Background:
Concurrency (overlapping sexual partnerships) is common among adolescents and represents a formidable risk factor for STD transmission. Health communication campaigns have been successful in changing the STD and HIV- related attitudes and risk behaviors of adolescents and offer a potentially effective mechanism to shift prevalent social norms regarding concurrency.

Objective:
To assess audience perceptions of concurrency messages and identify attitudes associated with intentions to disengage from a concurrent partnership after message exposure.

Method:
Two framed messages were created, promoting either the benefits of disengaging from a concurrent partnership or disadvantages of remaining in a concurrent partnership. Participants were randomized to receive one of the messages and completed a survey assessing demographics, concurrency attitudes, perceptions of the messages and intentions to disengage from a concurrent partnership. Analyses revealed no difference by message condition, and both message groups were analyzed together.

Result:
This clinic-based sample consisted of fifty-nine African American female adolescents (M= 17.1 years, SD = 1.1). On a scale of 1-4 participants perceived the messages to be effective (M = 3.35, SD = 0.50), realistic (M = 3.63, SD = 0.46) and 59% reported that they learned something. Multivariate analyses revealed that those who intended to disengage from a concurrent partnership after listening to the messages were older, felt they would be happier without a cheating partner and that it was easy to find a faithful partner.

Conclusion:
Concurrency messages were well received by a high risk group of adolescent females. Results suggest that normative attitudes, such as perceiving oneself as better off without a concurrent partner and the perception that monogamous partners are available, are related to the likelihood that one will or will not remain in a concurrent partnership.

Implications:
Concurrency messages may offer an effective vehicle in STD prevention by shifting social norms.