Purpose: To evaluate effects of a 6-month social marketing campaign on awareness of, attitudes toward and use of female as well as male condoms for 15-25 year-old-women.Methods: Using a time-space sampling methodology, we conducted a cross-sectional survey of 3407 women at pre-campaign in 12 western U.S. neighborhoods on female and male condom awareness, attitudes, and use. Six of the 12 study neighborhoods were randomly selected to receive the POWER social marketing campaign designed to impact condom knowledge, attitudes, and use. The campaign was followed with another cross-sectional survey of 3,003 women in all 12 study neighborhoods on condom knowledge, attitudes, use and awareness of POWER materials. We compared pre-and post-campaign surveys to determine the efficacy of POWER and conducted post hoe analyses on post-campaign data to determine if exposure to POWER was related to higher levels of positive condom attitudes and norms and condom use.Results; We found no differences between neighborhoods with and without the POWER campaign with regard to our primary outcomes. To diagnose reasons for this null effect, we examined outcomes post hoc examining the influence of POWER exposure. Post hoc analyses show some evidence that exposure to POWER was associated with condom use. In the context of the nested trial, this raises concerns that post test only evaluations are limited.Conclusions: Establishing the efficacy of a social marketing campaign is challenging. This group randomized trial showed a null effect. Social marketing campaigns may need to have more media channels and saturation before they can show behavioral effects. Using a nested design with randomization at the community level and probability sampling introduces rigor not commonly seen in evaluations of social marketing campaigns. (c) 2008 Society for Adolescent Medicine. All tights reserved.

Background. Despite the availability of condoms and theoretically based interventions to promote their use, sexually active women aged 15 to 25 years continue to put themselves at risk for sexually transmitted diseases and unintended pregnancy.Methods. One hundred ninety-eight inner city women were interviewed about knowledge and attitudes about condoms. Using the Transtheoretical Model, regression techniques were used to identify factors associated with condom use at last sex and the proportion of acts protected by a condom in the last 90 days.Results. Constructs including intention to use (OR = 1.69, CI 1.07-2.65) and positive outcome expectancies (OR = 1.59, CI 1.03-2.46) were associated with condom use at last act of sexual intercourse. Similarly, intention to use condoms (RR = 1.58, CI 1.37-1.82), positive outcome expectancies (RR = 2.71, CI 2.41-2.99), perceived peer's use of condoms (RR = 2.25, CI 1.95-2.60), and number of places condoms were discussed (RR 1.05, CI 1.02-1.07) were associated with the proportion of protected acts.Conclusions. Constructs specified in the Transtheoretical Model are useful in describing condom use and have implications for targeting human immunodeficiency virus (HIV)/sexually transmitted diseases (STD)/unintended pregnancy interventions. Published by The Institute For Cancer Prevention and Elsevier Inc.

In this study, we conducted and content analyzed 12 focus groups with women aged 15-25 living in inner city Denver as a process of audience research to develop a male and female condom promotion campaign. We recruited 89 women from school and community sites in central Denver neighborhoods to discuss their knowledge, attitudes, and practices regarding both male and female condoms, then solicited opinions about how to increase knowledge about and familiarity with female condoms, increase positive attitudes toward both male and female condoms, and how to increase access to and use of both male and female condoms. Opinions on these topics drove the development of a targeted media campaign promoting condom use in this population. We report here on the general findings from focus groups and provide details about the campaign the participants helped to develop.