NCJ Number
167607
Journal
Substance Use & Misuse Volume: 32 Issue: 5 Dated: (April 1997) Pages: 635-651
Date Published
1997
Length
17 pages
Annotation
The authors used cross-tabulation, chi-square, and regression analyses to demonstrate that many out-of-treatment drug users in an HIV-prevention research project were media consumers and that participants who recalled seeing or hearing media interventions reported greater levels of positive behavior change than participants who did not recall such messages.
Abstract
Recognizing that evaluation research of public health media campaigns to influence behavior change often lacks relevance to target audiences and integrated interpersonal and mass-mediated communication channels, the study focused on the influence of human dyadic intervention versus the combination of this intervention and exposure to public health campaigns on participant drug use and sexual HIV-risk behavior. The study sample included out-of-treatment injection drug and crack users in Houston. Self-report data on drug use and sexual behavior were collected using the Risk Behavior Assessment and the Risk Behavior Follow-up Assessment. Results demonstrated the effectiveness of media intervention campaigns with active drug users. Study participants were tuned into the mass media to a greater extent than was previously surmised. Although they believed mass-mediated intervention messages did not influence them, they changed their behavior to a greater extent than those who reported participating only in a dyadic interpersonal intervention. The finding that out-of-treatment injection drug and crack users believed messages they received were far removed from reality reiterated the need for public health messages that are relevant to target populations. 34 references and 8 tables