title: Efficacy of abstinence promotion media messages: findings from an online randomized trial.
abstract: 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.
authors.affiliation: The George Washington University, School of Public Health and Health Services, Washington, DC 20037, USA. wdevans@gwu.edu
authors.forename: W Douglas
authors.initials: WD
authors.lastname: Evans
authors.forename: Kevin C
authors.initials: KC
authors.lastname: Davis
authors.forename: Olivia Silber
authors.initials: OS
authors.lastname: Ashley
authors.forename: Jonathan
authors.initials: J
authors.lastname: Blitstein
authors.forename: Helen
authors.initials: H
authors.lastname: Koo
authors.forename: Yun
authors.initials: Y
authors.lastname: Zhang
mesh_terms: 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