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Researchers find mass media campaigns useful
Date:4/10/2008

ve resulted in 181,224 fewer occasions of unprotected sex among the targeted population than would have normally occurred without exposure to the PSAs.

The study compared the effects of the campaign that aired on television over a three-month period targeting high sensation-seeking, impulsive decision-making young adults in Lexington, Ky. with an identical group in Knoxville, Tenn., not exposed to a campaign. Both are moderate-sized cities with similar demographics.

High sensation-seekers and impulsive decision-makers were surveyed for the study because of their proclivity for engaging in risky behaviors. The characteristics of high-sensation-value messages provide practitioners with useful guidelines for developing effective and persuasive health-related messages and placing them in appropriate channels, said Zimmerman.


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Contact: Jenny Wells
Jenny.Wells@uky.edu
859-257-3303
University of Kentucky
Source:Eurekalert

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