Journal of Adolescent Health
Volume 43, Issue 1 , Pages 71-78 , July 2008

POWER for Reproductive Health: Results from a Social Marketing Campaign Promoting Female and Male Condoms

  • Sheana S. Bull, Ph.D.

      Affiliations

    • Colorado Health Outcomes Program, University of Colorado Health Sciences Center, Aurora, Colorado
    • Department of Family Medicine, University of Colorado Health Sciences Center, Aurora, Colorado
    • Corresponding Author InformationAddress correspondence to: Sheana S. Bull, Ph.D., M.P.H., Colorado Health Outcomes Program, University of Colorado Health Sciences Center, PO Box 6508, Mail Stop F-443, Aurora, CO 80045-0508.
    • ,
  • Samuel F. Posner, Ph.D.

      Affiliations

    • Centers for Disease Control and Prevention, Atlanta, Georgia
    • ,
  • Charlene Ortiz

      Affiliations

    • Colorado Health Outcomes Program, University of Colorado Health Sciences Center, Aurora, Colorado
    • ,
  • Brenda Beaty, M.S.P.H.

      Affiliations

    • Colorado Health Outcomes Program, University of Colorado Health Sciences Center, Aurora, Colorado
    • ,
  • Kathryn Benton, M.S.P.H.

      Affiliations

    • Colorado Health Outcomes Program, University of Colorado Health Sciences Center, Aurora, Colorado
    • ,
  • Lillian Lin, Ph.D.

      Affiliations

    • Centers for Disease Control and Prevention, Atlanta, Georgia
    • ,
  • Sherri L. Pals, Ph.D.

      Affiliations

    • Centers for Disease Control and Prevention, Atlanta, Georgia
    • ,
  • Tom Evans

      Affiliations

    • Educational Message Services, Ventura, California

Received 4 April 2007 ,Accepted 21 December 2007.

References 

  1. Maibach EW, Van Duyn MA, Bloodgood B. A marketing perspective on disseminating evidence-based approaches to disease prevention and health promotion. Prev Chron Dis. 2006;3:A97
  2. Noar S. A 10-year retrospective of research in health mass media campaigns: Where do we go from here?. J Health Commun. 2006;11:21–42
  3. Grier S, Brant C. Social marketing in public health. Annu Rev Public Health. 2005;26:319–339
  4. Cohen DA, Farley TA, Bedimo-Etame JR, et al. Implementation of condom social marketing in Louisiana. Am J Public Health. 1999;89:204–208
  5. Lamptey PR, Price JE. Social marketing sexually transmitted disease and HIV prevention: A consumer-centered approach to achieving behavior change. AIDS. 1998;12(Suppl 2):S1–S9
  6. Keating J, Meekers D, Adewuyi A. Assessing effects of a media campaign on HIV/AIDS awareness and prevention in Nigeria: Results from the VISION Project. BMC Public Health. 2006;6:123
  7. Kennedy MG, Mizuno Y, Seals BF, et al. Increasing condom use among adolescents with coalition-based social marketing. AIDS. 2000;14:1809–1818
  8. Dubois-Arber F, Jeannin A, Konings E, Paccaud F. Increased condom use without other major changes in sexual behavior among the general population in Switzerland. Am J Public Health. 1997;87:558–566
  9. Meekers D, Rahaim S. The importance of socio-economic context for social marketing models for improving reproductive health: Evidence from 555 years of program experience. BMC Public Health. 2005;5:10
  10. Randolph W, Viswanath K. Lessons learned from public health mass media campaigns: Marketing health in a crowded media world. Annu Rev Public Health. 2004;25:419–437
  11. Bull SS, Cohen J, Ortiz C, Evans T. The POWER campaign for promotion of female and male condoms: Audience research and campaign development. Health Commun. 2002;14:475–491
  12. Zucker D, Wittes J, Schabenberger O, Brittain E. Internal pilot studies II: Comparison of various procedures. Stat Med. 1999;18:3493–3509
  13. Mhyre S, Flora J. HIV/AIDS communication campaigns: Progress and prospects. J Health Commun. 2000;5(Suppl):29–45
  14. Centers for Disease Control and Prevention. Youth risk behavioral surveillance—2003. MMWR. 2004;53:SS-02
  15. Pals S, Beaty B, Posner S, Bull S. Estimates of intraclass correlation for variables related to behavioral HIV/STD prevention in a predominantly African-American and Latino/Hispanic sample of young women. Evaluation (in press).
  16. Muhib FB, Lin LS, Stueve A, et al. A venue-based method for sampling hard-to-reach populations. Public Health Rep. 2001;116(Suppl 1):216–222
  17. Posner SF, Bull SS, Ortiz C, Evans T. Factors associated with condom use among young Denver inner city women. Am J Prev Med. 2004;39:1227–1233
  18. Albarracin D, Gillette JC, Earl AN, et al. A test of major assumptions about behavior change: A comprehensive look at the effects of passive and active HIV-prevention interventions since the beginning of the epidemic. Psychol Bull. 2005;131:856–897
  19. Albarracin D, McNatt PS, Klein CT, et al. Persuasive communications to change actions: An analysis of behavioral and cognitive impact in HIV prevention. Health Psychol. 2003;22:166–177
  20. Rubin DB. Multiple Imputation for Nonresponse in Surveys. New York, NY: John Wiley & Sons; 1987;
  21. Horton NJ, Lipsitz SR, Parzen M. A potential for bias when rounding in multiple imputation. Am Stat. 2003;57:229–232
  22. Little RJA, Rubin DB. Statistical Analysis with Missing Data. 2nd ed.. Hoboken, NJ: Wiley; 2002;
  23. Snyder LB, Hamilton MA. A meta-analysis of U.S. health campaign effects on behavior: Empahsis on enforcement, exposure, and new information, and beware the secular trend. In:  Hornik RC editors. Public Health Communication: Evidence for Behavior Change. Philadelphia: Lawrence Erlbaum Associates, Taylor and Francis Group; 2001;p. 357–384
  24. Myhre S. Evaluation Report: Narrowcasting HIV Prevention Campaign. New York: Gay Men's Health Crisis; 1996;

PII: S1054-139X(08)00113-4

doi: 10.1016/j.jadohealth.2007.12.009

Journal of Adolescent Health
Volume 43, Issue 1 , Pages 71-78 , July 2008

Article Tools

* Image Usage & Resolution