New York Times reports on
"Soap Opera’s Sex Is All for a Good Cause"

January 25, 2009 - The New York Times on Sunday examined a campaign aimed at providing women, messages about HIV awareness, safer sex and condom use through a series of soap opera episodes that can be viewed on a cell phone. Rachel Jones, assistant professor at Rutgers University's College of Nursing, developed the project after working as a nurse practitioner and interacting with young women who were aware of the risks of unprotected sex but still did not use condoms. (See the article by clicking here).

Quoted in the article, PCI-Media Impact's Executive Director, Michael Castlen, notes that "[p]ublic service announcements are very effective in getting people aware of an issue." However, "they are not intended to actually change behavior," he said.

The article was picked up and distributed in by additional outlets including KaiserNetworkDaily.com and AllAfrica.com.

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