Meekers Dominique, Agha Sohail, Klein Megan
Department of International Health and Development, Tulane University School of Public Health and Tropical Medicine, New Orleans, Louisiana 70112, USA.
J Adolesc Health. 2005 Jun;36(6):530. doi: 10.1016/j.jadohealth.2004.10.012.
To measure the reach of the "100% Jeune" social marketing campaign and to assess its impact on condom use and on the predictors of condom use. The campaign aims to improve condom use through intensive youth-oriented mass media and interpersonal communications and widespread distribution of subsidized condoms.
We analyzed data from the 2000 and 2002 waves of a reproductive health survey of youth aged 15-24 years, with sample sizes of 2097 and 3536, respectively.
Exposure to campaign activities was high. During the course of the intervention, there were significant changes in perceived condom attributes and access, self-efficacy, and perceived social support. Consistent with these changes, the percentage of youth who used a condom in last sex with their regular partner increased from 32% to 45% for females (p < .05) and from 44% to 61% for males (p < .01). Additional analyses suggest that exposure to the "100% Jeune" campaign has contributed to these trends.
The multi-faceted mass media and interpersonal communication campaign was effective for reaching youth. During the first 18 months of the campaign, significant changes occurred in perceived social support and condom use self-efficacy. Significant increases in levels of condom use also were achieved. However, the program was more effective among males than females. This indicates a need for more and possibly different campaign activities to focus specifically on risk perception and self-efficacy among females. The results also show that repeated program exposure is needed to achieve behavior change. Hence, future programs can enhance their effectiveness by using a mix of mass media and interpersonal communications to repeatedly expose youth to key campaign messages.
评估“百分百青年”社会营销活动的覆盖范围，并评估其对避孕套使用情况以及避孕套使用预测因素的影响。该活动旨在通过针对青年的密集大众媒体和人际传播以及广泛分发补贴避孕套来提高避孕套的使用。
我们分析了2000年和2002年对15 - 24岁青年进行的生殖健康调查数据，样本量分别为2097人和3536人。
活动的曝光度很高。在干预过程中，对避孕套属性和可及性、自我效能感以及感知到的社会支持的认知发生了显著变化。与这些变化一致，与固定伴侣最后一次性行为中使用避孕套的青年女性比例从32%增至45%（p < .05），男性从44%增至61%（p < .01）。进一步分析表明，接触“百分百青年”活动促成了这些趋势。
多方面的大众媒体和人际传播活动在覆盖青年方面是有效的。在活动开展后的前18个月，感知到的社会支持和避孕套使用自我效能感发生了显著变化。避孕套使用水平也显著提高。然而，该项目在男性中比在女性中更有效。这表明需要开展更多且可能不同的活动来特别关注女性的风险认知和自我效能感。结果还表明，需要反复接触该项目才能实现行为改变。因此，未来的项目可以通过结合使用大众媒体和人际传播，让青年反复接触关键活动信息来提高其有效性。
