Effectiveness of a Social Marketing Campaign Promoting Use of a Sexual Health Text Service by Teens

Willoughby, Jessica Fitts

doi:10.1080/10810730.2015.1018586

Cited by 12 publications

(17 citation statements)

References 15 publications

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“…A social marketing campaign promoting BrdsNBz was developed with teen input (Willoughby, 2013) and implemented in six middle and high schools in two counties in North Carolina: one rural county and one peri-urban county. The social marketing campaign focused on increasing use of the BrdsNBz service by targeting teens' perceived benefits and barriers to using the service based on in-depth interviews and focus groups with target audience members.…”

Section: Methodsmentioning

confidence: 99%

“…Health educators distributed items and information in classes or at school-related activities (e.g., football games) from September to December 2012. Use of the BrdsNBz text line increased during the months in which the campaign was implemented (Willoughby, 2015). Approximately half of the participants in a school-based survey reported hearing about the BrdsNBz service, and 14% of those who had heard about the service reported sending a text message to BrdsNBz.…”

Section: Methodsmentioning

confidence: 99%

“…Other services provide adolescents the opportunity to receive regularly scheduled messaging about sexual health topics they may find relevant (Perry et al, 2012). Such services are of interest to adolescents, as participants in focus groups and in-depth interviews have expressed interest in receiving sexual health information via text message (Gold, Lim, Hellard, Hocking, & Keogh, 2010; Willoughby, 2013).…”

Section: Background/literature Reviewmentioning

confidence: 99%

See 2 more Smart Citations

Using Text Message Surveys to Evaluate a Mobile Sexual Health Question-and-Answer Service

Willoughby

L’Engle

Jackson³

et al. 2017

Health Promotion Practice

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Text message programs for sexual health are becoming increasingly popular as practitioners aim to meet youth on media they use frequently. Two-way mobile health (mHealth) interventions allow for feedback solicitation from participants. This study explores the use of a text message survey to assess demographics and program feedback from users of an adolescent sexual health text message question-and-answer service. Development and feasibility of the short-message service survey are discussed. The text message survey achieved a 43.9% response rate, which is comparable to response rates of surveys conducted via other methods. When compared to respondents who used the service and completed an online in-school questionnaire, text survey respondents were more likely to be female and older. They also reported higher service satisfaction. Results have implications for text message service providers and researchers. This article examines a community application of a new intervention strategy and research methodology.

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Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Background/literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

Using Text Message Surveys to Evaluate a Mobile Sexual Health Question-and-Answer Service

Willoughby

L’Engle

Jackson³

et al. 2017

Health Promotion Practice

Self Cite

View full text Add to dashboard Cite

show abstract

“…Preliminary evaluation of the campaign’s impact was promising, as use of the text message service increased concomitantly with campaign activities (Willoughby, 2013). The average number of new users for the 2 months prior to the start of the campaign was six per month.…”

Section: Discussionmentioning

confidence: 99%

Everyone Has Questions

Willoughby

2013

Social Marketing Quarterly

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Text message services that provide sexual health information are increasingly popular, but often they are not promoted. This article describes the development of a social marketing campaign promoting a state-based sexual health text message service that allows teens to text a sexual health question directly to a trained health educator. Preproduction and production research using in-depth interviews and focus groups (n ¼ 35) conducted in the southeastern United States provided information on perceived benefits and barriers and teens' perceptions. Teens were interested in the service and wanted to see relevant settings and relatable teens in advertisements. Teens said that the promotional messages needed to include clear instructions on how to use such a service, as teens were only somewhat familiar with the process of using such a system. Implications for promotion of similar services are discussed.

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“…Current strategies take historical methods of social marketing through analyzing the environment, selecting your target population, designing your strategies, planning programs, and implementing, while also incorporating advancements in technology to enhance their programs [11][12][13]. Among the public health sector, social marketing strategies have been used in arenas including teen pregnancy [14,15], texting while driving [16], smoking cessation [17,18], and violence [19,20], to name a few [21]. To fully understand an issue facing a certain population and targeting it with social marketing, gaining knowledge from the target population itself is vital.…”

Section: Introductionmentioning

confidence: 99%

A Community Based Participatory Approach to Training Young Adults to Design and Implement a Social Marketing Framed Lifestyle Intervention on Their College Campus

et al. 2018

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Background: Using a Community-Based Participatory Research (CBPR) approach may increase the likelihood of relevance and acceptability of the designed intervention, especially on a college campus. Furthermore, recruiting and training college students to design a social marketing framed healthy lifestyle intervention for their peers will allow the intervention to be tailored to the needs of the campus. Objectives: To describe the process of online-course training college students to develop a campus-based, social marketing health promotion intervention. Methods: Four universities recruited current college students (18+ y.o.) to develop a social marketing and environmental intervention (SMEI), which was completed during a 16-week, online/in-person hybrid semester course. Researchers and Extension professionals trained students to design 24 weeks of intervention events that would be implemented the upcoming year. Results: Seventy-eight students enrolled in the study and social marketing and environmental intervention course among the four intervention states (Florida = 30, South Dakota = 8, Tennessee = 13, West Virginia = 27); students were predominately Caucasian (65.8%), females (84.0%), and sophomore status in college (64.9%). Throughout the semester, students assessed their campus environments, set priorities, and developed weekly events and resources needed to implement the intervention on their campuses. By the end of the semester, with researcher support, students had designed 24 weeks of intervention events (marketing, recruiting, and implementation) focusing on nutrition/food/diet, physical activity, stress management, sleep, and time management. These events and resources were catalogued into a digital toolkit of instructions and activities for each week of intervention events. Conclusion: Using a Community-Based Participatory Research approach with college students interested in health allows for the development of an intervention that stems from grass roots efforts and is tailored to the acceptability and needs of their peers.

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Effectiveness of a Social Marketing Campaign Promoting Use of a Sexual Health Text Service by Teens

Cited by 12 publications

References 15 publications

Using Text Message Surveys to Evaluate a Mobile Sexual Health Question-and-Answer Service

Using Text Message Surveys to Evaluate a Mobile Sexual Health Question-and-Answer Service

Everyone Has Questions

A Community Based Participatory Approach to Training Young Adults to Design and Implement a Social Marketing Framed Lifestyle Intervention on Their College Campus

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