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[{"key": "dc.contributor.author", "value": "M\u00e4kil\u00e4, Martta", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2010-09-13T11:42:48Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2010-09-13T11:42:48Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2010", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1135675", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/24992", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Yli puolet suomalaisista liikkuu terveytens\u00e4 kannalta riitt\u00e4m\u00e4tt\u00f6m\u00e4sti. Keski-ik\u00e4iset miehet ovat yksi v\u00e4hiten liikkuvista v\u00e4est\u00f6ryhmist\u00e4. Kunnossa kaiken ik\u00e4\u00e4 -ohjelman SuomiMies seikkailee -kampanja alkoi vuonna 2007, ja sen tavoitteena oli kannustaa keski-ik\u00e4isi\u00e4 miehi\u00e4 liikkuman enemm\u00e4n ja sy\u00f6m\u00e4\u00e4n terveellisemmin. Kampanja sis\u00e4lsi liikunta- ja kokkauskursseja, informaatiopitoisen nettisivun, esitteit\u00e4 sek\u00e4 18 Suomen kaupungissa kiert\u00e4neen rekkakiertueen. Kiertue sis\u00e4lsi p\u00e4iv\u00e4n mittaisia tapahtumia ymp\u00e4ri maata, joiden aikana ihmiset suorittivat terveystestej\u00e4, kuuntelivat maalaisl\u00e4\u00e4k\u00e4rin ohjeita ja n\u00e4kiv\u00e4t humoristista ohjelmaa. Noin 7000 ihmist\u00e4 testattiin kiertueen aikana. \r\nT\u00e4m\u00e4n tutkimuksen tarkoituksena oli selvitt\u00e4\u00e4 vaikuttiko kampanja p\u00e4iv\u00e4tapahtumiin osallistuneiden terveysk\u00e4ytt\u00e4ytymiseen. On t\u00e4rke\u00e4t\u00e4 selvitt\u00e4\u00e4 voidaanko t\u00e4m\u00e4n tyyppisell\u00e4, modernilla, useita viestinn\u00e4n muotoja k\u00e4ytt\u00e4v\u00e4ll\u00e4 terveyskampanjalla vaikuttaa ihmisten tapoihin. T\u00e4ss\u00e4 tutkimuksessa kampanjaa tarkastellaan sosiaalisen markkinoinnin n\u00e4k\u00f6kulmasta. K\u00e4ytt\u00e4ytymisen muutosta arvioidaan terveysk\u00e4yt\u00f6steorioiden pohjalta. \r\nTutkimus suoritettiin postikyselyn\u00e4, jonka vastausprosentti oli 48% (N=278). Kysely sis\u00e4lsi 5-asteisia Likertasteikon kysymyksi\u00e4 ihmisten terveysk\u00e4ytt\u00e4ytymisest\u00e4 ennen ja j\u00e4lkeen tapahtuman. Lis\u00e4ksi ihmisi\u00e4 pyydettiin\r\narvioimaan tapahtumaa, kampanjamateriaalia, oheisohjelmaa ja terveystestej\u00e4 5-asteisilla Semanttinen differentiaali -skaaloilla sek\u00e4 avoimilla kysymyksill\u00e4.\r\nTulosten mukaan kampanjalla oli vaikutusta osallistujien terveysk\u00e4ytt\u00e4ytymiseen. Noin 38 % vastanneista kertoi liikkuneensa enemm\u00e4n tapahtuman j\u00e4lkeen, ja jopa 50 % v\u00e4itti kampanjan vaikuttaneen positiivisesti ruokavalintoihin. Yli 90 % vastaajista uskoi ymm\u00e4rt\u00e4neens\u00e4 ja voineensa k\u00e4ytt\u00e4\u00e4 kampanjan aikana saamaansa\r\ninformaatiota. Ihmiset kokivat tapahtuman olleen kannustava keskiarvolla 4.4 keskihajonnan ollessa \u00b1 0.7 sek\u00e4 positiivinen keskiarvolla 4.6 keskihajonnan ollessa \u00b1 0.6 asteikolla yhdest\u00e4 viiteen. \r\nModerni l\u00e4hestymistapa, jossa tapahtumaan kuului useita erilaisia viestinn\u00e4n metodeja, n\u00e4ytti olevan merkityksellinen ja auttavainen osallistuneille. erveystestit ja niist\u00e4 annettu palaute n\u00e4ytt\u00e4v\u00e4t tukeneen kampanjamateriaalia ja voimistaneen viesti\u00e4. Tulevaisuuden terveyskampanjoiden tulisi k\u00e4ytt\u00e4\u00e4 t\u00e4t\u00e4 mallia\r\ntukenaan ja kehitt\u00e4\u00e4 viestint\u00e4keinoja viel\u00e4 pidemm\u00e4lle.", "language": "", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Martta M\u00e4kil\u00e4 (marannma) on 2010-09-13 11:42:45.967977. Form: Pro gradu -lomake (1 tekij\u00e4) (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake-1-tekijae). JyX data:", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2010-09-13T11:42:48Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201009132564.pdf: 681108 bytes, checksum: 23b946b5bd3986d7050f28c8ae1fedbe (MD5)\r\nlicense.html: 5050 bytes, checksum: 4ec07760c8c278c6b32a0168dce26057 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2010-09-13T11:42:48Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201009132564.pdf: 681108 bytes, checksum: 23b946b5bd3986d7050f28c8ae1fedbe (MD5)\r\nlicense.html: 5050 bytes, checksum: 4ec07760c8c278c6b32a0168dce26057 (MD5)\r\n Previous issue date: 2010", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "121 sivua", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "SuomiMies seikkailee -kampanja", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "integroitu viestint\u00e4", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sosiaalinen markkinointi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "The success of communication in the Adventures of Joe Fin campaign : self-evaluated effects on health behaviour", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201009132564", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.dcmitype", "value": "Text", "language": "en", "element": "type", "qualifier": "dcmitype", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": 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