Realizing an effective health communication campaign to prevent salmonellosis infection

Communication campaigns have been found to be effective in improving adequate and healthier lifestyle. If organized and implemented according to the communication principles, they can influence consumers’ attitude, knowledge and behaviour on health topics. As there are few studies concerning risk perception and communication in relation to health risks from foodborne pathogens, this study verified the previous hypothesis carrying out a health communication campaign on food risk related to salmonellosis, a foodborne disease people risk to be infected assuming inadequate domestic behaviour in preparing and consuming meals. The campaign aimed to increase people knowledge and awareness on the disease, also changing their attitudes and risky eating behaviour. Its realization was set up in three specific steps: explorative analysis (focus groups) to assess consumers’ perception of food risks and to define target, message media of the campaign; design and implementation of the campaign; evaluation of the campaign outcome and of the methodology used (telephone interviews). The campaign was launched in June, 2007. It addressed more than 60,000 families living in the Veneto Region (Northern East Italy), who received at home by mail a flyer and a leaflet with a sliding insert, used as tools to present the key messages. The telephone interviews showed the 79.9% of people that received the materials also read them and they gave a higher percentage of correct answers. It demonstrates that the communication campaign increased knowledge about salmonellosis and changed behaviours and practices.