Performance Improvement 2007. What Messages Are Most Effective in Encouraging HIV-Positive Persons and Others to Act in Ways That Will Prevent Further HIV Transmission?



This three-phase multi-year study identified and developed human immuno-virus (HIV) prevention strategies and arguments that would be effective in encouraging prevention behaviors among HIV-positive persons. Findings from each phase of the formative research (concept generation, concept screening, and concept testing) were each used to develop the next phase of the study. This research project developed and evaluated online brochures used to communicate HIV prevention messages. The messages were tested in experimental studies to evaluate their efficacy among men who have sex with men. Three separate studies examined different ways of communicating, framing, and displaying the messages. Outcomes examined included behavioral intentions, attitudes, response efficacy, perceived behavioral control, perceived social norms, perceived risk, message appeal, message clarity, perceived effectiveness of the message, and source credibility.

Researchers recommended that the next step involve working with a creative team to further develop the "raw" message concepts into professionally designed advertisements (print, outdoor, radio, television). The advertisements would then need to be further tested with the target audience before being launched as elements of a campaign. (Additional related reports can be found at PIC 8297, 8297.1, and 8297.2)

Report Title: Developing Message Concepts for HIV-Positive Persons; Phase III Final Report
Agency Sponsor: CDC-OD-OSI, Office of the Director, Office of Strategy Innovation
Federal Contact: Slaton, Terrie, 404-639-7647
Performer: Research Triangle Institute International; Research Triangle Park, NC
PIC ID: 8297.3

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"PerformanceImprovement2007.pdf" (pdf, 717.63Kb)

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