预防“非典”健康教育材料效果评价

目的评价“传染性非典型肺炎基本知识与预防措施”健康教育海报和折页两种健康宣传材料的传播效果。方法2004年7月在广东省肇庆市城区和农村选取小学以上化程度的15～65岁居民为调查对象，对两种材料分别进行评价，各调查了50人，共100人。询问了受访的一般情况；采用定性个人访谈技术调查了受访对材料信息的可接受性、通俗性和材料形式的生动性等8项指标的评价；采用分级定量赋分的方法进行量化评分。结果由于本研究两种材料的内容和核心信息完全一样，仅制作形式不同。8项评价指标中，二只有材料的适宜性评分差异有显性意义，折页比海报高；其他7项指标评分，以及信息效果评分、材料效果评分和总评分比较，两差异也均无统计学差异。受访的地区、性别、年龄、婚姻状况、化程度、职业等基本特征，对海报的评分影响无统计学差异；而年龄、化程度和婚姻状况等3个因素对折页的评分影响有显性意义。结论核心信息相同时，材料的效果评分取决于制作形式。在制作海报类健康教育材料时要注意字、配图和色彩的普遍接受性；在制作折页类材料时，要充分考虑受众的年龄和化程度等人口学特征。设计制作针对不同目标人群的折页材料，可以达到更好的传播效果。

Study on the effect of two kinds of health education materials on SARS prevention

Objective To evaluate and compare the effects of two kinds of health education materials, posters and sheets on SARS prevention. Methods In July 2004,50 citizens coming from the town and country of Zhaoqing City, aged between 15 and 65 years and educated above primary school, were interviewed separately for the evaluation of the poster and sheet for health education on SARS prevention. The basic information of the interviewees was collected. Eight indexes including acceptability, popularity, simplicity, directness, interest, quality, appropriateness and vividness were evaluated by the interviewees on the material through intensive personal interview. Each index was graded by the interviewer according to the grading standards immediately after the interviewing. Results The content and core information of the two kinds of materials were in the same. There was a significant statistical difference on the appropriateness between them, and there was no significant statistical difference on other seven indexes. The effect of living region, gender, age, marriage status, education level and occupation of the interviewee had no significant difference on the score of the poster. The age, education level and marriage status showed significant effect on the score of sheet. Conclusion The communication effect was decided by the form of materials while the core information was the same. Specific words, pictures and colors should be considered for different age group when a sheet was made.