Adimora Adaora A, Schoenbach Victor J, Cates Joan R, Cope Anna B, Ramirez Catalina, Powell Wizdom, Agans Robert P
School of Medicine, University of North Carolina at Chapel Hill.
Gillings School of Global Public Health, University of North Carolina at Chapel Hill.
AIDS Educ Prev. 2017 Aug;29(4):330-346. doi: 10.1521/aeap.2017.29.4.330.
We created and evaluated an 8-month campaign of provocative radio ads to change attitudes about concurrent (overlapping) sexual partnerships among young African Americans. We created a concurrency attitude scale and compared its score distributions in independent samples of African Americans, ages 18-34 years, interviewed by telephone before (n = 678) and after (n = 479) the campaign. Pre- and post-campaign samples reflected similar response rates (pre: 32.6%; post: 31.8%) and distributions of personal characteristics. Reported exposure to concurrency messages was greater after the campaign (pre: 6.3%, post: 30.9%), and mean scores indicated less acceptance of concurrency (pre: 3.40 [95% CI 3.23, 3.57]; post: 2.62 [2.46, 2.78]). Score differences were not a function of differences in composition of the samples (adjusted means: pre: 3.37 [3.21, 3.53]; post: 2.62 [2.47, 2.76]). Findings demonstrate that a carefully targeted, intensive mass media campaign can change attitudes about concurrency, which should facilitate behavior change.
我们制作并评估了一项为期8个月的煽动性广播广告活动，以改变年轻非裔美国人对同时存在（重叠）性伴侣关系的态度。我们创建了一个同时存在态度量表，并比较了在该活动之前（n = 678）和之后（n = 479）通过电话采访的18 - 34岁非裔美国人独立样本中该量表得分的分布情况。活动前后的样本反映出相似的回应率（活动前：32.6%；活动后：31.8%）以及个人特征分布。报告显示，活动后接触到同时存在相关信息的比例更高（活动前：6.3%，活动后：30.9%），且平均得分表明对同时存在的接受程度降低（活动前：3.40 [95%置信区间3.23, 3.57]；活动后：2.62 [2.46, 2.78]）。得分差异并非样本构成差异的函数（调整后均值：活动前：3.37 [3.21, 3.53]；活动后：2.62 [2.47, 2.76]）。研究结果表明，精心策划、目标明确的密集大众媒体活动能够改变对同时存在关系的态度，这应有助于行为改变。
