Insights into
UT Students & Withdrawal
Analytical Anarchy Cailun Booker | Kelly Coonan | Samantha Chavez Kirby Dunavin | Sara McGee
Introduction Segmentation is an increasingly common tactic used in understanding consumer behavior. It often shows researchers insight into their targets’ mind and draws parallels in other aspects of society. In order to better understand the use of withdrawal as a contraceptive method at The University of Texas at Austin, we utilized segmentation of street crossers. Our research found three main divisions in how people cross the street. We used these observations to further decipher how people act towards sex and STD prevention. Many of the values and attitudes associated with crossing the street are paralleled with values and attitudes towards withdrawal. Generally, we found college students understand the risk they take in these activities, but see jaywalking and withdrawal as appropriate methods for their situation. These insights allowed us to develop a marketing campaign that speaks directly to adults 18-24 who view both of these risky behaviors as a cost/benefit analysis. Our communications campaign is meant to address the issue of withdrawal as a contraceptive choice and promote the usage of condoms and a means of preventing pregnancy and STIs. Our findings and primary solution are discussed in the following pages.
Street Crossing Segments Each member of Analytical Anarchy observed a street corner for 30 minutes and took segmented according to their own experience. When we reconvened, we noticed that though differently named, we had classified our subjects into the same three segments.
Law Abiders
Pedestrians that choose to wait at an intersection for a signal before walking across the street. The way they perceive Law Abiders view crossing the street as risky behavior. Their main goals in crossing the street are reaching their destination and avoiding any accidents or injury. They have predetermined that it is a better option to wait longer at an intersection than to risk breaking the law. They consciously put their safety and everyone else’s safety ahead of anything else. Behaviors they use Law Abiders typically stand in the back if there is a crowd of people at the intersection. They wait to cross the street until there is a signal and everyone else has already safely crossed. They are courteous and allow other people to walk ahead of them. They willfully pay attention to the changing lights and make sure that all lights have changed and no cars are crossing before they walk across the street. They generally are not diverted by other distractions such as cell phones or music. Law Abiders often travel in groups. Attitudes and Values: Law abiders are very safe and cautious people. They don’t want to take very many risks. Therefore they do not put themselves in situations that would put them in a risky situation. They generally follow rules and guidelines that are outlined by authority figures. Types of Law Abiders Timid Followers: These pedestrians stand in the back of the crowd and wait to cross until there is a signal and everyone else has crossed the street. They usually blend into the crowd. They aren’t confrontational and appear not to be in a hurry. Law Abiding Go-Getters: They are usually in a hurry, but don’t want to risk breaking the law. They are aware of the traffic patterns around them and walk as soon as the signal changes.
Calculated Risk Takers
Pedestrians that sometimes walk across the street despite a don’t walk signal and calculate the likelihood of risk to them and others before making their decision. They way they perceive Calculated risk takers look at crossing the street as a cost/benefit analysis. They make a decision based on the best outcome for themselves and others. They see laws as a guideline, but not as a hard-fast rule. Behaviors they use: Calculated risk takers are very observant. They look at all directions and evaluate speeds and calculate risk of an accident. They weigh the variables like vehicles, other pedestrians, laws, and signal
pattern before making a decision. These pedestrians will often run or speed-walk to lower the risk. Calculated risk takers are more likely to be in groups than the brazen risk takers, but less likely than law abiders. Attitudes and Values They are much more intuitive than other groups. They care about safety and those around them. However, calculated risk takers do not have much regard for the law, viewing them more as guidelines. They are quick thinkers who can make calculated decisions in a split second. Types of Calculated Risk Takers Go-Getters: These calculated risk takers need to be somewhere in a hurry. They know exactly when to cross the street without the signal telling them to. They are usually the more observant type than other street crossing types. Last Minute Phoners: When this group walks up to an intersection when the signal is about to change, they walk across the street anyway. They are either in a hurry or are too focused on something else like a phone for them to see the light changing. This group is less observant than other calculated risk takers and may be more dangerous to other pedestrians and vehicles.
Brazen Risk Takers
Pedestrians that choose to walk despite a red signal, vehicles coming into the intersection, or the attitudes of other pedestrians. The way they perceive Brazen risk takers don’t see jaywalking as a big risk. They would rather get to their destination than wait for other pedestrians or the light. They do not view waiting for the light as a necessity. Behaviors they use They usually quickly look around, but don’t pay a lot of attention to the speed of cars or lights. This group is the least observant of all pedestrians. They usually travel by themselves so that they do not have to wait for others. Many times they are distracted by other things like phones or iPods. Attitudes and Values Brazen Risk Takers value themselves more than others. Unlike calculated risk takers, they do not see laws as guidelines, but as annoyances. Types of Brazen Risk Takers Unaware Followers: These pedestrians follow the path of traffic without any awareness of their surroundings. They tend to walk when people in front of them are walking. They assume those around them are trustworthy and their decision to walk is correct despite knowing if it is or is not a good choice. Don’t Carers: This type of brazen risk takers realize that the light is red, but assume that a driver doesn’t want to get in an accident and therefore will stop before hitting them. They are usually in a hurry and think their appointment is more important than those around them.
Secondary Research In order to get a full understanding of street crossing patterns and human behavior, in-depth secondary research was needed. By looking into a paper presented to the Transportation Research Board Meeting in Tampa, Florida by Xuehao Chu, we were able to better organize our own observations. His research revealed a trade-off between time and safety that is further exacerbated when you add the idea of a false sense of security. His research purposefully removes any time constraint for the pedestrians who participated, allowing us to focus on this complex trade-off. The second focus of our secondary research was finding statistics concerning the withdrawal method and STIs. Our statistics range from those on a national scale to those specifically about the University of Texas at Austin. Overall, statistics show that withdrawal is an effective method of birth control. If “perfectly” used, it has a 4% pregnancy rate compared to condoms rate of 2%. On average, 27% of women whose partners used the withdrawal method become pregnant versus the 18% who become pregnant if their partners used a condom. Given the above numbers, it is clear we are not questioning withdrawal’s validity as a contraceptive method. Instead, we are calling into focus its inability to prevent the spread of Sexually Transmitted Infections. The Center for Disease Control reports: • 19 million new cases of STIs occur each year • Almost half being among 15-24 year olds. From this, we can assume college campuses hold a concentrated population more susceptible to the spread of STIs; in fact, studies show that one in four college students have had a STI. There are certain behavioral characteristics that influence this epidemic: • College students are less likely to be in long term monogamous relationship • 80% of those who are infected will not show visible symptoms • Less than half of those who should be screened actually get tested. On our campus: • 18.8% of males and 15.5% of females reported having unprotected sex after drinking • Of those who report using contraception, 24.3% of males and 28.8% of females admit to using only the withdrawal method. This supports the idea that college students have a false sense of security about their sexual health and are often driven by a need for instant gratification despite lack of forethought.
Primary Research We have chosen two different primary research methods in order to gather in-depth and statistical information on the topics of withdrawal, safe sex, and condom usage. The first was an online survey, and the second was a series of conversational interviews and observation on Sixth Street.
Survey
A survey was sent out to 350 college students that asked questions on their street crossing habits, their perception of sex in college, and their opinions on withdrawal as a contraceptive choice. We received 94 responses from 31 men and 63 women. Insights • Condoms are the number one contraceptive choice with Birth Control Pills and Plan B as second and third. • College students are more likely to have condoms are home than in their pocket or purse. • HIV or AIDS was overwhelmingly ranked first in the importance of prevention. Pregnancy was the second most likely to be ranked first, followed by other Sexually Transmitted Infections
Do you keep condoms?
37% No
50%
At Home
13% Wallet/ Purse
Are you Sexually active? Pregnancy
HIV or AIDS 1
2
Other STIs 3
Rank the importance of preventing the following:
• 81% of those surveyed were sexually active
82%
• Many commented on their importance of waiting for marriage or not being sexually active • 61% of those surveyed have used the withdrawal method as a form of contraception. 17% of those used withdrawal with condoms.
Yes
18% No
• Survey takers on average thought 31% of college students had an STI, compared to the 25% of college students that actually have an STI.
The thing that worries me most about using pulling out as a method is that I could get an STD. Pregnancy doesn’t scare me as much because I’m on the pill.
I think handing out condoms is a really good idea. I used one that was handed out on Valentine’s Day last night.
Group Interviews Place East 6th Street Austin, TX. February 16, 2012 at 11:00pm. Methodology We conducted a total of 9 interviews, talking to 5 females and 5 males in total. Before going out, we prepared a list of what we hoped to learn and interview questions. However, our questions quickly went down the drain as we found that the best way to get people talking was to engage them in more of a conversation, . As they brought up points we found interesting, we would probe to find more information. What We Hoped to Learn: • What kind of birth control methods are people using? • What do they use them for: STI or birth control? • How concerned are people about STIs • Do people know about danger of STIs? • How do people perceive STI risk? • How effective do people think pulling out is? • Who (males or females) wants to use pulling out as a method? • Is pulling out used more for one-night-stands/ hookups or in committed relationships?
I’ve only not used a condom when I know the girl.
Insights: • As far as crossing the street, people are heavily influenced by their peers • Overall students are more concerned with pregnancy than STIs • Males are more prepared. They carry condoms around more than females. Females usually do not carry any protection
My roommate was like, “whatever, you don’t need to wear a condom, you’re on birth control.
• Females often rely on the pill • Most people are aware of the risks and know they should use protection, but either don’t think about it or don’t care. They get caught in the moment and if anything were to happen they feel like they can rely on Plan B to be safe. • Knowing your partner makes a difference in their decision on whether or not they use a condom.
If something happens when we are really drunk and things go wrong I just by Plan B after. But normally it’s a condom.
I’ve only not used a condom when I know the girl.
Target Audience: We have chosen Calculated Risk Takers as our target audience. According to the survey, 86% of college students fit into the Calculated Risk Takers demographic. In addition to the fact that this group incorporates a majority of college students, Calculated Risk Takers are also more prone to listen to a message on condom usage. Law Abiders are already receptive to the message and use safe sex. Every member of the Law Abiders target admitted to either always using condoms or using condoms almost every time they had sex. They are also 30% more likely to carry a condom in their pocket or purse just to be safe. This target has either listened to the messaging of safe sex advertising or has decided to have safer sex on their own. Law Abiders already use most of the practices that “protected sex” messages describe. On the other side of the spectrum are the Brazen Risk Takers. We chose not to target this group because they are less prone to listen to safe sex advertising messages. As described in their street crossing behavior, this group is less likely to listen to authority and take rules seriously. They are less prone to listen to advice no matter where it is coming from. Although this target needs the most education on safer sex, advertising would fall on deaf ears and be wasted. We feel the Calculated Risk Taker segment will be most receptive to safe sex advertising because their behaviors prove they need more knowledge on the risks associated with unprotected sex. This target coincides with a special section of society known as influencers. In terms of street crossing, people are more likely to jaywalk if they see Calculated Risk Takers do it first. In terms of society, they can effect other peoples’ decisions because they are considered trustworthy and reliable.
Calculated Risk Takers by the numbers:
44%
50%
33%
Have used withdrawal as a contraceptive method
Sometimes use condoms during sex
2x
More likely to keep a condom in the house
Would never consider using withdrawal
10%
Carry a condom in their pocket/purse
Creative Brief WHAT ARE WE ADVERTISING: Promoting student condom usage on behalf of University Health Services at The University of Texas WHY ARE WE ADVERTISING: To stop the use of withdrawal as a method of birth control on The University of Texas at Austin campus. Twenty five percent of UT students who have had sex in the last 30 days used withdrawal as a method of contraception. This method does not take the risk of STIs into account. WHO ARE WE TARGETING: Calculated Risk Takers. This group is comprised of males and females, the majority of whom are between the ages of 18 and 22 years old. These undergraduate students view risk as a cost/benefit analysis. Often, this target parties in groups on the weekends, frequenting places like sixth street. They are not in long-term committed relationships and are aware of the risks they take on when having sex. They care about what their friends are doing/thinking, so group mentality is a strong persuader. WHAT DO THEY CURRENTLY THINK: “You don’t need to wear a condom because you’re on birth control and he can just pull out.” “If I’m drunk and not thinking, I won’t use a condom” WHAT DO WE WANT THEM TO THINK: “Though pulling out may be a better-than-nothing method, condoms are widely available on campus and protect against STIs much better.” “Worrying about finding a condom ruins the moment” WHAT IS THE SINGLE MOST IMPORTANT THING: Being prepared with a condom can solve your problems MESSAGES THAT WILL RESONATE: • Carrying a condom around is better than getting an STI • One in four college students has an STI • Up to 80 percent of those infected don’t show any visible symptoms. You never know if someone has an STI or not • Seventy percent of men already believe they should carry a condom with them just in case. Essentially, everyone else is already doing this so you should too WHAT IS THE TONE OF THE AD: Helping students maintain their level of sexual activity in a safer way. Casual, humorous messaging that stresses being prepared and taking a small step of precaution for big results.
Creative Execution: Condom Design & Facebook Event:
Only 38% of UT students always use a condom. Of those people that use condoms, only 13% actually carry condoms in their pocket or purse when they go to bars or parties. Therefore we recommend a campaign to encourage college students to be prepared by carrying a condom around with them.
I would take free condoms if they had Johnny Depps face on them An anonymous survey taker offered this insight. By creating interesting condoms, we can excite people to take a condom from the street team or even carry them around when they go out at night. These themed condoms would also bring buzz to the campus. Friends would tell other friends about the cool condoms being passed out in the west mall. People would feel less embarrassed about carrying a condom and want to show it off to their friends. By getting people to keep these condoms as keepsakes, it would encourage them to carry condoms around with them more often. Condom designs lead us to our next media suggestion, which is a Facebook event that allows students to interact with UHS on an entertainment level. The event would be called “Design a Condom Week.� Students would have a week to submit a design for condom packaging on the UHS Facebook page. At the end of the week, a winning design would be selected and packaged to distribute condoms on campus. When the winning design is chosen, that winner can spread buzz by bragging to their friends about their condom packaging design. This event can be posted on University of Texas group pages and supported by organizations like the Senate of College Councils. Not only will this generate visits and likes to the UHS Facebook page, it will also encourage people to learn more about safe sex facts on the event page.
E-bus Street Teams & OOH
The E-bus presents a great opportunity for UHS. In addition to being almost exclusively used by UT students, those who use the E-bus are likely to fit into our target of calculated risk takers (they are willing to take the risk of getting intoxicated downtown, but don’t want to risk drunk driving). We recommend two strategies to take advantage of this opportunity. The first would send street teams to the e-bus to distribute condoms to riders. As witnessed in our research, the E-bus is filled with people who looked like they were about to hook up. Reminding riders about safe sex practices, and giving them easy access to condoms eliminates many of the excuses given by our interviewees. If coordinating street teams is unfeasible, it is recommended that some type of container is placed on the bus instead so that riders can grab condoms as needed. A second E-bus outreach includes placing advertisements on either the inside or outside of the bus. This will serve as a reminder to our target as they soberly head downtown, and as they return, ready to hookup. Capital Metro is a common advertising outlet for the City of Austin and other public service type of organizations, indicating that it would be an excellent match for UT Health Services.
TV Screens in the Union
As a no cost way to reach UT students, we recommend that Health Services work with the University Unions Digiknow system to secure ad space on the television screens located throughout the University. The University Unions DigiKnow digital sign system currently has screens in the Texas Union, the Student Activity Center, the Wendy’s in Jester and Prufrock’s in Perry-Castenada Library. Information on submitting a request is located here: www.utexas.edu/universityunions/space/digiknows/departmental.
Condom Vending Machines
To further encourage condom usage when students are about to hook up, we recommend working with dorms, as well as apartment complexes in West Campus and Riverside to install condom vending machines that would cheaply dispense condoms. Suggested complexes include the Block, Quarters, 21 Rio, J26, The Village, and Longhorn Landing. This will be a proactive way to supply condoms when needed, as well as provide another space to place messaging from UHS.
Appendix Interview Transcripts
Interview #1, Male Q: What is your name? A: My name is Garret Garner Q: And do you pull out during sex? A: Wait what kind of sex? Q: Any sex? A: Like p in the v? Q: Correct. A: I would say yes, unless there’s a condom on. Q: How often do you pull out without a condom? A: It depends on the girl, depends on the time. I’d probably say like ¾ of every time. I mean you have to know the girl. Q: So if you know the girl, 75% of the time you pull out? A: Yes. Q: If you don’t know the girl? A: 75% I wear a condom. I feel like I’m making up numbers. Interview #2, Female Q: Jessi, do you prefer a guy pulling out or using other contraceptive methods? A: Uh multiple contraceptive methods. Q: Have you had a guy pull out? A: Yes. Q: Have you ever used any other contraceptive methods in addition to pulling out? A: Yes Interview #2, Male Q: Adam, how often do you pull out during sex? A: Never. Let me explain. It’s either, if I don’t know the girl, it’s always a condom. If something happens when we are really really drunk and things go wrong, you know what, typically I just buy plan b after. But normally it’s a condom or as long as she’s on birth control and I know the girl really really well. Q: So you would just prefer to never pull out? A: Yes, if I wasn’t wearing a condom, I would just not pull out and buy plan b the next day as soon as we wake up. Q: Just to be safe? A: Yes, just to be safe. Interview #3, Male Q: If you went home with someone tonight, would you use a condom? A: No Q: No, why not? A: I fucking hate condoms. Q: What, why? A: Because they ruin the moment. Fuck the condom Interview #4, Female “ So last night I was in my bedroom talking to my roommates and one of them was going to College Station to see this boy she was kinda sort of dating. And she was thinking that they were going to hook up for the first time and my other roommate was like, “whatever, you don’t need to wear a condom, you’re on birth control, just pull out.” and I was like “You don’t know him that well. You need to wear a condom because he might have an STD. And it turned into this whole debate on wheather or not he’s a nice guy and I just thought as a matter of respect for the first few times he should wear a condom.”
Interview #6, Male (Knew what the interview was about before we started asking questions) Q: Do you jaywalk? A: Do I jaywalk? When it’s appropriate. Q: When it’s appropriate? A: And to answer your next question, it’s the same thing. Interview #7, Female Q: So how do you cross the street? A: You know, it all depends on where I am. Um if I’m over here as you can see so many people are just on the street, so whatever. Normally though I use a cross walk, preferably. Q: Do you usually wait until there is a cross walk? Even if there are no cars coming? A: If I’m by myself I will. If I’m with other people that are a little bit more impatient, I’ll use my discrestion and go along. Q: So we’re on 6th street, you know, and um how many people do you think are going to hook up tonight. What percentage? A: I would probably say about 5% Q: What percentage do you think will use a condom? A: 2% Q: What do you think about guys that just pull out? A: You know I think a lot of people get caught in the moment and they don’t really think about it and I guess because if you have never had an STD or anything you tend to be a bit more careless with it but um I think it’s kinda a bad idea. I know in all honesty a lot of people do it that way. Interview #8, 2 Females Q: What’s Your Name S: Sarah M: Megan Q: How old are y’all? S: 21 M: 21 Q: So I have a question; How do y’all cross the street? Do you just go, wait for the light, what do ya’ll do? M: Well if it says walk, I walk. If it’s red then I look and then I walk. Q: Ok. How many that are going to hook up do you think will use a condom, like what percent? M: Well plan B presents the vast majority of it Q: Do you think a lot of people are going to use the pull out method tonight? M: I mean that is the most reliable method, lets be honest! (laughs) Q: What do you guys think about like people pulling out? M: It works for me! I ain’t had no babies yet! Q: Do you guys worry about STDS? S: Yes and no M: I mean I don’t sleep with people I don’t know Q: Ok, do you think alot of people worry about that? M: Considering my roommate just got the clap yesterday, NO! Interview #9, Male Q: How do you usually cross the street? A: I’m from Kansas and I think it’s really weird that everyone here waits at the crosswalks. If theres no cars coming, I cross Q: So you check first, you won’t just walk out and assume they’ll stop for you? A: Yeah Q: Okay now for the fun questions, what percent of people here do you think are going to hook up tonight? A: uhh, I don’t know, like 50%? Q: and what percent of them do you think will use a condom? A: Umm, probably 95%? (friend looked skeptical)
Well okay no. I think like 95% would if they were sober, but maybe 50% since they’re drunk. Q: What is it about being drunk that makes it go down so much? A: People just aren’t thinking. If they were thinking, they’d use a condom. Q: Okay, what about you? A: I’ve only not used a condom when I know the girl Q: I heard that a lot tonight. What is it about knowing somebody that makes it feel safer? A: I guess for me anyways, it’s only one girl, and we’ve been like best friends for years and we tell each other everything and will hang out and watch movies and stuff. So I think she would tell me something, and I trust her.
Survey Questions: 1. What is your gender a. Male b. Female
2. What best describes the way you walk across the street? a. I wait for the walk signal and never jaywalk or cross when the signal is red. b. I sometimes cross the street when there is not a walk signal, but I make a calculated decision that it is s afe and there are no vehicles coming. c. I often cross the street when there is no walk signal or outside the crosswalk and do not always check for vehicles. 3. Are you sexually active? a. Yes b. No 4. Do you use a condom during sex? a. Always b. Sometimes c. Never 5. What percentage of college students do you think have an STI? 6. Have you ever used withdrawal (“pulling out”) as a method of contraception? a. Yes b. Yes, but also with a condom c. No 7. If you answered no to using withdrawal, would you ever consider using withdrawal (“pulling out”) as a contraception option? a. No, never b. Yes, but only when in a relationship or I knew my partner well c. Yes, but only as a last resort option d. Yes, but only if other contraceptive methods were being used at the same time e. I have used withdrawal as a method of contraception 8. Rank the importance of preventing the following: Pregnancy HIV or AIDS Other Sexually Transmitted Infections
9. What types of contraception have you use? (Check all that apply) Condoms Birth Control Pills Plan B (The Morning After Pill) The Patch or The Ring Spermicide Withdrawal (“Pulling Out”) 10. Do you carry condoms? a. Yes, I keep them at my house b. Yes, I carry them in my pocket/purse when I go out c. No, I don’t carry condoms 11. This research will be used to develop a UT Health Services campaign to discourage the usage of withdrawal as a contraceptive method and advocate condom usage. Do you have any suggestions or additional information you would like to share? (Open Response)