The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
Time to read
less than
1 minute
Print
a- a+
Published 12 years ago
Last updated 2 years ago
Read so far

The effectiveness of targeted social marketing to promote adolescent reproductive health: The case of Soweto, South Africa

0 comments

Meekers, D. (2000). "The effectiveness of targeted social marketing to promote adolescent reproductive health: The case of Soweto, South Africa." Journal of HIV/AIDS Prevention and Education for Adolescents and Children 3(4): 73-92.

OBJECTIVE: Adolescents and young adults in South Africa increasingly face reproductive health problems, including unplanned pregnancy and exposure to infection with HIV and STDs. Hence, there is much interest in the effectiveness of policies and interventions that specifically address adolescent reproductive health. This study uses a quasi-experimental control group design to assess the effect of a targeted social marketing program on reproductive health beliefs and behavior among young women in Soweto.

METHODS AND FINDINGS: In response to adolescents' concerns, the intervention was developed with a focus on pregnancy prevention. The findings indicate that the intervention increased young women's awareness of the risk of pregnancy, awareness that condoms are effective for pregnancy and HIV/AIDS prevention, awareness that other contraceptives are effective for pregnancy prevention, discussions about contraception, and increased the percentage of women who have used condoms. These results suggest that the intervention was more effective in changing beliefs related to pregnancy prevention than those related to STD/HIV prevention, consistent with the program design.