Safe Sex, No Regrets Campaign - Case Study Example

Health Promotion Student’s Name Subject Professor University/Institution Location Date Northern Territory Government– Safe Sex, No Regrets Media Campaign is a health promotion program which has been carried out in September 2009. The focus of the campaign was to embark on awareness program which would consequently contribute to reduction of Chlamydia and sexual infections. Among the most critical concerns were incidences of Chlamydia with other common infections transmitted sexually (Lovell 2009, p.47). The campaign was oriented to revamp testing and treatment activities, together with increasing access to health services and the capacity of workforce. Practically, the campaign aimed at increasing STI testing and promotion of treatment through its media campaign. This would promote an increased access of young people to sexual health services. In addition the health workforce would proactively conduct screening for STIs. Health NSW developed the campaign “Safe Sex No Regrets” which was run by the Department of Health and Families over twelve months from September 2008 (Crawford, Brown, Nicholson & Langdon 2008, p.17).It was adapted in the Northern Territory for $160,000 supplemented by Department of Health and Families. The campaign included some significant components such as television and radio advertisements, campaign launch, print and accompanying resources, nightclub promotions, and websites, screen saver used in high schools, media and collaboration with stakeholders. This ensured an explicit coverage through every mode of communication to emphasize the campaign message. The overarching objective was to bring the issued into spotlight of different actors and allow the communities to take initiatives for their sexual health. The community had to be integrated through awareness of the problem, opportunities and support that would have otherwise not be utilized or minimally utilized without such campaign efforts. Ottawa Charter for Health Promotion has helped to guide the most effective principles in implementation of health promotion such as “Safe Sex”. The Charter is promoted by international organization, independent governments and initiatives at local levels to achieve the health goals. This is in line with its core objective of promoting health for all by 2000 and the years afterwards. In accordance to the Charter, the strategy adopted should promote advocacy measures in policy and management (Hancock 2011, p.404). The strategy has to enable an environment where people can take their own health issues through information and personal initiative. The institutions and the government would then promote mediation of the strategies to make them effective and result to the highest levels of outcomes. This focuses on the role of wider stakeholders and all the sectors including social and economic sectors to develop the outcomes of health. The Charter health system is guided by some instruments which can be compared with the “Safe Sex No Regret” campaign’s strategy: Ottawa proposes for health public policy. This implies the coverage of public health welfare through awareness, intervention and mediation (Hancock 2011, p.405). The roles of the enabling institutions and organization are the main focus where conscious initiatives are taken and promoted for access of public health. “Safe Sex No Regrets” campaign specifically focused on youth at 15-29 who are at highest level of exposure and contracting STIs. The public health program then highlighted testing, treatment and access to health services and the role of health workforce in proactive screening. As Lovell (2009, p.47) argues, implemented campaign addressed the high rates of Chlamydia amongst the youth aged 15-29. This would further strengthen and increase testing for heterosexually transmitted infections in the consequent years. The campaign fits in its strategic orientation to criteria of a public policy which included all the possible youth through awareness, access and empowerment. Secondly, a program should create supportive environments through its strategies. This is through identification of the intermediaries in regard to the existing institutions, stakeholders and other staffs. “Safe Sex No Regrets” identified multiple scenarios which would effectively promote campaign objectives. The role of proactive health service staff was promoted through the competency of existing workforce. This meant that the youth would seek explicit services that would affect directly to reduction of Chlamydia and STIs (Lovell 2009, p.47). The media as a connection mode for such a group promoted positive messages that endeared testing treatment and promotion as effective mechanisms. This was confirmed by the resultant findings of the campaign aftermath research. Stakeholders were involved from the planning to implementation of the campaign resulting to wider acceptance of the campaign and efficient evaluation of the results. The support of the community and interrelated departments meant that the campaign appeared significant and promoted wider groups to participate. Thirdly, the health promotion should strengthen the community action. Safe Sex No Regrets campaign embarked to strength young people by the manner it was carried out. Featured conversation between young people was aired through FM radios with effective messages of young people sexual matters. Print resources such as brochures, posters were highly distributed across Northern Territory to target group as useful and referral information with safe sex message. The information was positive through identifying critical data about Chlamydia and STIs (Crawford, Brown, Nicholson & Langdon 2008, p.18). The emphasis was to promote the group testing, treatment and access to health services and also reduction of behaviors and interactions that promoted contracting of STIs. Television advertisements were modified at local referral information. The ads through Imparja, Southern Cross TV and Channel 9 screened the information from September to December. The months were strategic with the time where most young people actively engage in pleasure activities. It resumed in April to May 2009 with effective features of nightclub socializing activities where voice messages and screen messages appeared on the screen. The ads that featured commonly were regarded as effective after the evaluation that followed. It was noted that ads were: Catchy and accessible Direct and simple Appropriate and directed to youth Had helpful information for awareness and understanding (Durlak & DuPre 2008, p. 328) Fourth, a promotion program should support development of personal skills. Such skills are then and afterward applied for personal as well as the wider community’s knowledge for their health. “Safe Sex No Regrets” campaign was obsessed with informing. Among the areas highlighted were; nightclubs, high schools and through active media. The messages were actively disseminated through accompanying resources that are easy to remember and highly promote personal action. Critically, the messages would promote skills through promoting personal decision making skills during risky interactions such as those in night club. The slogans, caps, t-shirts, bracelets and screen saver for senior students in high schools would promote constant information that would alert and help in taking personal care, safety and treatment access. The website that supported the campaign was featured in television ads which would further promote information about safe sex, use of condoms, and access to condoms, sex myths and STI testing. In one way or the other, different people would get the capabilities to decide after such awareness and also to take actions that mattered most in their sexual life and encounters. Finally, an effective health promotion has to re-orient the health care service in promotion of prevention and promotion of health. It is expected that, the institutions offering health services have to proactively be engaged to cope with rising needs of its immediate community. This is enhanced through staff skills, provision of required resources for testing, treatment and time for consultation (Durlak & DuPre 2008, p.332). The competent staff mediates the promotion strategy with their one-on-one interactions with the community members. Various needs should be met to equip health institution with competent services. “Safe Sex No Regrets” campaign was well established under competent staff such as clinic 34. There were facilities for STIs testing after such a collaborating was established. The results were then recorded and documented to realize the impacts of the campaign. The staffs at Clinic 34 were set for testing and treatment purpose and response to personal sexual health information. The Department of Health and Families, Northern Territory used the campaign as a guide for consequent campaign strategies. The future campaigns would be more effective considering the outcomes of the campaign and this was identified by the stakeholders. The Department’s Sexual Health Advisory Group would further seek critical messages to strengthen the initiatives. The supporting agencies were considered as effective whereby, in future they would liaise with campaigners to reach the target group. The Clinic direct interaction in the period of campaign allowed the Department and staffs to realize the gaps of campaign strategies, information and their actions. In future, the department would consider adding more resources for Clinic activities to increase the number of STI tests that were sought. Program design, improvements, outcomes & changes The campaign “Safe Sex No Regrets” impacted on the Department of Health and Families, Clinic 34 staffs, stakeholders, the target group and the community at large. For the department, it was able to utilize various media through resources to achieve its objectives. Strengthened messages, multi-prolonged approach to mass media and liaising with supporting agencies were identified as the most relevant campaign measures. The target group was involved in campaign evaluation which identified positive results and consequent changes. According to Leach (2009, p.16) the survey responses identified that out of 100 respondents, 44 saw the campaign resources including pamphlets, wristbands and posters. The website had unique visit averaging 774 per month spending approximately 1 minute, 36 seconds. Pertinent information about Chlamydia and STIs were given to such visitors. The radio ads indicated that 20% of respondents spoke with their sexual partners about STIs, 14% also changed their sexual behavior. 86% of those who listened to radio sought STI test, though more of STIs risk or used condoms. 70% would remember TV messages on use of condoms, 60% remembered that Chlamydia can be contracted by anyone, 58% remembered that STI can be contracted by anyone. However, only 32% remembered that STIs are on the rise. Specifically, the campaign was set for the urban areas in the Northern Territory for people at between ages 15 to 29. Consequently, the Department of Health and Families conducted an independent evaluation to confirm the results of the campaign. Interviews were carried out with stakeholders, survey completed by target group members and a focus group of young people to consider the relevance of the campaign and promote documentation of campaign results. The mass media campaign and a marketing strategy results might not actually confirm reduction of STIs and Chlamydia among the residents of urban Territories between 15-29 years. However, other significant outcomes were immediately and afterward identified to result directly from campaign efforts. There was an identified increase in STI testing that related to the target group. Most young people took immediate initiatives to confirm their health status in accordance to STIs and Chlamydia. This confirmed that the campaign resulted to what it targeted and fulfilled its objective of promotion of group initiatives (Leach 2009, p.29). The campaign is evidenced to promote increased access to young people sexual health services. The health institutions were proactive in providing the screening, consultation and counseling services to those who sought for them during the campaign period. The success was possible due to noted competency of the staff in proactive screening. Clinic 34 in particular had higher testing for STIs during the period for people aged 15-29. In comparison with the figures of the testing conducted in the previous year, the first there months indicated a rise in number of testing and particularly for the target group. The subgroups 15-19, 20-24 and 25-29 showed a comparatively increase (Leach 2009, p.14). The increase was attributed by the staff to the impacts from the campaign. The Department of Health and Families, Northern Territory considered the campaign a success intervention measure. The department was strengthened and gained competence in managing sexual health campaigns. Majority of the stakeholders regarded the appropriateness of ad messages. The messages were regarded as sharp and fine which promoted effective communication. Most people were informed through positive messages and used them as useful resources to take initiatives (Naidoo & Wills 2009, p.11). In conclusion, health promotion has to identify the various strategies which can guide its implementation and success. The target group is very important as it help the strategy to suit the campaign. The experiences f international initiatives, for instance the Ottawa Charter is very relevant to such a local campaign as its objectives and highlights can be considered to make the program a comprehensive and effective one. The mechanism for dissemination of information, mediation through services and evaluation of the strategies is very critical for a complete health promotion. These factors should be articulated before, during and after a health promotion. Involvement of various stakeholders would further promote proactive activities and impact on the outcomes. References Leach, T 2009, ‘Safe Sex No Regrets’: Final report on the Northern Territory Department of Health and Families’ Safe Sex No Regrets campaign, Dept. of Health and Families, pp.1-37. Hancock, T 2011, The Ottawa Charter at 25. Can J Public Health, 102(6), 404-6. Durlak, J A & DuPre, E P 2008, Implementation matters: A review of research on the influence of implementation on program outcomes and the factors affecting implementation. American journal of community psychology, 41(3-4), 327-350. Lovell, T 2009, A chlamydia prevention strategy for the Northern Territory: THATS-C. MSJA, 47. Naidoo, J & Wills, J 2009, Foundations for health promotion (public health and health promotion). Bailliere Tindall. Crawford, G, Brown, G, Nicholson, C & Langdon, T 2008, September, Safe sex no regrets–sexual health in mainstream media in WA, In Australasian Sexual Health Conference (pp. 17-20). Read More

The institutions and the government would then promote mediation of the strategies to make them effective and result to the highest levels of outcomes. This focuses on the role of wider stakeholders and all the sectors including social and economic sectors to develop the outcomes of health. The Charter health system is guided by some instruments which can be compared with the “Safe Sex No Regret” campaign’s strategy: Ottawa proposes for health public policy. This implies the coverage of public health welfare through awareness, intervention and mediation (Hancock 2011, p.405). The roles of the enabling institutions and organization are the main focus where conscious initiatives are taken and promoted for access of public health.

“Safe Sex No Regrets” campaign specifically focused on youth at 15-29 who are at highest level of exposure and contracting STIs. The public health program then highlighted testing, treatment and access to health services and the role of health workforce in proactive screening. As Lovell (2009, p.47) argues, implemented campaign addressed the high rates of Chlamydia amongst the youth aged 15-29. This would further strengthen and increase testing for heterosexually transmitted infections in the consequent years.

The campaign fits in its strategic orientation to criteria of a public policy which included all the possible youth through awareness, access and empowerment. Secondly, a program should create supportive environments through its strategies. This is through identification of the intermediaries in regard to the existing institutions, stakeholders and other staffs. “Safe Sex No Regrets” identified multiple scenarios which would effectively promote campaign objectives. The role of proactive health service staff was promoted through the competency of existing workforce.

This meant that the youth would seek explicit services that would affect directly to reduction of Chlamydia and STIs (Lovell 2009, p.47). The media as a connection mode for such a group promoted positive messages that endeared testing treatment and promotion as effective mechanisms. This was confirmed by the resultant findings of the campaign aftermath research. Stakeholders were involved from the planning to implementation of the campaign resulting to wider acceptance of the campaign and efficient evaluation of the results.

The support of the community and interrelated departments meant that the campaign appeared significant and promoted wider groups to participate. Thirdly, the health promotion should strengthen the community action. Safe Sex No Regrets campaign embarked to strength young people by the manner it was carried out. Featured conversation between young people was aired through FM radios with effective messages of young people sexual matters. Print resources such as brochures, posters were highly distributed across Northern Territory to target group as useful and referral information with safe sex message.

The information was positive through identifying critical data about Chlamydia and STIs (Crawford, Brown, Nicholson & Langdon 2008, p.18). The emphasis was to promote the group testing, treatment and access to health services and also reduction of behaviors and interactions that promoted contracting of STIs. Television advertisements were modified at local referral information. The ads through Imparja, Southern Cross TV and Channel 9 screened the information from September to December. The months were strategic with the time where most young people actively engage in pleasure activities.

It resumed in April to May 2009 with effective features of nightclub socializing activities where voice messages and screen messages appeared on the screen. The ads that featured commonly were regarded as effective after the evaluation that followed. It was noted that ads were: Catchy and accessible Direct and simple Appropriate and directed to youth Had helpful information for awareness and understanding (Durlak & DuPre 2008, p.

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