” Message, Did it Motivate You to Do Anything | 47 (116) | 49 (129) | 48 (245) | + | 0.721 |
| If Yes, What Did it Motivate Yo u to Do: | |||||
| Get child immunized | 30 (54) | 17 (64) | 23.5 (118) | - | 0.109 |
| Call doctor | 6 (54) | 13 (64) | 9.5 (70) | + | 0.196 |
| Ask doctor about immunization | 2 (54) | 16 (64) | 9 (118) | + | 0.010 |
| Review immunization records | 15 (54) | 13 (61) | 14 (115) | - | 0.793 |
| Tell someone | 9 (54) | 6 (64) | 12 (118) | - | 0.540 |
| Believe immunizations are important for children | 96 (198) | 97 (203) | 96.5 (401) | + | 0.755 |
a
Combined intercept shows the total combined sample (n) with the average percentage of the 2 intercepts.
b
+ and − indicates either a positive (increase) or negative (decrease) change between intercept 1 and 2
c
P values based on Pearson chi-square or Fisher exact test comparisons between intercept 1 and intercept 2.