Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #108394

China Ching, BA, National Native American AIDS Prevention Center, 436-14th Street, Suite 1020, Oakland, CA 94610, (510) 444-2051 x313, cching@nnaapc.org

Although many aspects of youth culture are universal, it is a well known tenet of social marketing that the most effective health promotion and disease prevention efforts are based on an understanding of the target audience's own perceptions and realities. For youth, these “perceptions” and “realities” have, traditionally, been gathered with youth acting as participants or consultants to the process. The National Native American AIDS Prevention Center (NNAAPC), in collaboration with the American Indian Child Resource Center (AICRC), and through a collaborative agreement with the Office of Minority Health (OMH), have developed an 18-session Native Youth Media Project to provide HIV prevention education, media literacy, media production skills, and leadership development to 10 urban American Indian and Alaska Native youth living in a west coast urban center. The culminating activity, toward which all education and skills-building activities are geared, is a youth-driven, youth-produced, and youth-implemented HIV prevention social marketing campaign. By providing the “target audience” with the skills and tools to author and lead the campaign development and implementation process, this project aims to produce culturally competent and factually sound HIV prevention messages that reflect the realities of an urban Native youth community. Finally, the project also intends to provide a model for creating a sustainable community media lab to ensure the continuation of youth driven media for health promotion. This workshop will present the youth produced HIV prevention social marketing campaign.

Learning Objectives: