Introduction

A recent study by Hossain et al. (2022) found that the COVID pandemic has increasingly burdened children and adolescents with many mental health challenges, such as anxiety, sleep disorders, depression, and psychosocial problems. Of the 75 Healthy People 2030 objectives pertaining to children and adolescents (Office of Disease Prevention and Health Promotion, 2020) pediatric massage therapy can uniquely contribute to four: 1) increase the proportion of children and adolescents with ADHD who get appropriate treatment, 2) increase the proportion of children and adolescents who communicate positively with their parents, 3) increase the proportion of high school students who get enough sleep, and 4) increase the proportion of children and adolescents who get appropriate treatment for anxiety or depression.       

As explained by Field (2019), massage therapy, or systematic manual manipulation of soft tissue, has been practiced in various forms for thousands of years, and has been a staple within many medicinal practices throughout history. Today, massage can be found within hospitals, integrative care clinics, chiropractic and acupuncture offices, private practices, and in-home massage. Pediatric massage therapy focuses massage on people 17 years old and younger. This type of work is already happening safely within many scenarios, including pediatric cancer centers resulting in improved moods and decreased anxiety (Beider et al., 2007) and a reduction in pain and worry (Genik et al., 2020). Infant massage, or massage to children is typically a practice taught to mothers for daily application, a practice that research has shown can improve the sleep of both the infant and the mother (Field, 2019). Pediatric massage therapy primarily focuses on providing nurturing touch to enhance the development of the nervous system, potentially by increased vagal nerve activity through pressure sensors in the skin.

This campaign targets two main groups: parents of children undergoing anxiety or pain treatment, especially those interested in complementary practices, and healthcare providers specializing in pediatrics, including physicians, nurses, and dentists. Key to our strategy are healthcare administrators, uniquely positioned to integrate qualified massage therapists into the team. Providers play a vital role in educating parents about pediatric massage benefits, while administrators facilitate this integration. The diverse audience, spanning various literacy levels, will be engaged through compelling research data and a holistic view of the role of pediatric massage therapists in healthcare.

Conceptual Framework

Two theories of behavioral change will be utilized in this campaign, social cognitive theory and the health belief model. Social cognitive theory emphasizes observational learning, modeling, self-regulation, and self-efficacy. Individuals learn by observing others and their environment. This theory aligns with the campaign by influencing behavior through positive observations, modeling successful experiences with pediatric massage, and building parental confidence in applying massage techniques. Health Belief Model focuses on perceived susceptibility, severity, benefits, and barriers, and the model considers cues to action and individual self-efficacy in shaping health-related behavior. This theory is suited for addressing perceived barriers such as access and cost and enhancing benefits associated with pediatric massage therapy. In summary, Social Cognitive Theory informs how positive observations and modeling influence behavior, while the Health Belief Model guides the campaign in shaping perceptions and promoting self-efficacy. 

Health Communication Campaign

Project’s Message

The health communication messages in this campaign aim to inspire parents and healthcare providers to consider pediatric massage therapy as a valuable and non-pharmaceutical approach to addressing anxiety and pain in children. By emphasizing the potential benefits for both children and parents, the messages seek to shift perspectives on pediatric massage therapy and encourage active participation in its application.

“Imagine how your relationship with your child would be if you knew how to give them a 10-minute, relaxing massage every day? Research by Field (2019) shows this practice could improve sleep for both you and your child.” This message speaks to parents that not only their child could benefit, but that they could benefit as well. It also provides an opportunity for the parent to begin reconsidering their perspectives on massage therapy and how they could be applied to their children.

“Do the parents of your patients want to take a more active role in their child’s healthcare? Add a pediatric massage therapist to the team to provide touch therapy and teach parents to massage their children! By incorporating pediatric massage therapy into your practice, parents could be taught to provide daily massage. This has been shown to improve familial relations, reduce aggression and anxiety, and promotes nonviolent communication (Beider et al., 2007).” This message to healthcare providers speaks to the grandiosity in including pediatric massage therapy, how it benefits the whole family on multiple psychosocial levels.

Communication Strategies

This campaign primarily uses an influencer-driven approach by aiming to use healthcare providers as advocators for pediatric massage therapy. A lesser strategy is the breaking new territory strategy for those that haven’t considered massage for pediatrics. Advantages include utilizing the influence healthcare providers already have on patients, as well as potentially building the advocacy group for further education. Disadvantages include potential negative opinions of healthcare providers toward massage therapy, specifically pertaining to pediatrics.

Communication Channels

Taking a multi-channel approach to this campaign will allow for the most exposure to the idea of including massage therapy to pediatric healthcare. Mass media such as social media videos and magazine articles will make massage more socially normal, as well as provide an alternative vision of massage to negate potential preconceived notions. This line of communication has a disadvantage in the fact that the message may be seen by unintended audiences, specifically those without children aged 17 and younger. While public knowledge of pediatric massage is good for the public, it would not be advantageous in terms of this campaign.

Another channel will be integrative health clinic presentations, consultations, and conferences. Within this channel, campaign promoters will work with providers to increase awareness of health benefits and access to pediatric massage therapy and work with educating healthcare administration to add pediatric massage therapist to their team.

Campaign Materials

This campaign will utilize social media, infographics, and brochures, as well as utilize some of the work already done by existing organizations such as Tina Allen’s Liddle Kidz Foundation, an organization providing education and international certification in pediatric massage therapy. Tina Allen has several demonstration videos available online (Tina Allen Kids Massage Videos, n.d.). Demonstration videos will be important for education parents on how to apply massage to their children and infographics and brochures will allow for research data to be accessible and distributable to healthcare providers alongside verbal arguments. An informational website for parents featuring videos and other resources will also be distributed. (Click here or see below).

Campaign Objectives

The primary objectives of this campaign are (1) to increase parental awareness and knowledge about pediatric massage therapy within one year after exposure of the campaign, (2) to collaborate with 5 integrative health clinics and healthcare administration teams within one year of beginning campaign to include pediatric massage therapy in their services or practice within one year of collaboration, and (3) to increase the visibility and credibility of pediatric massage therapy as a non-pharmaceutical approach to pediatric anxiety and pain management within the healthcare community by the end of the two-year campaign.

Conclusion

In conclusion, our campaign envisions a future where pediatric massage therapy is embraced as a powerful tool in addressing the mental health challenges faced by children. Through strategic communication channels and collaboration with healthcare providers, we aim to amplify awareness and credibility surrounding this non-pharmaceutical approach. As we strive for increased parental awareness and integration of pediatric massage therapy in healthcare practices, we are not merely changing behaviors but cultivating a culture of comprehensive care for our pediatric population. Together, let's shape a healthier and more compassionate future for our children.

References

Beider, S., Mahrer, N. E., & Gold, J. I. (2007). Pediatric massage therapy: An overview for clinicians. Pediatric Clinics of North America, 54(6), 1025–1041. https://doi.org/10.1016/j.pcl.2007.10.001

Chen, S., Ho, Y. S., Suen, L. K. P., Yu, J., Tang, W., Jiang, J., Qu, X. Y., & Yeung, W. F. (2020). Traditional Chinese medicine (TCM) massage for the treatment of congenital muscular torticollis (CMT) in infants and children: A systematic review and meta-analysis. Complementary Therapies in Clinical Practice, 39, 101112. https://doi.org/10.1016/j.ctcp.2020.101112

Chen, S., Yu, B. Y. M., Suen, L. K. P., Yu, J., Ho, F. Y. Y., Jian, Y., & Yeung, W. F. (2019). Massage therapy for the treatment of attention deficit/hyperactivity disorder (ADHD) in children and adolescents: A systematic review and meta-analysis. Complementary Therapies in Medicine, 42, 389–399. https://doi.org/10.1016/j.ctim.2018.12.011

De Britto Pereira, P. a. D., Abdala, C. V. M., Portella, C. F. S., Ghelman, R., & Schveitzer, M. C. (2021). Pediatrics massage evidence map. Complementary Therapies in Medicine, 61, 102774. https://doi.org/10.1016/j.ctim.2021.102774

Field, T. (2019). Pediatric massage therapy research: A narrative review. Children (Basel), 6(6), 78. https://doi.org/10.3390/children6060078

Genik, L. M., McMurtry, C. M., Marshall, S., Rapoport, A., & Stinson, J. (2020). Massage therapy for symptom reduction and improved quality of life in children with cancer in palliative care: A pilot study. Complementary Therapies in Medicine, 48, 102263. https://doi.org/10.1016/j.ctim.2019.102263

Hossain, M., Nesa, F., Das, J., Aggad, R., Tasnim, S., Bairwa, M., Ma, P., & Ramı́Rez, G. (2022). Global burden of mental health problems among children and adolescents during COVID-19 pandemic: An umbrella review. Psychiatry Research, 317, 114814. https://doi.org/10.1016/j.psychres.2022.114814

Office of Disease Prevention and Health Promotion. (2020, August 18). Children - Healthy People 2030. Health.gov. Retrieved November 10, 2023, from https://health.gov/healthypeople/objectives-and-data/browse-objectives/children