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ENHANCING SEXUAL WELLBEING IN SCOTLAND - A SEXUAL HEALTH AND RELATIONSHIPS STRATEGY: Analysis of Written Responses to the Public Consultation
CHAPTER 6: MEDIA AND MASS COMMUNICATIONS
6.1 Many responses were positive about the acknowledgement of the influence of the media and the specific proposals outlined in the Draft Strategy.
"I fully endorse the idea that the media in particular has a significant influence upon young people's sexual behaviour." (Individual)
6.2 Any negative remarks tended to be about the content and effect of the media rather than negative about the content of the Draft Strategy.
The National Sexual Health Advisory Committee, linking with those with media responsibility in NHS Health Scotland and the Scottish Executive, should develop a mass communications strategy for sexual health which includes the three components (campaigns, advocacy and literacy) and which links work at national and local levels. The National Sexual Health Programme Co-ordinator should oversee the development and implementation of this strategy. |
6.3 A significant number of respondents noted that the aims of the Draft Strategy in relation to the role of the media should be expanded to try and use the broader media to provide more positive images of sexual behaviour.
"The media should be encouraged to only show sex within loving, stable relationships." (Individual)
"[As well as campaigns commissioned by the SE] All publicly funded organisations should be encouraged to be mindful of language and imagery". (Medical Health)
"[There] should be a clamp down on advertising using sex" (Individual)
6.4 In relation to media campaigns, it was suggested that the type and style of campaigns run by NHS Health Scotland (formerly HEBS and PHIS) were effective but that that there was a need for evaluation of any media campaigns to monitor their effectiveness
Campaigns (national and local) commissioned by the Scottish Executive should not use imagery or language that undermines the key sexual health messages that promote relationships based on equity, respect and acknowledgement of diversity. |
6.5 This recommendation was largely supported by responses from health and education professionals and Equalities Groups. Comments made were generally about the form and content of such campaigns, particularly in relation to changing public attitudes, and noted the need to take account of the needs of particular groups.
"Agree. Media work also needs to strike a balance between respecting cultures and shifting public attitude to be more open and accepting. It will never please everyone and the Scottish Executive needs to lead with conviction." (Education and Young People)
"These campaigns also need to be in a format that is easy to understand. People with profound and multiple learning disabilities are often unable to access written information or drawings. Things often need to be in a tactile or multisensory approach." (Equalities)
"The wording used here is 'acknowledgement of diversity', whereas earlier it was made clear that the 'the proposed strategy is underpinned by a belief that […] diversity should be celebrated (2.7). There is a very clear difference and if the strategy does celebrate diversity then this should be seen clearly through the recommendations as well as in the rationale behind them." (Equalities)
6.6 However, although very few Individual respondents commented on this recommendation directly, the strength of feeling among some that the Scottish Executive should not be 'promoting homosexuality' or condoning sex outside marriage, would suggest that some types of advertising might not be popular among some respondent groups.
National and local media work by NHS Health Scotland and NHS Boards should emphasise the importance of using barrier contraception, in conjunction with other forms of contraception, to protect against STIs and unintended pregnancy |
6.7 This was supported by those who commented on this recommendation. There was also the belief that it is necessary to run another campaign to raise awareness of HIV and AIDS as they no longer have the high profile and associated levels of knowledge that they did in the 1980s and early 1990s.
"It is alarming that awareness of the importance of using condoms alongside other methods appears to have broken down since the mass media HIV campaigns of the 1980's, particularly amongst young people." (Education and Young People)
"Agree on the basis that young males and men are targeted appropriately. Need to make using condoms a cultural norm. There is still a great deal of challenge to make this a reality e.g. unprotected sex arising from alcohol/drug misuse." (Education and Young People)
"[organisation] welcomes the strategy's recommendations […] We would add that national and local media initiatives should emphasise that services are confidential and free and advertise how people can find out about local services […] many, especially young men, are often unaware of where their local services are and that condoms, for instance, are available free of charge." (Education and Young People)
"Agree with this but should emphasise the needs of deaf people as most materials are only suitable for hearing people […] Set up deaf working group with key partners to look at suitable media tools and methods." (Equalities)
6.8 However, it was noted that any campaign aimed at encouraging people to use Genito-Urinary Medicine (GUM) services is likely to lead to an increase in demand which would be problematic for already under resourced services.
"Even before any awareness campaign we have countless people queuing for hours or waiting for weeks to be seen who have
already decided they wish to be tested for STIs and HIV" (Medical Health)
GENERAL COMMENTS
6.9 One of the Faith Groups disagreed with the point made in the Draft Strategy that girls' magazines provided good advice and information on sexual health matters.
6.10 Some respondents noted a role for parents and schools in relation to managing the negative impact of media images. For example, it was suggested that a campaign aimed at encouraging parents to be more careful about monitoring what children watch and access might be helpful. Additionally, it was suggested that media advocacy and media literacy skills programmes could be developed for use in schools, colleges and community settings.
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