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Trust, Caution, and Condom Use With Regular Partners: An Evaluation of the Trusted Partner Campaign Targeting Youth in Four Countries

Research suggests that youth do not use condoms because they trust their partner. This article describes the Trusted Partner regional behavior change communication campaign and uses data from Lesotho, Mozambique, Uganda, and Zambia to evaluate the impact of the campaign.

Cross-sectional surveys of youth aged 15 to 24 were conducted in each country before and after the campaign. The surveys measured elements related to trust and condom use with a regular partner. Regional campaigns appear to be a cost-effective way to reach large numbers of youth, but more detailed measures of exposure should be pursued to improve program evaluations.

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Darcy SawatzkiArguably, the part of the social marketing process that gets the least amount of love is the implementation phase. Implementing a campaign or program can be frustrating, and leaders may be tempted to not give it the attention and time it truly deserves.  


This “middle child” of social marketing is evidenced by the seemingly disproportionate number of journal articles and conference presentations that focus on formative research, program planning, and evaluation, while giving short shrift to implementation. This blog post is meant as a love letter to implementation and to encourage all of us to give it some much overdue attention. 

“I was up pretty early this morning and finished reading Seth Godin's latest book, Poke the Box.”

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