Efficacy of abstinence promotion media messages: findings from an online randomized trial.
OBJECTIVE
We conducted an online randomized experiment to evaluate the efficacy of messages from the Parents Speak Up National Campaign (PSUNC) to promote parent-child communication about sex.


METHODS
We randomly assigned a national sample of 1,969 mothers and fathers to treatment (PSUNC exposure) and control (no exposure) conditions. Mothers were further randomized into treatment and booster (additional messages) conditions to evaluate dose-response effects. Participants were surveyed at baseline, 4 weeks postexposure, and 6 months postexposure. We used multivariable logistic regression procedures in our analysis.


RESULTS
Treatment fathers were more likely than control fathers to initiate conversations about sex at 4 weeks, and treatment fathers and mothers were more likely than controls at 6 months to recommend that their children wait to have sex. Treatment fathers and mothers were far more likely than controls to use the campaign Web site. There was a dose-response effect for mothers' Web site use.


CONCLUSIONS
Using new media methods, this study shows that PSUNC messages are efficacious in promoting parent-child communication about sex and abstinence. Future research should evaluate mechanisms and effectiveness in natural settings.
Evans
W Douglas
WD
The George Washington University, School of Public Health and Health Services, Washington, DC 20037, USA. wdevans@gwu.edu
Davis
Kevin C
KC
Ashley
Olivia Silber
OS
Blitstein
Jonathan
J
Koo
Helen
H
Zhang
Yun
Y
D000328:Adult; D002648:Child; D003625:Data Collection; D005260:Female; D006801:Humans; D020407:Internet; D008297:Male; D008402:Mass Media; D010287:Parent-Child Relations; D010565:Persuasive Communication; D012746:Sexual Abstinence; D040241:Social Marketing