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Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign
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Resultes of Qualitative and Online Message Testing to Support a Sexual Health Campaign

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  • 1. It’s about honesty. It’s about knowledge. It’s about time. Results of Qualitative and Online Message Testing To Support A Sexual Health Campaign Conducted by: Michaels Opinion Research, Inc. July/August 2013
  • 2. Methodology • Explorations with the general public examined message clarity, relevance and appeal, and: – Motivational power of 6 general benefit statements and 26 specific benefits of sexual health – Whether five draft action steps, along with supporting statements, were clear, compelling, important – Appeal of four possible definitions of sexual health – Over 50 unique messages were evaluated It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 3. Triads and Online Panel • Phase One—A series of one-hour, in-depth “triad” interviews – 33 participants segmented into 10 groups by sex, age (18-70) and sexual orientation • Phase Two—National online panel of 268 men and women representing a cross-section of the adult U.S. population – Messages refined following findings of small group discussions – Respondents ranked or rated for importance and appeal It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 4. It’s about honesty. It’s about knowledge. It’s about time. Sexual Health: Definition, Benefits, Action Steps, Challenges
  • 5. Unaided Impressions of “Sexual Health” • Impressions generally fall into four categories: – – – – Not getting an STI/STD Sexual performance Emotional well-being Regular visits to health care providers • Women say: – “Being with a safe partner and being monogamous” – “Regularly visiting the doctor” • Men say: – “Personal responsibility because there are so many STDs” – “Performance and function” It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 6. The Best Definition of Sexual Health Being sexually healthy means being able to enjoy a healthy body, peace of mind, and satisfying relationships Sexual health means enjoying your sexuality and taking care of yourself and your partners throughout your life Sexual health means embracing and enjoying our sexuality throughout our lives. It is an important part of our physical and emotional health Sexual health means having a happy, healthy and satisfying sexual life 34% 25% 21% 19% It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 7. Perceptions of “Sexuality” • Two tested definitions of “sexual health” included the word “sexuality” • Among participants, “sexuality” means: – – – – Sexual expression Sexual orientation Pleasure Sexual interaction “Sexuality is how we interact with others, how we display it” It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 8. Most Important Benefits of Good Sexual Health Second most important 22% Positive relationships Feeling good about yourself and having peace of mind A healthy body 16% 13% A satisfying sexual life 12% Avoiding unplanned pregnancies None of these 19% 9% 3 3 5 11% 39% 38% 22% 14% NET 47% 25% 20% Avoiding sexually transmitted infections Most important 27% 23% 12% 8% It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 9. Most Important Actions Steps To Achieve or Maintain Good Sexual Health Second most important Value who you are and decide what's right for you 25% Build positive relationships 29% 22% Choose partners who treat you well 20% Get smart about your body and protect it Get regular sexual health care None of these 27% 14% 18% 14% NET 54% 48% 34% 32% 16% 7% 9% 2 7% Most important 9% It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 10. The Biggest Challenge To Achieving Good Sexual Health 24% 19% 19% Building positive relationships Choosing partners who treat you well Valuing one's self 10% 10% Getting regular sexual health care Getting smart your body and how to protect it Other mentions None of these 3% 14% It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 11. It’s about honesty. It’s about knowledge. It’s about time. Messaging To Support Core Benefits of Sexual Health
  • 12. Messaging To Support #1 Benefit of Good Sexual Health: Positive Relationships “Positive Relationships” Are: Two Best Action Steps Multiple Responses 76% Based on open and honest communication 74% Free of fear, coercion, or violence 71% Respectful, pleasurable, co mfortable, and safe 63% Respect each other and make decisions together 55% Have open and honest conversations about our relationships, desires and sexual health 30% Stay true to myself and what’s right for me It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 13. Messaging To Support #1 Benefit of Good Sexual Health: Positive Relationships, continued Two Best Action Steps When Choosing A Partner Multiple Responses 59% Choose someone who makes me feel good about myself, comfortable and safe 42% Choose someone who respects my boundaries and doesn’t pressure or coerce me 36% Choose someone who makes me happy 36% Choose someone who cares about my health and well-being It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 14. Messaging To Support #2 Benefit of Good Sexual Health: Feeling Good About Yourself/Having Peace of Mind “Feeling Good About Yourself and Having Peace of Mind” Means: Two Best Action Steps To Achieve Good Sexual Health Multiple Responses 65% Being in control of your sexual choices 62% Feeling comfortable with yourself, your body, and your identity 61% Feeling confident 56% Feeling positive about practicing safer sex, including use of condoms and/or other contraceptives 40% Define my personal values, desires and boundaries 37% Value myself—what’s on the inside and the outside, including my body and sexual identity 28% Know what I want before I get involved with someone 26% Know that sex can bring me pleasure, intimacy and joy It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 15. Messaging To Support #3 Benefit of Good Sexual Health: A Healthy Body Benefits of Having “A Healthy Body” 70% Protecting your health and the health of your partners 69% Being protected from sexually transmitted infections (STIs), HIV and related cancers 68% Enjoying good health and well-being 57% Maintaining healthy sexual functioning 40% Having planned and healthy pregnancies, when you want 39% Protecting your fertility (your ability to have children) It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 16. Messaging To Support #3 Benefit of Good Sexual Health: A Healthy Body, continued Two Best Action Steps To Get Smart About One’s Body and Protect It Multiple Responses 41% Know that I have the right to choose if and when I want to be sexually active 40% Practice safer sex. Always be prepared with condoms and/or other contraceptives 34% Protect both myself and my partners 23% Plan ahead, whenever possible 22% Learn about anatomy, sexual expression, sexual pleasure, and safer sex 7% Learn more through websites and other sources It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 17. Key Themes to Emerge • Messages were well received by men and women and across age groups – Nearly all action steps considered important – But lower importance consistently placed on messages relating to fertility, unplanned pregnancies and seeking regular sexual health care • Positive relationships, feeling good about yourself, peace of mind and a healthy body are very important – But also considered key challenges – Participants responded well to messaging that acknowledges imbalances in relationships It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.
  • 18. Key Themes to Emerge, continued • Participants embraced a broad, positive and holistic view of sexual health – And not just a narrow disease avoidance and physical focus – For many, a healthy body also includes sexual functioning and performance It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time. It’s about honesty. It’s about knowledge. It’s about time.

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