Background:
Little research has been conducted on community perceptions of what level, content and placement is appropriate for discussions about STDs in the “public square”. Surveys can incorporate social marketing constructs, and assist in understanding local perspectives/norms regarding STD education.

Objective:
To assess citizen views on community level STD education.

Method:
A random-digit telephone survey (N=1,454) using stratified sampling was completed (2004) in a large county experiencing high STD morbidity. Questions addressed behavioral surveillance (knowledge, attitudes and behaviors); acceptability of (and appropriate public venues for) specific STD risk messages; perceived community STD risk levels; and social marketing constructs (barriers/facilitators; exchange). Analyses were performed using survey analysis methods, stratified by locality and demographic factors.

Result:
Respondents closely matched county census demographics. Of 13 communication variables: “there needs to be more open discussion in our community about the risks and problem of STDs” was highest rated, with fairly strong disagreement that “most people know enough about how to protect themselves against STDs” and “…only single unmarried people need education about STDs”. While “I need some ideas on how to talk to my sex partner about protection from STDs” was ranked neutral overall (X=4.6 on 10-point scale), Hispanic respondents identified a higher need (X=7.1 p<.001). For message content, acceptability ranged from 78-96%, with even fairly explicit messages acceptable. Venue acceptability ranged from 53% (billboards) to 96% (high schools). Subgroup analyses revealed small but statistically significant differences by gender for many constructs, and less frequent variation for key variables by locality and demographic factors.

Conclusion:
Respondents felt a wide range of messages and venues in STD community education was needed/acceptable. Sub-group variations can inform tailoring educational messages appropriately and behavioral surveillance.

Implications:
Results support the interest in/need for discussion of fairly explicit STD risks in public venues. Expanding research to additional communities is needed to understand generalizability of results.