The effectiveness of mass media interventions: Exploration of the evidence and application to the case of non-specific low back pain

The media has an important role in influencing the public. Media such as television, newspapers, magazines, radio and the Internet are fundamental components of modern society. As individuals take a more active role in their own health and health care they rely on the media as a source of information to inform their choices. This role of the media has great potential if it can be harnessed to positively influence health-related behaviours. Research has shown that mass media interventions across a variety of health conditions can work, however it is not clear what characteristics make a campaign successful. The objective of this research synthesis is to use different methods and data to summarize evidence on the effectiveness of mass media interventions. Three components will make up a comprehensive framework with breadth and depth, for understanding the current state of the evidence: 1. a systematic review and exploration of the literature, 2. consultation with experts and stakeholders to inform the research and increase applicability, and 3. an in depth case study of mass media interventions for low back pain. Evidence from these components will be systematically compiled to formulate recommendations regarding the appropriate role of mass media in influencing public health outcomes. This comprehensive synthesis will inform policy and healthcare programs specifically for the problem of low back pain, and also provide information that is transferable to other health conditions. Furthermore, this synthesis will help to guide design of future innovative studies to better understand the mechanisms and optimum delivery of mass media interventions.