Effects of a televised two-city safer sex mass media campaign targeting high-sensation-seeking and impulsive-decision-making young adults.
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.
Zimmerman
Rick S
RS
Department of Communication, University of Kentucky, Lexington, KY 40506-0042, USA. rszimm@uky.edu
Palmgreen
Philip M
PM
Noar
Seth M
SM
Lustria
Mia Liza A
ML
Lu
Hung-Yi
HY
Lee Horosewski
Mary
M
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