Effectiveness of a Social Marketing Campaign Promoting Use of a Sexual Health Text Service by Teens

Abstract

Sexual health text message services are becoming an increasingly popular way to provide adolescents with accurate sexual health information, but promotion of such services is often limited. This study uses three quantitative methods (service use data, a text message–based questionnaire, and an in-school online survey) to assess the effectiveness of an in-school social marketing campaign promoting a sexual health text message service that connects teens directly with a health educator. The 3-month campaign was associated with increased service use, but use was still relatively low. Follow-up qualitative work that included focus groups and interviews found a number of barriers to use. Teens indicated they did not have sexual health questions, did not think of the service, or were unsure how to use it. Teens also brought up additional barriers such as concern over parents seeing the messages. Implications for text message service providers and health educators are discussed.

Acknowledgments

The author thanks Jane D. Brown for her feedback on this study and previous versions of this article; Seth M. Noar, Kelly L. L'Engle, Brian G. Southwell, and Carolyn T. Halpern for feedback on the study; and Kennon Jackson, Jr. and the Adolescent Pregnancy Prevention Campaign of North Carolina who provide the BrdsNBz service and underwrote some of the campaign costs.

Notes

¹One health educator mentioned BrdsNBz in her classes in August, prior to the official launch of the campaign.

²High schools received a fourth poster with a couple sitting together and the text “I love my boyfriend, but I don't think I am ready for sex.” This poster was displayed only in high schools because of the reference to teen sex.