Rujuta R. Gaonkar, MPH¹, Kirsten Senturia, PhD¹, Parijat Nandi, MPH², and Sarah Dominis, MPH Candidate³. (1) Epidemiology, Planning and Evaluation Unit, Public Health - Seattle & King County, 999 3rd Avenue, Suite 1200, Seattle, WA 98104-4039, 206-205-5051, rujuta.gaonkar@metrokc.gov, (2) Child & Adolescent Health, MCH, Washington State Department of Health, PO Box 47880, Olympia, WA 98504-7880, (3) School of Public Health & Community Medicine, University of Washington, 4749 Thackeray Place NE, Seattle, WA 98105

While pregnancy rates for adolescent females in Washington State have declined in recent years, unintended pregnancy remains a significant problem. Through the provision of Abstinence Education funds by the Maternal and Child Health Bureau, the Washington State Department of Health is developing a public awareness campaign that integrates positive youth development strategies and effective media messages for youth ages 10-14 to achieve goals of reduced teen pregnancy, subsequent out-of-wedlock births, and sexually transmitted diseases. The “Growing Up Healthy” assessment is part of this larger campaign. Its goal is to assess perceptions by 10 to 14 year old youth and parents of 10 to 17 year old youth regarding media messages on abstinence and positive youth development. Through focus groups with an ethnically diverse sample of youth and parents of youth throughout the state, we are gathering reactions to existing media messages. In addition, we are collecting data on knowledge, attitudes and beliefs around abstinence, sexual activity and positive youth development. This process, in turn, will inform the development of the statewide public awareness campaign. Methods (conducting focus groups with youth and parents of youth), findings (what are youth and parent perceptions around abstinence and positive youth development?), recommendations (what can generate effective media messages regarding abstinence?) and lessons learned will be shared. We hope that through a better understanding of youth perspectives on media messages, particularly around the topic of abstinence, Washington’s public awareness campaign will more effectively reach young, at-risk populations, and ultimately, reduce teen pregnancy rates.

Learning Objectives: At the conclusion of the session, the participant (learner) will be able to

• Apply findings to the development of media messages for 10 to 14 year olds and parents.
• Identify and more effectively address facilitators and barriers to the effectiveness of media messages for young adolescents.
• Incorporate qualitative methods into abstinence education program development efforts.

Keywords: Adolescent Health, Teen Pregnancy Prevention

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.