Two years of formative research resulted in greater knowledge about how, where and when to target individuals most at risk for HIV infection with counseling, testing, and treatment messages. In this session, the strategy of a multi-media campaign that utilized innovative and highly accurate, consumer-driven marketing approaches will be described. Message concepts, communication channels and materials will be shown and explained for each of the 5 identified clusters. This session will also include a discussion of the selection process conducted to identify 5 cities where KNOW NOW! will be piloted and describe the planning, location, and composition of focus groups and one-on-one interviews conducted to verify our findings. In addition, insights provided by this qualitative and quantitative research that guide the formation of strategic partnerships and alliances will be presented. Overall, this session will demonstrate that census and marketing data bases can be valuable tools in guiding decisions about which approaches, tactics and messages will most efficiently and effectively reach specific audience segments.
Learning Objectives: At the conclusion of this session, the participant will 1) understand how to use results of formative research in the development of materials targeted to specific audiences, 2) understand the process of assessing city viability for a social marketing campaign, 3) be able to identify factors for consideration when evaluating messages
Keywords: Communication, Media Campaigns
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
Disclosure not received
Relationship: Not Received.