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

Hyunyi Cho (Assistant Professor in the Department of Marketing Communication at Emerson College, Boston, MA)
Peter Oehlkers (Assistant Professor in the Department of Communication at Salem State College, Salem, MA)
Juan Mandelbaum (President and Creative Director of Geovision, Watertown, MA)
Karen Edlund (Director, Family Planning Program at the Massachusetts Department of Public Health, Boston, MA)
Melanie Zurek (was Education, Outreach, and Training Manager of the Family Planning Program at the Massachusetts Department of Public Health, Boston, MA)

Health Education

ISSN: 0965-4283

Publication date: 1 October 2004

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.

Keywords

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

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Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Authors

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