{"title":"社会营销作为减少青少年意外怀孕的策略","authors":"W. Evans, Olivia Silber-Ashley, Jennifer C. Gard","doi":"10.2174/1874916X00701010001","DOIUrl":null,"url":null,"abstract":"Recent research has shown that 82% of adolescent pregnancies are unintended. Social marketing has potential to reduce unintended adolescent pregnancy but its effectiveness in this area has not been thoroughly evaluated. This arti- cle reviews the literature on social marketing and assesses its potential to reduce unintended adolescent pregnancy. We identified five communication principles as relevant to adolescent reproductive health messaging: Countermarketing, making credible and likeable \"arguments\" for behavior change, use of theory-based models, social modeling and behav- ioral alternatives, and risk communication when the behavioral choices are clear. We examine studies of social marketing on other health risk behaviors and a case study of a recent campaign to promote parent-child communication about wait- ing to have sex. Findings suggest that to reduce unintended pregnancy and improve reproductive health outcomes among adolescents, there is a need for targeted prevention messages and social marketing approaches.","PeriodicalId":297766,"journal":{"name":"The Open Communication Journal","volume":"58 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2007-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"11","resultStr":"{\"title\":\"Social Marketing as a Strategy to Reduce Unintended Adolescent Pregnancy\",\"authors\":\"W. Evans, Olivia Silber-Ashley, Jennifer C. Gard\",\"doi\":\"10.2174/1874916X00701010001\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Recent research has shown that 82% of adolescent pregnancies are unintended. Social marketing has potential to reduce unintended adolescent pregnancy but its effectiveness in this area has not been thoroughly evaluated. This arti- cle reviews the literature on social marketing and assesses its potential to reduce unintended adolescent pregnancy. We identified five communication principles as relevant to adolescent reproductive health messaging: Countermarketing, making credible and likeable \\\"arguments\\\" for behavior change, use of theory-based models, social modeling and behav- ioral alternatives, and risk communication when the behavioral choices are clear. We examine studies of social marketing on other health risk behaviors and a case study of a recent campaign to promote parent-child communication about wait- ing to have sex. Findings suggest that to reduce unintended pregnancy and improve reproductive health outcomes among adolescents, there is a need for targeted prevention messages and social marketing approaches.\",\"PeriodicalId\":297766,\"journal\":{\"name\":\"The Open Communication Journal\",\"volume\":\"58 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2007-12-07\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"11\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"The Open Communication Journal\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.2174/1874916X00701010001\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"The Open Communication Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2174/1874916X00701010001","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Social Marketing as a Strategy to Reduce Unintended Adolescent Pregnancy
Recent research has shown that 82% of adolescent pregnancies are unintended. Social marketing has potential to reduce unintended adolescent pregnancy but its effectiveness in this area has not been thoroughly evaluated. This arti- cle reviews the literature on social marketing and assesses its potential to reduce unintended adolescent pregnancy. We identified five communication principles as relevant to adolescent reproductive health messaging: Countermarketing, making credible and likeable "arguments" for behavior change, use of theory-based models, social modeling and behav- ioral alternatives, and risk communication when the behavioral choices are clear. We examine studies of social marketing on other health risk behaviors and a case study of a recent campaign to promote parent-child communication about wait- ing to have sex. Findings suggest that to reduce unintended pregnancy and improve reproductive health outcomes among adolescents, there is a need for targeted prevention messages and social marketing approaches.