Theory-Based Approach to Increasing Enrollment in a Universal Parent-Focused Child Sexual Abuse Prevention Workshop

Abstract

Child sexual abuse (CSA) is a public health concern of considerable magnitude requiring universal attention and prevention efforts. All parents have the potential to prevent CSA when provided the knowledge and skills to do so; however, engagement in universal prevention is a widely faced challenge that threatens the dissemination of such knowledge and skills into parents’ hands. Albeit widely faced, this challenge is poorly understood and largely unaddressed—indicative of a clear need for innovative solutions to promote engagement in universal prevention programs. The purpose of this study was to evaluate the use of communication theory-driven recruitment materials by gauging potential engagement. Participants (N = 350) recruited from Prime Panels by CloudResearch were shown three flyers, each depicting a distinct message rooted in communication science theory. Participants were asked questions related to their emotional reactions and potential engagement with the individual materials should they have seen them in their day-to-day lives, before viewing all three flyers side-by-side wherein questions were posed to evoke comparison. Results were analyzed quantitatively with analysis of covariance (ANCOVA) and path analyses, as well as qualitatively leveraging a phenomenological approach. Findings indicate issue salience and efficacy as consistent positive predictors on emotions and intentions. They further display that appealing to both mixed emotions and higher intensity emotions are key to motivating action. Sociodemographic predictors of emotions and intentions varied across communication theories. Overall, this study demonstrates the potential for increased engagement in universal prevention interventions by way of theory-based recruitment communications curated to the targeted population.