Let's talk about sex: condom use and young Australians

Fiona Newton, Mike Ewing, Lydia Windisch and Joshua Newton

Faculty of Business and Economics, and School of Psychology, Psychiatry and Psychological Medicine.

Project aim

The number of Australians diagnosed with Chlamydia has increased by more than 340 per cent over the past seven years, while gonorrhoea has increased by 31 per cent. In 2008, the vast majority of those diagnosed with these infections were aged between 15 and 29. Condoms are a simple, practical way that people can protect themselves from sexually transmitted infections. However, studies suggest that many college/tertiary aged students do not consistently use condoms. The aim of this study is to provide data about the attitudes of a sub-group of Generation Y about safer sex and the use of condoms.

Project background         

The idea to examine ways to increase condom use in young adults began as a teaching exercise for marketing students studying consumer behaviour. However, anecdotal feedback from students, combined with empirical data on the increasing incidence of sexually transmitted infections, suggested a real need for health messages that encourage sexually active young adults to use condoms consistently.

Monash academics worked with management from Ansell Australia, a major condom manufacturer, to design a comprehensive survey based on a solid theoretical paradigm.

One of the most challenging parts of this project was devising ways to encourage the target group to complete a survey about a relatively sensitive issue. To reach as many young Australian adults as possible, the research team focused on a two-pronged approach to the survey: face-to-face recruitment and an online survey site. The study was advertised across the country in a range of print media targeting Gen Y.

With funding from Ansell, the research team was able to send recruiters to TAFE campuses in Victoria and tertiary campuses in both Victoria and Sydney. Although face-to-face recruitment is considerably more expensive than online surveys, it delivered nine times as many responses. This was partly because recruiters provided a human face to the survey, but was also due to small participation incentives embedded with catchy messages to attract interest.

Researchers are currently analysing the data.

Results and benefits

The study is providing a better understanding of the factors that either facilitate or discourage young adults from using condoms. The findings will help marketing and communication professionals devise campaigns to promote consistent condom use among young adults. The research team, together with Ansell, are examining the potential to apply for a government grant to help develop these messages. This is very important, given the disproportionate number of young Australians diagnosed with sexually transmitted infections.

 This project reveals that Gen Y can be engaged in personal conversations and that they are not averse to discussing health issues. The study also demonstrates that working with industry can deliver good research outcomes. Furthermore, collaborating with an academic institution gives the industry partner credibility, as participants are aware that the findings are not just used for commercial purposes.

 Additional details regarding this research can be obtained from:

Dr Fiona Newton