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231261 Project IMPPACS: Safe Sex TV SpotsTuesday, November 9, 2010
: 4:40 PM - 4:45 PM
The television ads in this presentation were designed using a five-step process: (1) in-depth interviews were conducted with adolescents in the intended audience to identify effective messages that the audience would find credible; (2) focus groups with youth were video-taped to observe how they react to the candidate messages; (3) focus groups were convened again once the ads were created to further refine the content and presentation; (4) community meetings with adults were held to obtain feedback and support regarding the finished ads; (5) ads were screened with 100 youth who completed ratings of the credibility and likability of the ads. This process ensured that the ads would be well received as well as persuasive with the intended audience. The ads addressed a range of topics that were uncovered in the research, including myths surrounding HIV, myths about condoms, myths about needing to have sex in a relationship, problems using withdrawal as a safe-sex technique, and the importance of always using a condom.
Learning Areas:
Administer health education strategies, interventions and programsDiversity and culture Public health or related education Learning Objectives: Keywords: HIV Interventions, Media Campaigns
Presenting author's disclosure statement:
Qualified on the content I am responsible for because: Dan was the primary investigator for the project 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.
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