Navigation Links
Study Finds Mass Media Campaigns Alone Can Effectively Reduce High-Risk Sexual Behavior Among Impulsive, Sensation-Seeking Young Adults
Date:4/3/2008

LEXINGTON, Ky., April 3, 2008 /PRNewswire-USNewswire/ -- Targeted mass media campaigns alone can be effective in convincing high sensation-seeking, impulsive decision-making young adults to adopt safer sex practices, according to a study conducted by the Department of Communication at the University of Kentucky with funding from the National Institute of Mental Health.

Past public health campaigns, particularly those promoting healthy behaviors, were rarely successful unless coupled with other interventions. But this study indicates that mass media campaigns can be successful alone, at least in the short-term, as long as well-documented principles -- such as formative research on the target audience and audience segmentation -- are followed.

"This study's findings suggest what we have long suspected and that other smaller studies have found -- that mass media campaigns crafted from sophisticated design principles can be effective in changing health behaviors, at least in the short-term, and that a reoccurring campaign presence may be necessary to sustain these safe behaviors," said Rick Zimmerman, Ph.D., lead researcher of the study and a Center Director in Louisville, KY for the Pacific Institute for Research and Evaluation. Philip Palmgreen, Ph.D., Professor of Communication at the University of Kentucky, was the co-principal investigator on the study.

"The implications from this study are valuable for the public health community because it shows that when used properly, media alone can have significant, positive impacts on health-related attitudes, beliefs, and behaviors."

The 21-month-long study assessed the impact of a televised public service announcement (PSA) campaign on changing safer sex beliefs and behaviors. Specifically, the study found that the campaign effectively increased condom use among high-risk young adults, on average, by 13 percent. Similar effects were found on intentions to use condoms in the future and in perceived ability to use condoms. Impact analysis suggests that the campaign may have resulted in 181,224 fewer unprotected intercourse occasions 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, TN 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.

The campaign's success is attributable to formative research used to develop and test campaign messages. More than 40 sets of focus groups were used to gain a better understanding of sexual risk taking and to pretest messages aimed at educating young adults on the risks of unhealthy sexual behavior.

Data were collected 8 months before the three-month campaign was conducted and for 10 months after the campaign ended--between May 2002 and January 2004.

For more information or to obtain a copy of the published report, contact Chris Stoughton at (301) 755-2773 or cstoughton@pire.org. Pacific Institute for Research and Evaluation is dedicated to merging scientific knowledge and proven practice to create solutions that improve the health, safety, and well-being of individuals, communities, nations and the world. The Institute has a significant national presence in the area of prevention, with funded research projects at its ten research centers located around the country.


'/>"/>
SOURCE Pacific Institute for Research and Evaluation
Copyright©2008 PR Newswire.
All rights reserved

Related medicine news :

1. Penn study finds pro-death proteins required to regulate healthy immune function
2. New study shows promise in reducing surgical risks associated with surgical bleeding
3. Study, meta-analysis examine factors associated with death from heatstroke
4. Study suggests loss of 2 types of neurons -- not just 1 -- triggers Parkinsons symptoms
5. Study says COPD testing is not measuring up
6. Preclinical study suggests organ-transplant drug may aid in lupus fight
7. Ability to cope with stress can increase good cholesterol in older white men, study finds
8. High alcohol consumption increases stroke risk, Tulane study says
9. Mailman School of Public Health study examines link between racial discrimination and substance use
10. Pitt study finds inequality in tobacco advertising
11. Stanford study highlights cost-effective method of lowering heart disease risks
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/25/2016)... ... June 25, 2016 , ... As a lifelong Southern Californian, Dr. ... his M.D from the David Geffen School of Medicine at UCLA. He trained in ... to complete his fellowship in hematology/oncology at the UCLA-Olive View-Cedars Sinai program where he ...
(Date:6/25/2016)... (PRWEB) , ... June 25, 2016 , ... On Friday, ... presented a Bronze Wellness at Work award to iHire in recognition of their exemplary ... part of the 7th annual Maryland Workplace Health & Wellness Symposium at the BWI ...
(Date:6/24/2016)... ... 2016 , ... A recent article published June 14 on E ... goes on to state that individuals are now more comfortable seeking to undergo not ... as calf and cheek reduction. The Los Angeles area medical group, Beverly Hills Physicians ...
(Date:6/24/2016)... ... June 24, 2016 , ... June 19, 2016 is ... associated with chronic pain and the benefits of holistic treatments, Serenity Recovery Center ... suffering with Sickle Cell Disease. , Sickle Cell Disease (SCD) is a disorder of ...
(Date:6/24/2016)... ... June 24, 2016 , ... The Pulmonary Hypertension ... that it will receive two significant new grants to support its work to ... its 25th anniversary by recognizing patients, medical professionals and scientists for their work ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... -- Dublin ... the " Global Markets for Spectroscopy Equipment" ... This report focuses on the global market ... its applications in various applications. The report deals with ... main industries: pharmaceutical and biotechnology, food and beverage, and ...
(Date:6/24/2016)... SAN CLEMENTE, Calif. , June 24, 2016  American ... function testing company, is now able to perform sophisticated lung assessments ... ndd Medical Technologies , Inc. Patients are no ...  Thanks to ndd,s EasyOne PRO ® , ARL patients like Jeanne ... needed testing done in the comfort of her own home. ...
(Date:6/24/2016)... , Belgium , June ... MKT: VNRX), today announced the appointment of Dr. ... of Directors as a Non-Executive Director, effective June ... Company,s Audit, Compensation and Nominations and Governance Committees.  ... Dr. Futcher will provide independent expertise and strategic ...
Breaking Medicine Technology: