Department of Communication, College of Charleston, 66 George Street, Charleston, SC, 29424-0001, USA.
University of North Carolina, Chapel Hill, NC, USA.
Matern Child Health J. 2019 Aug;23(8):1036-1047. doi: 10.1007/s10995-018-02729-6.
In South Carolina, 50% of all pregnancies are unintended. Intrauterine devices (IUDs) and the implant are recommended as top-tier contraceptive options for all women and adolescents. The Whoops Proof S.C. campaign was evaluated to determine if women (ages 18 to 29) who do not intend to become pregnant in the next year report greater awareness of and positive regard for IUDs and the implant after exposure to a multi-channel campaign.
A pair-matched group pretest-posttest quasi-experimental design was utilized. A total of 1,439 women responded to the pretest survey (May-July 2016) and 1,534 responded to the posttest survey (October-November 2016) in four South Carolina counties. Statistical analysis include paired-sample and independent t-tests and one-way ANOVA tests for variance.
At posttest, intervention county participants were significantly more likely to recall messaging and to report receiving contraceptive information from Whoops Proof S.C (t(1533)= - 8.466, p < .0001). Participants who saw ads more than once per week reported a significant increase in awareness of IUDs and the implant (F(6,1532) = 5.571; p < .001). Participants in intervention counties reported a significant increase in positive attitudes toward IUDs (t(616) = - 1.740; p = .041) and the implant (t(603)= - 1.665; p = .048).
The Whoops Proof S.C. campaign offers strategies to campaign planners and health care providers to optimize exposure and recall frequency to increase awareness of and positive regard for highly effective contraceptive methods. Campaign planners should test messages and focus on communication channels to increase engagement and avoid saturation.
在南卡罗来纳州，有 50%的妊娠是意外的。宫内节育器（IUD）和植入物被推荐为所有女性和青少年的顶级避孕选择。评估了“南卡罗来纳州意外怀孕预防”运动，以确定在接触多渠道运动后，在未来一年不打算怀孕的女性（18 至 29 岁）是否对 IUD 和植入物有更高的认识和积极的看法。
采用配对组前后测试准实验设计。共有 1439 名女性对前测调查（2016 年 5 月至 7 月）做出回应，1534 名女性对后测调查（2016 年 10 月至 11 月）做出回应，调查来自南卡罗来纳州的四个县。统计分析包括配对样本和独立 t 检验以及方差的单向 ANOVA 检验。
在后测中，干预县的参与者更有可能回忆起信息，并报告从“南卡罗来纳州意外怀孕预防”获得避孕信息（t（1533）= -8.466，p<.0001）。每周看到广告不止一次的参与者对 IUD 和植入物的认识显著提高（F（6,1532）= 5.571；p<.001）。干预县的参与者对 IUD 的积极态度显著提高（t（616）= -1.740；p=.041）和植入物（t（603）= -1.665；p=.048）。
“南卡罗来纳州意外怀孕预防”运动为活动策划者和医疗保健提供者提供了策略，以优化暴露和回忆频率，提高对高效避孕方法的认识和积极看法。活动策划者应测试信息，并专注于沟通渠道，以提高参与度并避免过度饱和。
