OBJECTIVES
To determine whether
advertising nighttime tampon use for up to eight hours was understood to be
consistent with label recommendations and (2) to determine whether television
and print advertising with this message affected tampon wear times in adults
and teens.
METHODS
A comprehension study
(online advertising and follow-up questionnaire) among women aged 14–49 years
(300 per group) who viewed either the test or a control advertising message;
(2) Diary-based surveys of tampon wear times performed prior to (n = 292 adults, 18–49
years, 74 teens, 12–17 years) and after (n = 287 adults, 104 teens) the launch of
national advertising.
RESULTS
Significantly more test
message viewers than controls stated tampons should be worn less than or equal
to eight hours (93.6% vs. 88.6%, respectively, P = 0.049). A directionally higher
percentage of test message viewers said they would use a pad if sleeping longer
than eight hours (52% vs. 42% of controls). Among the women who used tampons
longer than eight hours when sleeping, 52% reported they would wake up and
change compared with 45% of controls. No significant difference between
baseline and follow-up diary surveys was found among teens or adults in various
measures of tampon wear time (mean wear times; usage intervals from less than
two hours to more than 10 hours; percentage of tampons used for more than or
equal to eight hours; frequency of wearing at least one tampon more than eight
hours).
CONCLUSIONS
Advertising nighttime
tampon wear for up to eight hours effectively communicated label
recommendations but did not alter tampon wear times. The informational
intervention had limited impact on established habits.
Below: Typical inquiries about tampon wear times and overnight tampon use
Below: Tampon absorbency choices from diary surveys conducted prior to and after the launch of advertising with a message that tampons can be used at night for up to eight hours
Full article at: http://goo.gl/Vy7pI1
By: Kara E. Woeller,1 Kenneth W. Miller,1 Amy L. Robertson-Smith,2 and Lisa C. Bohman3
1Global Product Stewardship, Feminine Care
Business Unit, The Procter & Gamble Company, Cincinnati, OH, USA.
2Research and Development, The Procter
& Gamble Company, Cincinnati, OH, USA.
3Quantitative and Clinical Sciences, The
Procter & Gamble Company, Cincinnati, OH, USA.
CORRESPONDENCE: Email: moc.gp@ek.relleow
More at: https://twitter.com/hiv_insight
No comments:
Post a Comment