title: Effects of a televised two-city safer sex mass media campaign targeting high-sensation-seeking and impulsive-decision-making young adults.
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%-96% 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.
authors.affiliation: Department of Communication, University of Kentucky, Lexington, KY 40506-0042, USA. rszimm@uky.edu
authors.forename: Rick S
authors.initials: RS
authors.lastname: Zimmerman
authors.forename: Philip M
authors.initials: PM
authors.lastname: Palmgreen
authors.forename: Seth M
authors.initials: SM
authors.lastname: Noar
authors.forename: Mia Liza A
authors.initials: ML
authors.lastname: Lustria
authors.forename: Hung-Yi
authors.initials: HY
authors.lastname: Lu
authors.forename: Mary
authors.initials: M
authors.lastname: Lee Horosewski
mesh_terms: D000293:Adolescent; D000294:Adolescent Behavior; D000328:Adult; D017280:Condoms; D003657:Decision Making; D005260:Female; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D007175:Impulsive Behavior; D008297:Male; D021841:Safe Sex; D012725:Sexual Behavior; D013690:Television