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An evaluation of the effectiveness of targeted social marketing to promote adolescent and young adult reproductive health in Cameroon.


Van Rossem, R., & Meekers, D. (2000). An evaluation of the effectiveness of targeted social
marketing to promote adolescent and young adult reproductive health in Cameroon. AIDS Education and Prevention, 12(5), 383-404.

This study examines the effectiveness of the PSI/PMSC Horizon Jeunes youth-targeted social marketing program for improving adolescent reproductive health in urban Cameroon. The program targeted adolescents through peer education, youth clubs, mass media promotion, and behavior change communications. After about 13 months of intervention, knowledge of the program was nearly universal, and the majority of youths had direct contact with the program. Program effectiveness is examined using a quasi-experimental research design with a preintervention and postintervention survey in an intervention and comparison site. The intervention had a significant effect on several determinants of preventive behavior, including awareness of sexual risks, knowledge of birth control methods, and discussion of sexuality and contraceptives. The intervention increased the proportion of female youths who reported using oral contraceptives and condoms for birth control. However, condom use is not yet consistent. Although the proportion of young men who reported using condoms for birth control also increased, this change could not be attributed to the intervention. Although this short intervention successfully increased the reported use of various birth control methods, including condoms, there is no evidence that the intervention increased use of condoms for STD prevention of sexually transmitted diseases.

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