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This version was published on October 1, 2007
Health Education & Behavior, Vol. 34, No. 5, 810-826 (2007)
DOI: 10.1177/1090198107299700
© 2007 Society for Public Health Education

Effects of a Televised Two-City Safer Sex Mass Media Campaign Targeting High-Sensation-Seeking and Impulsive-Decision-Making Young Adults

Rick S. Zimmerman, PhD

Department of Communication, University of Kentucky, Lexington, rszimm{at}uky.edu

Philip M. Palmgreen, PhD

Department of Communication, University of Kentucky, Lexington

Seth M. Noar, PhD

Department of Communication, University of Kentucky, Lexington

Mia Liza A. Lustria, PhD

Department of Communication, University of Kentucky, Lexington

Hung-Yi Lu, MS

Department of Communication, University of Kentucky, Lexington

Mary Lee Horosewski, MA

Department of Communication, University of Kentucky, Lexington

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.

Key Words: mass media campaign • public service announcement • safer sex


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