ER - USA
ER has been the number one rated drama on American television. With extensive international sales it is also popular in many other national markets. Though the main intention is drama the programme also raises, as part of that drama, health issues and actions which can prevent health problems arising. In the USA there have been approximately 35 million viewers every week. This power and popularity is "exploited" for health promotion.
Communication Strategies
Building on the appeal and power of the drama a number of specific health promotion activities have taken place. These include 1-800 numbers for information on the health conditions raised in the show; Internet addresses for more detailed information; and a local news segment [in every local market within the news programnes that immediately follow ER] called "Following E.R.", which picks up on the health theme in the show [e.g., accidents] with local stories [e.g., the work of accident prevention groups].
Development Issues
Major health issues, HIV/AIDS, Youth Health, rape, cancer, prevention methods, personal attitudes, many others.
Key Points
According to the Kaiser Family Foundation (KFF), ER has a well-researched plot and script that provide accurate information about health issues and are an effective media to reach target communities. ER reaches people through positive and negative role models.
Partners
ER production team, Johns Hopkins School of Public Health, KFF, NBC.
Source
Survey of ER viewers - Kaiser Family Foundation summary of Results. April 1997.
Placed on the Communication Initiative site July 15 2001
Last Updated June 04 2009
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