Development and Implementation of Mass Media Campaigns to Delay Sexual Initiation Among African American and White Youth

Abstract

Reducing new HIV/STD infections among at-risk adolescents requires developing and evaluating evidence-based health communication approaches. Research over-whelmingly supports the conclusion that early sexual initiation is associated with STDs and other negative outcomes in later years (e.g., unintended pregnancy). The authors’ research group secured funding from the National Institute of Mental Health to develop, implement, and rigorously evaluate televised mass media campaigns to delay initiation of sexual intercourse among African American and White adolescents in two cities in the Southeastern United States. The focus of the present study is on the development and implementation of the campaigns, including (a) rationale and theoretical underpinnings; (b) collection, screening, and assessment of existing public service announcements; (c) development of new public service announcements; (d) study design and campaign airing plan; and (e) message exposure achieved in the campaigns. Health communication campaigns hold much promise in reaching at-risk adolescent populations with targeted, timely, and relevant risk-reduction messages.

Social representations of HIV/AIDS by older people and the interface with prevention

“…However, mass media can be used as a powerful tool for HIV/ AIDS prevention when media content is mediated by health institutions. Successful experiences were observed in the United States with media campaigns used to delay sexual initiation among young African-Americans and whites (34) . Other positive experiences were observed in Bangladesh (35) .…”

Pictorial cigarette pack warnings: a meta-analysis of experimental studies

“…Perceived effectiveness is also pictured in figure 2 , and such ratings are commonly used in formative work to develop and assess messages. 56 57 However, currently, there is no evidence to suggest that these ratings play a direct role in warning message effects (ie, that participants must perceive a message to be effective in order for it to be so). Thus, perceived effectiveness is not pictured as an integral part of this framework.…”

Using the Theory of Planned Behavior to Guide Focus Group Development of Messages Aimed at Increasing Compliance With a Tobacco-Free Policy

“…A second implication of our study highlights the importance of focus group testing materials before campaign implementation. As has been demonstrated in other message design studies, 24,25,27,28 conversations with the target audience are critical for health promotion researchers and practitioners being able to find strategies for enhancing persuasiveness, eliminate messages that could have boomerang effects, and improve overall campaign effectiveness. 29 In our study, focus group participants were vocal about what they judged to be potential ineffective messages, some concerns of which are consistent with psychological reactance theory (PRT), which postulates that individuals become psychologically aroused when they perceive threats to their behavioral freedom.…”

“…Still, a tension will likely persist in attempting to maintain the balance between the original message content (eg, perspective, speaker role), campaign theoretical foundation, and participant feedback for modification. Finding the balance between focus group feedback and theoretical framework has been noted in other message design research, such as HIV 24 and sexual health messaging, 25 as well as in research adapting messages for different audiences. 26 Our approach, which sought to prioritize focus group feedback that enhanced theoretical constructs and did not attempt to force original content to fit, could serve as a model for health promotion researchers and practitioners seeking to adapt materials.…”