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APHA Scientific Session and Event Listing

Recorded presentation

Teri Barber, MA¹, Marie Legg, MS¹, Rita Noonan, PhD², Cynthia Klein, PhD³, and Sharon Wong, MPH⁴. (1) National Center for Injury Prevention and Control, Centers for Disease Control and Prevention, 4770 Buford Highway NE, Atlanta, GA 30341, 770-488-4277, tbb8@cdc.gov, (2) National Center for Injury Prevention and Control / Division of Violence Prevention, Centers for Disease Control and Prevention, 4770 Buford Highway NE, Mailstop K-60, Atlanta, GA 30341, (3) Statistics and Epidemiology, Constella Health Sciences, 2605 Meridian Parkway, Suite 200, Durham, NC 27713, (4) Statistics and Epidemiology, Constella Group, 3 Corporate Square Blvd, Ste 600, Atlanta, GA 30329

The Centers for Disease Control and Prevention (CDC) has included among its top research priorities efforts aimed at preventing intimate partner violence, sexual violence, and child maltreatment. Congruent with these priorities, the CDC's National Center for Injury Prevention and Control (NCIPC) has developed a communications initiative, named Choose Respect, aimed at preventing intimate partner violence by changing attitudes that support this victimization. Adolescents aged 11-14 have been identified as the primary audience of this initiative and their parents have been identified as one of the secondary audiences. In the first year of the initiative, planners focused on targeting adolescents as the primary audience of this effort. Evaluation data from the pilot implementation indicated that while adolescents were appropriately targeted for this initiative, parents required a more robust focus including both new and revised materials to better target this audience. Formative research, including surveys and discussion groups, was conducted to determine the type of materials, media channels, and framing that could be used to best reach parents of school-aged children with this initiative. As a result, CDC has developed a new radio public service announcement aimed at parents, revised parent pocket guides, and developed additional methods for reaching out to parents to extend the reach of Choose Respect materials to this secondary target audience.

Learning Objectives:

• Learning objectives
• • Identify two ways in which formative research can be collected on secondary audiences
• • Name three ways in which the Choose Respect materials and implementation were altered to better target parents with public health messages

Keywords: Violence Prevention, Primary Prevention

Related Web page: www.chooserespect.org

Presenting author's disclosure statement:

Any relevant financial relationships? No

Recorded presentation