摘要：P rint materials such as brochures, booklets, pamphlets, posters and stickers (an adhesive label or notice, generally printed or illustrated) are frequently used as health promotion resources in order to improve knowledge and promote healthy attitudes and behaviours (Holt, 2000; LaPier, 2000; Paul, Redman, & Sanson-Fisher, 2003). Printed items form the basis of many social marketing interventions as they provide a platform for providing targeted, stylised information on mass (Shieh & Hosei, 2008; Farmer et al., 2008; Holt, 2000; Horner, Surratt, & Juliusson, 2000). Social marketing collateral such as stickers, brochures and so forth, are portable (can tuck in a pocket, stick to a window), malleable (can be altered, drawn on) and static (the message remains constant). For at least these reasons, health promotion has drawn upon marketing methods to shape the views and perceptions of consumers (Vallance et al., 2008, Kroeze, Oenema, Campbell, & Brug, 2008; LaPier, 2000). However, the evidence in favour of behaviour change as a result of social marketing messages alone is inconclusive (Farmer et al., 2008; Lancaster & Stead, 2005; Paul et al., 2003).
