China has been witnessing the migration of workers from rural areas in search of job opportunities in the big cities. Of these young workers, females are especially at risk of having unwanted pregnancy, contracting sexually transmitted diseases and reproductive infections. This study examines this group's knowledge, attitudes and behavior toward safe sex practices, identifies the most efficient information channels to reach them, and offers recommendations for the design and implementation of health communication campaigns. Through in-depth interviews, the views and opinions of this highly marginalized group were solicited.

The findings show that interpersonal communication with friends, an instant chatting app (QQ), and hospital pamphlets were important sources of information about safe sex practices. Boyfriends were the most influential opinion leaders and actual decision makers in contraception choice. The disparity in gender power in decision-making was the most significant barrier to the adoption of contraceptive methods. The results suggest that future efforts should enhance the quality of information delivered through printed products and chat services. Future programs also should target young migrant male workers. Those directed toward women should move beyond family planning toward more consciousness-raising efforts that enable women to exercise more power over decisions that affect other important aspects of their lives.