title: What's in a message? Delivering sexual health promotion to young people in Australia via text messaging.
abstract: BACKGROUND
  Advances in communication technologies have dramatically changed how individuals access information and communicate. Recent studies have found that mobile phone text messages (SMS) can be used successfully for short-term behaviour change. However there is no published information examining the acceptability, utility and efficacy of different characteristics of health promotion SMS. This paper presents the results of evaluation focus groups among participants who received twelve sexual health related SMS as part of a study examining the impact of text messaging for sexual health promotion to on young people in Victoria, Australia.
  
  
  METHODS
  Eight gender-segregated focus groups were held with 21 males and 22 females in August 2008. Transcripts of audio recordings were analysed using thematic analysis. Data were coded under one or more themes.
  
  
  RESULTS
  Text messages were viewed as an acceptable and 'personal' means of health promotion, with participants particularly valuing the informal language. There was a preference for messages that were positive, relevant and short and for messages to cover a variety of topics. Participants were more likely to remember and share messages that were funny, rhymed and/or tied into particular annual events. The message broadcasting, generally fortnightly on Friday afternoons, was viewed as appropriate. Participants said the messages provided new information, a reminder of existing information and reduced apprehension about testing for sexually transmitted infections.
  
  
  CONCLUSIONS
  Mobile phones, in particular SMS, offer health promoters an exciting opportunity to engage personally with a huge number of individuals for low cost. The key elements emerging from this evaluation, such as message style, language and broadcast schedule are directly relevant to future studies using SMS for health promotion, as well as for future health promotion interventions in other mediums that require short formats, such as social networking sites.
authors.affiliation: Centre for Population Health, Burnet Institute, Melbourne, Victoria, Australia. jgol4@student.monash.edu.au
authors.forename: Judy
authors.initials: J
authors.lastname: Gold
authors.forename: Megan S C
authors.initials: MS
authors.lastname: Lim
authors.forename: Margaret E
authors.initials: ME
authors.lastname: Hellard
authors.forename: Jane S
authors.initials: JS
authors.lastname: Hocking
authors.forename: Louise
authors.initials: L
authors.lastname: Keogh
mesh_terms: D000293:Adolescent; D001315:Australia; D040421:Cell Phone; D003142:Communication; D005260:Female; D017144:Focus Groups; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008297:Male; D012736:Sex Education / Q000379:methods*; D012725:Sexual Behavior; D013637:Tape Recording; D055815:Young Adult