An evaluation of the effectiveness of targeted social marketing to promoteadolescent and young adult reproductive health in Cameroon

This study examines the effectiveness of the PSI/PMSC Horizon Jeunes youth- targeted social marketing program for improving adolescent reproductive hea lth in urban Cameroon. The program targeted adolescents through peer educat ion, youth clubs, mass media promotion, and behavior change communications. After about 13 months of intervention, knowledge of the program was nearly universal, and the majority of youths had direct contact with the program. Program effectiveness is examined using a quasi-experimental research desi gn with a preintervention and postintervention survey in an intervention an d comparison site. The intervention had a significant effect on several det erminants of preventive behavior, including awareness of sexual risks, know ledge of birth control methods, and discussion of sexuality and contracepti ves. The intervention increased the proportion of female youths who reporte d using oral contraceptives and condoms for birth control. However, condom use is not yet consistent. Although the proportion of young men who reporte d using condoms for birth control also increased, this change could not be attributed to the intervention. Although this short intervention successful ly increased the reported use of various birth control methods, including c ondoms, there is no evidence that the intervention increased use of condoms for STD prevention of sexually transmitted diseases.