title: "It Makes You Rethink Your Choice of the Pill": Theory-Based Formative Research to Design a Contraceptive Choice Campaign.
abstract: Half of all pregnancies in the United States remain unplanned despite improved access to highly effective long-acting reversible contraception, including the intrauterine device and the implant. This study conducted theory-based formative research to develop a contraceptive choice campaign aimed at increasing long-acting reversible contraception uptake by women ages 18-44 years in Charleston, South Carolina, an urban area in the southeastern United States. Researchers developed and tested message concepts and designs. Six focus groups and 18 interviews were conducted among reproductive-age women (n = 79). Qualitative data analysis revealed messages and designs that resonated with these women. Emphasizing long-acting reversible contraception as the healthy option, highlighting long-acting reversible contraception effectiveness, including relatable and trustworthy characters, and using language of control emerged as themes. Women reported a preference for statistics illustrating effectiveness combined with empowering messages of control over contraceptive decision making. Findings from this study offer practical recommendations for developing contraceptive choice campaigns targeting long-acting reversible contraception use and further the goal of reducing unintended pregnancy among women.
authors.affiliation: a Department of Communication , College of Charleston , Charleston , South Carolina , USA.
authors.forename: Beth
authors.initials: B
authors.lastname: Sundstrom
authors.affiliation: b Department of Health and Human Performance , College of Charleston , Charleston , South Carolina , USA.
authors.forename: Andrea L
authors.initials: AL
authors.lastname: DeMaria
authors.affiliation: c Honors College , College of Charleston , Charleston , South Carolina , USA.
authors.forename: Stephanie
authors.initials: S
authors.lastname: Meier
authors.affiliation: a Department of Communication , College of Charleston , Charleston , South Carolina , USA.
authors.forename: Annabel
authors.initials: A
authors.lastname: Jones
authors.affiliation: c Honors College , College of Charleston , Charleston , South Carolina , USA.
authors.forename: Grace E
authors.initials: GE
authors.lastname: Moxley
mesh_terms: D000293:Adolescent; D000328:Adult; D002755:Choice Behavior; D003267:Contraception / Q000379:methods / Q000523:psychology*; D003276:Contraceptives, Oral / Q000008:administration & dosage; D003657:Decision Making; D005260:Female; D017144:Focus Groups; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D011247:Pregnancy; D049168:Pregnancy, Unplanned; D011582:Psychological Theory; D036301:Qualitative Research; D013022:South Carolina; D055815:Young Adult
chemical_list: D003276:Contraceptives, Oral