A mixed-methods process evaluation of SafeTea: A multimedia campaign to prevent hot drink scalds in young children and promote burn first aid

Cowley, Laura Elizabeth, Bennett, C.Verity ORCID: https://orcid.org/0000-0002-9311-4124, Brown, Isabelle, Emond, Alan and Kemp, Alison Mary ORCID: https://orcid.org/0000-0002-1359-7948 2021. A mixed-methods process evaluation of SafeTea: A multimedia campaign to prevent hot drink scalds in young children and promote burn first aid. Injury Prevention 27 , pp. 419-427. 10.1136/injuryprev-2020-043909

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Abstract

Objectives: SafeTea is a multifaceted intervention delivered by community practitioners to prevent hot drink scalds to young children and improve parents’ knowledge of appropriate burn first aid. We adapted SafeTea for a national multimedia campaign, and present a mixed-methods process evaluation of the campaign. Methods: We used social media, a website hosting downloadable materials, and media publicity to disseminate key messages to parents/caregivers of young children and professionals working with these families across the UK. The SafeTea campaign was launched on National Burns Awareness Day (NBAD), October 2019, and ran for three months. Process evaluation measurements included social media metrics, Google Analytics, and quantitative and qualitative results from a survey of professionals who requested hard copies of the materials via the website. Results: Findings were summarised under four themes: “reach”, “engagement”, “acceptability”, and “impact/behaviour change”. The launch on NBAD generated widespread publicity. The campaign reached a greater number of the target audience than anticipated, with over 400,000 views of the SafeTea educational videos. Parents and professionals engaged with SafeTea and expressed positive opinions of the campaign and materials. SafeTea encouraged parents to consider how to change their behaviours to minimise the risks associated with hot drinks. Reach and engagement steadily declined after the first month due to reduced publicity and social media promotion. Conclusion: The SafeTea campaign was successful in terms of reach and engagement. The launch on NBAD was essential for generating media interest. Future campaigns could be shorter, with more funding for additional social media content and promotion.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Medicine
Publisher:	BMJ Publishing Group
ISSN:	1353-8047
Date of First Compliant Deposit:	8 September 2020
Date of Acceptance:	30 August 2020
Last Modified:	18 May 2023 10:35
URI:	https://orca.cardiff.ac.uk/id/eprint/134733

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