Theory-Based Approach to Increasing Enrollment in a Universal Parent-Focused Child Sexual Abuse Prevention Workshop

Area of Science:

• Public Health
• Communication Science
• Psychology

Background:

• Child sexual abuse (CSA) is a significant public health issue requiring universal prevention.
• Parental engagement in prevention programs is crucial but challenging to achieve.
• Innovative strategies are needed to overcome barriers to universal prevention program dissemination.

Purpose of the Study:

• To evaluate the effectiveness of communication theory-driven recruitment materials for promoting engagement in universal prevention programs.
• To gauge potential parental engagement with different recruitment messages.
• To identify factors influencing emotional reactions and engagement intentions.

Main Methods:

• 350 participants recruited via CloudResearch's Prime Panels.
• Exposure to three distinct communication theory-based recruitment flyers.
• Quantitative analysis (ANCOVA, path analyses) and qualitative phenomenological approach to assess emotional responses and engagement potential.

Main Results:

• Issue salience and perceived efficacy positively predicted emotions and engagement intentions.
• Appeals to mixed and high-intensity emotions were effective motivators for action.
• Sociodemographic factors influenced emotions and intentions differently across communication theories.

Conclusions:

• Theory-based recruitment communications can significantly increase engagement in universal prevention interventions.
• Tailoring messages to the target population, focusing on issue importance and program effectiveness, and using emotional appeals are vital.
• This approach offers a promising strategy for enhancing participation in child abuse prevention efforts.