Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #112444

P.A. Russell-Brown and Alison Hall. Jamaica Adolescent Reproductive Health Project, 2-4 King Street, 5th Floor, Kingston, Jamaica, 876-948-2150, paulinerb@jamweb.net

Purpose: The majority of Jamaica's adolescents own mobile telephones. In summer 2003, Futures Youth.now project partnered with a local telecommunication company to determine the value of linking digital text messaging to educational television for adolescents. Methods: YOW, an award winning 10-part television magazine series produced for adolescents was aired on local television in early 2003. Viewers' feedback and requests for information was received through a website and two telephone hotlines. The series, updated to include a reproductive health quiz for adolescents, was re-run in summer 2003. Viewers of the re-run had the option of texting in their answers to the quiz. Calls, write ins,website hits and text messages for both runs of the series were logged. Results: Addition of the quiz appeared to increase the reach of the program. While airing, the original YOW series prompted some 270 calls. In addition to about the same number os calls, the re-run generated more than 2000 responses via text messages. The majority were from female adolescents in rural communities. Conclusion: Addition of the quiz increased appeal of the series. Inclusion of text messaging option enabled sponsors identify specific niche served. Digital technology can be embraced as a means of identifying special needs groups. Finally, the database generated is potentially useful as a sampling frame and reduce cost of surveying hard to reach groups.

Learning Objectives:

• Learn about the benefits of linking mobile telephone technology to educational television for adolescents.

Keywords: Behavioral Research, Adolescents, International

Related Web page: www.youthnowja.com

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.