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

Abstract #72128

Joyce Lisbin, MA, EdD¹, Susan E. Watson, MPH², Julie Lifshay, MPH¹, Rhonda Y. Kropp, BSc BSN MPH³, Anna Groskin, MPH⁴, and Gail Bolan, MD². (1) Sexually Transmitted Disease Control Branch, CA Department of Health Services, 1947 Center Street, Suite 201, Berkeley, CA 94704, (510) 883-6651, jlisbin@dhs.ca.gov, (2) STD Control Branch, California Department of Health Services, 1947 Center St. Suite 201, Berkeley, CA 94704, (3) Project Director, UCSF Division of Adolescent Medicine, UCSF, 195 Clearview Ave., apt. 1816, Ottawa, ON K1Z 6S1, Canada, (4) Sexually Transmitted Disease Control Branch, 1947 Center Street, Suite 200, Berkeley, CA 94704

Background: California surveillance data from 1998-2000 indicated areas with high adolescent chlamydia rates and leveling birth rates. Focus group data was collected to assess factors contributing to these trends. Data driven, youth-directed social marketing messages have shown to be a promising technique in promoting behavior change. Purpose: To engage adolescents in a leadership role to design a culturally relevant intervention to reduce STD related risk behaviors. Methods: Focus group participants discussed the initial analysis of the data and ten participants formed a core group that developed an intervention to address the high STD rates in their community. Youth development, Freirian based empowerment models and social marketing theories informed the intervention. Results: Intervention participants increased their knowledge of STD transmission and prevention. In addition, the group developed two culturally- and age-appropriate posters and a wallet sized information card containing STD prevention messages for their peers. Calls to local STD testing agencies were monitored for changes in volume. Conclusions: Youth can identify factors contributing to social health problems and design culturally competent interventions that help reduce risk behaviors contributing to STD transmission. Individual’s involved in such activities increase their awareness of community health issues.

Learning Objectives:

• Develop effective youth-directed interventions to prevent STD transmission
• facilitate a cohesive task-oriented group from disparate focus-group participants,
• recognize benefits and barriers to a youth-led intervention and
• identify complementary characteristics of social marketing theory to Freirian empowerment theory.

Keywords: Adolescent Health, Social Marketing

Presenting author's disclosure statement:
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.