{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,17]],"date-time":"2026-03-17T11:04:07Z","timestamp":1773745447889,"version":"3.50.1"},"reference-count":42,"publisher":"Public Library of Science (PLoS)","issue":"9","license":[{"start":{"date-parts":[[2022,9,9]],"date-time":"2022-09-09T00:00:00Z","timestamp":1662681600000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100003921","name":"Department of Health, Australian Government","doi-asserted-by":"publisher","award":["4-37LP6XB"],"award-info":[{"award-number":["4-37LP6XB"]}],"id":[{"id":"10.13039\/501100003921","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["www.plosone.org"],"crossmark-restriction":false},"short-container-title":["PLoS ONE"],"abstract":"<jats:sec id=\"sec001\">\n<jats:title>Introduction<\/jats:title>\n<jats:p>Since 2011, remote Australian Aboriginal and Torres Strait Islander communities have experienced an outbreak of infectious syphilis, with young people aged 15\u201329 years over-represented in notifications. The <jats:italic>Young Deadly Syphilis Free<\/jats:italic> multi-media campaign was implemented in 12 remote regions in four Australian jurisdictions over nine months from 2017\u20132018. Campaign components included television and radio advertisements, social media posts, and health promotion resources available via a dedicated website. The aim of this research was to evaluate the impacts (proximal, mediator, distal) of the <jats:italic>Young Deadly Syphilis Free<\/jats:italic> campaign for young Aboriginal people and health and community workers residing in remote campaign regions.<\/jats:p>\n<\/jats:sec>\n<jats:sec id=\"sec002\">\n<jats:title>Methods<\/jats:title>\n<jats:p>A cross-sectional (post-only) evaluation design was used. Data were collected through online surveys; metrics for social media (Facebook, Instagram) were also collected to determine campaign engagement via social media. A 22-item <jats:italic>young people survey<\/jats:italic> assessed campaign awareness, exposure, message recognition and diagnostics (proximal variables); along with intended behaviour and knowledge and attitudes (mediator variables). A 24-item <jats:italic>health and community worker survey<\/jats:italic> assessed campaign awareness, exposure, message recognition and diagnostics (proximal variables); and changes in professional practice (distal variable). Descriptive statistics summarised demographic characteristics and univariate analysis examined associations between key variables.<\/jats:p>\n<\/jats:sec>\n<jats:sec id=\"sec003\">\n<jats:title>Results<\/jats:title>\n<jats:p>Just over half (<jats:italic>n<\/jats:italic> = 25, 58%) of young people and three quarters (<jats:italic>n<\/jats:italic> = 36; 75%) of health and community workers were aware of the campaign. Recognition of key campaign messages was high for both participant groups (&gt;64%), and television, Facebook, and website were the most common campaign exposure routes. Positive impacts on intended behaviour (young people) and professional practice (health and community workers) were also reported. Facebook was effective in engaging some young people in campaign content and was preferred by young people for accessing information.<\/jats:p>\n<\/jats:sec>\n<jats:sec id=\"sec004\">\n<jats:title>Conclusion<\/jats:title>\n<jats:p>The findings point to the value of utilising a multi-media campaign in raising awareness about syphilis among young Aboriginal people and health and community workers in remote Australian regions. A longer-term campaign that accommodates the diverse needs of Aboriginal young people from geographically remote communities would optimise campaign impacts and support behavioural change.<\/jats:p>\n<\/jats:sec>","DOI":"10.1371\/journal.pone.0273658","type":"journal-article","created":{"date-parts":[[2022,9,9]],"date-time":"2022-09-09T20:46:55Z","timestamp":1662756415000},"page":"e0273658","update-policy":"https:\/\/doi.org\/10.1371\/journal.pone.corrections_policy","source":"Crossref","is-referenced-by-count":7,"title":["Evaluation of the Young, Deadly, Syphilis Free multi-media campaign in remote Australia"],"prefix":"10.1371","volume":"17","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5442-4939","authenticated-orcid":true,"given":"Belinda","family":"D\u2019Costa","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Roanna","family":"Lobo","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Amanda","family":"Sibosado","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Justine E.","family":"Leavy","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Gemma","family":"Crawford","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"James","family":"Ward","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"340","published-online":{"date-parts":[[2022,9,9]]},"reference":[{"key":"pone.0273658.ref001","volume-title":"National update on HIV, viral hepatitis and sexually transmissible infections in Australia: 2009\u20132018.","author":"Kirby Institute","year":"2020"},{"key":"pone.0273658.ref002","volume-title":"HIV, viral hepatitis and sexually transmissible infections in Australia: Annual surveillance report 2021.","author":"Kirby Institute.","year":"2021"},{"key":"pone.0273658.ref003","volume-title":"Multijurisdictional syphilis outbreak surveillance report: February 2021","author":"Multijurisdictional Syphilis Outbreak Working Group","year":"2021"},{"key":"pone.0273658.ref004","doi-asserted-by":"crossref","first-page":"312","DOI":"10.1016\/j.evalprogplan.2005.12.004","article-title":"Evaluation of mass media campaigns for physical activity.","volume":"29","author":"A Bauman","year":"2006","journal-title":"Evaluation and Program Planning"},{"key":"pone.0273658.ref005","volume-title":"Keep watch project evaluation 2017","author":"Collaboration for Evidence Research and Impact in Public Health.","year":"2017"},{"issue":"1","key":"pone.0273658.ref006","doi-asserted-by":"crossref","first-page":"151","DOI":"10.1007\/s10389-020-01290-3","article-title":"\u2018Keep watch\u2019 around water: short-term impact of a Western Australian population-wide television commercial.","volume":"30","author":"M Casten","year":"2022","journal-title":"Journal of Public Health"},{"issue":"1179","key":"pone.0273658.ref007","article-title":"Evaluation of the national \u2019Push Play\u2019 campaign in New Zealand\u2014creating population awareness of physical activity.","volume":"116","author":"A Bauman","year":"2003","journal-title":"The New Zealand Medical Journal"},{"issue":"8","key":"pone.0273658.ref008","doi-asserted-by":"crossref","first-page":"771","DOI":"10.1080\/02640410410001712467","article-title":"Changing the way people think about health-enhancing physical activity: Do mass media campaigns have a role?","volume":"22","author":"N Cavill","year":"2004","journal-title":"Journal of Sports Science"},{"key":"pone.0273658.ref009","volume-title":"Safe sex no regrets. 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