The Healthy Talk family planning campaign of Massachusetts: a communication‐centered approach

Abstract

This article focuses on psychosocial barriers to sexual health and their implications on the design and delivery of mass media‐based public health campaigns. A family planning campaign that attempted to address barriers to seeking sexual health information and services by promoting positive attitudes toward couple's communication about sexual health care is presented. Specifically, this article reports how the campaign conducted formative research to develop audience‐centered, culturally sensitive messages, particularly with young adults, aged 18‐24 as well as Hispanic young adults (aged 18‐24); and utilized mixed‐media to effectively reach at‐risk populations.

Citation

Cho, H., Oehlkers, P., Mandelbaum, J., Edlund, K. and Zurek, M. (2004), "The Healthy Talk family planning campaign of Massachusetts: a communication‐centered approach", Health Education, Vol. 104 No. 5, pp. 314-325. https://doi.org/10.1108/09654280410560569