Miriam Y Vega1, Eric L Roland. 1. State University of New York Downstate Medical Center, Brooklyn, New York, USA. mvega@latinoaids.org
Abstract
OBJECTIVES: To describe the social marketing approaches used to increase syphilis awareness in 8 US cities. METHODS: We reviewed the typical academic approach for developing social marketing campaigns and interviewed health department staff responsible for social marketing campaigns in each city. RESULTS: Using social marketing techniques such as target segmentation, concept testing of materials, and formative evaluation, campaign planners throughout the 8 cities developed a variety of approaches to reach their target audiences. Preliminary results suggest 71% to 80% of men who have sex with men interviewed were aware of the campaigns, and 45% to 53% of them reported they were tested due to the campaigns. CONCLUSIONS: Campaigns should address the local epidemic and target audience with culturally appropriate messages.
OBJECTIVES: To describe the social marketing approaches used to increase syphilis awareness in 8 US cities. METHODS: We reviewed the typical academic approach for developing social marketing campaigns and interviewed health department staff responsible for social marketing campaigns in each city. RESULTS: Using social marketing techniques such as target segmentation, concept testing of materials, and formative evaluation, campaign planners throughout the 8 cities developed a variety of approaches to reach their target audiences. Preliminary results suggest 71% to 80% of men who have sex with men interviewed were aware of the campaigns, and 45% to 53% of them reported they were tested due to the campaigns. CONCLUSIONS: Campaigns should address the local epidemic and target audience with culturally appropriate messages.
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