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Journal Article

Citation

Zeedyk MS, Wallace L. Health Educ. Res. 2003; 18(4): 493-505.

Affiliation

Department of Psychology, University of Dundee, Dundee DD1 4HN, UK. m.s.zeedyk@dundee.ac.uk

Copyright

(Copyright © 2003, Oxford University Press)

DOI

unavailable

PMID

12939131

Abstract

The burgeoning market in electronic media has

encouraged a trend toward 'edutainment', where entertaining,

media-based materials are used to facilitate educational outcomes. In this

study, we evaluated the effectiveness of a video that has recently been released

by a popular children's entertainment group to help tackle Britain's

poor record on children's road safety. We wished to determine whether the

video had an impact on either children's knowledge or parents'

awareness of pedestrian skills, when used in a standard home-based fashion. A

total of 120 families participated, all of whom had children 5 years of age.

Half the families received videos at the beginning of the study, while the other

half served as a control group against which to measure change in the treatment

group. Data were gathered at baseline and again 1 month later, using a series of

tailored questionnaire items. A robust pattern of null findings indicated that

the video, when used in this casual fashion, had no educational impact on either

parents or children. Crucially, however, parents strongly believed that it had.

The discussion explores the implications of such a mismatch and highlights

similarities with outcomes of other health education

interventions.

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