This pilot program, “Know the Facts. Know for Sure.” utilized electronic and print media in combination with community involvement to bring STD awareness messages to 15 to 19 year-old African American and Hispanic youth. The program’s goal was to raise awareness about STDs among teens, using media messages tailored to the specific age group and ethnicity in each pilot site. Media varied by site and included 60-second paid radio spots, outdoor advertising, mini-magazines featuring local youth, in-theater advertisements, and posters distributed through local youth- and health-focused community based organizations. Advertisements were adapted for each population with input from teens and key community leaders from each site. To assess outcomes as well as exposure to and attitudes towards the campaign, multiple methodologies were used, including: school-based surveys, focus groups, mall- and street-intercept interviews, random-dialed telephone surveys, and tracking of calls to information hotlines. Preliminary results indicate that the campaign successfully reached over half of the target audience in both sites. In the Valley, TX, 60% of teens interviewed were aware of the campaign, and over 70% of those teens felt it “made them think” about the risks of getting an STD. In Jackson, MS, over 70% of surveyed teens correctly identified the main message of the radio spots, and over 65% correctly identified the main message of the posters. Following the campaign’s launch, calls to the hotline increased significantly from both Jackson (by 80%), and the Valley (by 390% -- 100% on the Spanish line and 472% on the English line).
Learning Objectives: 1. List several key indicators that should be incorporated in the evaluation of a public health media campaign. 2. Identify rapid evaluation methodologies which can be used to effectively reach young people. 3. Articulate three lessons learned from the “Know the Facts. Know for Sure.” STD awareness campaign
Keywords: Adolescent Health, Media Campaigns
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: N/A
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.