A study of media effectiveness for sickle cell anemia education in a rural community

A study was done in Orangeburg County, South Carolina, in order to determine the relative effectiveness of the various mass media (television, radio, and newspaper) in delivering an educational message about sickle cell anemia. The study also focused on different subpopulations. It was found that subpopulations varied in the extent to which they were reached by the message through a given medium. This indicates that any plan for media utilization in a campaign for sickle cell anemia education should take into consideration the subpopulation at which the message is aimed.