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. 2007 Oct;34(5):810-26.
doi: 10.1177/1090198107299700. Epub 2007 Jun 29.

Effects of a televised two-city safer sex mass media campaign targeting high-sensation-seeking and impulsive-decision-making young adults

Rick S Zimmerman  1 , Philip M Palmgreen, Seth M Noar, Mia Liza A Lustria, Hung-Yi Lu, Mary Lee Horosewski
Affiliations

Effects of a televised two-city safer sex mass media campaign targeting high-sensation-seeking and impulsive-decision-making young adults

Rick S Zimmerman et al. Health Educ Behav. 2007 Oct.

Abstract

This study evaluates the ability of a safer sex televised public service announcement (PSA) campaign to increase safer sexual behavior among at-risk young adults. Independent, monthly random samples of 100 individuals were surveyed in each city for 21 months as part of an interrupted-time-series design with a control community. The 3-month high-audience-saturation campaign took place in Lexington, KY, with Knoxville, TN, as a comparison city. Messages were especially designed and selected for the target audience (those above the median on a composite sensation-seeking/impulsive-decision-making scale). Data indicate high campaign exposure among the target audience, with 85%-96% reporting viewing one or more PSAs. Analyses indicate significant 5-month increases in condom use, condom-use self-efficacy, and behavioral intentions among the target group in the campaign city with no changes in the comparison city. The results suggest that a carefully targeted, intensive mass media campaign using televised PSAs can change safer sexual behaviors.

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Figures

Figure 1
Figure 1
Percentage of respondents in Lexington who recalled seeing at least one campaign public service announcement (PSA).
Figure 2
Figure 2
Lexington and Knoxville condom self-efficacy regression plots for high-sensation-seeking/impulsive-decision-making young adults.
Figure 3
Figure 3
Lexington and Knoxville condom-use-intentions regression plots for high-sensation-seeking/impulsive-decision-making young adults.
Figure 4
Figure 4
Lexington and Knoxville 3-month condom-use regression plots for high-sensation-seeking/impulsive-decision-making young adults.
See this image and copyright information in PMC

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