207292 Organizational Use of a Media Campaign Booklet to Encourage Parent-Child Communication about Waiting to Have Sex

Monday, November 9, 2009

Jennifer C. Gard, MPH , Risk Behavior and Family Research, RTI International, Research Triangle Park, NC
Marni L. Kan, PhD , Risk Behavior and Family Research, RTI International, Research Triangle Park, NC
J. Cassie Williams, BA , Risk Behavior and Family Research, RTI International, Research Triangle Park, NC
Sarah B. Jones, MPH , Risk Behavior and Family Research, RTI International, Research Triangle Park, NC
Parent-child communication is an important tool for preventing teen sexual activity. Using multimedia public education, the Parents Speak Up National Campaign (PSUNC), funded by the U.S. Department of Health and Human Services, encourages parents to talk to their preteens and teens early and often about waiting to have sex. One component of PSUNC is an educational booklet for parents that can be ordered for free from the Campaign's Web site. To increase the utility of the booklet in the future, it is important to learn about the characteristics of organizations that have ordered the booklet and how it has been used. We conducted individual qualitative telephone interviews with or received written responses from staff at nine community organizations, nine health care facilities, five school-based organizations, and three PSUNC outreach centers. Organizations were located in 20 different states and were diverse regarding size, staff roles, and populations served. Results suggested variety in how the booklet has been used. Community and school-based organizations often distributed the booklet at parent workshops or classes; health care facilities usually displayed the booklet in waiting and exam rooms. Organizations rarely collected formal parent feedback or tracked parental use of the booklet, but informal parent feedback was very positive. Staff indicated that the booklet fit well with organizational goals and that it should be advertised more widely, and provided valuable suggestions for improvements. A better understanding of how print materials are utilized as part of media campaigns can improve their usefulness and potential influence on health behaviors.

Learning Objectives:
1. Describe the aim of the Parents Speak Up National Campaign (PSUNC). 2. Identify two ways in which organizations used the educational booklet. 3. Discuss at least two important implications for future research involving the use of print materials.

Keywords: Teen Pregnancy Prevention, Media Campaigns

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am a research associate in RTIís Risk Behavior and Family Research program. I have a diverse background in public health, including adolescent reproductive health, with more than 6 years of experience in reproductive health research and service delivery. My research areas of interest include adolescent risk behaviors and prevention, adolescent pregnancy and parenting, sexual risk taking, effects of the media on behavior, and health communication. I received my MPH from the Department of Health Behavior and Health Education at the University of North Carolina-Chapel Hill, with a thesis concentration on issues surrounding sexual decision-making of young men. I am currently a task leader on the PSUNC evaluation mentioned in this abstract and have a manuscript in preparation related to health communication.
Any relevant financial relationships? No

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.