title: Reducing Concurrent Sexual Partnerships Among Blacks in the Rural Southeastern United States: Development of Narrative Messages for a Radio Campaign.
abstract: In the United States, heterosexual transmission of HIV infection is dramatically higher among Blacks than among Whites. Overlapping (concurrent) sexual partnerships promote HIV transmission. The authors describe their process for developing a radio campaign (Escape the Web) to raise awareness among 18-34-year-old Black adults of the effect of concurrency on HIV transmission in the rural South. Radio is a powerful channel for the delivery of narrative-style health messages. Through six focus groups (n = 51) and 42 intercept interviews, the authors explored attitudes toward concurrency and solicited feedback on sample messages. Men were advised to (a) end concurrent partnerships and not to begin new ones; (b) use condoms consistently with all partners; and (c) tell others about the risks of concurrency and benefits of ending concurrent partnerships. The narrative portrayed risky behaviors that trigger initiation of casual partnerships. Women were advised to (a) end partnerships in which they are not their partner's only partner; (b) use condoms consistently with all partners; and (c) tell others about the risks of concurrency and benefits of ending concurrent partnerships. Messages for all advised better modeling for children.
authors.affiliation: a School of Journalism and Mass Communication , University of North Carolina at Chapel Hill , Chapel Hill , North Carolina , USA.
authors.forename: Joan R
authors.initials: JR
authors.lastname: Cates
authors.affiliation: a School of Journalism and Mass Communication , University of North Carolina at Chapel Hill , Chapel Hill , North Carolina , USA.
authors.forename: Diane B
authors.initials: DB
authors.lastname: Francis
authors.affiliation: b Department of Medicine, School of Medicine , University of North Carolina at Chapel Hill , Chapel Hill , North Carolina , USA.
authors.forename: Catalina
authors.initials: C
authors.lastname: Ramirez
authors.affiliation: a School of Journalism and Mass Communication , University of North Carolina at Chapel Hill , Chapel Hill , North Carolina , USA.
authors.forename: Jane D
authors.initials: JD
authors.lastname: Brown
authors.affiliation: c Department of Epidemiology, Gillings School of Global Public Health , University of North Carolina at Chapel Hill , Chapel Hill , North Carolina , USA.
authors.forename: Victor J
authors.initials: VJ
authors.lastname: Schoenbach
authors.affiliation: d MEE Productions, Inc. , Philadelphia , Pennsylvania , USA.
authors.forename: Thierry
authors.initials: T
authors.lastname: Fortune
authors.affiliation: e Department of Health Behavior, Gillings School of Global Public Health , University of North Carolina at Chapel Hill , Chapel Hill , North Carolina , USA.
authors.forename: Wizdom
authors.initials: W
authors.lastname: Powell Hammond
authors.affiliation: b Department of Medicine, School of Medicine , University of North Carolina at Chapel Hill , Chapel Hill , North Carolina , USA.|c Department of Epidemiology, Gillings School of Global Public Health , University of North Carolina at Chapel Hill , Chapel Hill , North Carolina , USA.
authors.forename: Adaora A
authors.initials: AA
authors.lastname: Adimora
mesh_terms: D000293:Adolescent; D000328:Adult; D001741:Black or African American / Q000523:psychology* / Q000706:statistics & numerical data; D005260:Female; D017144:Focus Groups; D015658:HIV Infections / Q000208:ethnology* / Q000517:prevention & control; D058015:Health Communication / Q000379:methods*; D006293:Health Promotion; D006801:Humans; D008297:Male; D033262:Narration; D011845:Radio; D012309:Risk-Taking; D012424:Rural Population; D012725:Sexual Behavior / Q000208:ethnology*; D012747:Sexual Partners; D015144:Southeastern United States; D055815:Young Adult