The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #67213

Nigretta Bradley, MPH and Staci N. Syas, MPH. Health Education Unit, Sacramento County Department of Health and Human Services, HIV/AIDS Prevention Program, 9719 Lincoln Village Drive, Suite 300A, Sacramento, CA 95827, (916) 875-6072, BradleyN@SacCounty.net

In Sacramento County, African Americans represent 10% of the population but are 26% of AIDS cases. In the past five years among MSMs with AIDS 45% are African American and similarly among women with AIDS 57% are African American. It has been challenging to mobilize the African American community in prevention efforts in Sacramento given the level of denial of the risk of infection and the myths surrounding the origin of the epidemic that exist in the community. Over the past five years, a social marketing campaign has evolved to address the risk behaviors that put African American women and MSMs at risk in the community. An African American Advisory Body was formed to assist in the development of the campaign. This body was charged with assisting in creating a comprehensive social marketing campaign targeting sexually active African American women and MSMs, 18-24 years of age. The behavioral objectives identified include encouraging the target audience to communicate with their partners, promote the acquisition and utilization of condoms consistently and correctly, get tested for HIV, and promote secondary abstinence (for women) whenever possible. The marketing mix developed includes radio, billboard, television, and bus ads; print materials; poster and literature displays; web site ads; multiple session skills building workshops; condom distribution efforts; community forums/events; and creating community partnerships to promote campaign efforts. This presentation will describe how to effectively incorporate a community coalition into the formative research, implementation, and evaluation of a social marketing campaign. Challenges and accomplishments will also be addressed.

Learning Objectives:

• At the conclusion of the session, participants will be able to:
• 1) Articulate an appreciation for integrating a coalition group into the organizing, planning, and development a social marketing campaign;
• 2) Demonstrate strategies for integrating a coalition group into the implementation of program activities;
• 3) Describe how integrating a coalition group in the formative research of a social marketing campaign contributes to the makings of a successful intervention.

Keywords: Social Marketing, Community Collaboration

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: No organization or institution will be discussed for which there is a potential conflict of interest.
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.