Efficacy of an HIV testing campaign's messages for African American women
Uhrig, J., Davis, K., Fraze, J., Goetz, J., & Rupert, D. (2012). Efficacy of an HIV testing campaign's messages for African American women. Health Marketing Quarterly, 29(2), 117-129. DOI: 10.1080/07359683.2012.678256
We conducted a Web-based randomized controlled experiment to test the efficacy of the Take Charge. Take the Test. (TCTT) campaign messages. The experiment had two conditions: (a) exposure to campaign messages and (b) no exposure. Participants completed a baseline assessment, exposure condition participants were exposed to campaign materials for 2 weeks, and all participants completed a follow-up survey at 2- and 6-weeks postbaseline. Multivariate results indicate that exposure to TCTT messages was associated with increases in key knowledge items targeted by the campaign, intentions to get tested for HIV, and increases in peer-to-peer communication about getting an HIV test.