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Background: Few data exist about whether media campaigns are changing STD-testing norms or behaviors among youth nationally. We evaluated whether recent media campaigns (in general) are perceived to impact STD-testing attitudes and behaviors among youth (ages 15-25), and whether awareness of a national STD-testing campaign is associated with greater perceived impact.
Methods: Through a national online survey (2013), we assessed youths’ (N=4017) perceived impact of recent STD/testing media campaigns on the social acceptability of, and open communication about, STD testing. Perceived impact was ranked using a 4-point scale, from no impact to very big impact. Participants then reported whether campaign messages made them personally more or less likely (or neither) to: think more positively about STD testing; openly communicate about STDs/testing with a friend, partner or health care provider; and get tested for STDs. Finally, responses of youth who reported awareness of the national GYT (Get Yourself Tested) campaign, based on name and logo recognition, were compared to GYT-unaware youth.
Results: A majority of youth reported that campaigns had a positive impact on STD-testing acceptability (58.7%) and open communication (57.1%). Over one-third reported thinking more positively about STD testing (36.9%), being more likely to communicate about STDs/testing with a partner (35.6%) and provider (36.5%), and being more likely to get tested for an STD (35.8%). GYT-aware youth, representing 13% of all respondents, were significantly more likely to report that campaigns had a positive impact on STD-testing acceptability (aOR= 2.7, 95%CI=1.9-3.9) and open communication (aOR= 3.5, 95%CI=2.5-5), and all measures of personal impact, compared to GYT-unaware youth.
Conclusions: A majority of youth believe campaigns have positive impacts on STD-related communication and testing among people their age; roughly one-third report personal impacts. Awareness of the GYT campaign was positively associated with perceived campaign impacts.