Successful safe sex campaigns
“The implications from this study are valuable for the public health community because it shows that when used properly, media alone can have significant, positive impacts on health-related attitudes, beliefs, and behaviors," Palmgreen said.
Impact analysis suggests that the campaign may have resulted in 181,224 fewer occasions of unprotected sex among the targeted population than would have normally occurred without exposure to the PSAs.
The study compared the effects of the campaign that aired on television over a three-month period targeting high sensation-seeking, impulsive decision-making young adults in Lexington, Ky.
with an identical group in Knoxville, Tenn., not exposed to a campaign.
Both are moderate-sized cities with similar demographics.
“High sensation-seekers and impulsive decision-makers were surveyed for the study because of their proclivity for engaging in risky behaviors.