title: On the road to well-being: the development of a communication framework for sexual health.
abstract: OBJECTIVE
  Recognizing the need to work with all partners who have an interest in addressing sexual health issues, we explored values held by diverse stakeholders in the United States. Based on these findings, we developed a framework for use in communicating about sexual health issues and potential solutions.
  
  
  METHODS
  Our methods included an environmental scan, small-group metaphor elicitation and message framing assessments, interviews, and online surveys with diverse members of the public and health professionals.
  
  
  RESULTS
  Of four overarching value-based themes, two were best accepted across audiences: the first theme emphasized the importance of protecting health along the road of life through enabling good choices, and the second called for adding health promotion approaches to traditional disease prevention control. Nearly all supporting statements evaluated were effective and can be used to support either of the two best accepted overarching themes.
  
  
  CONCLUSIONS
  Although there is a great diversity of opinion regarding how to address sexual health issues in the U.S., among diverse stakeholders we found some common values in our exploratory work. These common values were translated into message frameworks. In particular, the idea of broadening sexual health programs to include wellness-related approaches to help expand disease control and prevention efforts resonated with stakeholders across the political spectrum. These findings show promise for improved sexual health communication and a foundation on which to build support across various audiences, key opinion leaders, and stakeholders.
authors: Centers for Disease Control and Prevention, National Center for HIV/AIDS, Viral Hepatitis, STD, and TB Prevention, Atlanta, GA 30333, USA. sjr2@cdc.gov
authors: Susan J
authors: SJ
authors: Robinson
authors: Adam
authors: A
authors: Stellato
authors: Jennifer
authors: J
authors: Stephens
authors: Susan
authors: S
authors: Kirby
authors: Ann
authors: A
authors: Forsythe
authors: Megan B
authors: MB
authors: Ivankovich
mesh_terms: D002487:Centers for Disease Control and Prevention, U.S.; D003142:Communication; D003256:Community Participation; D003159:Community-Institutional Relations; D005845:Georgia; D006293:Health Promotion / Q000379:methods* / Q000592:standards; D006801:Humans; D016730:Program Development / Q000379:methods; D036301:Qualitative Research; D060728:Reproductive Health; D019529:Sexuality / Q000523:psychology*; D012749:Sexually Transmitted Diseases / Q000517:prevention & control*; D014481:United States