Running head: SAFE SEX CAMPAIGN

Audience Analysis
Joann Johnson & Celine Daeman
Winona State University
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Audience Analysis
Campaign Goals and the Rationale
Topic
For our campaign, we are interested in looking into college students, who attend Winona
State University. Our goal is to educate college students on positive contraceptive use. After
doing some research, we found that, there are 8,487 students attending Winona State (Winona
State University facts...2016). The thesis of this campaign is to spread awareness to college
students about the safety of using different contraception, when deciding to become sexually
active. Engaging in sexual intercourse as a college freshman is very common. Children are on
their own now and often are uneducated about the consequences related to unprotected sexual
intercourse. High schools around the United States are not required to introduce safe sex and
provide contraceptive options. Statistically, one in four college students have a sexually
transmitted infection (STI) some of which are acute or chronic. Chronic STIs are life altering and
will affect further romantic relationships. (10 truly shocking stats...2010). Therefore, our
campaign is designed to educate students.
Sexually transmitted infections are not the only concern for college students, when not
using contraceptives. Unprotected sex can also lead to unwanted pregnancy which may be more
life altering than a chronic STI. Santelli, Lindberg, Lawrence, and Singh (2007) stated that
reductions in adolescent pregnancy rates are the results of shifts in 2 key underlying behaviors:
sexual activity and contraceptive use.
Our event will take place during freshman orientation classes during the first few weeks
of school. The event will be given to multiple small groups of students. The reason for this is
because then the persuaders can pay attention to the situation and how the students react to the
information provided. If any confusion arises, the persuaders can clear up any questions. This
will help persuade and appeal to the audience (Gass & Seiter, 2011) There will be a brief
presentation given on the risks of unprotected sex, followed by a hands on demonstration of
every contraceptive method. This form of teaching will allow students to physically see the
benefits each contraceptive has to offer. Having a hands on approach will also allow the students
to be familiar with condoms and the different forms of birth control available. The event will
include free condoms for the students to take home. This will allow them to feel more
comfortable and less embarrassed to go out and buy condoms. The goal of the event will be to
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provide information about STIs, unwanted pregnancy, and ways students can be protected from
both.
To assess the students knowledge of contraceptive use, we will be giving out a Likert-
type survey. This scale ranges from strongly agree to strongly disagree and consists of 26
questions. None of the answers are right or wrong and all students will be asked to fill out the
survey, even if they use contraceptives or not. The survey is based on the opinion of each
student.
Invention
College students, at Winona State University, will benefit from this contraception event
in a variety of different ways. Parsons, Halkitis, Bimbi & Borkowski (2000) states, many
teenagers fail to look at the costs of unprotected sex but rather look at the benefits. Providing
information to these students will allow students to explore the costs of having unprotected sex.
The decline of pregnancy risk is entirely attributed to increase contraceptive use therefore this
campaign provides students with the knowledge of many forms of contraceptives. Many of these
students have abstinence based programs which undermine the promotion of contraceptive use
and therefore makes students engage in risky behavior. Individuals who were taught abstinence
have shown to engage in sex later in life but dont use protection or get STI screenings (Stantelli
et al. 2012).
Audience Analysis
Overview of Audience
Our audience will consist of college students at Winona State University. The audience
will be students ranging from 17-24 years old, who attend Winona State University. This group
will be best for us because we are both college students who fall in between the age range. The
audience members would be male or female, sexually active or planning on being in the near
future. Due to Winona State's female to male demographic statistics being 3:1, most of our
audience members for our safe sex campaign will be female. Winona State draws most of their
students from the Midwest area (Winona State university, 2012). All the audience members will
be new to the college scene and will be ready to expand their knowledge without having their
parents around all the time. This group is a good target audience for our campaign because this
specific audience is in a new environment, is uneducated, and finally in an environment that
allows them to explore their options regarding safe sex.
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Audience Characteristics
In our attempt to persuade college students, particularly uneducated freshman we focused
on specific characteristics of our audience members that would improve our argument. It is
important to target college students because this group, in particular, is at higher risk of STIs,
pregnancies and having less access to contraception information. As stated, many college
students do not use contraceptives. Half of all sexually active, unmarried young individuals fail
to use contraceptives (Brown, 1984).
Relevant Cultures
In order to effectively persuade our audience, we will need to consider individualist and
collectivist cultures. Individualistic cultures view themselves across situations; on the other hand
collectivist cultures view themselves more workable. Collectivist cultures focus on the group and
relationship as a whole (Gass & Seiter, 2011). Due to this information, we will need to be more
direct with our audiences that are from the United States. Unlike individuals individualistic
cultures who are more persuaded from direct persuasion. Individuals from other cultures need to
be persuaded more indirectly.
Relevant Gender differences
Gender stereotypes have a role in how easily each gender will be persuaded by our
presentation. Women often are seen as less successful persuaders and more susceptible to
persuasion techniques. Gass and Seiter (2011) state that this has little to do with their ability to
persuade but with the audiences perceptions. Gender stereotypes cause audiences to perceive
males considerably more competent and less perishable than women. Due to a perceived
difference in how to persuade males and females, we will make the class discussion more open
to talking and hands on. This will help both genders feel as if they are both on the same page
when it comes to their knowledge of contraceptives. The cross-sex effect states that people are
more influenced by the opposite sex. Due to this factor we will have a male and female speaker.
Relevant Ego-Involvement
Ego focuses on the sense of oneself self-esteem and self-importance. According to Gass
and Seiter (2011), the social judgment theory goes hand in hand with the audience characteristic
of ego-involvement. This theory expresses that there is a range of possible opinions that a
person can hold. The topic of contraception and safe sex is a large debate in society and can
involve many different opinions and sides to the argument. The target audience that this
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campaign is directed towards is made up of individuals who have a variety of different beliefs
and opinions. People are ego-involved when an issue has personal significance to them and their
sense of self. This means that they take a strong stance on the issue and are more likely to reject
other sides of the argument. This is a very controversial topic and individuals already have their
opinions so it may be hard to change some of the audience members minds.
Audience segments
Young individuals are at the highest risk of groups for both STIs and unwanted
pregnancies. Larsen and Collins (1994) found that, 85% of all reported STIs occur in individuals
who are between the ages of 15 and 30. The reason we feel it is necessary to target uneducated
college freshman is that both of these independent factors (Uneducated on sexual topics and
freshman) overlap and cause them to be more susceptible to persuasion.
Freshman students
One characteristic difference we wanted to focus on is, specifically, freshman students.
An article from Rewire, the journalist states, Over 45 percent of college freshmen who have
been binge drinking and under the influence of alcohol failed to use protection when engaging in
sexual intercourse. Fifteen percent of these students contracted and/or spread STIs amongst other
college students (Abinoa, 2012). Research shows that less intelligent individuals are easier to
persuade (Gass & Seiter, 97). Not only are college freshman less intelligent due to their lack of
schooling, but they are also in a new environment. This causes the individuals to be more willing
to take in new information and be persuaded.

Individuals who are uneducated about sexual intercourse

People who are uneducated about unprotected sexual intercourse are the second subgroup
looked at. Due to there being an enormous overlap with freshman students and the fact that they
are uneducated, this subgroup is also more likely to be persuaded due to their lack of knowledge
on sexual intercourse. With a lack of knowledge about the problems that could arise after having
unsafe sex, the chances of not using contraception is really high. According to Gass & Seiter
(2011) individuals who are uneducated are at higher risk for persuasion. Due to this information,
uneducated college freshman are the best target for persuasion.
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Outcomes, Obstacles and Strategies

Expected Outcomes
In order for positive outcomes to arise after this event, it is important that a few specific
steps are followed. First, the audience needs to become aware of the problems that arise when
participating in unprotected sex. This can be shown through giving a presentation to all the
orientation classes; shocking statistics will be shown. Once the students become aware of the
issue at hand it will then be easier to persuade the individuals to use some sort of contraception.
The assortment of options will then be passed around each class in order for both male and
females to get a feel for how each product works. After providing many reasons as to why safe
sex is important and allowing a hands on feel for the products the hope is to accomplish not
abstinence but safe sex. The expected outcome is that these college freshman will engage in
protected sex and use some sort of contraception. In addition, our goal is to raise awareness on
contraceptive use.
Obstacles
The biggest obstacle that is going to be faced is convincing our audience that STIs and
pregnancy are more likely to happen when you dont use protection. Respondents in previous
research said, Pregnancy would never happen to me (Cvetkovich, Grote, Bjorseth &
Sarkissian, 1975). Many individuals fail to use protection because they believe they are
invincible and something like that could never happen to them. In order to be able to overcome
this obstacle, persuasion will be key. The audience needs to believe in contraception before they
will ever agree to use it. After that is accomplished persuading them to be safe will be easy.
Decreasing the amount of people who have unprotected sex is also a obstacle that will be
very hard to overcome during this campaign. Promoting safe sex, talking about the risks of
unprotected sex, and providing information about the different contraceptives are all major steps
in this process but making sure that the individual engages in that safe sex is out of our reach.
The most important thing here is to make sure that the point gets across about how unsafe sex
can potentially ruin someone's life.
Another obstacle that to face is the fact that many, college students feel that
contraceptives, specifically condoms make the sexual act less desirable. Many individuals
describe contactive use as being irrational (Cvetkovich, Grote, Bjorseth & Sarkissian, 1975).
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During our conversations with the students we will have to effectively persuade them about how
contraceptives can be a positive and not intimidating subject to talk about.
Strategies
In order to convince our audience that using contraception will prevent STIs and
unwanted pregnancy specific strategies need to be followed. The main focus will be on showing
and explaining to the students, by using statistical data, that unprotected sex can in fact lead to
many problems along with visuals for them to follow. These students are old enough to
understand statistics, but having a visual accommodates the audience demographic we are trying
to persuade. By adapting to our audience, we have a higher chance for effective persuasion (Gass
& Seiter, 2011).
Next we will have to effectively teach the students on safe sex. In order to decrease the
amount of students having unprotected sex, we will need to make sure that we effectively get
information delivered to them. In order to do this we will have to keep in mind, the factors what
affect our audience. These factors are culture, age, viewpoint, intelligence and overall
willingness to learn about the benefits of contraceptive use. Keeping these factors in mind will
help us connect and have a better chance to persuade these individuals.
In order to help persuade our audience, that contraceptives are not irrational, we want to
change their attitude around the negative stigma of contraceptives. Research by Cvetkovich,
Grote, Bjorseth & Sarkissian (1975) indicate that, adolescent students need to evolve their self
concept of their sexuality. This will allow them to realize that contraceptives are not irrational
and are made to protect against sexually transmitted infections and unwanted pregnancies.
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References
Abinoa, Ivy. (2012). Its 2012. Shouldnt college students know to wrap it up already? (A
graduate students perspective). Rewire.
Brown, I. S. (1984). Development of a scale to measure attitude toward the condom as a
Method of Birth Control. Journal Of Sex Research, 20(3), 255-263
Cvetkovich, G., Grote, B., Bjorseth, A., & Sarkissian, J. (1975). On the psychology of
adolescents' use of contraceptives. Journal Of Sex Research, 11(3), 256.
Gass, R. H., & Seiter, J. S. (2011). Persuasion: Social influence, and compliance gaining (4th
ed.). Boston, MA: Allyn and Bacon.
Helweg-Larsen, M., & Collins, B. E. (1994). The UCLA multidimensional condom attitudes
scale: Documenting the complex determinants of condom use in college students.
Health Psychology, 13(3), 224-237. doi:10.1037/0278-6133.13.3.224
Santelli, J. S., Lindberg, L. D., Finer, L. B., & Singh, S. (2007). Explaining recent declines in
adolescent pregnancy in the United States: The contribution of abstinence and
improved contraceptive use. American Journal Of Public Health, 97(1), 150-156.
doi:10.2105/AJPH.2006.089169
Parsons, J. T., Halkitis, P. N., Bimbi, D., & Borkowski, T. (2000). Perceptions of the
benefits and costs associated with condom use and unprotected sex among late
adolescent college students. Journal of adolescence, 23(4), 377-391.
Winona State University. (2010) A Self-Study Report in support of the comprehensive
evaluation for continued institutional accreditation: Program to evaluate and advance
quality (PEAQ). Winona State University.
Winona State University Fun Facts 2016- 2017. (2016). Winona State University.
10 truly shocking stats on STDs and college students. (2010). Nursing Schools.
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Appendix
Contraceptive knowledge and Attitude Scale

Strongly agree Agree Undecided Disagree Strongly

disagree

1 2 3 4 5

1. In my opinion, contraceptive are unnecessary

2. Birth control is not reliable
3. Condoms are not reliable
4. I would be willing to try a condom, even if i have never used one before.
5. I find it embarrassing to buy condoms
6. I find it embarrassing to ask questions about contraceptives
7. I use condoms
8. There is no risk for pregnancy when you dont use contraceptives
9. I use contraceptives
10. The use of condoms, interfere in the sexual act
11. Using condoms make sex unenjoyable
12. I don't think condoms interfere with sex.
13. I would not object if my partner suggested wearing a condom
14. Men should not feel embarrassed putting on a condom
15. I feel confident in my knowledge of contraceptives
16. When I engage in sexual intercourse, I am always protected from STIs
17. I use other forms of birth control (other than condoms)
18. There is no way that using a condom is pleasant
19. There is no risk for STIs when I don't use a condom
20. I think it is sexy to use a condom
21. I have bought condoms before
22. I use contraceptives other than condoms
23. Condoms seem safer to me than any other form of contractive except abstinence
24. I was taught about all forms of contraceptives in high school
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25. I am comfortable with asking my partner to use a condom

26. I avoid the use of condoms