Abstract
ObjectiveTo inform the implementation of media production activities with adult populations by describing the construction of counter-advertisements (counter-ads) within a behavioral intervention. MethodsSIPsmartER participants could create 2 types of counter ads during the intervention's media literacy lesson. Participants (n = 40) were from rural southwestern Virginia. Most were female (85%) and white (93%), and 28% were low health literate. Descriptive statistics and Fisher exact tests were used to compare completion rates, content, techniques used, and persuasive intent with counter ad type and health literacy status. ResultsEach participant produced 2.1 (SD, 0.8) counter-ads. Ads included health risks (64%) and nutrition facts (16%). The majority used persuasive techniques (72%) and were persuasive for drinking fewer sugar-sweetened beverages (72%). There were differences by type but not health literacy status. Conclusions and ImplicationsFindings suggested that counter-ads can be used in behavioral interventions for adults. Guidance is provided to support their implementation.
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