Challenging Dogma - Fall 2009

Thursday, May 20, 2010

The ineffectiveness of current approaches on educating the severely mentally ill about sexual health and a proposal for change – Ivy Zang

Few formal sexual health programs exist for the mentally ill. While much research has been done to demonstrate the need for such programs, little research has been done to determine the proper way to construct and deliver a program. The approaches documented in literature rely upon traditional public health models, which erroneously assume the individual to be rational and impervious to outside forces. The studied interventions also fail to discuss the unique needs of the mentally ill. An ecological approach incorporating predictable irrationality is necessary to minimize risky sexual behaviors among mentally ill adults.
Evidence of need for intervention.
Severe and persistent mentally ill (SPMI) adults experience major functional disabilities and undergo recurrent relapses requiring periodic stabilization and hospitalization (1). Since 1955, SPMI individuals have been deinstitutionalized from state hospitals into the community. This change in treatment has yielded a need to develop and improve sexual education programs for the mentally ill (2).
Historically, the SPMI were viewed as asexual, a view that stemmed from forced sterilizations and institutionalization. However, in a recent study of 400 SPMI adult patients of a outpatient clinic, 94% reported engaging in sexual intercourse (3). In addition to being sexually active, mentally ill adults often engage in high risk-sexual behaviors. Ten percent of the sexually active SPMI individuals in the study reported exchanging sex for housing, drugs, or money. More than half reported not using a condom in any of their last five sexual acts (3). Women with SPMI have more lifetime sexual partners than women without mental illness (4). Schizophrenic women have the same number of pregnancies as women without mental illness, but a greater percentage of them are unplanned and unwanted. Despite not wanting to become pregnant, sexually active women with schizophrenia often do not use birth control and lack basic knowledge of contraception (5). In a study of males with SPMI, nearly one-third reported engaging in sexual intercourse with a partner that they knew for less than twenty-four hours (6). HIV rates in the mentally ill are estimated between 5% and 7%, in contrast to 0.6% in the rest of the population, and 30% to 60% of SPMI individuals are at elevated risk for contracting HIV (7).
Critique 1.
The public health community fails to address the issue of high risk sexual behaviors among the mentally ill as sexual education programs targeting this population are few and far between. The Royal College of Nurses describes the sexual health care and education of people with SPMI as “inconsistent and inadequate” (8). This may be due to concerns about confidentiality, competency, and treatment responsibility (9). Only 38% of psychiatric hospitals have policies regarding sex relations. Only 58% of those policies include statements about contraception or sex education (10). Many facilities are opposed to offering sexual education programs, anticipating a resulting increase in sexually inappropriate behaviors on the unit, even though literature shows that most clients can tolerate exposure to sexually charged material without de-compensation or acting-out sexually (11).
This resistance to sexual health education stems from a “lack of knowledge about sexuality, conservative attitudes, and anxiety when discussing sexual issues” among mental health providers (12). In a study of British mental health home care nurses, the nurses felt that 41% of their patients would be comfortable discussing sexual issues with them, while only 50% of nurses felt comfortable discussing sexual issues with their patients (13). Although most mental health professionals believe that their patients will present the subject if necessary, most SPMI individual are not prepared to defy social and professional norms to bring up sexual health issues (14). Most adults with SPMI want to be informed about the social and environmental effects of illness on their sexuality and they want their providers to initiate this discussion (12).
Critique 2.
Where formal sexual education programs do exist, they are based on the framework of traditional public health models, most notably the Health Belief Model (HBM) and the Theory of Planned Behavior (TBP), which also predominate sex education programs for the non-mentally ill. Most sexual education programs investigated in the literature attempt to educate while promoting behavioral change. Most of the studies use small group interventions that rely on cognitive factors, behavioral skill factors, and external consequences in an attempt to change behaviors (15). Although some of the studies show reductions in risk behaviors, these effects are time-limited and repetition is necessary to maintain even short-term behavioral gains. Only a few studies examine actual behavioral change at the end of the intervention and even fewer follow-up with patients to determine the long term gains. As participation in the studies was voluntary, the examined samples were comprised of highly-motivated volunteers (7).
A study of 35 group home residents involved three l-hour educational sessions, focusing on AIDS, risk behaviors, risk reduction, and condom use. Pre and post-intervention questionnaires assessed knowledge and did not reveal a change (16).
A three-session invention at an outpatient mental health clinic in Boston focused on sexual education, AIDS information, and condom use training. The study showed increased knowledge amongst participants, but did not assess behavioral change (17).
A study of 52 participants of a community support program in Milwaukee involved four 90-minute sessions focusing on HIV education, sexual assertiveness, negotiation skills, condom use, risk reduction and problem-solving. At a one-month follow-up, the rates of unprotected intercourse declined by 50% and the proportion of condom protected intercourse occasions increased from 18% to 53%. However, long-term changes were not assessed (18).
In a study of patients at a mental illness community center, six biweekly sessions focused on the transmission of STDs, HIV/AIDs myths, perceptions of the threat of infection, risky behaviors proposed by partners, screening sexual partners, and barrier contraception. Participants’ HIV information scores increased from 66% of questions correct during pre-intervention to 75% correct at post-intervention and remained at 75% correct at 1 month follow up. However, there was no significant change in participants’ attitudes towards condom use and the participants appraised their risk of infection as relatively low both before and after the intervention (19).
A study of 189 SPMI individuals at an outpatient clinic involved a 7-session small group intervention that focused on risk reduction, condom use, handling personal triggers for risky sexual situations, problem-solving, personalized plans to implement personal behavior change, communication, negotiation, and assertiveness. Men who attended the intervention only showed improvement in knowledge, while female participants changed their attitudes toward sexual behavior and increased their percentage of condom-protected vaginal intercourse occasions from 20% to 47%. This gain amongst females decreased substantially at the 12-month follow-up (20).
In a study of 97 chronically psychotic men with co-existing substance disorders living in New York City homeless shelters, subjects were randomly assigned to either a brief AIDS education or a 15-session risk reduction intervention incorporating condom use, communication skills, and risk management of situations known to be encountered by homeless men, including casual sexual contacts, sexual behavior while intoxicated, and same-sex contacts. Outcome analyses revealed greater reductions in unprotected intercourse and increases in condom use among participants in the intervention than the control group. Behavior changes remained observable through a 15-month follow-up, but weakened over time (21). Although this 15-session program proved effective, programs of this length are often not economically and logistically feasible.
In addition to the limited ability of the interventions noted above to elicit substantial behavior change, the health promotion literature has suggested many limitations to the traditional health care models. Many studies testing HBM and TPB-based interventions yield results that are inconsistent with the models’ constructs (22). Both models focus on individual decisions and do not address the multi-level ecological causes of behavior addressed in the next section of this paper. The basic assumption behind the models is that the individual has the ability to make rational and cognitive-based decisions; however, this inability is inherent in the diagnosis of mental illness (23). These models assume that health behaviors are simply based on attitudes and beliefs, failing to address the many other factors that influence health decisions (24). Psychosis and delusional thought amongst the SPMI may alter perception of real world events, but the mentally ill do not live in a vacuum. Even subtle changes in context and environment can drastically influence an individual’s health behavior decisions. For instance, the increase in motivation to have sex produced by sexual arousal is proven to decrease the relative importance of protecting oneself from unwanted pregnancy and STDs (25). An individual who has strong intentions to always wear condoms when engaging in intercourse with a new partner may spontaneously engage in unprotected sex if he is sexually aroused and condoms are not readily available. In addition, an individual with bipolar disorder may typically lead a monogamous lifestyle, but may engage in unprotected sexual encounters with multiple partners during an acute manic episode. By assuming that behavior is static, the models do not take into account the spontaneous actions that characterize most of human behavior (24). Lastly, these models assume that people value health highly (24). Health is a value that has a specific place in each individual’s value system, therefore the relative importance of health and its degree of influence on behavior varies among persons (26). Based on a randomly distributed survey of core values and preventative health behaviors, researchers determined happiness, pleasure, salvation, and a comfortable life to be the strongest core values for individuals who do not engage in preventative health behaviors. Those who do not engage health preventative behaviors rank health as a lesser core value than world piece and inner harmony (27).
Despite the obvious flaws with the models, health care practitioners continue to apply them to interventions. As these traditional health models serve as the basis for nursing and public health education, mental health professionals often rely upon these models when planning interventions (28).
Critique 3.
Sexual health interventions present in the current literature are based on generic cognitive-behavioral intervention models and have not been “specifically tailored to the special needs, risk situational circumstances, and change barriers likely to be encountered by the severely mentally ill” (7). The mentally ill face unique issues inherent in their diagnoses, their treatment, and the social and political consequences of their disease. The SPMI are unable to weigh costs against benefits when multiple ecological forces are in fact driving their decisions.
Although SPMI individuals are less sexually active than the rest of the population, those who are sexually active often engage in higher risk sexual behaviors. These high risk behaviors may be derived from poor interpersonal functioning, impaired psychosocial development, cognitive deficits, poor judgment, impaired decision making, labile mood, and impulsiveness leading to high levels of sexual vulnerability. Information processing deficits related to severe mental illness may inhibit people with SPMI from benefiting from preventive interventions that are based on traditional behavioral change principles (29). Hyper-sexuality, aggression, deep dependency needs, efforts to compensate for feelings of inferiority, response to auditory hallucinations, loneliness, and boredom may also be motivating factors for high risk sexual behaviors (30). The SPMI often have difficulty forming and sustaining stable sexual and social relationships. Sexual encounters amongst the mentally ill usually occur within casual relationships and some are “characterized by naiveté, abuse, and exploitation” (7).
Individuals with SPMI often have low levels of sexual health information, lack basic vocabulary of sexual terms, and have many misconceptions about sexual anatomy and physiology (5). In a focus group of rural women with SPMI, many held false beliefs, knew little about contraception and general women’s health, and did not receive regular gynecologic examinations (31).
The SPMI tend to be unemployed, impoverished, and overrepresented among the homeless, the incarcerated, and other disadvantaged groups at higher risk for STDs (9). Due to socioeconomic disadvantages, the mentally ill may also have tenuous and transient living arrangements and are often disproportionately concentrated in inner-city neighborhoods with higher rates of drug use, STDs, and HIV infections (7). Fifty percent of the mentally ill suffer from a dual diagnosis of chemical dependency which has synergistic implications for increased high risk sexual practices. Patterns of exchanging sex for drugs, lodging, and basic survival needs are not uncommon (7). Many SPMI individuals lack resources to purchase condoms and oral contraceptives (9).
The general population often stigmatizes the SPMI, attributing mental illness to sin or lack of character or willpower (33). The media transmits multiple misconceptions about the mentally ill, including that they are homicidal maniacs or rebellious free spirits. This stigmatization decreases their self-esteem and hinders their ability to make friends and sustain social relationships, which may augment risky sexual behaviors (34). The SPMI lack political power and strong advocates, inhibiting change on community and governmental levels (9). Although organizations like the National Alliance of Mental Illness (NAMI) serve as powerful community resources, their legislative lobbying efforts are limited due to insufficient monetary funds (35).
Intervention.
Since multiple causes contribute to high risk sexual behaviors among individuals with SPMI, including the illness itself, an ecological approach is essential. Enhanced prevention strategies must extend beyond individually focused cognitive-behavioral interventions and address the broader psychosocial context in which risk behaviors occur (36). As behavior is affected by multiple levels of influence, interventions must be planned at an intrapersonal, organizational, community, and public policy levels (37).
The ecological model encourages educational programs, support groups, and counseling at the intrapersonal level (37). However, at the intrapersonal level, the ecological model does support the use of the traditional health promotion models determined earlier in this paper to be incapable of changing complex human behavior. This is an evident limitation of the ecological model; however, this level of the ecological model can be adapted with theories of predictable irrationality, most notably framing and ownership. Successful public health programs utilize “potentially effective combinations of established theory (38).
At the intrapersonal level, a sexual health program should be provided to patients during inpatient hospitalizations as most SPMI individuals have multiple hospitalizations over a lifetime, allowing for a broad target audience and multiple reinforcement sessions. On the inpatient units, staff nurses or mental health workers should lead a sexual health group multiple times during the week for the patients nearing discharge, as the ability to process information resumes when the acute phase of illness subsides (11). Groups should be informal with the ultimate goal of empowering the patients, not reprimanding or frightening them (39). To account for the cognitive impairment of many SPMI individuals, the group must start with a concrete discussion of sexuality, including reproductive anatomy and physiology, the transmission of disease, and contraception (15). During the educational session, instead of framing AIDS and STDs as severe and detrimental and trying to evoke fear as would be encouraged by the HBM, educators should reframe them as diseases preventable and controllable through communication with partners and avoidance of sexual risk (15).
Practicing condom use is a vital component of this intervention (11). When marketing condoms to male patients, the educators should, in addition to advertising the safe-sex benefits, reframe the action as a gain or a positive experience by reinforcing that condoms extend sexual performance and postpone ejaculation. By presenting the message as sex-positive and making condoms fun and erotic, the educator can reframe an individual’s perception, easing the process of seceding ownership of the high risk sexual behavior and increasing the likelihood of condoms use. When educating female patients on how to deal with male partners who refuse to wear condoms, the educator should describe the female condom as a tool capable of empowering women. The educator should reinforce the idea that the female condom is just as effective as the male condom, taking away the man’s power in the sexual relationship. When the female condom is reframed as a gain—a symbol of empowerment—safer sexual practices may emerge. Patients should be instructed to carry condoms with them at all times in the community, as people often underestimate their likelihood of having sex when in non-aroused states and will not make an effort to find condoms in an aroused state (25). Masturbation should also be discussed as a safe alternative to sexual intercourse. Traditionally, psychiatric units have had strict “no masturbation” policies and punish patients caught masturbating. This brings shame and embarrassment to the act. Masturbation should be reframed as a gain: a safe outlet for channeling normal sexual drives when done privately (30).
Additionally at the intrapersonal level, psychiatric facilities should employ women’s health nurse practitioners to counsel female patients of childbearing age about contraceptive options before discharge as SPMI women often have difficulties using community facilities for family planning (41). Mental health facilities are also more informed than family planning clinics as to how mental illness affects informed consent for family planning (42). On the day prior to discharge, the nurse practitioner should discuss the available contraceptive options. Injectable hormonal contraception, depo-provera, is the most appropriate contraceptive choice for use in this population. It lasts for three months and does not have significant clinical interactions with any anti-psychotic medications (5). Similar to the framing of the female condom, the nurse practitioner should frame the injectable contraceptive as a gain. It can be framed in terms of freedom and power: freedom from pill taking and a newfound power in the sexual relationship. The majority of patients who receive family planning counseling and are started on contraceptives in psychiatric hospitals continue contraception use after discharge and follow up with providers (5). As the SPMI often have difficulty utilizing community resources for contraception, have insufficient funds to purchase contraception, and underestimate their need to have contraception readily available, nurses should give condoms to both male and female patients at every discharge along with the discharge medication list.
Psychiatric facilities can utilize changes in organizational characteristics to support the behavioral changes of its patients. This includes changes in institutional commitment, policy and procedures, actions of staff members, and learning opportunities (37). As long as mental health professionals do not feel comfortable discussing sexual issues with their patients, the diffusion of comprehensive sexual health programs across psychiatric facilities will be unsuccessful (13), (14). In order to increase the comfort of mental health professionals, psychiatric facilities should provide continuing education programs that encourage providers to introspectively examine their attitudes and sensitivities to various aspects of sexuality in order to become more comfortable sexual issues (42), (43).
For program diffusion to be successful and behavioral change among SPMI individuals to be possible, the policies and corporate culture of psychiatric facilities must change. Policies must not rely on the personal judgment of staff, but should be sensible, sensitive, and validate the sexual rights of the mentally ill. Formal guidelines for sexual education, birth control, and capacity to consent must be devised (44). Organizational attitudes towards sexual practices must change along with new policies; staff members must not allow personal biases, fears, moral beliefs, and stereotypical beliefs to obstruct the implementation of new policies (45).
Community level interventions use existing social networks as mediating structures to influence community awareness (37). Depression and Bipolar Support Alliance (DBSA) is the leading patient-directed national organization for individuals with SPMI and has a strong social network (46). Through a system of peer-run support groups, DBSA educates SPMI individuals on the impact and management of mental illness. The organization has been a success, as 86% of its members remain compliant with their psychiatric medications (46). This existing social network can be used to increase sexual knowledge amongst the mentally ill and encourage members in engage in protective health behaviors. As DBSA relies on peer-to-peer communication, the sexual health message delivered would be one of considerate concern from a friend, instead of a provider’s paternalistic educational message. DBSA creates a community of trust, reciprocal support, and positive self identity where healthy behavioral changes can occur (47). Peer-mediated sexual health interventions have proven to effectively reduce risky sexual behaviors in other high-risk populations and may serve as an effective tool in eliciting behavioral change amongst the mentally ill .
Regulatory policies are essential in protecting the health of the community (37).
Local departments of mental health (DMH) should develop policies to control many of the external factors that lead to impulsive sexual behaviors amongst the mentally ill. Local DMHs should increase their funding of intensive case management services, which have proven to positively affect functional level and quality of life, while preventing exacerbation of illness (48). With an increase of funding, more case managers could be hired and individual case managers could spend more time with their clients ensuring medication compliance, temperance, and stable living situations to decrease likelihood of risky sexual practices. Case managers can work with the local Social Security offices to appropriately budget their clients’ finances and prevent the exchange of sex for lodging and food. DMH should allocate increased funds for supportive housing. Supportive housing gives SPMI individuals that are particularly prone to sexual exploitation or risky sexual practices a unique opportunity to learn about and to practice safer sexual activities in a supportive context (49). DMH should expand substance abuse services for the mentally ill as substance use is the strongest correlate of high risk sexual practices in this population (50).
Defense of Intervention 1.
The ecological model is an appropriate basis for the development of a sexual health intervention for the mentally ill as it encompasses the multiple physical and social factors that influence the healthfulness of a situation and the well being of its participants. Based on the model, efforts to promote health should emphasize the advantages of multilevel interventions that combine behavioral and environmental components, like facilitating psycho-educational group interventions while changing the professional culture of psychiatric units (51). The ecological model focuses on population-level prevention and includes individual level interventions aimed at persons with certain risk factors, interventions mediated through important organizational channels, and public policy interventions that redirect societal counter forces (52). The proposed intervention operates on all of those levels. Effective interventions create therapeutic micro-environments that facilitate and reinforce desired health behaviors, instead “arm[ing] patients with behavioral control strategies and then send[ing] them off into society to maintain their treatment gains, leaving them at the mercy of a social system that encourages, rewards, and profits from high risk behaviors” (52). This is done by beginning the intervention in the hospital with groups and reproductive counseling and continuing the intervention in the community with case management and supportive living services. Extensive research has been done using the ecological model as a framework for understanding behaviors and despite the fact that current evidence supports multi-level interventions, only a relative few number of studies involving the ecological model as a framework for intervention are published in the health promotion literature (53), (54). Many published papers discuss successful interventions that utilize the ecological model, but do not test the intervention in a formal study (55), (56). Despite this dearth of research, a multi-level intervention will yield greater benefit to SPMI individuals than a sole intrapersonal level intervention.
Defense of Intervention 2.
Frames are an effective way of promoting protective sexual behaviors at the intrapersonal level, as health care promoters can manipulate frames to alter the judgments and opinions of the targeted population. A frame is a way of packaging and positioning an issue to convey a certain meaning. By packaging an issue in a more desirable way, health care promoters can change attitudes towards health behaviors and the likelihood of behavioral change (57). A meta-analysis of framing experiments in relation to health promotion proved framing to be a successful tool for interventions that involving safer sex (58). People are sensitive to whether an intervention is framed in terms of its associated costs (loss frame) or in terms of its associated benefits (gain frame), even when the two frames describe the same situation (59). Gain frame interventions are more persuasive than fear-inducing frames when it comes to implementing preventative behaviors, like condom use (60), (61). Threat or fear appeals advocated by traditional health models are ineffective in sexual health interventions as many people fear STDs or HIV without feeling that they are personally vulnerable and will downplay their own personal risk in comparison to risks of others (62).
Messages that are framed in unexpected ways or do not match participants’ experiences or concerns can be more effective as they lead to greater message processing (63). Instead of presenting a message of sexually transmitted disease and health effects, the proposed intervention delivers an unexpected sex positive message of freedom and empowerment. By changing the definition of the problem, it is thus possible to change the response. Although health is a core value for some, successful public health interventions must utilize frames that appeal to the same compelling core values being tapped into by the opposition (57). In a state of arousal, sexual pleasure is a much more compelling core value than health. By reframing condom use as a way to improve sexual activity, instead of a way to prevent disease, a more compelling core value is utilized.
Defense of Intervention 3.
As individuals quickly come to own their health behaviors, behavioral change is dependent upon their ability to give those behaviors up. When a health promoter is able to offer the individual a new behavior coupled with a compelling core value, behavioral change may be possible. Psychological ownership is the state in which individuals feel that a target of ownership is theirs. A target of ownership may be an object or a non-physical entity, such as ideas, words, or behaviors. The cognitive state of ownership is tied with emotional and physical sensations, including the rise of pleasure, efficacy, and self-identity. This leads to an intimate relationship between self and possessions; the entity may become part of the extended self (64). People tend to place a larger value on an entity when it is in their possession and resist to part with their possessions as they allow people to keep to the status quo. Over time, individuals come to own their health behaviors, thus their health behaviors become an extended part of themselves and are difficult to give up (65). As duration of ownership increases, the owned behavior increases in value (66). Despite the unattractiveness of risky sexual behaviors, owners still see parting with them as a loss (65). As people are “more reluctant to give up an attainment than they are eager to acquire it,” they must be persuaded with something that they value even more (66). As discussed earlier, pleasure has shown to be the most valuable of possessions for those who do not engage in preventative health behaviors, so for a person to give up risky practices, he or she must be offered pleasure in return (27). For men to give up sex without a condom, they must be given the pleasure of improved sexual performance. For women to give up passivity in sexual interactions, they must be given pleasure of empowerment.
Conclusion.
“Sexual activity among the [mentally ill] is a reality and one with which we must deal and not put our heads in the sand” (10). The mentally ill are sexually active and do engage in high risk sexual activities due to lack of education, the complexities of mental illness, and social and behavioral factors. Due to attitudes and beliefs of health care professionals, the sexual practices of the mentally ill have long been unaddressed. High-risk sexual activities are a reality that traditional models of health promotion cannot change. An ecological approach along with the principles of framing and ownership could serve as an effective way of dealing with sexual activity amongst this vulnerable population.
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Advertising Moguls in Public Health: How Advertising Theory Can Help Inform the National Youth Anti-Drug Media Campaign - Krupa Vithlani

Adolescent drug use in the Unites States has been a cause of major concern over the last quarter of the twentieth century, with lifetime prevalence among youth continuing to increase throughout high school for some drugs such as marijuana, cocaine, and other stimulants (1). In 1975, a majority consisting of 55% of the nation’s youth had used an illicit drug by the time they graduated from high school, a trend that rose to 66% until the 1980s and returned to a previous high of 55% by the year 1999 (2). More recently, a 2007 study found that just under half (47%) of the nation’s high school students have tried an illicit drug by the time they graduate, which is still a considerably high rate of incidence (3). Though the annual prevalence rates of youth drug use are currently below their recent peaks, no significant further decline has occurred in 2007 as compared to previous years. The use of marijuana, on the other hand, is reported to be most pervasive, with approximately 20% of youth engaging in the activity as of 2007 (3-4).
In 1998, the U.S. Congress created the National Youth Anti-Drug Media Campaign (the campaign), in an attempt to curb the use of illicit drugs among the nation’s youth. The campaign’s stated primary goals are to prevent as well as to reduce the use of illicit drugs, with a central strategy using nationwide paid advertising to disseminate anti-drug messages to target youth populations (ages 9 to 18) and their parents (5). Administered by the White House Office of National Drug Control Policy (ONDCP), the campaign is the nation’s largest anti-drug media campaign and is generally regarded as the single largest source of drug-prevention messaging directed to youth. Although the campaign was initiated in 1998 with the overall aim of educating youth about the ill-effects of illicit and licit substances such as alcohol, methamphetamine, ecstasy and marijuana among others, it shifted its primary focus towards preventing teen marijuana use between 2002 and 2004.
According to the Government Accountability Office (GAO), however, the government’s investment of 1.4 billion dollars from 1998 to 2006 has yielded no significant favorable effect on marijuana initiation among non-drug-using youth or on discontinuing or declining use among prior users (6). What is more, the GAO, basing its conclusions on research conducted by Westat Incorporation, believed that the campaign may have even encouraged more teens to use marijuana (5). In spite of the GAO’s recommendation to stop funding for the campaign unless new strategies can be applied, the Bush administration sought an additional 120 million dollars in funding for the campaign in 2007, an increase in 20 million dollars from the campaign’s 2006 budget appropriations (6). In 2005, the campaign shifted focus from targeting parents and peers as the “Anti Drug” to encouraging teens to live “Above the Influence.” However, this shift in theme has not bought about a change in philosophy, as the campaign still erroneously conforms to the Theory of Reasoned Action (TRA) rationale in order to convey its anti-drug messages to youth.
The Theory of Reasoned Action (TRA) is an individual-centered model that views human behavior as a function of interactions between individual attitudes, social norms, and intention. A person’s intention is determined by weighing their personal attitude against perceived social norms. This intention then directly leads to behavior (7). Individual attitude towards a specific behavior is comprised of his or her opinion whether performing the behavior is good or bad. This attitude is influenced by the beliefs of the individual towards that behavior, referred to as behavioral beliefs (7). Social norms are comprised of the individual’s perceptions of the social pressures put on him or her to perform or not perform the behavior in question (7). These social norms, in turn, are influenced by individuals’ normative beliefs. It should be noted that the TRA model presumes behavior to be a rational process whereby individuals deliberate, whether consciously or unconsciously, the costs and benefits of performing a particular behavior. Additionally, it also assumes that behavior is planned and logically pre-analyzed, leaving little room for consideration of spontaneous behavior or a momentary change of mind on the individual’s part (7 & 8).
The TRA may be considered a reasonable theory to utilize when creating anti-drug interventions as it takes into consideration the power of social norms in shaping individual behavior. That is, the TRA model accounts for the individual’s intrinsic attitude as well as his or her social environment as embodied in the attitude of others. The individual’s own attitude towards drug use and his or her perception of the opinions of others (including peers and parents), are arguably two of the most important factors in shaping one’s intentions regarding drug use. A TRA-based intervention could potentially seek to manipulate the target youth’s personal attitudes and their perceived social norms in order to affect behavioral change. As such, anti-drug campaigns could attempt to instill a negative attitude in teens regarding marijuana use, expecting to negatively reinforce the use of drugs by depicting the use of marijuana as an undesirable social norm. Or conversely, a TRA-based intervention could be designed so as to positively influence youth by presenting social norms that promote a healthy, drug-free lifestyle. It appears that the Above the Influence campaign focuses on the former strategy of negative reinforcement, but it largely fails to do so effectively. A part of the failure of the campaign to effectively convey anti-drug messages to youth stems from basic limitations of the TRA model. This conventional logic model is mathematically structured such that it fails to appreciate the true dynamics of decision-making and is ineffective when it comes to predicting spontaneous behavior. Hence, TRA-based interventions cannot prevent or reduce risk behaviors such as smoking, drinking or drug use in social situations where teens, in an irrational or “hot” state of mind (9) that comes with their age-defined need for peer approval and social popularity, are unlikely to stop to carefully weigh the costs and benefits of the behavior they are about to engage in. Such is the case with the National Youth Anti-Drug Media Campaign and its Above the Influence message brand.
Above the Influence: Enduring Obstacles to Effective Campaign Messaging
One major setback of the campaign is that the commercials depict negative social norms associated with marijuana use in a highly exaggerated manner. It is important to recognize that health risks associated with substance abuse, sexual behavior and general well-being nevertheless rank low among the average adolescent’s other concerns (10). For the most part, an under-assessment of the risks related to drug use on the part of the youth presents a challenge in their ability to accurately relate to the negative consequences depicted in these commercials. What is more, several Above the Influence commercials portray negative consequences of drug use in an unrealistic fashion, such that they further undermine their own credibility and relevance to the reality of their target population. For instance, the “Not again” ad shows a couple with the ‘boy’ smoking marijuana as the ‘girl’ looks on in disappointment, with the words “not again” appearing next to her head. A space ship subsequently appears out of the sky, and an ‘alien’ emerges from it. It approaches the couple, and the boy offers him marijuana, which it turns down saying “no thanks.” The girl is pleasantly surprised by this gesture – as suggested by the heart symbol blinking near her head – and she decides to fly away with the alien instead, leaving the boy pondering at what just happened (11).
In accordance with the principles prescribed by the TRA model, the “Not again” commercial tries to influence the behavior of teenagers by showing that society (including the extraterrestrial civilization) disapproves of individuals who smoke marijuana. This negative social norm against the use of marijuana is primarily represented in the unfavorable reaction of the girl. Moreover, her abandonment of the boy is an attempt to manipulate the perceived social norms of adolescent marijuana users by indicating that their friends will leave them or avoid them if they continue their drug habit. While the message of this commercial may be reasonable, the manner in which it is communicated is highly unrealistic. The presence of an alien itself takes away any semblance of reality that the commercial might have otherwise held, leaving teens unable to relate with it. Additionally, this commercial might even be offensive to adolescents who may feel that it underestimates their intelligence, believing them to be foolish or naive. Whereas the use of stick or cartoon figures in this commercial might be appealing to elementary children, they are further likely to undermine the commercial’s credibility and serious message among its target teenage population.
An equally unrealistic Above the Influence commercial is the “Stop looking at me” ad, which depicts a pet dog reprimanding his adolescent owner for using marijuana (12). This commercial also fails to resonate with its target population, not taking into account that adolescents are less likely to take the idea of a talking dog seriously. The depiction of social norms against the use of marijuana – in this case the pet dog being disappointed – also represents an ineffective communication strategy of the campaign’s intended anti-drug message. That is to say, targeted adolescents are less likely to identify with negative social norms that come from a talking dog due to its sheer discrepancy with reality. Thus, a combination of the unrealistic depictions of negative social opinions regarding drug use and the tendency of the Above the Influence ads to underestimate teenagers’ sophistication and intelligence levels has resulted in anti-drug messaging that adolescents are largely unable to relate to. Consequently, commercials in the Above the Influence portfolio, such as “Not again,” “Stop looking and me,” and others, are not inclined to produce the desired change in behavior, whether prevention or reduction of drug use.
Another significant flaw in the Above the Influence campaign is that its commercials focus solely on the negative effects of smoking marijuana without presenting adolescents with any positive activities they can engage in as sound alternatives to drug use. Peers have an enormous impact, both negative and position, on the actions and behaviors of an adolescent with regard to risk behaviors such as alcohol consumption and marijuana use (8 & 10). A study conducted on this subject showed that adolescents, who had friends that were involved in ‘deviant’ behaviors such as marijuana use, were more likely to engage in such behaviors themselves (8). On the other hand, teens whose friends engaged in numerous school and community activities (like athletics, drama or volunteering) were less likely to engage in harmful behaviors like marijuana consumption (10). According to these studies, in order to be effective, anti-drug campaign ads need to portray teenagers involved in positive social activities instead of negative ones such as drinking or using drugs. Unfortunately, as they currently stand, most Above the Influence campaign ads are in complete contradiction to these findings. A majority of these commercials – “Dog,” “Not again,” “Shadow,” “Fire,” “Cocoon,” to name just a few – portray teenagers who are using marijuana, as opposed to showing positive examples of adolescents actively staying above the influence by engaging in alternative activities. The single exception to this trend is the “Fitting in” ad, which I believe is the only Above the Influence commercial that seeks to positively reinforce anti-drug attitudes in teenagers. This commercial shows an adolescent boy actively maneuvering to “fit” into different frames of various social situations and activities such as hanging out with friends at a café or skateboarding. However, when a frame depicting two youth engaging in marijuana use approaches the forefront of the screen, the protagonist makes the choice to walk away. The commercial then begs the target viewer to consider: “is everything worth fitting into?” (13). Unlike other ads in the Above the Influence campaign, “Fitting in” sympathizes with adolescents’ age-appropriate need to “fit in,” but it sends a strong message of youth empowerment by indicating that not all activities, especially drug use, may be worthwhile as there are always other “frames” or alternative activities one can opt for in order to gain social acceptance or peer approval.
A third important drawback of the Above the Influence campaign is that it does not effectively change individual attitudes towards marijuana use. That is to say, it fails to appeal to the core values adolescents commonly subscribe to, including independence, control, social or peer acceptance, and rebellion against authority. Studies have shown that teenagers, due to the influence of puberty and hormonal changes associated with it, are more likely to engage in rebellious, sensation seeking behavior than any other age group (14). Sensation seeking behavior, in turn, is directly proportional to the early onset of alcohol and drug abuse amongst teenagers (15 & 16). Most adolescents have positive personal attitudes towards marijuana because the use of it allows them to engage in sensation seeking, rebellious and risky behavior – values that they aspire or closely associate with. Thus, in order to prevent teenagers from partaking in the risky behavior of drug abuse, anti-drug campaigns like Above the Influence are burdened with off-setting adolescents’ pull towards marijuana use.
However, until now, the Above the Influence campaign has largely failed to take advantage of or associate its anti-drug messages with the aforementioned core values that adolescents strongly adhere to. In fact, unfortunately most of the campaign commercials do the exact opposite. These ads project the act of using marijuana as one that society (by extension authority figures such as parents, educational & professional institutions, and the law) disapproves of, thus unintentionally associating its use with core adolescent values of rebellion and independence. For instance, the “Not again” commercial conveys societal disapproval of drug use in the reactions of the ‘girl’ as well as the ‘alien’ who eventually abandon the ‘boy’ using marijuana. Unfortunately, it is the very condemnation of drug use that so widely appeals to the core teen value of rebellion, and is viewed in a positive rather than a negative light by most adolescents. The combination of such rebellion-conducive messages and portrayal of adolescents smoking marijuana without facing any realistic negative consequences may be contributing factors to the GAO/Westat Inc. report’s findings of higher propensities to use marijuana amongst youth. Ultimately, the inability of the Above the Influence campaign to alter individual attitudes towards marijuana use has rendered it ineffective in controlling the growing rates of drug use amongst adolescents.
The Use of Advertising Theory to Bolster Campaign Messaging
In order to effectively reduce marijuana consumption and use of other illicit drugs amongst U.S. teenagers, extensive changes in intervention models are required in the field of public health. Instead of relying on traditional public health models, such as the theory of reasoned action, which overlook essential social factors influencing the decision-making process of teenagers indulging in high-risk behavior, focus needs to shift on newer and more comprehensive alternative models that cater to the core values of the target population (17).
The creators and supporters of the campaign tend to distinguish it from previous efforts of its kind by emphasizing that it is “…modeled on advertising industry and market research best practices.” As part of its initial phases, the campaign executed “exploratory research” which includes literature reviews, expert opinions, scientific claims, interviews of affected communities, and communication with an “expert panel.” Subsequent best practices that the campaign professes to have employed include qualitative or “focus group” testing, quantitative or “copy” testing, as well as tracking ad assessment studies measuring teen awareness and memory of the commercials (18).
At first glance, many Above the Influence ads strike one as being well made and unique; almost all commercials follow a story or message directly related to youth, while many hold the attention of the viewer well. For instance, the “Stop looking at me” ad depicts an engaging dialogue between the dog and its adolescent owner that compels the viewer to follow their exchange, conveyed in the form of scribbled writing above stick drawings of the protagonists. Though this ad is at first visually appealing and can capture the attention of its target audience, the use of comic images and the idea of a judgmental pet dog separate it from reality, consequently undermining the ability of teenagers to identify with the substance and content of the message.
Although the visual quality of most Above the Influence commercials indicates consultation of advertising industry experts, a deeper evaluation of the campaign on the basis of “the advertising theory” is called for. Two principles of this theory form the essence of all commercial advertisements: “the Promise,” and the “Support” for that promise. According to this theory, the Promise is a fundamental element of all ads and is essentially the selling point of any commercial (19). On the other hand, the Support refers to the combined effect of select images, words, symbols, metaphors, background music, and overall feel of the commercial to support that Promise and persuade the viewer that they want the product being advertised. The Promise is the center-piece of any advertisement; and the best ones are carefully crafted such that “[p]romise, large promise is the soul of the advertisement.” (19). In other words, the larger the Promise, the more effective the advertisement. In the world of commercials, even a Promise so huge that it is absurd has the potential to be enormously successful if it offers the consumer something he or she aspires. Conversely, the key function of the Support is to reinforce “the promise of happiness engineered by advertisers through the consumption of images which appeal to human needs and sensuality” (20). It should be noted that with the simple formula of the Promise and the Support, commercial advertisements calculatingly appeal to the core values of its target population. In other words, successful commercials rarely sell the material product they are representing; instead they seek to assimilate with human aspirations and values such as love, freedom, independence, beauty, youth, acceptance, accomplishment, and control.
The ultimate objective of public health, on the other hand, is usually to discourage or encourage a particular health behavior or lifestyle choice among its constituents. However, years of failed or vaguely successful public health campaigns have proven that health does not sell. In light of this, the market strategy of appealing to core human values has an incredible potential to bolster such public health campaigns that often experience difficulty on the account that they are lacking a material product to “sell” to their target population.
As it currently stands, the Above the Influence campaign just scratches the surface of advertising and marketing principles, focusing more on the outer appearance and attractiveness of the ads as opposed to critically analyzing what most appeals to adolescents. The advertising theory, if used wisely and constructively, has the potential to transform the Above the Influence campaign into a successful endeavor capable of reducing marijuana use amongst youth. In order to strike a chord among its target population, the campaign must consciously utilize core youth values such as rebellion, independence, control and social acceptance.
To begin with, the social consequences of marijuana consumption need to be more realistically depicted. Current campaign commercials such as “Not again,” “Dog,” and “Don’t look at me” are ineffectual. Teenagers cannot relate to the consequences of marijuana consumption depicted in these commercials, since they are not reasonably portrayed. That is to say, that although their central message or Promise may be reasonable, the Support for these ads is weak and unrealistic. Your girlfriend leaving you for an alien because you are using marijuana or your talking pet dog reproaching you for the same are exaggerated consequences of marijuana use that teenagers can not relate to. One key way in which the consequences can be made more realistic is by fortifying the Support for these commercials. Campaign ads such as “Not again,” “Stop looking at me,” and “Dog” need to be replaced with commercials that depict real-life teenagers delivering the anti-marijuana message. By showing other youth – rather than cartoon stick figures and animals – delivering the anti-drug message, these commercials will better connect with marijuana users who will be able to relate to the intended message. Additionally, marijuana using teens will be more accepting of an anti-marijuana message delivered by peers who are similar to them in that they are experiencing the same everyday conflictions and emotional ups and downs. In addition, this strategy incorporates a compelling personal story and a face into the commercial, further strengthening the Support for the anti-drug message. Thus, using teenagers as familiar conveyers of the message is an effective way of presenting the consequences of using marijuana more persuasively.
There are, in fact, several Above the Influence commercials, such as “Fire” and “Achievements” for instance, that do portray other teenagers delivering the anti-marijuana message. However, these commercials remain ineffective because the content of the message is negative, rather than positive. Instead of expressing an appealing Promise by depicting teenagers participating in healthy, alternative activities these commercials focus solely on the negative outcomes of marijuana use. On the contrary, improved ads that employ a positive Promise with appropriate Support are more likely to succeed in empowering youth and reinforcing a positive identity of adolescents that resist drugs.
The “Achievements” commercial shows several marijuana using teenagers talking about how they abandoned their friends, disappointed their mother or got failing grades because they were addicted to marijuana (21). This commercial portrays marijuana users in a negative light, labeling them as irresponsible and reckless. Additionally, it fails to provide them with any alternative healthy activities they can engage in. Likewise, the “Fire” commercial depicts three teenagers abandoning the activities that they are involved in because of marijuana. The girl burns her athletic certificates in the fireplace, one of the boys chars his guitar on the grill, meanwhile the other sets fire to his car (22). The commercial attempts to show that using marijuana will eventually lead to the individual giving up healthier hobbies that he or she was once interested in. Again, though both these commercials have strong Support due to the memorable and jarring images used to convey their anti-drug message, the Promise they both offer is weak in that they focus on the negative aspects of smoking marijuana without highlighting any positive outcomes of not smoking marijuana.
As mentioned before, teenagers are easily influenced by their surrounding environment. Research has shown that youth who had friends that were involved in undesirable behaviors – such as using marijuana – were more likely to indulge in such behaviors themselves. In contrast, teenagers whose friends were involved in alternative activities such as sports or community service were more averse to using marijuana. Accordingly, it is essential that Above the Influence campaign commercials focus on portraying teenagers partaking in desirable alternative activities, rather than depicting teens who are using marijuana. For this reason, campaign commercials would be more successful by presenting teens involved in activities like playing sports, participating in the school musical, creating artwork and other such enjoyable and healthy activities. As mentioned earlier, the sole Above the Influence campaign that has succeeding in doing so is “Fitting in.” Alternatively, the “Try football” ad, as suggested by its title, also tries to urge youth in participating in alternative activities, but it does so rather ineffectively. This ad depicts a tall boy smoking marijuana who smugly tells a smaller boy passing by with his dog that he uses drug to “impress the ladies.” The smaller boy simply responds by suggesting that he “try football” instead (23). Though the message of this ad is positive and sound, it has been made with poor Support in that it employs unrealistic and childish images (cartoon stick figures of the same style that was used for the ads “Not again” and “Stop Looking at me).
In addition to focusing on positive outcomes of not using marijuana, it is important for the campaign to affect change in individual attitudes towards marijuana use. Hence, the message relayed through the campaign needs to appeal to the core values of the target population. As previously stated, teenagers are more likely to engage in rebellious, sensation-seeking which drives them to try risky, and at most times, unhealthy activities such as alcohol use and drug abuse, including marijuana consumption (15 & 16). Consequently, in order for campaigns like Above the Influence to be effective in changing individual attitudes towards marijuana, it needs to abandon conventionality and opt for an element of vigor and rebellion. On the contrary, current Above the Influence commercials – “Not again” being a prime example – present the act of marijuana consumption as a negative activity that society frowns upon. While this message appears to be reasonable to adults with the expectation that it would lead to the logical conclusion that marijuana should not be used due to the negative social opinions associated with it. However, to the average adolescent who gains satisfaction from rebelling against societal norms that they view as authority, this message encourages them to use marijuana simply because that makes them a rebel, a desirable teenager trait.
The Above the Influence campaign can draw from the example of the anti-tobacco Truth campaign in appealing to the core values that teenagers strongly adhere to. The anti-smoking message delivered by this campaign is peppered with essential youth core values. The campaign ads depict mature and sophisticated youth rebelling against big tobacco, exposing their research as biased, and challenging them to reveal the facts about smoking. These commercials portray non-smoking youth as smart, cool and independent individuals who are defying the authority – in this case, the tobacco industry – that is pushing them towards smoking. The Truth campaign depicts the act of not smoking, rather than that of smoking, as the rebellious thing to do, thus appealing to the important core value of rebellion that teenagers hold dear. Moreover, these campaign commercials do not just show one individual, but instead a group of like-minded individuals who are all committed to fighting big tobacco. The objective behind such imagery is to instill a desire amongst teenagers to become part of a continuously growing movement, providing them with a feeling of independence and belonging, both essential teen core values. The Above the Influence campaign needs to similarly depict groups of young non-marijuana users as independent, unique and intelligent individuals rebelling against the norm of smoking marijuana amongst teenagers. Such positive labeling of non- users will encourage teenagers to not consume marijuana, leading to a reduction in the high rates of teenage marijuana use.
The Above the Influence campaign is based on traditional public health models that are obsolete and inadequate for designing effective health interventions. In order to be successful, campaign creators and administrators need to rethink their advertising strategy to ensure that all future ads are comprised of both a powerful, positive Promise as well as age-appropriate Support that does not leave the target youth with the feeling that the ad is an insult to his/her intelligence and hence inapplicable or irrelevant to them.





REFERENCES
1. Oetting, E. R., Beauvais, Fred. (1990). Adolescent Drug Use: Findings of National and Local Surveys, pp. 385. Journal of Consulting and Clinical Psychology 1990, Vol. 58, No. 4, 385-394.
2. Johnston, L. D., O'Malley, P. M., & Bachman, J. G. (2000). Monitoring the Future national survey results on adolescent drug use: Overview of key findings. Bethesda, MD: National Institute on Drug Abuse, 1999.
3. Johnston, L. D., O'Malley, P. M., Bachman, J. G., & Schulenberg, J. E. (2008). Monitoring the Future national results on adolescent drug use: Overview of key findings, pp. 6. Bethesda, MD: National Institute on Drug Abuse, 2007.
4. Substance Abuse and Mental Health Services Administration. Results from the 2006 National Survey on Drug Use and Health: National Findings. (Office of Applied Studies, NSDUH Series H-32, DHHS Publication No. SMA 07-4293).
5. United States Government Accountability Office. Contractor’s National Evaluation Did Not Find That the Youth Anti-Drug Media Campaign Was Effective in Reducing Youth Drug Use. Washington, DC:GAO 06-818, 2006.
6. Leinwand, D. (August 2006) Anti-drug advertising campaign a failure, GAO report says. USA Today. Retrieved December 6, 2009, from: http://www.usatoday.com/news/washington/2006-08-28-anti-drug-ads_x.htm.
7. Ajzen, I., & Fishbein, M. Understanding attitudes and predicting social behavior. New York: Psychology Press, 1980.
8. Edberg, M. Essentials of Health Behavior: Social and Behavioral Theory in Public Health. 2007.
9. Ariely, D., Predictably Irrational: The Hidden Forces That Shape Our Decisions. New York, NY: HarperCollins, 2008.
10. Eme, R., Maisiak, R., Goodale, W. Seriousness of adolescent problems. Adolescence 1979; 14 53: 93–99.
11. Above The Influence. “Not Again” commercial. Washington, DC: National Youth Anti-Drug Media Campaign. http://www.abovetheinfluence.com/the-ads/default.aspx?path=nav
12. Above The Influence. “Stop Looking At Me” commercial. Washington, DC: National Youth Anti-Drug Media Campaign. http://www.abovetheinfluence.com/the-ads/default.aspx?path=nav
13. Above The Influence. “Fitting in” commercial. Washington, DC: National Youth Anti-Drug Media Campaign. http://www.abovetheinfluence.com/the-ads/default.aspx?path=nav
14. Zuckerman, M. Behavioral Expressions and Biosocial Bases of Sensation Seeking. New York: Cambridge University Press, 1994.
15. Ball, S.A., Carroll, K.M., Rounsaville, B.J. Sensation seeking, substance abuse, and psychopathology in treatment-seeking and community cocaine abusers. Journal of Consulting and Clinical Psychology 1994; 62:1053–1057.
16. Kosten, T.A., Ball, S.A., Rounsaville, B.J. A sibling study of sensation seeking and opiate addiction. The Journal of Nervous and Mental Disease 1994; 182:284–289.
17. Siegal, M., & Donner, L. Marketing Public Health: Strategies to Promote Social Change. Sudbury: Jones and Bartlett Publishers, 2004.
18. National Youth Anti-Drug Media Campaign. Washington, DC: White House Office of National Drug Control Policy (ONDCP). http://www.mediacampaign.org/about.html.

19. Ogilvy, D. How to Build Great Campaigns (pp. 98-103). In: Confessions of an Advertising Man. New York, NY: Atheneum, 1964.
20. Harms, J., Kellner, D. Toward a Critical Theory of Advertising. Southwest Missouri State University & University of Texas at Austin. Retrieved December 8, 2009, from http://www.uta.edu/huma/illuminations/kell6.htm.
21. Above The Influence. “Achievements” commercial. Washington, DC: National Youth Anti-Drug Media Campaign. http://www.abovetheinfluence.com/the-ads/default.aspx?path=nav
22. Above The Influence. “Fire” commercial. Washington, DC: National Youth Anti-Drug Media Campaign. http://www.abovetheinfluence.com/the-ads/default.aspx?path=nav
23. Above The Influence. “Try Football” commercial. Washington, DC: National Youth Anti-Drug Media Campaign. http://www.abovetheinfluence.com/the-ads/default.aspx?path=nav

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Gardasil: Improving the Intention to Vaccinate Rate amongst the Targeted Population – Sonia Marwah

The Vaccination Sensation
Vaccination is perhaps one of the greatest public health success stories as seen by the reduced rates of infectious diseases. Since the introduction of vaccines, smallpox has been eradicated throughout the world, and wild polio virus is also near elimination. Although vaccines are the greatest weapons that exist to combat infectious diseases, no vaccine is 100% safe or effective (5). The propaganda for vaccination has become so effective that many parents choose to overload their children with any vaccine that becomes available, no matter the price or availability. For certain diseases, such as polio, measles-mumps-rubella (MMR) and hepatitis, vaccinations are mandatory. Today, many more vaccines have become available. However, these innovations have come with a price and their fair share of criticism. In television entertainer, Jenny McCarthy’s book Louder Than Words: A Mother’s Journey in Healing Autism, she makes the point that “Many people aren’t aware that in the 1980s our children received only 10 vaccines by age 5, whereas today they are given 36 immunizations, most of them by age 2” (19). McCarthy’s book, as well as other sources of scientific and clinical evidence, has shown that the MMR vaccine in particular may be linked to autism in children (9).
Despite this critique, Public Health experts note that vaccines generally work best when everyone gets them. The principle of "herd immunity" states that when more people are protected against a particular virus, the more likely it will disappear from the population (22). Cervical cancer is a serious mortal threat for women caused by a virus known as HPV (Human Papilloma Virus), and a public health threat to all populations. Almost all (more than 99%) cervical cancers are related to HPV. Of these, about 70% are caused by HPV types 16 or 18 (1-2). Approximately 20 million Americans are currently infected with HPV. Another 6 million people become newly infected each year. This virus is so common that at least 50% of sexually active men and women acquire HPV at some point in their lives. On average, there are 9,710 new cases of cervical cancer and 3,700 deaths attributed to it in the United States each year. Some types of HPV can cause genital warts, whereas other types can actually cause cancer of the cervix. HPV is passed from one person to another by skin-to-skin contact, usually through having unprotected sex, especially at a young age. Although many women may have HPV, very few women will actually get cervical cancer because the body is able to fight of the virus on its own. Pap Tests are a diagnostic tool to detect HPV. Although there is no cure for HPV, the abnormal growth of cells can be treated (2, 4-6). Gardasil, developed by pharmaceutical giant Merck & Co., is a vaccine used today to prevent certain types of HPV, specifically HPV 16, 18, 6 and 11. Gardasil was approved by the Federal Drug Administration (FDA) for girls and women aged 9-26 on June 8th, 2006 (23).
Gardasil’s “One Less” Campaign – A Fearless Strategy
On November 23rd, 2006, Merck announced the launch of an advertising campaign for the world’s first cervical cancer vaccine, Gardasil. The campaign, called “One Less”, intends to encourage girls and women aged 9-26 who are eligible for the vaccine to begin their vaccination series, yet continue to see their physician for a regular Pap Test and screening. The campaign focuses on a strong and positive message designed to empower girls and women to become “one less” person who will battle cervical cancer by featuring young women and girls engaged in a variety of activities -- playing soccer, shooting baskets, skateboarding, drumming, and dancing. (20). Although this campaign is well-intentioned, it does not send an effective message about cervical cancer, because the message is not fearful enough for young girls. Witte and Allen argue that strong fear appeals with high-efficacy messages produce the greatest behavior change, whereas strong fear appeals with low-efficacy messages produce the greatest levels of defensive responses and reactance (25). The “One-Less” campaign, with its upbeat commercials and attractive website, does not make the targeted audience feel threatened enough by the possibility of developing HPV and cervical cancer. The advertising does not discuss the threat or severity of acquiring cervical cancer; instead, the commercials are overloaded with girls smiling, laughing and singing a catchy, rhyming tune. Dr. Michael Siegel and Lynne Doner Lotenburg have outlined two basic marketing strategies that Public Health should adopt. The first is to use market research to identify the basic needs, desires and core values of the target audience. Secondly, public health should sell basic values and reinforce these values by support with compelling, emotional stories, not merely statistics and data (21). The Gardasil ad effectively sells the core value of freedom to youth by sending the message that ‘if you vaccinate, you will free yourself of HPV and cervical cancer’. However, neither the ads nor the website offer any emotional stories of young women who actually have cervical cancer, and who may have been too casual about sex in their youth. The “One Less” campaign, and other forms of Merck’s advertising for Gardasil does seem to target mothers of young women effectively, but there is not enough done to inflict fear in the minds of teenage girls (18). Mothers are generally the figure head who will be able to consent their children to receive vaccination, and they are also the ones supplying the funds for the vaccination. Still, the promotional materials are not as effective as they should be to help girls understand the natural history, transmission and prevention of HPV, and the true meaning of living with cervical cancer. Therefore, the campaign does not follow the guidelines of an effective persuasive fear-based message, as concluded by Witte and Allen (25).
A false promise to protect
Gardasil’s “One Less” multibillion dollar campaign is designed to use highly strategic tactics to win over health professionals, state governors and legislators, and obviously, women who will potentially use the vaccine. However, marketing itself as “if you receive the Gardasil vaccine, you will be one less statistic of HPV and cervical cancer”, may in fact be giving false hope for women across the nation. Gardasil’s entry into the market represented the first time a vaccine could offer the hope of cancer prevention. Gardasil is not a cervical cancer vaccine, it is actually a vaccine for HPV, and this is not emphasized enough in Gardasil’s advertisements and promotions. Also, Gardasil’s ads emphasize the impact of HPV on cervical cancer rather than its role in causing genital warts, which is not as serious, but still a concern for girls and women who are sexually active. The “One Less” campaign cleverly creates an image that becoming vaccinated with Gardasil means empowerment – their “guard” against cancer. By letting their “guard” down about unprotected sex, and thinking “Now that I’ve received the vaccine and am protected from cancer, I can be less careful about my sexual encounters”, is creating a false sense of protection and greater exposure to other aggressive variants of HPV or other sexually transmitted infections (STIs) if sex becomes unprotected. One study highlights the results of highly active anti-retroviral therapy (HAART) on the sexual behaviors of persons with HIV/AIDS, and suggests that there is an increase in high risk sexual behavior related to the initiation of HAART (24). This association may be directly relevant to HPV vaccination. Teens may engage in this irrational thinking, and neglect the fact that there are many other harmful STIs/STDs for which Gardasil offers no protection. CDC research suggests that vaccine protection will last a long time, the question is: how long is a “long time”, and will girls believe they are protected for their entire lives? It is also still unknown whether booster shots will be needed to provide long-term protection against HPV infection beyond the initial vaccination (6). This suggests that in order to remain effective, women will need to monitor how long it’s been since they’ve received the HPV vaccine, and then go in again to receive another shot after ‘X’ amount of years to maintain immunity against immunity. Some women may fail to get that booster shot and subsequently forget they may no longer be protected from HPV.
Barriers for Gardasil Vaccine Acceptance
The widespread use of routine HPV screening and cervical cancer vaccines can be expected to decrease the mortality of cervical cancer worldwide (15). Nonetheless, despite the high prevalence of HPV infection in the population, many surveys have documented low levels of knowledge about the virus or its consequences. To a lay audience, this message may be confusing. One study found that despite the high prevalence of HIV infection in the American population, 70% of women had never heard of HPV and almost 90% had never discussed HPV with their health care provider. This impedes maximization of vaccine rates, especially when people don’t understand the exact anti-viral purpose of the vaccine (18).
Secondly, there are those parents who have specific concerns about their children receiving an STI vaccine, and this concern is not sufficiently addressed by Merck and Public Health in general. In a study of U.S. mother, 48% of participants reported they would likely to vaccinate a daughter under 13 years of age against HPV (16). There was higher intention to vaccinate daughters over the age of 13. This data was collected from a pool of nurses, who are considered more educated about the advantages of vaccination. The intent to vaccinate is not quite as high as it needs to be in order take advantage of a cancer vaccination that is out on the market intended to protect 70% of women from cervical cancer. This evidence contrast with the national recommendation to target 11 and 12 year old girls for vaccination. Much higher rates of intention are needed in order to prove Gardasil efficacious and create the “herd immunity” effect. One study exposed the five clusters of reasons that non-accepting parents, usually tending to be conservative or minorities, who did not want to vaccinate their daughters due to pragmatic concerns about effects on sexual behavior, specific HPV vaccine concerns, moral concerns about sexual behavior, general vaccine concerns, and denial of need (8). Opponents of the vaccine fear that by hearing about sex, and a sexually transmitted disease, young girls might be less likely to abstain and more likely to become sexually active (7). Mandating such a vaccine may be premature and insensitive to those who feel negatively towards the HPV vaccine. Although mandating the vaccine may reduce disparities, the voices of conservative groups must be heard and addressed to help reduce any confusion and send a more positive moral message. The resistance amongst states and parents to vaccinate may be attributed to the concern of increased chance promiscuity amongst these young girls. The idea of mandating “unprotected sex” as some conservatives would say, has been too premature and insensitive to those who feel negatively towards the HPV vaccine. The question also becomes, how far can the government intrude into a person’s privacy in the name of public health? (13).
Lastly, although immunizations can be a cost-effective intervention for disease by advancing the quality of lives, the cost of the HPV vaccine is exceedingly higher than other childhood vaccines. The HPV vaccine costs around $360 dollars, some girls and mothers believe this cost is worth the price of cervical cancer Prevention. Nonetheless, there is the population of women who are most vulnerable to HPV, but would be least likely to receive it because of the high cost, creating further chasms in health equity (18).
A Shift in Focus for HPV Vaccination Campaigns
Merck’s marketing of Gardasil does not effectively inform the teenage youth about the dangers of acquiring HPV. Results indicate that the vast majority of participants learned about Gardasil from television advertising, so the focus of altering media to improve campaign effectiveness should be on marketing via advertising. There is a lack of fear instilled in the campaign’s message. Hale and Dillard note that an “effective fear appeal must include a severe threat, evidence suggesting the target is especially vulnerable to the threat, and the solutions are both easy to perform and effective”. This campaign falls short of the recommendations of the fear appeal message construct. The nation’s youth needs more convincing information to be able to make decisions about vaccinations. Practitioners should also be aware of how different age groups react to messages in order to maximize effectiveness. A study by Friedman and Shepeard showed that knowledge of HPV is low across all age groups, regardless of gender, location, or ethnicity. Social marketing is a behavior change strategy that offers a promising, population-level approach towards maintaining consensus for immunizations and potentially increase vaccination rates. By using emotional, compelling stories coming from women who are living with cervical cancer, this may be able to capture attention and motivation change, as explained through behavior change theory. Emotion is an appropriate way to influence the target audience to achieve the desired goal of increased vaccination rates (10). This serves as a comprehensive approach to educating girls at all levels about the reality of HPV and cervical cancer, and also accurately portraying HPV risk in a manner that would simultaneously induce fear about acquiring HPV. This will take the spotlight off of attempting to induce fear about not receiving the vaccine for HPV, which is not effectively performed anyway in Merck’s “One Less” campaign. Before advocating and mandating a vaccine, Public health officials should collaborate with pharmaceutical companies, along with other sources, such as journalists, health educators, healthcare providers, and women's health advocates to ensure that future educational initiatives explain the complexity of the association of HPV and cervical cancer and to stress the importance of continued cervical cancer screening (3).
Moving towards a more accurate promise
In order for consumers to make a choice regarding the Gardasil vaccination, it is important for pharmaceutical companies to mention the importance of alternatives or supplementary activity to the HPV vaccine. Offering alternatives and supplements in a public health intervention will diminish the line between a false promise and what choices exist in reality that can reduce any chance of acquiring HPV. The various alternatives to the Gardasil vaccination include abstinence and regular Pap Tests. The Gardasil campaigns do not recognize these alternatives in their ads. This message of alternatives would be important information, particularly for conservatives to believe that safe sex or no sex is preferred to any vaccination used to reduce HPV infection. Although the Gardasil advertisements do recognize that “it is important to continue routine cervical cancer screenings”, the ads do not specify what is mean by “cervical cancer screenings” and how to obtain these screenings (14). Therefore, advertising should provide a more clear definition of what HPV is, how it causes cervical cancer, and that Pap Tests are used for cervical cancer screening. Advertising should also note that that Pap Tests are still effective, and should not be used an alternative to vaccination, but rather a supplementary activity that must be completed by a caregiver to eliminate the chance of getting HPV. This especially pertains to those who have already received HPV vaccination and believe they are in the clear for getting HPV. Research is still pending about whether a booster shot is needed, implying that the effectiveness of the vaccine may wear off. Thus, it is highly important to acknowledge that the vaccine is not a substitute for a routine visit to the doctor or safe sex. In addition to this, in order to prevent sexual disinhibition and the tacit consent for teens to engage in sex, it is important to provide strong guidance counseling in schools, at home and in doctor’s offices regarding the importance of maintaining safe sexual behaviors (12). For example, some studies suggest that sex education programs in schools are most effective to delay the initiation sexual encounters of when they are based on social influence approaches and social learning theory. School based sex education programs would be a good place to start empowering youth about the consequences of unprotected sex (17).
Optimizing Outcomes for Cervical Cancer
The nature of the Gardasil vaccine as a vaccine for an STI automatically creates a stigma that the young girls and women who receive the vaccine are sexually active or intend to be sexually active, and find the need to protect them because they are putting themselves at risk due to their behaviors. However, the vaccine does not necessarily need to be viewed in that light. In the future, vaccination campaigns should be more aware how the vaccine is framed and how this may influence how receptive the audience is to cancer prevention and control. For example, HPV advocates should emphasize the vaccine as a cancer prevention tool instead of marketing the vaccine for HPV and feeding into the negative emotions associated with STIs (18). Reframing HPV will also help alter the ideology of a conservative’s view towards an STI vaccine. A CDC study validated that focus group participants believed they were at low risk of contracting an STI and associated words such as “infidelity,” “promiscuity,” “shame,” and “divorce” with an STI (11). Although the idea that the vaccine may lead to sexual promiscuity among those vaccinated may have no effect on intention to vaccinate, the framing of the vaccination message still must be sensitive to conservatives in order to maximize vaccination rates. Therefore, reframing the vaccine as a cancer prevention tool can alleviate the social stigma associated with STIs. In addition to reframing, a reform in HPV and cervical cancer education is three-pronged. First, before educating the youth about the HPV vaccine, Merck should alter their campaign to blend the marketing of their product, along with empowering the youth with information about HPV. At the same time, marketing should emphasize what cervical cancer is and what it really means. Reform must also occur in order to combat the barriers of vaccination cost. The HPV vaccine is the most expensive of all recommended childhood vaccines. Those who are most impacted by the cost are women between the ages of 18-26, who are typically not covered by a subsidy program, and are most likely to be uninsured. Instead of mandating the vaccine itself, mandating statewide insurance coverage may make HPV vaccination programs affordable for the uninsured who are interested. Reducing the cost of the vaccine will make intention to vaccinate high amongst all age groups (18).

CONCLUSION
There are numerous reasons as to why HPV vaccination intention may remain low, even with Public Health, in collaboration with policymakers, providers, health plans, and pharmaceuticals are advocating improving HPV vaccination rates. There is room for improvement in the areas of inducing more fear into the campaigns directed towards young teens, providing a more accurate promise of protection for women, and addressing the barriers to obtain a vaccine. This paper argues that these factors can be remediated. To invoke fear, HPV vaccine campaigns, such as the ad depicted in Gardasil commercials should tell more compelling stories from women who actually have cervical cancer. Gardasil, and other HPV vaccine campaigns should also stress the importance of supplements to HPV vaccination, such as Pap Tests and abstinence for a more comprehensive approach to prevent critical cancer. Lastly, certain obstacles should be addressed in regards to HPV vaccination, such as making the vaccine more affordable, tailoring to the concerns of conservatives, and improving sex and STD education. Looking forward, providing HPV vaccination for boys and men may serve as another controversy, but the same tactics should be applied towards tailoring the vaccine to the opposite sex.
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