142nd APHA Annual Meeting and Exposition

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Raise 5 Edutainment: Effectively educating while entertaining to reduce substance abuse and HIV risky behaviors among African-American college students

142nd APHA Annual Meeting and Exposition (November 15 - November 19, 2014): http://www.apha.org/events-and-meetings/annual
Monday, November 17, 2014 : 10:50 AM - 11:10 AM

Joann T. Richardson, PhD , Department of Health and Human Performance, Virginia Commonwealth University, Richmond, VA
Abrams Jasmine, MS , Center for Cultural Experiences in Prevention, Department of Psychology, Virginia Commonwealth University, Richmond, VA
Linda Hancock, PhD , Health and Wellness Center, Virginia Commonwealth University, Richmond, VA
Susan Tellier, BS , Fan Free Clinic, Fan Free Clinic, Richmond, VA

Contemporary college students utilize technology-driven communication for most of their information-seeking and information-sharing. Yet, the Raise 5 Project successfully shifted that paradigm in its design, implementation and evaluation of an innovative, face-to-face, student-driven, integrated communication intervention to engage African-American college students for the prevention of substance abuse and HIV infection. The novel approach reached, informed, initiated and effected voluntary behavior change by combining education and entertainment.  Thus, education + entertainment = edutainment. The methodology blended popular culture, positive and relevant messages, traditional and contemporary communication channels and community/campus outreach to stimulate dialogue and debate that was not one-sided, didactic, or moralistic.  It allowed the audiences and student facilitators to engage in a way that really resonated, did not finger-point or come across like sermons and portrayed realistic situations that may happen and impact their lives. The peer facilitators and role-models did not judge or stigmatize people if they had HIV or used substances. The dramas depicted experiences that place students at risk, so the audience could relate. Raise 5 edutainment included: a talk show series, Viewpoint: The Black Perspective, featuring “Sex, Drugs, You and Your Boo,” “Sweet Temptations,” and “After the High”; improvisational theater, “Evening at the Improv,” and; an integrated multimedia/panel, “Scandal.”  The creative development and production teams worked closely together to decide what messages to convey, why, and how to generate a positive and lasting impact. Evaluation demonstrated edutainment as an enjoyable, effective and cost-efficient approach to promote HIV and substance abuse prevention among urban, African-American college students.

Learning Areas:

Administer health education strategies, interventions and programs
Diversity and culture
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs

Learning Objectives:
Describe edutainment and its applicability and effectiveness in public health Discuss detailed examples of the use of edutainment in HIV and substance abuse prevention in the Raise 5 Project Identify key factors to consider in designing, implementing and evaluating effective edutainment interventions that are culturally-relevant and appropriate

Keyword(s): College Students, HIV Risk Behavior

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have been a Community Health Educator for 30 years and worked on a variety of public health education and promotion focus areas, particularly minority health issues and health disparities. In addition, I serve as the Education Director for the Raise 5 Project, which is the focus of this full session proposal.
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.