Suicide prevention public service announcements: Perceptions of young adults

Bonnie Klimes-Dougan, Chih Yuan Steven Lee

Research output: Contribution to journalArticle

26 Citations (Scopus)

Abstract

Background: Determining optimal methods for preventing suicide continues to be an elusive goal. Aims: The study examines benefits and possible untoward effects of public service announcements (PSAs) for young adults. Methods: Young adult participants (N = 279) were randomly assigned to one of three conditions: (a) a billboard simulation, (b) a 30-s TV ad simulation, and (c) a no-information condition. Results: Largely replicating a study previously conducted with adolescents, the results provided some evidence of the benefit of the simulated TV ad (e. g., increased knowledge, perceived as useful), but it also provided some evidence of untoward effects for the billboard (e. g., viewers were less likely to endorse help-seeking strategies, normative beliefs were altered for high-risk participants). Conclusions: These results are preliminary but nevertheless highlight the need for carefully researching existing messages prior to market diffusion, so that the well-intended efforts of preventionists can meet their desired goals.

Original languageEnglish
Pages (from-to)247-254
Number of pages8
JournalCrisis
Volume31
Issue number5
DOIs
StatePublished - 22 Dec 2010

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Suicide
Young Adult
Public Service Announcements

Keywords

  • Public service announcements (PSAs)
  • Suicide prevention
  • Universal
  • Young adults

Cite this

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Suicide prevention public service announcements : Perceptions of young adults. / Klimes-Dougan, Bonnie; Lee, Chih Yuan Steven.

In: Crisis, Vol. 31, No. 5, 22.12.2010, p. 247-254.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Suicide prevention public service announcements

T2 - Perceptions of young adults

AU - Klimes-Dougan, Bonnie

AU - Lee, Chih Yuan Steven

PY - 2010/12/22

Y1 - 2010/12/22

N2 - Background: Determining optimal methods for preventing suicide continues to be an elusive goal. Aims: The study examines benefits and possible untoward effects of public service announcements (PSAs) for young adults. Methods: Young adult participants (N = 279) were randomly assigned to one of three conditions: (a) a billboard simulation, (b) a 30-s TV ad simulation, and (c) a no-information condition. Results: Largely replicating a study previously conducted with adolescents, the results provided some evidence of the benefit of the simulated TV ad (e. g., increased knowledge, perceived as useful), but it also provided some evidence of untoward effects for the billboard (e. g., viewers were less likely to endorse help-seeking strategies, normative beliefs were altered for high-risk participants). Conclusions: These results are preliminary but nevertheless highlight the need for carefully researching existing messages prior to market diffusion, so that the well-intended efforts of preventionists can meet their desired goals.

AB - Background: Determining optimal methods for preventing suicide continues to be an elusive goal. Aims: The study examines benefits and possible untoward effects of public service announcements (PSAs) for young adults. Methods: Young adult participants (N = 279) were randomly assigned to one of three conditions: (a) a billboard simulation, (b) a 30-s TV ad simulation, and (c) a no-information condition. Results: Largely replicating a study previously conducted with adolescents, the results provided some evidence of the benefit of the simulated TV ad (e. g., increased knowledge, perceived as useful), but it also provided some evidence of untoward effects for the billboard (e. g., viewers were less likely to endorse help-seeking strategies, normative beliefs were altered for high-risk participants). Conclusions: These results are preliminary but nevertheless highlight the need for carefully researching existing messages prior to market diffusion, so that the well-intended efforts of preventionists can meet their desired goals.

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