Illustration(s) pertain to the topic addressed in this publication, not the specific research or data presented in the publication

Educating Young Adults About HIV and AIDS: the Impact of Direct Response Television Public Service Advertising

ABSTRACT Limited resources combined with a desire to reach as many people as possible often make direct response public service announcements an important tool in educational campaigns. To understand the impact of direct-response TV PSAs, and find ways to increase their effectiveness, this study examined¬†1) the effects of a highly targeted HIV prevention message on young adults’ knowledge, perceptions, and intentions; and 2) whether altering two PSA elements, the telephone number used and the length of time it was displayed, would affect viewers’ recall and intention responses. ¬†… Read more

Illustration(s) pertain to the topic addressed in this publication, not the specific research or data presented in the publication

Recall of AIDS public service announcements and their impact on the ranking of AIDS as a national problem

Abstract

The efficacy of two public service announcements from Phase V of the “America Responds to AIDS” (ARTA) campaign was assessed at two sites. Participants were randomly assigned to view a local news program, one with an ARTA public service announcement appearing six times and the other with no AIDS public service announcements.… Read more

Illustration(s) pertain to the topic addressed in this publication, not the specific research or data presented in the publication

A system for evaluating the use of media in CDC’s National AIDS Information and Education Program

Abstract

The National AIDS Information and Education Program (NAIEP) commissioned the National Academy of Sciences to design a prototypical system of research for use in the evaluation of the agency’s media campaign. It consists of four types of evaluation: formative, efficacy, process, and outcome.… Read more