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Development and implementation of mass media campaigns to delay sexual initiation
among African American and White youth
#MMPMID24093220
Noar SM
; Zimmerman RS
; Palmgreen P
; Cupp PK
; Floyd BR
; Mehrotra P
J Health Commun
2014[]; 19
(2
): 152-69
PMID24093220
show ga
Reducing new HIV/STD infections among at-risk adolescents requires developing and
evaluating evidence-based health communication approaches. Research
overwhelmingly 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.
|*Television
[MESH]
|Adolescent
[MESH]
|Black or African American/*psychology/statistics & numerical data
[MESH]
free
free
free
