The 130th Annual Meeting of APHA

Abstract #37699

David Davis, PhD, Program Evaluation Research Branch, Centers for Disease Control and Prevention, Division of HIV/AIDS Prevention, 1600 Clifton Road NE, Mail Stop E-59, Atlanta, GA 30333, 404-639-0938, dad5@cdc.gov, Choi K. Wan, PhD, NCHSTP/DHAP-IRS/PERB, The Centers for Disease Control and Prevention, 8 Corporate Blvd, Mailstop E-59, Atlanta, GA 30329, Jed Lam, MS, Aeffect, Inc., 510 Lake Cook Road, Siite 400, Deerfield, IL 60015, Michelle Bonds, BJ, Office of Communications-National Center for HIV,STD & TB Prevention, CDC, 1600 Clifton Road, MS E-07, Atlanta, GA 30333, and John Anderton, MPA, Office of Communications- National Center for HIV, STD & TB Prevention, CDC, 1600 Clifton Road, MS E-07, Atlanta, GA 30333.

A major Federal agency will launch the KNOW NOW campaign, a multimedia social marketing campaign to promote knowledge of HIV serostatus, in February 2002. Most public health communication campaigns use only demographics, such as age or race, as the categories for dividing the population into segments and determining which segments of the population will be targeted. KNOW NOW segmented the population using a system of geodemographic marketing clusters (PRIZM, Claritas, Inc.), which are grouped by ZIP codes and use data from consumer marketing databases that include information on buying habits, media use, and economic status, to obtain greater accuracy in targeting specific populations. An evaluation of that campaign in Houston and Miami will be conducted during summer 2002, using targeted marketing clusters as the unit of analysis. Baseline data have already been collected using a random-digit dialed telephone survey within the target ZIP codes; they indicate that members of the target clusters are more likely than residents of ZIP codes not associated with target clusters to engage in high-risk sexual behavior (19% versus 12%) and have more knowledge about HIV/AIDS. A large percentage of those at high risk in the target clusters have not been tested for HIV (83% in one cluster, 76% in the other) . This presentation will summarize the post-campaign survey data documenting the results of the campaign, both in reach and effectiveness, and discuss the implications for wider use of this campaign and the adoption of the campaign methods by state and local HIV prevention organizations.

Learning Objectives:

• At the conclusion of this session, participants will understand how to evaluate social marketing campaigns that are targeted using marketing clusters, see how such targeting makes HIV prevention social marketing campaigns more effective in reaching those at risk, and be able to access information about pilot social marketing campaigns that could be adopted for use with high risk groups in their area.

Keywords: HIV/AIDS, Health Communications

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Centers for Disease Control and Prevention, Aeffect, Inc.
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: Employee of CDC