231261 Project IMPPACS: Safe Sex TV Spots

Tuesday, November 9, 2010 : 4:40 PM - 4:45 PM

Dan Romer, PhD , Adolescent Health Communication Institute, University of Pennsylvania, Annenberg Public Policy Center, Philadelphia, PA
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 programs
Diversity and culture
Public health or related education

Learning Objectives:
This presentation will explain how we designed this media campaign for African American teens so that others can use the same strategies (or the same media materials) in their own communities. The television spots include the following that were released in two stages: DVD 2006: 1. Check Yourself - HIV Prevention 2. Now or Later - Condom Use 3. Wish I Woulda Waited - Abstinence/Delay Sex DVD 2008: 1. Class of 2008 - Condom Use 2. That was Great V1 - Condom Use/Risk Awareness 3. That was Great V2 - Condom Use/Risk Awareness 4. That was Great V3 - Condom Use/Risk Awareness 5. He’s Experienced (Funny) - Condom Use/Risk Awareness 6. He’s Experienced (Serious) - Condom Use/Risk Awareness 7. Consequences - Abstinence/Delay Sex 8. Peer Pressure - Abstinence/Delay Sex 9. Relationships - Abstinence/Delay Sex The materials were created as part of Project iMPPACS: A Multilevel HIV-Prevention Strategy for High-Risk Youth, funded by NIH. Project Research Team: Brown University: Larry Brown School of Public Health, Emory University: Ralph DiClemente, Laura Salazar University of South Carolina: Robert “Skip” Valois Syracuse University, Center for Health and Behavior: Peter Vanable, Michael Carey University of Pennsylvania: Daniel Romer, Michael Hennessy Producers: MEE Production, Inc.: Thierry Fortune, Ivan Juzang

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
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.