The 130th Annual Meeting of APHA

Abstract #37576

Sheana Bull, PhD, MPH, Behavioral and Community Studies, AMC Cancer Research Center, 1600 Pierce St., Denver, CO 80214, 303 239 3352, bulls@amc.org, Tom Evans, Educational Message Services, 5474 Rainier St., Ventura, CA 93003, and Charlene Ortiz, Denver Public Health Department, 605 Bannock St., Denver, CO 80204.

Studies have shown that female condoms are effective and that women are willing to use them as an alternative to male condoms for pregnancy and sexually transmitted disease (STD) prevention. To increase visibility of the female condom and reinforce the benefits of the male condom among ethnic minority women in Denver, we implemented the POWER campaign (Prevention Options for Women Equals Rights). This media campaign was developed with substantial input from Latina and African American women from the target audience, and disseminated information about and encouraged use of female or male condoms to prevent unintended pregnancy and STD. During the campaign there were 11,086 take-away cards removed from the 110 message displays and 1700 take-away cards (15%) redeemed for silk condom carrying cases. 64% of the women in a cross-sectional survey at the campaign close were able to identify one or more unique aspects of the POWER campaign. There was a significant increase in awareness and use of female condoms and in use of male condoms from the start to the end of the campaign. Being exposed to the POWER campaign was significantly correlated with having heard of (r=0.13) and seen (r=0.20) the female condom, and with having talked about female condoms more frequently (r=0.15). The campaign, including development and implementation costs, is easily replicable and specifically targets African American and Hispanic women aged 15-25. The social marketing and theoretical models used to structure this program will be elucidated in detail.

Learning Objectives:

• Recognize results achieved through the POWER campaign related to male and female condom knowledge, attitudes and behaviors
• Identify key campaign strategies that contributed to program success
• Apply program strategies for the development of similar social marketing campaigns to promote condom use.

Keywords: Community Education, Condom Use

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Educational Message Services, Ventura, CA
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.