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Original Articles

Use of the PHM Framework to Create Safe-Sex Ads Targeted to Mature Women 50 and Older

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Pages 148-164 | Published online: 15 Jun 2015
 

Abstract

This research applies the Witte's persuasive health message (PHM) framework to the development of creative concepts that promote sexual health strategies to senior-aged women. The PHM framework proposes an integrated approach to improving message effectiveness and maximizing persuasion in health communication campaigns. A focus group method was used to explore two research questions focused on message effectiveness and persuasion. The findings suggest the PHM framework can be a useful starting point for ensuring that health communicators identify the criteria most relevant to successful ad promotions.

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