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You Have Options: Implementing and evaluating a contraceptive choice social marketing campaign
BACKGROUND: Up to two-thirds of pregnancies among young, unmarried women in the United States are unintended, despite increased access to highly effective contraceptive options. AIM: This study implemented and evaluated a social marketing campaign designed to increase access to a full range of contr...
Autores principales: | , , , , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
SAGE Publications
2021
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9413606/ https://www.ncbi.nlm.nih.gov/pubmed/36204498 http://dx.doi.org/10.1177/23992026211003499 |
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author | Sundstrom, Beth DeMaria, Andrea L Ferrara, Merissa Meier, Stephanie Vyge, Kerri Billings, Deborah DiBona, Dee McLernon Sykes, Bridget M |
author_facet | Sundstrom, Beth DeMaria, Andrea L Ferrara, Merissa Meier, Stephanie Vyge, Kerri Billings, Deborah DiBona, Dee McLernon Sykes, Bridget M |
author_sort | Sundstrom, Beth |
collection | PubMed |
description | BACKGROUND: Up to two-thirds of pregnancies among young, unmarried women in the United States are unintended, despite increased access to highly effective contraceptive options. AIM: This study implemented and evaluated a social marketing campaign designed to increase access to a full range of contraceptive methods among women aged 18–24 years on a southeastern university campus. METHODS: Researchers partnered with Choose Well and Student Health Services to design, implement, and evaluate You Have Options, a 10-week multi-media social marketing campaign. The campaign aimed to raise awareness, increase knowledge, and improve access to contraceptive options, including long-acting reversible contraception (LARC) methods among college women. A pretest-posttest web-based survey design measured campaign awareness and recognition, as well as attitudes, subjective norms, and behavior. RESULTS: Participants demonstrated a significant increase in knowledge about intrauterine devices (IUDs) between pretest (M = 2.66, SD = 1.30) and posttest (M = 3.06; SD = 1.96); t(671) = −2.60, p < .01). Analysis revealed that frequent exposure to the campaign prompted participants to engage in discussions about LARC with friends (p < .05). In addition, 20- to 24-year-olds who reported seeing the campaign messages were more likely to seek out information (p < .01) and adopt a LARC method (p = .001) than 18- or 19-year-olds who saw the campaign messages. CONCLUSION: Findings from the study offer practical recommendations for implementing social marketing campaigns aimed at increasing access to LARC and reducing unintended pregnancy. |
format | Online Article Text |
id | pubmed-9413606 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2021 |
publisher | SAGE Publications |
record_format | MEDLINE/PubMed |
spelling | pubmed-94136062022-10-05 You Have Options: Implementing and evaluating a contraceptive choice social marketing campaign Sundstrom, Beth DeMaria, Andrea L Ferrara, Merissa Meier, Stephanie Vyge, Kerri Billings, Deborah DiBona, Dee McLernon Sykes, Bridget M Med Access Point Care Access to Sexual Health Services BACKGROUND: Up to two-thirds of pregnancies among young, unmarried women in the United States are unintended, despite increased access to highly effective contraceptive options. AIM: This study implemented and evaluated a social marketing campaign designed to increase access to a full range of contraceptive methods among women aged 18–24 years on a southeastern university campus. METHODS: Researchers partnered with Choose Well and Student Health Services to design, implement, and evaluate You Have Options, a 10-week multi-media social marketing campaign. The campaign aimed to raise awareness, increase knowledge, and improve access to contraceptive options, including long-acting reversible contraception (LARC) methods among college women. A pretest-posttest web-based survey design measured campaign awareness and recognition, as well as attitudes, subjective norms, and behavior. RESULTS: Participants demonstrated a significant increase in knowledge about intrauterine devices (IUDs) between pretest (M = 2.66, SD = 1.30) and posttest (M = 3.06; SD = 1.96); t(671) = −2.60, p < .01). Analysis revealed that frequent exposure to the campaign prompted participants to engage in discussions about LARC with friends (p < .05). In addition, 20- to 24-year-olds who reported seeing the campaign messages were more likely to seek out information (p < .01) and adopt a LARC method (p = .001) than 18- or 19-year-olds who saw the campaign messages. CONCLUSION: Findings from the study offer practical recommendations for implementing social marketing campaigns aimed at increasing access to LARC and reducing unintended pregnancy. SAGE Publications 2021-03-30 /pmc/articles/PMC9413606/ /pubmed/36204498 http://dx.doi.org/10.1177/23992026211003499 Text en © The Author(s) 2021 https://creativecommons.org/licenses/by-nc/4.0/This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access pages (https://us.sagepub.com/en-us/nam/open-access-at-sage). |
spellingShingle | Access to Sexual Health Services Sundstrom, Beth DeMaria, Andrea L Ferrara, Merissa Meier, Stephanie Vyge, Kerri Billings, Deborah DiBona, Dee McLernon Sykes, Bridget M You Have Options: Implementing and evaluating a contraceptive choice social marketing campaign |
title | You Have Options: Implementing and evaluating a contraceptive choice
social marketing campaign |
title_full | You Have Options: Implementing and evaluating a contraceptive choice
social marketing campaign |
title_fullStr | You Have Options: Implementing and evaluating a contraceptive choice
social marketing campaign |
title_full_unstemmed | You Have Options: Implementing and evaluating a contraceptive choice
social marketing campaign |
title_short | You Have Options: Implementing and evaluating a contraceptive choice
social marketing campaign |
title_sort | you have options: implementing and evaluating a contraceptive choice
social marketing campaign |
topic | Access to Sexual Health Services |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9413606/ https://www.ncbi.nlm.nih.gov/pubmed/36204498 http://dx.doi.org/10.1177/23992026211003499 |
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