Policy: Media

Merck Frosst obviously has the financial power to buy airtime on most Canadian television channels, as we see the commercial for Gardasil at all moments possible . There needs to be information campaigns, sponsored by the government (whether it be federal or provindical) that provide information about sexual health for both males and females. Media campaigns have experimented with key strategies to overcome the obstacles to providing reproducgtive health ervicse to targeted populations, and especially to reach youth. Motivational media campaigns must use clear, simple messages; multiple media channels; and positive images can increase awareness about the risks of being sexually active. They also must teach people, and youth in particular how to take preventive measures. Those who need ot be involved are members of the target audience as educators, coordinators, and program developers.
Sexual health campaigns will be most effective when working with and complemented by when by other activities at the individual, community, and policy levels. Additionally, the campaign needs to be sustained over the long term. The messages also need to have links to health services, hotline numbers, in order to be successful.
What needs to be done to create effective informative sexual health campaigns? Research to define campaign goals, selection of target audience, identify media channels and refine campaign strategy. Messages need to be tailored to speak to the audience member’s ‘world view’ and use credible sources and appropriate and understandable language. Exposure can be ensured by working with media gatekeepers and using cost effective approaches (radio, billboards, transit cards) as well as entertainment and news. The issues need to be framed in terms important to policy makers, therefore taking advantage of the agenda setting function of mass media. Furthermore, media and community strategies need to be combined to leverage program activity in the community. Behaviour change models can be applied by increasing awareness and increasing knowledge, teaching new skills and sustaining behavior change.
Keller, S.N. & Brown, J.D. (2002). Media interventions to promote responsible sexual behavior. Journal of Sex Research.