Background: As part of a larger community-based intervention study, a multimedia campaign was developed in Harlem, NY, to raise awareness about the importance of going for a health care check up.
Methods: The development of print materials and a website was guided by the direction of a Community Advisory Board (CAB), a Youth Advisory Board, and a community-based graphic design firm. A working group of the larger CAB conceptualized the campaign themes and a distribution scheme. Local teens directly participated in the campaign as models for the posters and as participants in extensive focus groups to inform the poster and website design. The CAB and Youth Advisory Board provided feedback on preliminary versions of the materials, and networked within local adolescent organizations, agencies, and businesses to promote the campaign.
Results: Campaign content, material format, and distribution venues were successfully created from a collaborative process. All print materials feature adolescent friendly health clinics and the website address. The website features include teen relevant health information, local clinic contact information, role model stories, and a question and answer page. The campaign developed is both sensitive and appealing to local culture.
Conclusion: A multimedia campaign that maximizes available community resources is a feasible means of promoting preventive health messages. Potential for community awareness is heightened as a result of the utilization of, and partnership with, community based organizations.
Learning Objectives: The participant will be able: 1. to describe the design of an innovative multimedia approach to increase primary health care seeking among adolescents and young adults 2. to identify the methods involved in creating a culturally sensitive and community specific media campaign.
Keywords: Adolescents, Media Campaigns
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.