Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #103249

Jami L. Fraze, PhD¹, Shelly K. Spoeth, BS², and Laura A. McElroy, BS¹. (1) National Center for HIV, STD and TB Prevention, Division of HIV/AIDS Prevention, Centers for Disease Control and Prevention, 1600 Clifton Road, NE, MS E-49, Atlanta, GA 30333, (2) Danya International, Inc., 9 Corporate Boulevard, Suite 100, Atlanta, GA 30329, 404-639-6392, bpa6@cdc.gov

Background: An estimated 850,000–950,000 persons in the U.S. are living with HIV – approximately 180,000–280,000 not aware they are infected. To help identify those who do not know they are infected, an HIV testing social marketing campaign was developed to increase HIV testing in populations at highest risk for HIV in five U.S. cities. Evaluation showed promise, but need for revisions to the campaign.

Methods: Based on evaluation reports, it was determined formative research activities were imperative to inform key decisions for the second phase. Activities included: 1) reviewing published literature to gain insights about HIV testing, potential target audiences, and similar campaigns; 2) conducting exploratory interviews/focus groups with potential campaign target audiences; 4) conducting interviews with key informants; 5) conducting an evaluability assessment to inform a program theory; and 6) hosting a consultation with target audience experts.

Results: Formative research findings provided important information about the potential target audiences, roles of partners and expectations for the campaign. The research illuminated that the potential audience segment of men who have sex with men are getting tested “regularly” for HIV and therefore, would not benefit from this campaign. On the other hand, it showed that African American individuals are less likely to be regularly tested for HIV, therefore, the campaign could make more impact in that population.

Conclusions: Formative research is imperative to social marketing campaign development and not only serves as the cornerstone of audience segmentation, but also as the cornerstone of messages, communication routes and community involvement activities.

Learning Objectives:

• Describe formative research and its uses in social marketing
• List three examples of formative research activities
• Apply formative research activities to similar campaigns/programs

Keywords: Social Marketing, Health Communications

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.