Table 4.
Demographic and Radio Listening Characteristics of the 296 Post-Campaign Participants Who Recalled the Campaign1
| N | %2 | CI | p3 | |
|---|---|---|---|---|
| Age | ||||
| 18-24 | 108 | 57.1 | 49.4, 64.8 | |
| 25-30 | 86 | 62.7 | 53.3, 72.1 | |
| 31-35 | 102 | 62.9 | 54.8, 71.0 | |
| Gender | ||||
| Male | 98 | 54.9 | 47.0, 62.8 | |
| Female | 198 | 64.5 | 58.5, 70.4 | |
| Marital status | ||||
| Married | 41 | 62.1 | 49.2, 75.1 | * |
| Cohabitating | 51 | 71.8 | 59.4, 84.1 | |
| Separated, Divorced or Widowed | 20 | 81.3 | 65.4, 97.2 | |
| Never married | 184 | 56.4 | 50.5, 62.4 | |
| Education | ||||
| College (4 years or more) | 52 | 52.0 | 40.6, 63.4 | |
| High School & Some College | 223 | 61.3 | 55.8, 66.9 | |
| Some high school | 21 | 73.1 | 55.5, 90.7 | |
| Less than high school | 0 | |||
| Employment Status | ||||
| Employed for wages | 230 | 62.4 | 56.9, 67.8 | |
| Unemployed | 66 | 54.3 | 44.2, 64.4 | |
| Food Insecurity | ||||
| Concerned about having enough food in the past month | 55 | 66.0 | 54.4, 77.6 | |
| Not concerned about having enough food in the past month | 241 | 59.1 | 53.8, 64.4 | |
| Alcohol & Drug Use | ||||
| Binge drinking in past month 4 | 93 | 64.5 | 55.8, 73.2 | |
| No Binge drinking in past month | 200 | 57.9 | 52.1, 63.7 | |
| Smoked marijuana in past year | 59 | 57.9 | 47.0, 68.8 | |
| Did not smoke marijuana in past year | 236 | 60.7 | 55.3, 66.1 | |
| Sexual Behavior (past 6 months) | ||||
| Concurrent partnership 5 | 28 | 66.1 | 50.5, 81.6 | |
| No concurrent partnership | 268 | 59.6 | 54.5, 64.6 | |
| Partner concurrency 6 | 18 | 64.5 | 49.2, 79.7 | |
| No partner concurrency | 278 | 60.2 | 55.3, 65.2 | |
| Number of sex partners in past year | ||||
| 0 | 18 | 42.0 | 25.3, 58.8 | * |
| 1 | 178 | 66.3 | 60.1, 72.5 | |
| 2 | 36 | 64.7 | 51.3, 78.1 | |
| ≥3 | 30 | 57.2 | 44.0, 70.3 | |
| Campaign Related Behavior & Knowledge | ||||
| Listened to one or more campaign stations | 281 | 66.8 | 61.7, 71.8 | *** |
| Did not listen to any campaign stations | 15 | 21.6 | 11.6, 31.6 | |
| Ever seen, heard or read any messages about concurrency | 123 | 82.4 | 75.3, 89.5 | *** |
| Never seen, heard or read any messages about concurrency | 165 | 50.1 | 44.1, 56.1 | |
| Correctly identified concurrency via definition | 255 | 66.0 | 60.7, 71.2 | *** |
| Did not correctly identify concurrency via definition | 36 | 39.5 | 28.4, 50.7 | |
| Discussed the ads with anyone else | 114 | 89.3 | 83.6, 94.9 | *** |
| Did not discuss the ads with anyone else | 181 | 56.4 | 50.5, 62.3 | |
Note.
A total of 479 people participated in the post-campaign survey. This table displays characteristics of the 296 post-campaign survey participants who were categorized as having a high recall (score of 3 or 4) (weighted percent=60.2%). Participants with high recall remembered the campaign slogan and were able to identify at least one of the ads.
Percentages were calculated as the proportion of total post-campaign respondents in each category (e.g, age 18-24, etc) who had high recall of the campaign. Weights were developed as described in the methods section and used to calculate percentages and 95% confidence intervals.
P values
<0.05;
<0.01
Having five or more (men) / four or more (women) alcoholic drinks on the same occasion on at least one day in the past 30 days.
Overlap in reported dates of sexual partnerships.
Participant said that partner had other sexual partners during the relationship with the participant.