Kennedy MG, Bye L, Rosenbaum J, Baume C, Doucette-Gates A, Flynn N, Miller J, Shepherd M; International Conference on AIDS.
Int Conf AIDS. 1996 Jul 7-12; 11: 410 (abstract no. Tu.D.2882).
CDC, Atlanta, USA. Fax: 404-639-0956. E-mail: mbk5@oddhhiv1.em.cdc.gov.
Objectives: To conduct formative research about the determinants and nature of risk behaviors, and about the best forms and outlets for risk reduction messages, so that preventive interventions can be designed to be meaningful from a young audience member's point of view. Methods: Data were collected in an early phase of the Prevention Marketing Initiative Demonstration Project, a CDC-funded effort to integrate community planning and social marketing technologies in support of HIV prevention. Up to 24 focus groups were conducted in each of 5 cities. Discussants were youth from populations identified by community planning groups as priority target audiences, parents of these young people, and youth-serving organizations. Youth audiences were segmented by age, ethnicity, gender, sexual orientation, sexual experience and other risk behaviors. At least 2 groups were conducted with most segments so that consistency of response themes could be examined. Participant recruitment methods included street intercepts, contacting youth-serving organizations and "snowballing." Discussants were given incentives. Results: While most youth assigned positive attributes to condom users, this bore little relationship to their own self-reported behavior. Minimal value was placed on abstinence by either the sexually active or non-active youth. Condoms were less likely to be used with a partner that was known "well" (if only for a very brief period of time), at least potentially serious, and trusted. Sexually active youth cited more positive attributes of abstinence than did the non-active. Parents exerted substantial influence on sexual behavior through communication, as role models, and by direct supervision. Young people valued being seen as independent thinkers, but also indicated that acceptance by their peers was very important. Heterosexuals reported that avoidance of pregnancy was of greater concern than avoidance of sexually transmitted diseases [STDs], which was a greater concern than avoiding HIV infection. Those who had had a personal encounter with another young person who was infected perceived greater HIV risk. Among inconsistent condom users, condoms were seen as uncomfortable or ineffective. Perceived access to condoms varied by site and gender. Males watched less TV. In two sites, youth said that AIDS was serious, so messages should be serious, straightforward, and non-repetitive. They did not want HIV messages that "talked down." Conclusions: A segmentation strategy that included behavioral and developmental variables in addition to demographics produced information that should prove helpful in targeting preventive interventions for youth.
Publication Types:
Keywords:
- Acquired Immunodeficiency Syndrome
- Adolescent
- Behavior
- Centers for Disease Control and Prevention (U.S.)
- Cities
- Condoms
- Data Collection
- Demography
- Female
- Focus Groups
- HIV Infections
- Health Knowledge, Attitudes, Practice
- Humans
- Male
- Population
- Pregnancy
- Risk-Taking
- Sexual Behavior
- Sexually Transmitted Diseases
- Social Marketing
- methods
Other ID:
UI: 102218921
From Meeting Abstracts