Developing countries use music videos to promote teen sexual restraint
Pemberton, M.
Sun 1991: 4d
1991
PMID: 12343465 Document Number: 316562
The Center for Communications Programs of the Johns Hopkins University has successfully produced and aired songs and music videos promoting teenage sexual restraint in developing countries. Entertaining music videos convey accurate messages to target audiences more effectively than teachers and doctors are able. In addition to successes in the Philippines and Nigeria, overwhelming success has been met with Wait, a video with Latin American pop start Tatiana and Johnny. A hit in 11 Latin American countries reaching 1 in Mexico, the video received 1 million hour s free air time. Passionate, powerful, and persuasive, these videos have prompted increased contraceptive use in countries where they have been aired. The Center's videos and songs have proved popular and profitable in a competitive market of ideas, earning 3-4 times their production costs. Accordingly, health experts from Johns Hopkins University recognize the potential role of these productions in preventing AIDS and unwanted pregnancies in other settings. Where Baltimore leads the U.S. in teen pregnancies, the Center would like to air soap opera on sexual responsibility. Production costs in the U.S. are, however, 10 times higher than in developing countries. With the collaboration of media executives, significant financial and social rewards could result from such a production.