Effects of a televised two-city safer sex mass media campaign targeting high-sensation-seeking and impulsive-decision-making young adults
Health educ. behav
; 34(5): 810-826, Oct. 2007. ilus, tab
Artigo
em Inglês
| CidSaúde - Cidades saudáveis
| ID: cid-59751
Biblioteca responsável:
BR67.1
Localização: BR67.1
ABSTRACT
This study evaluates the ability of a safer sex televised public service announcement (PSA) campaign to increase safer sexual behavior among at-risk young adults. Independent, monthly random samples of 100 individuals were surveyed in each city for 21 months as part of an interrupted-time-series design with a control community. The 3-month high-audience-saturation campaign took place in Lexington, KY, with Knoxville, TN, as a comparison city. Messages were especially designed and selected for the target audience (those above the median on a composite sensation-seeking/impulsive-decision-making scale). Data indicate high campaign exposure among the target audience, with 85 per cent-96 per cent reporting viewing one or more PSAs. Analyses indicate significant 5-month increases in condom use, condom-use self-efficacy, and behavioral intentions among the target group in the campaign city with no changes in the comparison city. The results suggest that a carefully targeted, intensive mass media campaign using televised PSAs can change safer sexual behaviors. (AU)
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Bases de dados temática
Base de dados:
CidSaúde - Cidades saudáveis
Assunto principal:
Televisão
/
Sexo Seguro
/
Promoção da Saúde
Limite:
Adolescente
/
Adulto
/
Feminino
/
Humanos
/
Masculino
Idioma:
Inglês
Revista:
Health educ. behav
Ano de publicação:
2007
Tipo de documento:
Artigo
Instituição/País de afiliação:
Department of Communication, University of Kentucky/USA