Daniel Romer ¹, Sharon Sznitman ^2*, Ralph DiClemente ³, Laura F. Salazar ³, Peter A. Vanable ⁴, Michael P. Carey ⁴, Michael Hennessy ¹, Larry K. Brown ⁵, Robert F. Valois ⁶, Bonita F. Stanton ⁷, Thierry Fortune ⁸, Ivan Juzang ⁸

¹ University of Pennsylvania
² The University of Pennsylvania
³ Emory University
⁴ Syracuse University
⁵ Brown University
⁶ University of South Carolina
⁷ Wayne State University
⁸ MEE Productions

^* To whom correspondence should be addressed. E-mail: ssznitman{at}asc.upenn.edu.

	Abstract

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.

Key Words: Adolescent Health, HIV/AIDS, Media, Prevention, African Americans/Blacks, Sexual Health

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