Structured Abstract: Using Sharp Numbers to Make a Point—The Affective Impact of Numerical Appeals in STD Prevention Among Young Adults

Abstract

Skepticism, denial, and social stigma are just a few of the challenges faced by scholars and practitioners alike as they employ health messaging techniques to communicate the danger of sexually transmitted diseases (STDs). With 20 million new cases diagnosed each year and incurring approximately $16 billion in related medical costs (CDC 2014), STDs represent a substantial threat to the public welfare. Unfortunately, even with the identification of effective prevention methods, as well as national and local efforts, STDs, as an overarching category, have not gone into decline (CDC 2014) and have increased their prevalence among certain segments of the population (CDC 2014).