Suicide prevention public service announcements: perceptions of young adults.
BACKGROUND
Determining optimal methods for preventing suicide continues to be an elusive goal.


OBJECTIVE
The study examines benefits and possible untoward effects of public service announcements (PSAs) for young adults.


METHODS
Young adult participants (N = 279) were randomly assigned to one of three conditions: (a) a billboard simulation, (b) a 30-s TV ad simulation, and (c) a no-information condition.


RESULTS
Largely replicating a study previously conducted with adolescents, the results provided some evidence of the benefit of the simulated TV ad (e. g., increased knowledge, perceived as useful), but it also provided some evidence of untoward effects for the billboard (e. g., viewers were less likely to endorse help-seeking strategies, normative beliefs were altered for high-risk participants).


CONCLUSIONS
These results are preliminary but nevertheless highlight the need for carefully researching existing messages prior to market diffusion, so that the well-intended efforts of preventionists can meet their desired goals.
Department of Psychology, University of Minnesota, 75 East River Road, Minneapolis, MN 55455, USA. klimes@umn.edu
Bonnie
B
Klimes-Dougan
Chih-Yuan Steven
CY
Lee
D000223:Adaptation, Psychological; D000293:Adolescent; D000294:Adolescent Behavior / Q000523:psychology; D000328:Adult; D000704:Analysis of Variance; D001294:Attitude to Health; D005260:Female; D006266:Health Education / Q000379:methods* / Q000592:standards; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D008910:Minnesota; D057175:Posters as Topic; D000297:Psychology, Adolescent; D015980:Public Health Practice; D040241:Social Marketing; D013334:Students / Q000523:psychology; D013405:Suicide / Q000523:psychology; D011795:Surveys and Questionnaires; D013690:Television / Q000706:statistics & numerical data; D014495:Universities; D055815:Young Adult; D000092864:Suicide Prevention