TITLE

A THEORY-BASED INITIATIVE TO REDUCE THE RATES OF CHLAMYDIA TRACHOMATIS INFECTION AMONG YOUNG ADULTS IN THE YUKON

AUTHOR(S)
Wackett, Jeff
PUB. DATE
December 1998
SOURCE
Canadian Journal of Human Sexuality;Winter98, Vol. 7 Issue 4, p347
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This paper describes the development, implementation, and assessment of a theory-based. territory-wide social marketing campaign to reduce the high rates of Chlamydia trachomatis infection among young adults in Yukon. Campaign messages focused on three key goals: increasing awareness of chiamydia among 5-29 year olds; reducing the probability of transmission (through regular condom use and safer sex practices); and reducing duration of infection (through increased testing for both sexes). The three month intensive campaign, called "Style: doing the right thing " featured a visually arresting poster that became identified with the campaign, high profile radio spots, bus signs, and a widely distributed Style Kit (a brochure and condoms in a case designed to look like a rock CD). 411 resources featured messages focused on the three goals. Pre-and pact-campaign questionnaires assessing both chlamydia-related knowledge and opinions about condom use were completed by over 650 high school and community college students, Increases in knowledge in this sample, and in the frequency of chlamydia tests within the entire community, are thought to be attributable to the campaign. Methodological challenges and limitations in implementing and assessing such an intervention are discussed.
ACCESSION #
1893109

 

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