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The national healthy weight campaign encouraged the swapping of unhealthy behaviours for healthy ones and prompted viewers to call the GHS phone number.
The promotion of the GHS within the national healthy weight campaign for four weeks during the study period did not allow for adequate exploration of this hypothesis.
From July 2010 to June 2011, the GHS was promoted again using the GHS-specific campaign and using the GHS tag line nested within the next phase of the national healthy weight campaign (http://www.swapit.gov.au).swapit.gov.au
Interestingly there was higher unprompted awareness at time period 2 (31.8%) compared to time period 3 (5.9%) which could be accounted for by national healthy weight campaign airing prior to time period 2, whilst only aired in NSW for four weeks, it had a high level of media exposure.
Our modeling work brings these data together, allowing us to predict the impact on mortality of each target behavior (using the Lives Saved Tool [LiST] ) and to weight campaign messages so that those predicted to save the most lives can be broadcast most frequently (Table).
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com