Resumen

PRIEGO ALVAREZ, Heberto Romeo; DOMINGUEZ PEREZ, Elena Dolores; MORALES GARCIA, Manuel Higinio  y  AVALOS GARCIA, María Isabel. Educational marketing to prevent pregnancy and sexually transmitted diseases in high school students. Universidad y Sociedad [online]. 2022, vol.14, n.2, pp. 564-569.  Epub 02-Abr-2022. ISSN 2218-3620.

A social marketing strategy that consisted of an educational intervention in 24 adolescents. Before and after the strategy, a questionnaire was applied to assess their knowledge and attitudes about STD prevention and contraceptive methods. For data analysis, the SPSS version 21 program and the Student's T test for related samples were used. In the diagnostic phase, low knowledge was obtained in 91.7% of the adolescents, an unfavorable attitude in cognitive and affective areas in 79.2%, in the behavioral área 33.3%. In the 2nd phase, the strategy was designed and implemented in 24 educational sessions, lasting 2 hours each. In the final evaluation phase, 54.2% obtained high knowledge in STDs and contraceptive methods. 70.8% obtained a very favorable attitude in the cognitive área, 37.5% in the affective área and 87.5% in the behavioral área, with statistically significant pre-test and post-test differences with p value = 0.0001. The research carried out shows that the marketing strategy was effective in increasing knowledge and improving attitudes towards the prevention of STDs and unwanted pregnancies.

Palabras clave : Social marketing; prevention; pregnancy; sexually transmitted diseases; adolescents.

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