Oh M Kim, Grimley Diane M, Merchant Jeanne S, Brown Pernell R, Cecil Heather, Hook Edward W
The School of Medicine, University of Alabama at Birmingham, Birmingham, Alabama 35233, USA.
J Adolesc Health. 2002 Jul;31(1):40-7. doi: 10.1016/s1054-139x(01)00409-8.
To determine the feasibility and affect of mass media use in a population-level intervention for chlamydia screening promotion.
A population-level chlamydia intervention protocol was field tested. The intervention, targeting 15-25-year-old individuals, was designed to: (a) increase awareness of personal risk for chlamydial infection; (b) facilitate dissemination of chlamydia knowledge by use of a telephone hot line; and (c) promote care-seeking behavior (report for a chlamydia screening program). The intervention activities included: (a) mail outreach, (b) a television and radio campaign, (c) a prerecorded Check-It-Out chlamydia hot line, (d) a staffed chlamydia Options information line, and (e) a free confidential urine ligase chain reaction (LCR) test for chlamydia. Mass mailings were scheduled at intervals, starting two-weeks before the beginning of the television advertisement. The 30-second television advertisement was aired on local television stations 130 times in a 6-week period. The outcome measures were quantity and characteristics of incoming calls to the automated hot line and staffed chlamydia information phone line in response to the chlamydia campaign, and response to the urine screening program. Descriptive and bivariate analyses were used to evaluate the outcomes.
The hot line was called 642 times during the monitoring period (November 1, 1999 to March 8, 2000), the majority (92%) during the 6 weeks of television advertisement, with an average of 99 calls per week, compared with an average of 9 calls per week after the commercial ended. Each bulk mailing was accompanied by a boost in the incoming hot line calls. The research staff triaged 133 calls to the "Options" phone line, 81% in the 6 weeks of the TV ad. The mean age of the 133 callers was 23.9 +/- 7.7 years (range 14-49 years). A majority called for screening information; 67% of callers were females and 84% of female callers were under age 26 years. Five percent of callers identified themselves as a parent of a teenager. The majority credited the TV ad as their source of the hot line number. Thirty-one individuals reported for a confidential chlamydia screening, 27 of 31 (87%) during the 6 weeks of TV advertising. No negative responses regarding the chlamydia campaign were encountered.
This report describes strategies used to implement and measure the effectiveness of a mass media campaign and demonstrates evidence that mass media is effective in delivering STD intervention messages to young people.
确定在以人群为基础的衣原体筛查推广干预中使用大众媒体的可行性及效果。
对一项以人群为基础的衣原体干预方案进行了现场测试。该干预针对15至25岁的个体，旨在：（a）提高对衣原体感染个人风险的认识；（b）通过电话热线促进衣原体知识的传播；（c）促进寻求护理行为（报名参加衣原体筛查项目）。干预活动包括：（a）邮件宣传，（b）电视和广播宣传活动，（c）预先录制的“检查一下”衣原体热线，（d）配备工作人员的衣原体咨询热线，以及（e）免费的衣原体保密尿液连接酶链反应（LCR）检测。定期安排大规模邮件发送，从电视广告开始前两周开始。30秒的电视广告在当地电视台6周内播出了130次。结果指标是针对衣原体宣传活动打进自动热线和配备工作人员的衣原体信息电话线的来电数量及特征，以及对尿液筛查项目的反应。采用描述性和双变量分析来评估结果。
在监测期（1999年11月1日至2000年3月8日）内，热线共接到642次呼叫，其中大部分（92%）是在电视广告的6周内，平均每周99次呼叫，而广告结束后平均每周9次呼叫。每次批量邮件发送后热线来电都会增加。研究人员对133个打到“咨询”电话线的电话进行了分类，其中81%是在电视广告的6周内。133名来电者的平均年龄为23.9±7.7岁（范围14至49岁）。大多数来电是为了获取筛查信息；67%的来电者为女性，84%的女性来电者年龄在26岁以下。5%的来电者自称是青少年的家长。大多数来电者称电视广告是他们获取热线号码的来源。31人报名参加了衣原体保密筛查，其中27人（87%）是在电视广告的6周内。未遇到对衣原体宣传活动的负面反应。
本报告描述了用于实施和衡量大众媒体宣传活动效果的策略，并证明了大众媒体在向年轻人传递性传播疾病干预信息方面是有效的。
