153471 Motivating college-age women to modify drinking and sexual behaviors to avoid FAS

Tuesday, November 6, 2007

Amy Columbo , Metropolitan Group, Portland, OR
Lesa A. Dixon-Gray, MSW, MPH , Oregon Office of Family Health, Portland, OR
The Oregon Department of Human Services (DHS) retained Metropolitan Group in February 2006 to conduct research for a CDC-funded social marketing campaign to motivate behavior change among the target audience to reduce alcohol-exposed pregnancies and fetal alcohol syndrome (FAS). BRFSS data shows that college and high school women drinking and having unprotected sex were key determinants for alcohol-exposed pregnancies.

Metropolitan Group collected research for the campaign through executive interviews, intercept interviews, focus groups and an audit of fetal alcohol media coverage and other FAS communication efforts. The bulk of the research was 10 focus groups with high school and college-age women (ages 16 to 24 years old) who are Caucasian, African American, Native American and Latina, and who live in both urban and rural settings.

Findings from this research were used to develop a two-year statewide campaign, which will effectively help prevent high-risk behavior and ultimately lead to fewer Oregon children born with FAS.

Learning Objectives:
1. Evaluate attitudes toward binge drinking, unprotected sex and drinking while pregnant. 2. Identify the common experience that connects the target audience regardless of age, ethnicity or geographic location. 3. Describe appropriate messaging and strategies to motivate behavior change.

Keywords: Pregnancy, Alcohol Use

Presenting author's disclosure statement:

Any relevant financial relationships? No
Any institutionally-contracted trials related to this submission?

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

See more of: Improving Pregnancy Outcomes: Politics, Disparities, and Cutting Edge Research
See more of: Maternal and Child Health