Results of Qualitative and Online Message Testing To Support A Sexual Health Campaign
The Communications Action Group (CAG) of the National Coalition for Sexual Health (NCSH) drafted a series of messages designed to motivate individuals to take action to protect and improve their sexual health.
Specifically, these messages were designed to define and promote:
●The benefits of sexual health.
●Core action steps to achieve good sexual health.
●A simple, consumer-friendly definition of sexual health.
This report presents the findings of a qualitative exploration with the general public to examine message clarity, relevance and appeal, and to determine:
●The motivational power of six general benefit statements and 26 specific benefits of sexual health.
●Whether five draft action steps, along with supporting statements, are clear, compelling, and perceived to be important.
●The appeal of four possible definitions of sexual health.
Messages were tested with men and women, 18 years of age and older in two phases: