An Examination of Adolescents Who Were and Were Not Exposed to "Teens Stopping AIDS": Reaching the Hard-to-Reach

Abstract

Teens Stopping AIDS (TSA) was an HIV prevention project in Sacramento, California, that involved coalitions of volunteers in designing and launching a social marketing intervention. Mounted in 15 zip codes where teen sexually transmitted disease (STD) and pregnancy rates were high, TSA delivered HIV prevention messages for one year through various communication channels (e.g., radio spots, posters, skills-building workshops). Sixty-seven percent of 521 sexually active adolescents surveyed in a random sample phone interview reported exposure to TSA. To inform future refinements in the intervention, logistic regression was used to identify factors associated with exposure to the program. Eighteen-year-olds were less likely than their younger counterparts to report exposure to TSA (OR [odds ratio] = .54, p < .05). Adolescents living in zip codes where a concentrated effort had been made to hold workshops, display posters, and organize peer outreach were more likely than adolescents living outside of these zip codes to report any program exposure (OR = 2.57, p < .01). Adolescents traditionally viewed as "hard to reach" (i.e., males, minorities, and those with a history of high-risk behavior) were no less likely than other adolescents to report exposure to TSA. Characterizing the members of the unexposed segment of the target audience made it possible to offer practical suggestions for expanding the reach of the program.