PSA

Illustration(s) pertain to the topic addressed in this publication, not the specific research or data presented in the publication

Automated Evaluation of AIDS Messages with High‐Risk, Low‐Literacy Audiences

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Abstract

A series of televised public service announcements (PSAs) about acquired immune deficiency syndrome (AIDS) was evaluated with 100 black participants attending a Sexually Transmitted Diseases Clinic in Atlanta, Georgia. Since the literacy level of the participants was suspected to be low, questions were administered orally and an electronic data collection technique was used which permitted the participants to push buttons, as opposed to speaking or writing responses.… Read more

Illustration(s) pertain to the topic addressed in this publication, not the specific research or data presented in the publication

Educating Young Adults About HIV and AIDS: the Impact of Direct Response Television Public Service Advertising

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ABSTRACT Limited resources combined with a desire to reach as many people as possible often make direct response public service announcements an important tool in educational campaigns. To understand the impact of direct-response TV PSAs, and find ways to increase their effectiveness, this study examined 1) the effects of a highly targeted HIV prevention message on young adults’ knowledge, perceptions, and intentions; and 2) whether altering two PSA elements, the telephone number used and the length of time it was displayed, would affect viewers’ recall and intention responses.  … Read more

Illustration(s) pertain to the topic addressed in this publication, not the specific research or data presented in the publication

Potential use of mass media to reach urban intravenous drug users with AIDS prevention messages

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Abstract

To access the potential of using the mass media to reach urban intravenous drug users (IVDUs) with AIDS prevention messages,

we: 1) questioned 353 participants in a Baltimore IVDU cohort study on their media use and sources of AIDS information, 2) analyzed data on Baltimore AIDS public service announcement (PSA) airings during a 3-month period, and 3) discussed with media executives their willingness to air a variety of potential AIDS messages.… Read more

Illustration(s) pertain to the topic addressed in this publication, not the specific research or data presented in the publication

Evaluating the “America Responds to AIDS” Campaign

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Abstract

Social marketing is “the design, implementation, and control of programs seeking to increase the acceptability of a social idea or practice in a target group.” It has existed in the United States for over a century and at various times has focused on such health-related behaviors as tobacco use, alcohol and drug use, control of hypertension, cancer screening, seat belt use, and-recently-behaviors placing a person at risk for HIV infection or a sexually transmitted disease.… Read more