Other campaigns led to significant improvements. A student peer-taught educational campaign was conducted in 21 schools in Chisinau, Moldova, between 2003 and 2004. This campaign aimed to reduce the use of antibiotics for the cold and flu. The results showed a significant reduction in using antibiotics to treat the cold and flu.13
Respondents' knowledge about the causes of spreading the common cold might be influenced strongly by their practices and educational level. Higher proportions of educated respondents believed that the cold is contagious and that the public needs to be educated about how to treat the common cold. In this study, 63% of our respondents believed that sneezing can spread the cold, though fewer indicated that coughing, direct contact with infected patients and sharing belongings with the sick could spread the cold (only 24%, 41% and 32%, respectively). This was reflected in their practices: once they have a cold, 49% avoided direct contact with others, 38% stayed at home, 34% washed their hands, and 38% did not share their belongings with others. Furthermore, if they encountered others with a cold, only 36% avoided interacting with them, 37% avoided direct contact, and 38% shared their belongings with them. Another study among primarily Hispanic households in northern Manhattan reported that 52% of their respondents believed that avoiding direct contact with infected patients reduced the spread of the illness.15
The general public in Taif had a low level of knowledge regarding the common cold and its causes, treatment and effective management. Given the high frequency with which people catch a cold in Taif, it is believed that decision makers should plan campaigns and awareness programs to improve general public knowledge and practices regarding the common cold. In the long run, this will improve quality of life and save the country's resources.
Study limitations
Two main limitations were encountered in this study: first, using a non-probability convenience sampling technique in the data collection and, second, the scope of the study. Although an adequate sample size was obtained, the data only represent respondents who reside in Taif, so the findings of this study cannot be generalized to the whole population of the KSA