TY - JOUR
T1 - Young people's comparative recognition and recall of an Australian Government Sexual Health Campaign
AU - Lim, Megan Su Cheng
AU - Gold, Judy
AU - Bowring, Anna Louise
AU - Pedrana, Alisa Edith
AU - Hellard, Margaret Elena
PY - 2015
Y1 - 2015
N2 - In 2009, the Australian Government s National Sexually Transmitted Infection Prevention Program launched a multi-million dollar sexual health campaign targeting young people. We assessed campaign recognition among a community sample of young people. Individuals aged 16?29 years self-completed a questionnaire at a music festival. Participants were asked whether they recognised the campaign image and attempted to match the correct campaign message. Recognition of two concurrent campaigns, GlaxoSmithKline?s The Facts genital herpes campaign (targeting young women) and the Drama Downunder campaign (targeting gay men) were assessed simultaneously. Among 471 participants, just 29 recognised the National Sexually Transmitted Infection Prevention Program campaign. This compared to 52 recognising The Facts and 27 recognising Drama Downunder. Of 134 who recognised the National Sexually Transmitted Infection Prevention Program campaign, 27 correctly recalled the campaign messages compared to 61 of those recognising the Facts campaign, and 25 of those recognising the Drama Downunder campaign. There was no difference in National Sexually Transmitted Infection Prevention Program campaign recognition by gender or age. Campaign recognition and message recall of the National Sexually Transmitted Infection Prevention Program campaign was comparatively low. Future mass media sexual health campaigns targeting young people can aim for higher recognition and recall rates than that achieved by the National Sexually Transmitted Infection Prevention Program campaign. Alternative distribution channels and message styles should be considered to increase these rates. ? The Author(s) 2014 Reprints and permissions: sagepub.co.uk/journalsPermissions.nav
AB - In 2009, the Australian Government s National Sexually Transmitted Infection Prevention Program launched a multi-million dollar sexual health campaign targeting young people. We assessed campaign recognition among a community sample of young people. Individuals aged 16?29 years self-completed a questionnaire at a music festival. Participants were asked whether they recognised the campaign image and attempted to match the correct campaign message. Recognition of two concurrent campaigns, GlaxoSmithKline?s The Facts genital herpes campaign (targeting young women) and the Drama Downunder campaign (targeting gay men) were assessed simultaneously. Among 471 participants, just 29 recognised the National Sexually Transmitted Infection Prevention Program campaign. This compared to 52 recognising The Facts and 27 recognising Drama Downunder. Of 134 who recognised the National Sexually Transmitted Infection Prevention Program campaign, 27 correctly recalled the campaign messages compared to 61 of those recognising the Facts campaign, and 25 of those recognising the Drama Downunder campaign. There was no difference in National Sexually Transmitted Infection Prevention Program campaign recognition by gender or age. Campaign recognition and message recall of the National Sexually Transmitted Infection Prevention Program campaign was comparatively low. Future mass media sexual health campaigns targeting young people can aim for higher recognition and recall rates than that achieved by the National Sexually Transmitted Infection Prevention Program campaign. Alternative distribution channels and message styles should be considered to increase these rates. ? The Author(s) 2014 Reprints and permissions: sagepub.co.uk/journalsPermissions.nav
UR - https://www.burnet.edu.au/system/publication/file/3463/Lim_et_al_2015b.pdf
U2 - 10.1177/0956462414542259
DO - 10.1177/0956462414542259
M3 - Article
SN - 0956-4624
VL - 26
SP - 398
EP - 401
JO - International Journal of STD & AIDS
JF - International Journal of STD & AIDS
IS - 6
ER -