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Tuesday, October 30, 2007 - 11:45 AM
124

Findings from the Preconception Health Message Bundling Study

Karen King, Department of Advertising and Public Relations, The University of Georgia, Grady College of Journalism and Mass Communication, Athens, GA, USA


Background:
The CDC has developed a variety of preconception health (PCH) messages addressing single recommended health behaviors for women. Public health professionals are interested in trying to determine whether there is a way to communicate multiple PCH messages while maintaining message effectiveness. There is a lack of research in this area to guide decision-making.

Objectives:
The main objectives of the study are to determine whether bundled preconception health messages are likely to be equally, more, or as effective as single messages among women ages 18-34 and to examine how many PCH messages can be bundled together while maintaining message effectiveness.

Methods:
There were two primary stages in this research design. First, focus groups, were conducted in two southeastern cities with women in the target population of women ages 18-34 who think that they are likely to give birth to a child in the next five years. Based on these groups, several different messages were created for testing in the form of printed brochures. These brochures contained different numbers and combinations of PCH messages. In the second stage of research, different combinations and numbers of messages were tested via mall intercept interviews with the target population of women 18-34. Participants were shown one of the test brochures. Following exposure, they were given a distraction task and then asked to indicate what information was provided in the brochure on both and unaided and aided basis.

Results:
Results of the study will be discussed.

Conclusion and implications for practice:
The results provide implications for the number of PCH messages that can effectively be communicated to young women.