CONTACT: DAVE PEDERSEN
Iowa City IA 52242
(319) 335-8032; fax (319) 384-4638
Release: Dec. 11, 2001
UI researchers to develop media program on alcohol and pregnancy
IOWA CITY, Iowa -- University of Iowa researchers have received $1.1 million
from the Association of Schools of Public Health and the federal Centers for
Disease Control and Prevention for a three-year study that will use television
to educate Iowa women on the health risks associated with alcohol consumption
John Lowe, professor and head of community and behavioral health, will lead
the project. Co-investigators include Randy Hirokawa, professor and chair
of communication studies, Leslie Baxter, professor, and Steve Duck, professor,
both in communication studies, and Peter Nathan, professor of psychology.
The UI team will design, develop and implement television spots aimed at
educating young women about the health risks of alcohol consumption during
pregnancy. The researchers plan to air the spots on television stations around
the state and then measure their effectiveness.
"The key here is that we're going to have women help us in the design
of these spots," Lowe said.
Researchers will conduct focus groups with participants in the Women and
Infant Children (WIC) program for input as to what kinds of messages women
feel would be most effective and how the television spots should be formulated
to catch their attention.
"We're not looking to preach to women," Lowe said. "The goal
is to establish better interpersonal communication between these women and
their health care providers."