Increasing Condom Use and STI Testing: Creating a Behaviourally Informed Sexual Healthcare Campaign Using the COM-B Model of Behaviour Change

Garcia, Sara Bru; Chałupnik, Małgorzata; Irving, Katy; Haselgrove, Mark

Abstract

Sexually transmitted infections (STIs) are a major public health challenge. Although theoretically informed public health campaigns are more effective for changing behaviour, there is little evidence of their use when campaigns are commissioned to the commercial sector. This study describes the implementation of the COM-B model to a sexual health campaign that brought together expertise from academics, sexual healthcare, and marketing and creative professionals. Insights were gathered following a review of the relevant academic literature. Barriers and facilitators to condom use and STI testing were explored with the use of the COM-B model and the Behaviour Change Wheel in a workshop attended by academics, behavioural scientists, healthcare experts and creative designers. Feedback on the creative execution of the campaign was obtained from healthcare experts and via surveys. Barriers to psychological capability, automatic and reflective motivation, and social opportunity were identified as targets for the campaign, and creative solutions to these barriers were collaboratively devised. The final sexual health campaign was rated positively in its ability to change attitudes and intentions regarding the use of condoms and STI testing. This study describes the implementation of the COM-B model of behaviour change to a public sexual health campaign that brought together academics, public and commercial sector expertise. The barriers and facilitators identified in this collaborative process represent potential targets for future public health communication campaigns.

Citation

Garcia, S. B., Chałupnik, M., Irving, K., & Haselgrove, M. (2022). Increasing Condom Use and STI Testing: Creating a Behaviourally Informed Sexual Healthcare Campaign Using the COM-B Model of Behaviour Change. Behavioral Sciences, 12(4), Article 108. https://doi.org/10.3390/bs12040108

• Journal Article Type: Article
• Acceptance Date: Apr 13, 2022
• Online Publication Date: Apr 15, 2022
• Publication Date: 2022-04
• Deposit Date: Apr 20, 2022
• Publicly Available Date: Apr 22, 2022
• Journal: Behavioral Sciences
• Electronic ISSN: 2076-328X
• Publisher: MDPI
• Peer Reviewed: Peer Reviewed
• Volume: 12
• Issue: 4
• Article Number: 108
• DOI: https://doi.org/10.3390/bs12040108
• Keywords: Behavioral Neuroscience; General Psychology; Genetics; Development; Ecology, Evolution, Behavior and Systematics
• Public URL: https://nottingham-repository.worktribe.com/output/7783890