Understanding your body matters: Effects of an entertainment-education serial radio drama on fertility awareness in Rwanda.

Given widespread misunderstanding of pregnancy risk, awareness of one's fertility has the potential to influence sexual and reproductive health behaviors. This mixed-methods study examined the impact of a serial radio drama in Rwanda, Impano n'Impamba, on fertility awareness and other factors related to family planning uptake by comparing listeners and non-listeners in a nationally representative household survey (n = 1477) and analyzing in-depth interviews with 32 listeners. Listeners had higher fertility awareness than non-listeners for key concepts, including the menstrual cycle, onset of fertility, and postpartum pregnancy risk. Qualitative interviews suggest discussion groups provided an invaluable opportunity to ask questions to a knowledgeable facilitator and clarify the fertility awareness information. No significant differences in modern family planning use or intention to use were found between listeners and non-listeners, but listeners reported greater supportive norms, self-efficacy, and discussion of family planning. Qualitative interviews suggest that increased discussion about family planning occurred because the drama emboldened people to talk about uncomfortable and taboo topics. Post-broadcast, listeners of Impano n'Impamba had greater fertility awareness then non-listeners and were more likely to experience intermediate outcomes related to family planning such as perception of positive family planning norms, a feeling of self-efficacy, and increased communication with others related to family planning. The study provides lessons for future interventions with the aim of increasing fertility awareness to improve sexual and reproductive health.

Evaluation of smoking prevention television messages based on the elaboration likelihood model.

Progress in reducing youth smoking may depend on developing improved methods to communicate with higher risk youth. This study explored the potential of smoking prevention messages based on the Elaboration Likelihood Model (ELM) to address these needs. Structured evaluations of 12 smoking prevention messages based on three strategies derived from the ELM were conducted in classroom settings among a diverse sample of non-smoking middle school students in three states (n = 1771). Students categorized as likely to have higher involvement in a decision to initiate cigarette smoking reported relatively high ratings on a cognitive processing indicator for messages focused on factual arguments about negative consequences of smoking than for messages with fewer or no direct arguments. Message appeal ratings did not show greater preference for this message type among higher involved versus lower involved students. Ratings from students reporting lower academic achievement suggested difficulty processing factual information presented in these messages. The ELM may provide a useful strategy for reaching adolescents at risk for smoking initiation, but particular attention should be focused on lower academic achievers to ensure that messages are appropriate for them. This approach should be explored further before similar strategies could be recommended for large-scale implementation.

Developing a decision support system for tobacco use counselling using primary care physicians.

BACKGROUND: Clinical decision support systems (CDSS) have the potential to improve adherence to guidelines, but only if they are designed to work in the complex environment of ambulatory clinics as otherwise physicians may not use them. OBJECTIVE: To gain input from primary care physicians in designing a CDSS for smoking cessation to ensure that the design is appropriate to a clinical environment before attempts to test this CDSS in a clinical trial. This approach is of general interest to those designing similar systems. Design and approach: We employed an iterative ethnographic process that used multiple evaluation methods to understand physician preferences and workflow integration. Using results from our prior survey of physicians and clinic managers, we developed a prototype CDSS, validated content and design with an expert panel, and then subjected it to usability testing by physicians, followed by iterative design changes based on their feedback. We then performed clinical testing with individual patients, and conducted field tests of the CDSS in two primary care clinics during which four physicians used it for routine patient visits. RESULTS: The CDSS prototype was substantially modified through these cycles of usability and clinical testing, including removing a potentially fatal design flaw. During field tests in primary care clinics, physicians incorporated the final CDSS prototype into their workflow, and used it to assist in smoking cessation interventions up to eight times daily. CONCLUSIONS: A multi-method evaluation process utilising primary care physicians proved useful for developing a CDSS that was acceptable to physicians and patients, and feasible to use in their clinical environment.

Youth audience segmentation strategies for smoking-prevention mass media campaigns based on message appeal.

Mass media interventions are among the strategies recommended for youth cigarette smoking prevention, but little is known about optimal methods for reaching diverse youth audiences. Grades 4 through 12 samples of youth from four states (n = 1,230) rated smoking-prevention messages in classroom settings. Similar proportions of African American, Hispanic, and White youth participated. Impact of audience characteristics on message appeal ratings was assessed to provide guidance for audience segmentation strategies. Age had a strong effect on individual message appeal. The effect of gender also was significant. Message ratings were similar among the younger racial/ethnic groups, but differences were found for older African American youth. Lower academic achievement was associated with lower appeal scores for some messages. Age should be a primary consideration in developing and delivering smoking-prevention messages to youth audiences. The unique needs of boys and girls and older African American adolescents should also be considered.

Mass media interventions to reduce youth smoking prevalence.

BACKGROUND: Mass media interventions for reduction of youth cigarette smoking have been recommended based on a broad array of evidence, although few randomized community trials have been reported. DESIGN: Four matched pairs of independent media markets were identified; one member of each pair was randomized to receive the intervention. School surveys were conducted in all markets, in 2001 before (n=19,966) and in 2005 after (n=23,246) the interventions were completed. SETTING/PARTICIPANTS: Grade 7-12 students from public schools in these eight medium-sized metropolitan areas participated in the summative evaluations; Grades 4-12 students were targeted to receive mass media interventions in four of these markets. INTERVENTION: Four simultaneous campaigns consisting of specially developed messages based on behavioral theory and targeted to defined age groups of racially and ethnically diverse young people were placed in popular TV, cable, and radio programming using purchased time for 4 years. MAIN OUTCOME MEASURES: Prevalence of youth smoking and psychosocial mediators of smoking. RESULTS: No significant impacts of these interventions on smoking behaviors or mediators were found for the overall samples. A positive effect was found for one mediator in subgroups. Among Hispanic participants a marginally favorable effect on smoking prevalence and significant effects on mediators were found. General awareness of smoking prevention TV messages was slightly higher over time in the intervention areas. CONCLUSIONS: Mass media interventions alone were unable to induce an incremental difference in youth smoking prevalence, probably because of a relatively strong tobacco control environment that included a substantial national smoking prevention media campaign.