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Human Papillomavirus Creative Materials Testing

By Department of Health and Human Services

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Book Id: WPLBN0000076999
Format Type: PDF eBook
File Size: 0.6 MB
Reproduction Date: 2005
Full Text

Title: Human Papillomavirus Creative Materials Testing  
Author: Department of Health and Human Services
Language: English
Subject: Health., Medical research, Medical reports
Collection: Medical Library Collection
Publication Date:
Publisher: Centers for Disease Control and Prevention

I. Introduction: Genital human papillomavirus (HPV) is estimated to have the highest incidence of any sexually transmitted infection (STI) in the United States (U.S.), and high-risk genital HPV types are known to act as carcinogens in the development of cervical cancers. In early 2001, Congress mandated that the Secretary of Health and Human Services prepare and distribute educational materials for healthcare providers and the public that include information on HPV. Such materials are to address the following: a) modes of transmission; b) consequences of infection, including the link between HPV and cervical cancer; c) the available scientific evidence on the effectiveness of condoms in preventing infection with HPV; and d) the importance of regular Pap smears, and other diagnostics for early intervention and prevention of cervical cancer. In response to this mandate, CDC’s Division of Sexually Transmitted Disease Prevention (DSTDP) initiated development of a health communication intervention to achieve the goals of the mandate. To inform their communications efforts, DSTDP first conducted qualitative research with the general public as well as qualitative and quantitative research with patients and providers. DSTDP then tasked Ogilvy Public Relations Worldwide (Ogilvy PR) with the development and testing of messages and materials to raise genital HPV awareness and education among key general public, healthcare provider, and patient audiences.

Table of Contents
TABLE OF CONTENTS I. Introduction 4-6 A. Purpose of the Research, 6 II. Methodology 7-17 A. Site Selection and Audience Segmentation, 7 1. Gender, 7 2. Age Range, 7 3. Race/Ethnicity, 7 B. Participant Recruitment, 8 C. Screener and Moderator’s Guide Development, 9 D. Materials Tested, 9 1. Brochure Content, 9 2. Brochure and Poster Designs, 10 3. Poster with Content, 11 4. Identity Images, 12 E. Conduct of Focus Groups, 13 F. Discussion Topics, 14 1. Awareness of HPV, 14 2. Reactions to Brochure Information, 14 3. Reactions to Poster and Brochure Designs, 14 4. Reactions to Identity Images, 15 5. Reactions to Female-oriented Materials, 15 G. Criteria for Evaluating Message Effectiveness, 15 H. Analysis Approach, 16 III. Key Findings 17-47 A. Participants, 17 B. Overall Awareness of HPV, 17 C. Reactions to Brochure, 18 I. Reactions to Brochure Format and Style, 18 II. Reactions to Content, 19 1. Audience Confusion, 20 i. Seriousness of HPV, 20 ii. Risk Factors for Genital HPV, 20 iii. HPV Transmission, 21 iv. Low-Risk vs. High-Risk, 21 v. HPV vs. Other STIs, 22 vi. Relationship Between HPV and Cervical Cancer, 22 vii. Pap Test vs. HPV Test, 23 viii. Racial Disparities in Cervical Cancer Incidence, 24


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