Volume 190 - Issue 5
High levels of confusion for cholesterol awareness campaigns
Author: Danika V Hall
Med J Aust 2009; 190 (5): 284-285. || doi: 10.5694/j.1326-5377.2009.tb02403.x
Published online: 2 March 2009
Published online: 2 March 2009
In reply: My article1 was submitted for debate when two separate, industry-sponsored cholesterol awareness campaigns were simultaneously targeting the Australian public. There is potential for public confusion following exposure to concurrent campaigns with differing sponsors, creative techniques, and messages such as “Test the Nation”. My article did not diminish the importance of cholesterol screening (nor of the prevention of or treatment for hyperlipidaemia), and indeed it reiterated the National Heart Foundation guidelines. Its intent was to raise debate about industry-sponsored disease awareness campaigns, as there is growing concern in Australia about “disease mongering”2 and the evidence that this is occurring in the cholesterol market in the United States.3
I agree with Sullivan that the Australian public needs education about asymptomatic risk factors, including hypertension and hyperlipidaemia. Ideally, this would include clear information and non-emotive marketing techniques to convey who is most at risk, as well as transparent disclosure of sponsor interests.4 Contrary to Sullivan’s charge, I believe there are many opportunities for quality health education and behaviour change programs, several of which the Centre for Health Initiatives is currently undertaking.5 The intent of my article was to generate critical analysis of industry-sponsored campaigns in order to improve their public health benefit.
References
- Hall DV. High levels of confusion for cholesterol awareness campaigns. Med J Aust 2008; 189: 326-328. <eMJA full text>
- Moynihan R, Henry D. The fight against disease mongering: generating knowledge for action. PLoS Med 2006; 3: e191. 0_CBBEIEHF
- Moynihan R, Cassels A. Selling to everyone: high cholesterol. In: Selling sickness: how drug companies are turning us all into patients. Sydney: Allen & Unwin, 2005: 1-21. 0_CBBFJBJH
- Hall D, Jones S. Branding of prescription medicines to Australian consumers. Australas Mark J 2007; 15: 97-107. 0_CBBGAEDD
- University of Wollongong Centre for Health Initiatives. Research streams and projects. http://www.uow.edu.au/health/chi/projects.html (accessed Oct 2008).