Effectiveness of a National Media Campaign to Promote Parent-Child Communication about Sex

Autor/inn/en	Davis, Kevin C.; Evans, W. Douglas; Kamyab, Kian
Titel	Effectiveness of a National Media Campaign to Promote Parent-Child Communication about Sex
Quelle	In: Health Education & Behavior, 40 (2013) 1, S.97-106 (10 Seiten) PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1090-1981
DOI	10.1177/1090198112440009
Schlagwörter	Parent Child Relationship; Sexuality; Sex Education; Program Effectiveness; Decision Making; Adolescents; Parent Attitudes; Networks; Internet; Knowledge Level; Advertising; Multivariate Analysis; Correlation; Mothers; Online Surveys; Factor Analysis; Least Squares Statistics + Suchen Sie Ihr Suchwort? Parents-child relationship; Parent-child-relation; Parent-child relationship; Eltern-Kind-Beziehung; Sexualität; Sex instruction; Sexualaufklärung; Sexualerziehung; Sexualkunde; Decision-making; Entscheidungsfindung; Adolescent; Adolescence; Adoleszenz; Jugend; Jugendalter; Jugendlicher; Elternverhalten; Wissensbasis; Werbung; Multivariate Analyse; Korrelation; Mother; Mutter; Faktorenanalyse
Abstract	Background: Although there is debate on the effectiveness of youth-focused abstinence education programs, research confirms that parents can influence their children’s decisions about sexual behavior. To leverage parent-based approaches to adolescent sexual health, the U.S. Department of Health and Human Services launched the "Parents Speak Up National Campaign" (PSUNC) to encourage parent-child communication about sex. Previous experimental studies have found the campaign to be efficacious in increasing parent-child communication. But to date, the actual reach of the campaign and its real-world effectiveness in promoting parent-child communication has not been established. The present study addresses this gap. Method: The authors surveyed 1,804 parents of 10- to 14-year-old children from the nationally representative Knowledge Networks online panel. The survey included questions about parents' awareness of PSUNC ads and parent-child communication behaviors. The authors also analyzed market-level data on campaign gross rating points, a measure of market-level intensity of PSUNC advertising in the United States. Multivariate regressions were used to examine the association between PSUNC exposure and a three-item scale for parent-child communication. Results: Overall, 59.4% of parents in the sample reported awareness of PSUNC. The authors found that higher market-level PSUNC gross rating points were associated with increased parent-child communication. Similar relationships were observed between self-reported awareness of PSUNC and increased frequency of communication and recommendations to wait. These associations were particularly strong among mothers. Conclusions: This study provides the first field-based data on the real-world reach and effectiveness of PSUNC among parents. The data support earlier experimental trials of PSUNC, showing that the campaign is associated with greater parent-child communication, primarily among mothers. Further research may be needed to develop additional messages for fathers. (Contains 1 figure and 4 tables.) (As Provided).
Anmerkungen	SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10