Increasing Condom Use and STI Testing: Creating a Behaviourally Informed Sexual Healthcare Campaign Using the COM-B Model of Behaviour Change
Sexually transmitted infections (STIs) are a major public health challenge. Although theoretically informed public health campaigns are more effective for changing behaviour, there is little evidence of their use when campaigns are commissioned to the commercial sector. This study describes the impl...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2022-04-01
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| Series: | Behavioral Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-328X/12/4/108 |
| _version_ | 1797436920036327424 |
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| author | Sara Bru Garcia Małgorzata Chałupnik Katy Irving Mark Haselgrove |
| author_facet | Sara Bru Garcia Małgorzata Chałupnik Katy Irving Mark Haselgrove |
| author_sort | Sara Bru Garcia |
| collection | DOAJ |
| description | Sexually transmitted infections (STIs) are a major public health challenge. Although theoretically informed public health campaigns are more effective for changing behaviour, there is little evidence of their use when campaigns are commissioned to the commercial sector. This study describes the implementation of the COM-B model to a sexual health campaign that brought together expertise from academics, sexual healthcare, and marketing and creative professionals. Insights were gathered following a review of the relevant academic literature. Barriers and facilitators to condom use and STI testing were explored with the use of the COM-B model and the Behaviour Change Wheel in a workshop attended by academics, behavioural scientists, healthcare experts and creative designers. Feedback on the creative execution of the campaign was obtained from healthcare experts and via surveys. Barriers to psychological capability, automatic and reflective motivation, and social opportunity were identified as targets for the campaign, and creative solutions to these barriers were collaboratively devised. The final sexual health campaign was rated positively in its ability to change attitudes and intentions regarding the use of condoms and STI testing. This study describes the implementation of the COM-B model of behaviour change to a public sexual health campaign that brought together academics, public and commercial sector expertise. The barriers and facilitators identified in this collaborative process represent potential targets for future public health communication campaigns. |
| first_indexed | 2024-03-09T11:09:31Z |
| format | Article |
| id | doaj.art-e08dc978a0a14026b13eb5240566c8bd |
| institution | Directory Open Access Journal |
| issn | 2076-328X |
| language | English |
| last_indexed | 2024-03-09T11:09:31Z |
| publishDate | 2022-04-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Behavioral Sciences |
| spelling | doaj.art-e08dc978a0a14026b13eb5240566c8bd2023-12-01T00:50:13ZengMDPI AGBehavioral Sciences2076-328X2022-04-0112410810.3390/bs12040108Increasing Condom Use and STI Testing: Creating a Behaviourally Informed Sexual Healthcare Campaign Using the COM-B Model of Behaviour ChangeSara Bru Garcia0Małgorzata Chałupnik1Katy Irving2Mark Haselgrove3School of Psychology, University of Nottingham, Nottingham NG7 2RD, UKSchool of English, University of Nottingham, Nottingham NG7 2RD, UKHealthcare Research Worldwide, High St. 46, Wallingford OX10 0DB, UKSchool of Psychology, University of Nottingham, Nottingham NG7 2RD, UKSexually transmitted infections (STIs) are a major public health challenge. Although theoretically informed public health campaigns are more effective for changing behaviour, there is little evidence of their use when campaigns are commissioned to the commercial sector. This study describes the implementation of the COM-B model to a sexual health campaign that brought together expertise from academics, sexual healthcare, and marketing and creative professionals. Insights were gathered following a review of the relevant academic literature. Barriers and facilitators to condom use and STI testing were explored with the use of the COM-B model and the Behaviour Change Wheel in a workshop attended by academics, behavioural scientists, healthcare experts and creative designers. Feedback on the creative execution of the campaign was obtained from healthcare experts and via surveys. Barriers to psychological capability, automatic and reflective motivation, and social opportunity were identified as targets for the campaign, and creative solutions to these barriers were collaboratively devised. The final sexual health campaign was rated positively in its ability to change attitudes and intentions regarding the use of condoms and STI testing. This study describes the implementation of the COM-B model of behaviour change to a public sexual health campaign that brought together academics, public and commercial sector expertise. The barriers and facilitators identified in this collaborative process represent potential targets for future public health communication campaigns.https://www.mdpi.com/2076-328X/12/4/108COM-B modelbehaviour changeco-creationsexual healthpublic health campaigns |
| spellingShingle | Sara Bru Garcia Małgorzata Chałupnik Katy Irving Mark Haselgrove Increasing Condom Use and STI Testing: Creating a Behaviourally Informed Sexual Healthcare Campaign Using the COM-B Model of Behaviour Change Behavioral Sciences COM-B model behaviour change co-creation sexual health public health campaigns |
| title | Increasing Condom Use and STI Testing: Creating a Behaviourally Informed Sexual Healthcare Campaign Using the COM-B Model of Behaviour Change |
| title_full | Increasing Condom Use and STI Testing: Creating a Behaviourally Informed Sexual Healthcare Campaign Using the COM-B Model of Behaviour Change |
| title_fullStr | Increasing Condom Use and STI Testing: Creating a Behaviourally Informed Sexual Healthcare Campaign Using the COM-B Model of Behaviour Change |
| title_full_unstemmed | Increasing Condom Use and STI Testing: Creating a Behaviourally Informed Sexual Healthcare Campaign Using the COM-B Model of Behaviour Change |
| title_short | Increasing Condom Use and STI Testing: Creating a Behaviourally Informed Sexual Healthcare Campaign Using the COM-B Model of Behaviour Change |
| title_sort | increasing condom use and sti testing creating a behaviourally informed sexual healthcare campaign using the com b model of behaviour change |
| topic | COM-B model behaviour change co-creation sexual health public health campaigns |
| url | https://www.mdpi.com/2076-328X/12/4/108 |
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