Evaluating the Whoops Proof S.C. Campaign: A Pair-Matched Group Pretest-Posttest Quasi-experimental Study

Area of Science:

• Reproductive Health
• Public Health Campaigns
• Contraception Research

Background:

• Unintended pregnancies are prevalent in South Carolina, with 50% of all pregnancies unplanned.
• Intrauterine devices (IUDs) and contraceptive implants are highly effective, recommended options for women and adolescents.
• The Whoops Proof S.C. campaign aimed to improve awareness and perception of these methods.

Purpose of the Study:

• To evaluate the effectiveness of the Whoops Proof S.C. campaign.
• To determine if campaign exposure increased awareness and positive regard for IUDs and implants.
• To assess these effects in women aged 18-29 intending to avoid pregnancy.

Main Methods:

• A pair-matched group pretest-posttest quasi-experimental design was employed.
• Surveys were administered to 1,439 women pretest (May-July 2016) and 1,534 women posttest (October-November 2016) in four South Carolina counties.
• Statistical analyses included paired-sample and independent t-tests and one-way ANOVA.

Main Results:

• Participants in intervention counties showed significantly higher message recall and reported receiving information from the campaign.
• Increased ad exposure (more than once weekly) correlated with a significant rise in awareness of IUDs and implants.
• Participants in intervention counties reported significantly more positive attitudes toward IUDs and implants post-campaign.

Conclusions:

• The Whoops Proof S.C. campaign effectively increased awareness and positive attitudes towards highly effective contraceptive methods.
• Strategies for optimizing exposure and recall frequency are valuable for campaign planners and healthcare providers.
• Testing messages and focusing on communication channels are crucial for engagement and avoiding saturation.