ABSTRACT
Introduction In order to change sexual behavior for AIDS prevention, social marketing programs balance the use of mass media with the use of interpersonal communications. Experimental studies have shown that interpersonal communication approaches, such as peer education and provider promotion of contraceptive methods, can have a signicant impact on contraceptive use. However, evidence of the magnitude and quality of impact that mass media campaigns have on promoting change in behavior is less readily available. In part, this is because of the diculty of designing experimental studies to measure the impact of mass media campaigns (Sherry, 1997; Kim et al., 2001).
