ABSTRACT
Resumen Objetivo: Este artículo analiza dos campañas orientadas a prevenir el embarazo en adolescentes, con el fin de elucidar la incorporación de elementos procedentes de disciplinas como el mercadeo, y cómo estos pudieron incidir en los logros de las mismas, a la luz del modelo de "la rueda de mercadeo social". Metodología: Se revisaron informes de estudios cualitativos y cuantitativos sobre las campañas "Sexo a lo Bien" y "Parents Speak Up!", realizadas en dos contextos sociales diferentes: una en Colombia y la otra en Estados Unidos. El procedimiento de análisis fue el rastreo de elementos de mercadeo implícitos en ambas campañas, a partir de los archivos identificados sobre las mismas. Resultados: Se evidencia que la falta de coherencia entre la definición del problema, la estrategia usada y la ejecución de la misma afecta los resultados esperados en una de las campañas. La campaña "Parents Speak Up!" presenta logros importantes, porque se basó en un buen respaldo teórico, articulado con una ejecución bien definida frente a distintos públicos focalizados. La menor efectividad de resultados en la campaña "Sexo a lo Bien" se debe a la ambiciosa propuesta, así como en la falta de coherencia entre la concepción del problema que se enfrenta y la poca claridad en definición de públicos de interés y en el contenido de los mensajes. Conclusiones: Para el logro efectivo de resultados en campañas educativas sobre prevención de embarazo en adolescentes, el mercadeo social puede aportar elementos en cuanto a incorporar el proceso de planeación, ejecución y evaluación respecto del tipo de producto, el público y el contenido de los mensajes.
Abstract Objective: this article analyses two campaigns designed to prevent adolescent pregnancy. The authors aim to clarify the implementation of elements coming from other disciplines such as marketing, and the possible effects in the campaigns' results, in light of "the social marketing wheel" model. Methodology: reports of qualitative and quantitative studies on the campaigns "Sexo a lo Bien" and "Parents Speak Up!" were studied. Those campaigns were originally implemented in different contexts: one in Colombia and one in the United States. The analysis was carried out by tracking implicit marketing elements in both campaigns, from existing records about them. Results: a lack of coherence between the problems' definition, the chosen strategy and its execution was evident and affected the expected outcomes in one of the campaigns. The "Parents Speak Up!" campaign achieved important results, because it had a strong theoretical basis, articulated with a well-defined execution for different target focused audiences. The "Sexo a lo Bien" campaign had less effective results. It was too ambitious; it lacked coherence between the aimed problem, an unclear definition of target audience and the content of the messages. Conclusions: Social marketing can offer valuable elements for and educational campaign on adolescent pregnancy to achieve effective results, such as planning, execution and evaluation of the type of product, the target audience and the content of the message.
Resumo Objetivo: este artigo analisa duas campanhas encaminhadas a prevenir a gravidez na adolescência, visando esclarecer a incorporação de elementos originários de disciplinas como o marketing, e seus possíveis efeitos nos resultados das campanhas, utilizando o modelo de "a roda de marketing social". Metodologia: revisaram-se relatórios de estudos qualitativos e quantitativos sobre as campanhas "Sexo a lo Bien" e "Parents Speak Up!", realizadas em dois contextos sociais diferentes: uma foi feita na Colômbia e a outra nos Estados Unidos. A análise foi mediante rastreio de elementos de marketing implícitos nas duas campanhas, com arquivos identificados sobre elas. Resultados: a falta de coerência entre a definição do problema, a estratégia utilizada e a sua execução foi evidente, afetando os resultados esperados em uma das campanhas. A campanha "Parents Speak Up!" obteve resultados importantes, porque teve uma forte base teórica, articulada com uma execução bem definida para diferentes públicos focalizados. A campanha "Sexo a lo Bien" teve resultados menos efetivos por ser uma proposta muito ambiciosa, e por falta de coerência entre a concepção do problema objetivo, uma definição difusa de públicos de interesse e o conteúdo das mensagens. Conclusões: para conseguir resultados efetivos nas campanhas educativas sobre a prevenção da gravidez na adolescência o marketing social pode fornecer elementos relacionado com o processo de planejamento, execução e avaliação do tipo de produto, do público alvo e do conteúdo das mensagens.
ABSTRACT
PURPOSE: This study aims at not only suggesting some ideas useful in planning and doing the sexual education in the middle schools in the near future putting into test the sexual education program which has been developed by researchers in accordance with the national education courses but also improve sexual health of the adolecents through taking right sexual knowledge and sound sexual attitude. METHOD: Non-equivalent control group pretest-posttest design was used. The number of experimental group students was 37 and the number of controll group students was 37. A total of 74 first grade "H"middle school girls at H district in KangWon-Do were selected for a convenience sampling method and have been taught the sexual education program during 6weeks, 12times. RESULT: The findings of the study are as follows: After the sexual education program, the sexual knowledge of experimental group show to be significantly different from that they had before(t=-5.861, p=.000). So, this finding indicating that the adolescent sexual education program helps the ado have and expand the correct sexual knowledge accordingly. In order to look into any change of the sexaul attitudes of experimental group after the sexual education program, there were not significant difference(t=-1.083, p=.286). But some items were significant. It is discovered that the adolescence come to have more affirmative and sound sexual attitude after sexual education program. CONCLUSION: As the findings of the study indicate, it may be concluded as follows: Since the sexual education program can affirmative influence on the sexual knowledge and sexual attitudes of the adolescence, it is recommendable to perform the sexual education program suitable for every stage of growth and development should be developed, qualified teachers and the educational materials should be reinforced and added enough and institutional device should be made to execute the sexual education program systematically.
Subject(s)
Adolescent , Female , Humans , Education , Growth and Development , Reproductive Health , Child HealthABSTRACT
This study aims at not only suggesting some ideas useful in planning and doing the sexual education in the primary schools in the near future putting into test the sexual education program which has been developed by researchers in accordance with the national education courses but also improve sexual health of the children through taking right sexual knowledge and sound sexual attitude. For this study 21 students are selected from all class of the fourth grade of the 'D' primary school at H district in KangWon-Do and have been taught the sexual education program during 6weeks, 12times. The findings of the study are as follows: 1. After the sexual education program, the sexual knowledge of the primary school children show to be significantly different from that they had before(t=-6.661, p=.000). So, this finding indicating that the sexual education program helps the children have and expand the correct sexual knowledge accordingly. 2. In order to look into any change of the sexaul attitudes of the primary school children after the sexual education program, there were significant difference(t=-3.808, p=.001). It is discovered that children come to have more affirmative and sound sexual attitude after sexual education program. As the findings of the study indicate, it may be concluded as follows: Since the sexual education program can affirmative influence on the sexual knowledge and sexual attitudes of the children, it is recommendable to start the sexual education program as early as possible in their childhood so that they can estabilish a sound sexual mortality for themselves. Additionally, to perform the sexual education program suitable for every stage of children should be developed, qualified teachers and the educational materials should be reinforced and added enough and institutional device should be made to execute the sexual education program systematically.
Subject(s)
Child , Humans , Education , Mortality , Reproductive Health , Child HealthABSTRACT
This study aims at not only suggesting some ideas useful in planning and doing the sexual education in the primary schools in the near future putting into test the sexual education program which has been developed by researchers in accordance with the national education courses but also improve sexual health of the children through taking right sexual knowledge and sound sexual attitude. For this study 21 students are selected from all class of the fourth grade of the 'D' primary school at H district in KangWon-Do and have been taught the sexual education program during 6weeks, 12times. The findings of the study are as follows: 1. After the sexual education program, the sexual knowledge of the primary school children show to be significantly different from that they had before(t=-6.661, p=.000). So, this finding indicating that the sexual education program helps the children have and expand the correct sexual knowledge accordingly. 2. In order to look into any change of the sexaul attitudes of the primary school children after the sexual education program, there were significant difference(t=-3.808, p=.001). It is discovered that children come to have more affirmative and sound sexual attitude after sexual education program. As the findings of the study indicate, it may be concluded as follows: Since the sexual education program can affirmative influence on the sexual knowledge and sexual attitudes of the children, it is recommendable to start the sexual education program as early as possible in their childhood so that they can estabilish a sound sexual mortality for themselves. Additionally, to perform the sexual education program suitable for every stage of children should be developed, qualified teachers and the educational materials should be reinforced and added enough and institutional device should be made to execute the sexual education program systematically.
Subject(s)
Child , Humans , Education , Mortality , Reproductive Health , Child HealthABSTRACT
The aims of this study were to identify the effects on sexual role identity and sexual attitude of the A-V programed sexual education on Oct. 1. 1997 through Sep. 30, 2000. The program was focused on the formation of the desirable sexual activity, attitude and androgyny sexual role identity of the Korean adolescents, and that was the 25 minute VTR media "Our sexuality is healthful". This study was non equivalent post-test only quasi-experimental design, and the subjects were 530 middle school boys in Busan, Korea. After the manipulation, the change of sexual role identity and sexual attitude was analysed. Outcome measures were middle school boys' sexual role identity toward KSRI on a seven-point Likert scale and sexual attitudes toward SAS on a five-point Likert scale. The data was analysed by SPSS WIN. The results were summarized as follows: 1) The experimental group who was exposed to the A-V media produced by the author showed the higher score of androgyny sexual role identity than the control group who didn't watch the A-V program. 2) The experimental group showed the higher rate of the androgyny than the control group, On the other hand, their rate of the masculinity turned out to be lower than the latter group. 3) The experimental group didn't show the difference of SAS score from the control group. In conclusion, "Our sexuality is Healthful" A-V program for sexual education brought about the significant change of sexual role identity of the middle school boys, but didn't affect their attitude toward sexual activity.