Convenience Advertising, Promoting Sexual Health Through Straight Talking Posters
| Category : | Sexually Transmitted Infections - Youth |
| Research Date : | Saturday, January 1, 2000 |
| Description : | Maureen Gardner comments on the effectiveness of Convenience Advertising. methodology in the Journal of Health Promotion for Northern Ireland |
| Abstract : | Unprompted recall of the programme reached 60%, this increased to 69% when the campaign posters were shown. Reactions to the messages were very positive with around one third of respondents commenting that they were more aware of HIV and AIDs and were more inclined to practise safe sex. Maureen Gardner (Director of Communications at the Health Promotion Agency of Northern Ireland) commented that the target audience for this programme (male and females 18 to 24 years) were traditionally difficult to reach with health messages, however through Convenience Advertising potentially sensitive information can be received by a particular group in privacy. Maureen Gardner concludes, "The ability to target specific groups has proved invaluable for reaching those who....have ben traditionally hard to reach with health messages. This together with...being able to provide information in a very private setting, has meant that Convenience Advertising has prived a particularly effective communication medium for messages on sexual health. |
| Location : | Convenience Advertising (Ireland) |
