Shocking a community into action

A social marketing approach to cardiac arrests

Deborah Ragin, Jennifer A. Holohan, Edmund M. Ricci, Chelsea Grant, Lynne D. Richardson

Research output: Contribution to journalArticleResearchpeer-review

3 Citations (Scopus)

Abstract

Social marketing techniques have enhanced the success of programs designed to improve the health outcomes of individuals or communities when adopting new health behaviors. Current research suggests, however, that behavior change models, when added to social marketing techniques, could result in even greater success in changing health behaviors and health outcomes. This retrospective analysis of the results of a Public Access Defibrillation (PAD) Trial, designed to improve a community's response to cardiac arrest, tests this proposition. Data from one of the 24 participating PAD Trial sites were analyzed and interpreted from a social marketing and behavior change model perspective, to assess the success in changing a community's response to cardiac-arrest victims in 61 residential buildings that participated in the PAD Trial in New York City (NYC). The findings suggest that to improve the success of community-based, emergency response systems to cardiac arrest victims, health programs must first assess the community's awareness of the health problem and their willingness to change behaviors before designing and implementing social marketing programs for health behavior change.

Original languageEnglish
Pages (from-to)49-70
Number of pages22
JournalJournal of Health and Social Policy
Volume20
Issue number2
DOIs
StatePublished - 9 Nov 2005

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Social Marketing
social marketing
Heart Arrest
marketing
open channel
Health Behavior
health behavior
public access
community
Health
health
community response
residential building
Social Behavior
social behavior
Emergencies
Community Participation
Research

Keywords

  • Cardiac arrest
  • Community health
  • Community-based systems
  • Health education
  • Public access defibrillation
  • Social marketing

Cite this

Ragin, Deborah ; Holohan, Jennifer A. ; Ricci, Edmund M. ; Grant, Chelsea ; Richardson, Lynne D. / Shocking a community into action : A social marketing approach to cardiac arrests. In: Journal of Health and Social Policy. 2005 ; Vol. 20, No. 2. pp. 49-70.
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Shocking a community into action : A social marketing approach to cardiac arrests. / Ragin, Deborah; Holohan, Jennifer A.; Ricci, Edmund M.; Grant, Chelsea; Richardson, Lynne D.

In: Journal of Health and Social Policy, Vol. 20, No. 2, 09.11.2005, p. 49-70.

Research output: Contribution to journalArticleResearchpeer-review

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