Health-Based Animated Webisode for Health Promotion

以健康为基础的动画网络短片，促进健康

• 批准号: 8224308
• 负责人: Mary S. Harris
• 金额: $ 94.99万
• 依托单位: BIOTECHNICAL COMMUNICATIONS, INC.
• 依托单位国家: 美国
• 财政年份: 2011
• 资助国家: 美国
• 起止时间: 2011-02-15 至 2013-07-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/8224308
• 关键词: Adopted; Affect; African American; Air; Awareness; Communication; Communities; Data; Development; Disease; Drama; Education; Educational process of instructing; Feedback; Focus Groups; Future; Goals; Health; Health Care Seeking Behavior; Health Communication; Health Promotion; Health behavior; Health education; Healthcare; Home environment; Insurance; Internet; Knowledge; Licensing; Marketing; Measurable; Methodology; Mission; Modeling; Obesity; Online Systems; Outcome Study; Participant; Pharmacologic Substance; Phase; Population; Positioning Attribute; Pre-Post Tests; Production; Public Health; Qualitative Research; Radio; Recommendation; Risk; Risk Reduction; Screening procedure; Secure; Series; Simulate; Soaps; Stream; Target Populations; Techniques; Technology; Testing; Walkers; animation; base; commercialization; design; efficacy testing; experience; health disparity; health literacy; high risk; improved; information seeking behavior; innovation; interest; programs; prototype; public health relevance; tool; trafficking; web site

DESCRIPTION (provided by applicant): BioTechnical Communications, Inc. (BTC) will develop and produce an animated serial drama Webisode based on the Entertainment-Education model of health education. The series will be marketed to healthcare websites and general interest African American-targeted websites. Using innovative new media approaches to reach a large African American demographic, the goal of this project is to improve health information seeking, along with increasing overall health awareness and knowledge in this targeted population. By combining media that is simultaneously entertaining, educational and culturally tailored to African Americans, we offer an innovative health education tool to reach a high health disparities population. The Webisode project is the next logical step based on our successful serial soap opera radio product, Keeping Up with the Walkers (KUWW), which educates people about health and disease that disproportionately affects African Americans. KUWW was recently licensed to SupeRadio for distribution in 50 black radio stations nationwide demonstrating BTC's track record bringing health communication products to market. In this Fast-Track application, Phase I will take 6 months to develop a ten-minute animated prototype based on a single health topic, obesity, and assess feasibility and appeal of this approach with an African American audience using focus group qualitative research. In Phase II, we will produce a 120-minute animated series covering six health topics that have high levels of disproportionate impact on the Black community. This newly animated Walkers series, which will be webcast on the Internet, will reach a more diverse audience including the younger at risk African American demographic, who have quickly adopted Internet-based communication. Using a web panel of African Americans we will conduct an outcome study of the efficacy of the Webisodes on participants' health seeking behavior, health knowledge, and perceived risk. The impact of the KUWW Webisodes on real world Internet users' health information seeking behavior will be tested to determine if our product can be used to drive viewers to seek more health information on the web. Our long-term goal for commercialization is to position the KUWW Webisode series at African American oriented websites to encourage viewers to seek more extensive health information and to adopt the positive health behaviors modeled by the KUWW characters. Currently, BTC hosts the website Journey To Wellness (www.journeytowellness.com); the additional reach of our partner organizations which have high impact websites, will serve to expand our potential audience and create future commercial partners for BTC's appealing and culturally tailored health communications products. PUBLIC HEALTH RELEVANCE: The mission of BTC is to have a measurable impact on the health of the African American community using a culturally relevant and easily accessible health education message to improve public health literacy and decrease health disparities. An effective and culturally appealing animated Webisodes series aimed at an African American niche of Internet users will teach viewers about health risk reduction using the proven technique of entertainment-education.

描述（由申请人提供）：BioTechnical Communications, Inc.（BTC）将开发并制作基于健康教育娱乐教育模式的动画连续剧网络剧。该系列将向医疗保健网站和针对非裔美国人的一般兴趣网站进行营销。该项目的目标是利用创新的新媒体方法接触大量非裔美国人，改善健康信息的寻求，同时提高目标人群的整体健康意识和知识。通过结合针对非裔美国人量身定制的兼具娱乐性、教育性和文化性的媒体，我们提供了一种创新的健康教育工具，以覆盖健康差距较大的人群。 Webisode 项目是基于我们成功的连续肥皂剧广播产品《与行者同行》(KUWW) 的下一个合乎逻辑的步骤，该产品教育人们有关对非裔美国人影响尤为严重的健康和疾病的知识。 KUWW 最近获得了 SuperRadio 的授权，可以在全国 50 个黑人广播电台进行分发，展示了 BTC 将健康通讯产品推向市场的良好记录。在此快速通道应用程序中，第一阶段将花费 6 个月的时间来开发一个基于单一健康主题（肥胖）的 10 分钟动画原型，并使用焦点小组定性研究来评估这种方法对非裔美国观众的可行性和吸引力。在第二阶段，我们将制作一个 120 分钟的动画系列，涵盖六个对黑人社区产生巨大影响的健康主题。这部新推出的动画《步行者》系列将在互联网上进行网络直播，将吸引更多不同的观众，包括处于危险中的年轻非洲裔美国人，他们很快就采用了基于互联网的交流方式。我们将利用非裔美国人的网络小组，对网络剧集对参与者的健康寻求行为、健康知识和感知风险的功效进行结果研究。我们将测试 KUWW 网络剧集对现实世界互联网用户健康信息寻求行为的影响，以确定我们的产品是否可以用来推动观众在网络上寻求更多健康信息。我们商业化的长期目标是将 KUWW 网络剧集系列定位在面向非裔美国人的网站上，鼓励观众寻求更广泛的健康信息并采取以 KUWW 角色为榜样的积极健康行为。目前，BTC 托管网站 Journey To Wellness (www.journeytowellness.com)；我们拥有高影响力网站的合作伙伴组织的额外影响力将有助于扩大我们的潜在受众，并为 BTC 具有吸引力和文化定制的健康通信产品创造未来的商业合作伙伴。 公共卫生相关性：BTC 的使命是利用文化相关且易于获取的健康教育信息，提高公共卫生素养并减少健康差距，对非裔美国人社区的健康产生可衡量的影响。一个有效且具有文化吸引力的动画网络剧集系列，针对非裔美国互联网用户群体，将利用成熟的娱乐教育技术向观众传授如何降低健康风险。