 Mass
media: radio, television, film, comic books
- Telephone hotlines
- Entertainment: drama groups, puppet shows, concerts
- Computer technology: Web sites, CD ROMS, distance
learning
- Social marketing
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Photo: Foundation for Adolescent Development, FHI
Slide 52
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Throughout the world, young people love radio, television,
videos, film and comic books, and they can be effective ways
to reach youth. Successful prevention programs have used these
media to disseminate messages directed at youth. Soap operas
on television depict typical situations that youth often face.
Telephone hotlines have been successful in various countries
as a means for youth to get information from adults and peers
that is anonymous and nonjudgmental.
Drama groups, puppet shows, rock concerts and other entertainment
forms are effective at reaching youth. Youth drama groups, for
example, provide youth an outlet for creating and conveying
messages that have more legitimacy with youth than does advice
from adults.
Groups have also begun to use computer technology to provide
information to youth. Among the electronic tools used are: distance
learning training modules, CD ROMs, web sites and listservs.
These can be used in health clinics, school-based programs and
community-based programs.
Social marketing is another successful way to reach youth with
information and some contraceptives, especially condoms. These
campaigns use advertising and creative promotion techniques
to saturate a particular market segment. This builds product
recognition, breaks down barriers to discussions about use,
and provides a convenient distribution system - ranging from
concerts and mobile information booths to more traditional outlets
such as pharmacies.
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