Table 2

Key Themes

Message Style, Content & Delivery

Impact of the Messages


Theme One: Style

Theme One: Information

• Humour and rhyming

• New and Specific Information

• Variety

• Reminder

• Message length

Theme Two: Behaviour Change

• Event tie in

• No direct effect

• Sign off

• Perceptions of STI testing

Theme Two: Language

• Consider risk

• Informal

Theme Three: Spreading the Word

• Positive

• When and Why

• Indirect vs Direct

• Reactions

• Fear Factor

• Use of statistics

Theme Three: Content

• Repetition

• Relevance

• Ease of understanding

• Different

Theme Four: Broadcast Schedule

• Message Timing

• Message Frequency


Gold et al. BMC Public Health 2010 10:792   doi:10.1186/1471-2458-10-792

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