Getting the message : the communication for young people project

The songs, sung by young vocalists Tatiana and Johnny, reached the top of the popularity charts in every country and - along with discussion about them - received about 1 million hours of air time, as well as substantial favorable publicity in the press. Both qualitative and quantitative research demonstrated that the songs' messages were appropriate for and understood by teenagers. The youngest teenagers were particularly receptive to the idea of postponing sex - an achievement that cannot be overstated, since it is this segment that is the least informed about sexuality and at the greatest risk of unwanted pregnancies. It was also found that younger teenagers and those who could readily recall the songs considered sexual relations less important to their self-concept than did older teenagers and those who could recall the songs either not at all or only after prompting. Older teenagers, especially males, were not as receptive to the idea of postponing sex, but they agreed that people should be mature before engaging in sexual activity. The project was less successful in channeling young people to family planning (FP) counseling or services. Teenagers felt that teachers and schools should be the main source of information on sex, though most Latin American schools provide only general information in these areas. Many teenagers had discussed the songs with their mothers or girl friends, however. What made the project successful was its commercial viability. Media executives responded very well to the songs because they could make money while promoting a valuable social cause. The teenage audience emphatically endorsed the project's entertainment approach through their purchase of the record and their many phone calls and letters to radio stations, the record company, and FP centers. Because the social message was conveyed not via a lecture, but in an attractive, modern format by appealing, credible role models and had immediate relevance to the audience's lives, it reached and was remembered by millions of young people throughout Latin America. Appendices include lyrics of the two songs. (Author abstract, modified)