Evaluating Advertising Strategies for Sexual and Reproductive Health Care After Sexual Violence: A Systematic Review

Addressing sexual and reproductive health (SRH) needs following sexual violence (SV) can prevent serious health repercussions and enhance a survivor’s quality of life. However, many survivors are unaware of the support available at SRH services or that it applies to them. This systematic review evaluates the acceptability and effectiveness of advertising strategies used by SRH services to promote care following SV and identifies factors that influence their success. Following the Centre for Review and Dissemination guidelines, studies were identified through searches in EMBASE, MEDLINE, CINAHL, Web of Science, and PsycINFO, and supplemented by grey literature sources. A narrative synthesis was conducted. The methodological quality of included studies was assessed using the Mixed-Methods Appraisal Tool. Searches revealed 5,088 potentially relevant publications, with eight eligible studies included. Advertising strategies for SV support services included print and digital resources. Of the two studies that reported quantitative outcomes, one indicated that print posters placed in high-traffic areas increased service awareness. Wording that included informative and supportive content was identified as a key consideration when designing advertisements in most qualitative studies. The advertising medium, wording, and location impacted the acceptability and effectiveness of advertising strategies. Methodological quality varied across studies. Qualitative and randomized controlled trial studies demonstrated a low risk of bias. The limited sexual, gender, and ethnic diversity of study participants restricts generalizability and interpretation of our findings. SRH services should consider how best to promote care and support following SV in terms of media, wording, and imagery. Utilizing a social marketing approach, incorporating multiple concurrent advertising methods may best reach diverse audiences.