Abstract
BackgroundLittle research has examined how media outreach strategies affect the outcomes of contraceptive initiatives. Thus, this paper assesses the potential impact of an online media campaign introduced during the last six months of a contraceptive initiative study based in Salt Lake City, UT (USA).MethodsDuring the last six months of the HER Salt Lake Contraceptive Initiative (September 2016-March 2017), we introduced an online media campaign designed to connect potential clients to information about the initiative and a brief (9-item) appointment request form (via HERsaltlake.org). Using linked data from the online form and electronic medical records, we examine differences in demographics, appointment show rates, and contraceptive choices between “online requester” clients who made clinical appointments through the online form (n = 356) and “standard requester” clients who made appointments using standard scheduling (n = 3,051). We used summary statistics and multivariable regression to compare groups.ResultsThe campaign logged 1.7 million impressions and 15,765 clicks on advertisements leading to the campaign website (HERSaltLake.org). Compared to standard requesters, online requesters less frequently reported a past pregnancy and were more likely to be younger, white, and to enroll in the survey arm of the study. Relative to standard requesters and holding covariates constant, online requesters were more likely to select copper IUDs (RRR: 8.14), hormonal IUDs (RRR: 12.36), and implants (RRR: 10.75) over combined hormonal contraceptives (the contraceptive pill, patch, and ring). Uptake of the contraceptive injectable, condoms, and emergency contraception did not differ between groups.ConclusionClients demonstrating engagement with the media campaign had different demographic characteristics and outcomes than those using standard scheduling to arrange care. Online media campaigns can be useful for connecting clients with advertised contraceptive methods and initiatives. However, depending on design strategy, the use of media campaigns might shift the demographics and characteristics of clients who participate in contraceptive initiatives.Trial RegistrationClinicaltrials.gov identifier NCT02734199, Registered 12 April 2016—Retrospectively registered, https://clinicaltrials.gov/ct2/show/NCT02734199.
Highlights
Little research has examined how media outreach strategies affect the outcomes of contraceptive initiatives
In light of the potential for media outreach or advertising to make a difference in the outcomes of contraceptive initiatives, this paper explores the outcomes of an online media campaign introduced during the latter third of the HER Contraceptive Initiative Study (HER Salt HER Salt Lake Contraceptive Initiative (Lake)) based in Salt Lake City, Utah (USA)
Excluding duplicate requests and potential clients who did not respond to Planned Parenthood Association of Utah (PPAU) staff follow-up, a total of 610 online requesters either made appointments or were advised by staff to present to the clinic as walk-ins
Summary
Little research has examined how media outreach strategies affect the outcomes of contraceptive initiatives. Several states and academic institutions in the U.S have introduced contraceptive initiatives—or, programs designed to reduce contraceptive cost and access barriers, especially around intrauterine devices (IUDs) and implants These initiatives have generally been successful at increasing public awareness and uptake of contraceptives and in reducing rates of unintended pregnancies, especially among underserved groups [1,2,3,4]. While some research has shown that advertising may not make a marked difference in contraceptive uptake more generally [5], we lack information regarding the potential impact of advertising on contraceptive initiatives offering no-cost contraception to prospective clients When it comes to campaigns or initiatives related to health promotion, past research has consistently found that media outreach can be an effective strategy for increasing health-related knowledge among the public and improving health outcomes [6,7,8,9,10]. Since young adults have the highest rates of unplanned pregnancy in the United States [17], they are an important potential audience for contraceptive initiatives
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
