Development and implementation of mass media campaigns to delay sexual initiation among African American and Caucasian youth

While many mass media campaigns have been implemented by local or regional prevention program staff to delay initiation of sexual activity, few studies have rigorously evaluated theory-based mass media campaigns in this area. The purpose of the current study was to develop, implement, and rigorously evaluate mass media campaigns to delay initiation of sexual intercourse among African-American and Caucasian adolescents in two cities in the Southeastern United States (Charleston, SC, and Augusta, GA). The intensive 13-week campaigns were tested in an interrupted time series evaluation spanning several years. The campaigns utilized 30-second televised public service announcements (PSAs) designed to encourage 11-14 year old youth to delay their initiation of sexual activity. Development of the televised PSAs incorporated results from formative research using the Sensation-Seeking Targeting (SENTAR) approach, with a focus on negative consequences and mediators of sexual activity derived from behavioral theory (e.g., attitudes, social norms, self-efficacy).

The focus of the current presentation is on the development and implementation of the campaigns, including: 1) the rationale and theoretical underpinnings of the campaigns; 2) the collection and screening of existing public service announcements (PSAs) for possible inclusion in the campaigns; 3) formative research with the target audience and the development of original PSAs; and 4) the interrupted time series study design and campaign airing plan. The original PSAs developed for the campaign will be shown, and implications for the development and implementation of mass media campaigns aimed at changing sexual behaviors will be discussed.