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This Article Figures Only Full Text Full Text (PDF) Supplemental Data All Versions of this Article: AJPH.2008.155036v1 99/12/2150    most recent Submit a response View Shopping Cart Alert me when this article is cited Alert me when eLetters are posted Alert me if a correction is posted Services Similar articles in this journal Similar articles in PubMed Alert me to new issues of the journal Download to citation manager Citing Articles Citing Articles via HighWire Google Scholar Articles by Romer, D. Articles by Juzang, I. PubMed PubMed Citation Articles by Romer, D. Articles by Juzang, I. Related Collections HIV/AIDS Adolescent Health Media Prevention African Americans/Blacks Sexual Health

Daniel Romer, PhD, Sharon Sznitman, PhD, Ralph DiClemente, PhD, Laura F. Salazar, PhD, Peter A. Vanable, PhD, Michael P. Carey, PhD, Michael Hennessy, PhD, Larry K. Brown, MD, Robert F. Valois, PhD, MPH, Bonita F. Stanton, MD, Thierry Fortune, MBA and Ivan Juzang, MBA

Daniel Romer, Sharon Sznitman, and Michael Hennessy are with the Annenberg Public Policy Center, University of Pennsylvania, Philadelphia. Ralph DiClemente and Laura F. Salazar are with the Rollins School of Public Health, Emory University, Atlanta, GA. Peter A. Vanable and Michael P. Carey are with the Department of Psychology, Center for Health and Behavior, Syracuse University, Syracuse, NY. Larry K. Brown is with Rhode Island Hospital, Brown University, Providence, RI. Robert F. Valois is with the Arnold School of Public Health, University of South Carolina, Columbia. Bonita F. Stanton is with the Department of Pediatrics, Children's Hospital of Michigan, Wayne State University, Detroit, MI. Thierry Fortune and Ivan Juzang are with MEE Productions, Philadelphia, PA.

Correspondence: Correspondence should be sent to Daniel Romer, Adolescent Risk Communication Institute, Annenberg Public Policy Center, University of Pennsylvania, 202 South 36th Street, Philadelphia, PA 19104-3806 (dromer{at}asc.upenn.edu). Reprints can be ordered at http://www.ajph.org by clicking the "Reprints/Eprints" link.

The evidence base and theoretical frameworks for mass media HIV-prevention campaigns in the United States are not well-developed. We describe an intervention approach using culturally sensitive mass media messages to enhance protective beliefs and behavior of African American adolescents at risk for HIV. This approach exploits the potential that mass media messages have, not only to reach a large segment of the adolescent population and thereby support normative change, but also to engage the most vulnerable segments of this audience to reduce HIV-associated risk behaviors. The results from an ongoing HIV-prevention trial implemented in 2 medium-sized cities in the United States illustrate the effectiveness of this intervention approach.

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