Can public campaigns effectively change psychological determinants of safer sex? An evaluation of three Dutch campaigns

This study evaluated the 1994, 1995 and 1996 Dutch safer sex campaigns as t o their effectiveness in terms of improved attitudes, perceived social norm s, self-efficacy and intentions regarding safer sex. The hypotheses were te sted that variables become more positive when campaigns are conducted and l ess positive when campaigns are discontinued, A comprehensive design, inclu ding a baseline-post-test/post-test-only group design and a longitudinal or multiple assessment group design, was employed to exclude testing effects, history effects, cultural changes and sample differences as alternative ex planations. The results show that despite high baseline levels, the campaig ns positively affected all variables. Importantly, levels of all variables decreased when no campaign was conducted. It is concluded that campaigns ar e needed to maintain high levels of determinants of safer sex and that futu re campaign goals should be formulated in terms of stabilization instead of growth.