Evaluating the Effectiveness of Health Marketing Campaigns in Women's Adoption of Healthy Behaviors: A case study of the New Beginning Initiative for Human Development - under the slogan of the Golden Thousand Journey

Document Type : Original Article

Authors

1 PhD Requirements

2 Professor, Department of Public Relations and Advertising, Faculty of Mass Communication, Cairo University

3 Assistant Professor, Department of Public Relations and Advertising,Faculty of Mass Communication, Cairo University

10.21608/ejsc.2025.450032

Abstract

 
Based on the importance, impact and role of health campaigns in supporting and achieving the goals of spreading health awareness, the study aimed to evaluate the effectiveness of health campaigns in women's adoption of healthy behaviors through a case study of the New Beginning Initiative for Building Human Beings under the slogan of the Golden Thousand Journey, and by benefiting from monitoring modern research trends in evaluating the effectiveness of health campaigns.
 In addition to identifying the extent of awareness of the Egyptian women in the research sample and the extent of their adoption of healthy behaviors and identifying the factors influencing the success and effectiveness of the initiative and its impact on behavior. In applying the case study approach, the study applied the focus group tool to a number of (10) women participating in the initiative.
The results of the study showed the effectiveness of the initiative in increasing the level of knowledge and health awareness and the importance of social media in supporting the dissemination of these initiatives and supporting interaction regarding them, in addition to the importance of achieving integration between various means to enhance participation and dissemination, and that this initiative had an impact in adopting healthy behaviors and changing false beliefs regarding the health of women, children and society.

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