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Gay men recall seeing mass media campaign, but impact on behaviour remains unclear
Roger Pebody, 2013-09-18 07:40:00
A media campaign promoting condom use and sexual health check-ups to gay and other men who have sex with men in Scotland was recalled by 60% of the target group, but there is no evidence that it had an impact on risky sexual behaviour. While the data suggest some associations between having seen the campaign and HIV testing behaviours, they are difficult to interpret.
Writing in BMC Public Health, the researchers draw attention to the methodological challenges of evaluating mass media campaigns and call for alternative approaches to be employed.
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