Latinos in the United States continue to be at high risk for HIV infection and are disproportionately represented in AIDS cases reported to the Centers for Disease Control and Prevention (CDC). This trend is expected to continue well into the next decade with new HIV infections being particularly high among Latino gay and bisexual men, Latino immigrant and migrant populations, and Latino heterosexuals, especially Latina women. While several HIV/AIDS prevention campaigns have been carried out in the United States, few have been specifically designed to address the linguistic and cultural needs of Latinos at risk for HIV infection. Through this presentation we describe and evaluate the Orange County AIDS Services Foundation’s (OCASF) development of an HIV/AIDS prevention campaign for Latinos residing in Southern California, using social marketing principles. This particular approach, which emphasizes consumer focus, has been found to increase the effectiveness of prevention messages and behavior change efforts. This presentation will focus on the lessons learned from this project, contribute to a greater understanding of how to implement social marketing principles in the design of health education campaigns, and provide insights about culturally and linguistically appropriate messages and images to use in future Latino HIV/AIDS prevention campaigns.
Learning Objectives: At the conclusion of this session, participants will be able to: a) describe how to use social marketing principles to design a health education campaign, b) identify 4 linguistic and/or cultural challenges of designing an HIV/AIDS prevention campaign for Latinos, c) identify 3 main messages and images that can be used in future Latino HIV/AIDS education and prevention campaigns.
Keywords: Media Campaigns, Cultural Competency
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.