Thesis (BA Communication Arts) -- University of the Philippines Mindanao, May 2016

This study examines the effect of social norms approach messages as a different type of message design on teenagers? attitude and self-efficacy to prevent teenage pregnancy. It explores the potential of a social Norms message in correcting misperception and influencing positive behavior by exposing actual healthy norms towards preventing teenage pregnancy. Using the Pre-test-post-test Control Group Design, an experiment is conducted among the 60 female teenagers aged 15-19 years old in Makilala, North Cotabato. Results of the study reveal that social Norms approach messages on teenage pregnancy prevention has an effect on teenagers? attitude and self-efficacy to prevent teenage pregnancy given that the post-test mean scores in attitude and self-efficacy vary significantly across and between the treatment and control group. In addition, one?s level of knowledge on teenage pregnancy and safe sex could also influence one?s attitude and self-efficacy to prevent teenage pregnancy as knowledge is positively correlated with attitude and self-efficacy. Moreover, one?s nature of family communication also predicts and shapes one?s attitude and self-efficacy to prevent teenage pregnancy. Given these, social norms approach message design shows a potential in minimizing, if not preventing teenage pregnancy case. Messages that target knowledge and focus on parental involvement should also be considered in tailoring social norm messages on teenage pregnancy prevention as these variables show a string positive correlation with one?s attitude and self-efficacy to prevent teenage pregnancy.