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The 130th Annual Meeting of APHA |
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The 130th Annual Meeting of APHA |
Dominique Meekers, PhD, International Health and Development, Tulane University, 1440 Canal St. Suite 2200, New Orleans, LA 70112, Sohail Agha, PhD, Commercial Marketing Strategies, 1001 G Street, NW, Suite 400W, Washington, DC 20001-4545, 202-220-2150, dmeekers@tulane.edu, and Megan Klein, BA, University of Maryland, 1260 21st Street #105, Washington DC, DC 20036.
Objectives: To assess the reach and impact of the “100% Jeune” condom social marketing campaign. The campaign aims to improve condom use through an intensive youth-oriented mass media and interpersonal communications and widespread distribution of subsidized condoms.
Data and Methods: We analyze data from the 2000 and 2002 waves of a reproductive health survey of aged 15-24, with a sample size of 2,097 and 3,536 respectively.
Results: Exposure to campaign activities was high: 64% of youth had heard the radio spots and 71% knew the youth magazine. Preliminary analyses reveal significant improvements in social support and self-efficacy during the intervention period. For example, among males aged 15-19 the percentage who are shy buying condoms decreased from 44% to 33% (p=.000), while the percentage who believe their parents support condom use increased from 59% to 70% (p=.000). Similar changes occurred for among females and among young adults. Commensurate with these changes in key predictors of behavior change, the percentage of youth who used a condom in their last sex act with their regular partner increased from 46% to 59% for males 15-19 (p=.002), from 40% to 48% for females 15-19 (p=.084), from 44% to 61% for males 20-24 (p=.000), and from 29% to 42% for females 20-24 (p=.000).
Conclusions: During the first 18 months of the 100% Jeune social marketing campaign, significant changes in predictors of behavior change were achieved, including changes in social support and condom use self-efficacy. Commensurate with these changes, levels of condom use increased significantly.
Learning Objectives: At the conclusion of the session, the learner will be able to
Keywords: Adolescents, International, Reproductive Health
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Programme de Marketing Social au Cameroon (PMSC), an affiliate of Population Services International (PSI)
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: The presenting author is employed by PSI, which is the mother organization of PMSC