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

Abstract #119656

Marshall Cheney, MA and Laura L. Brennan. Oklahoma City-County Health Department, 921 N.E 23rd St., Oklahoma City, OK 73105, (405)425-4370, Marshall_Cheney@occhd.org

In 2001, Oklahoma County ranked 12th nationally and Oklahoma City ranked 6th nationally for cases of syphilis. A syphilis elimination media campaign was developed to increase testing for syphilis among the target groups and decrease cases of syphilis in Oklahoma County. Audience segmentation revealed high morbidity target groups (White, African American, and Latino heterosexuals ages 20-39, as well as inmates of the county jail) and seven high morbidity zip codes. Focus groups were then conducted with target groups to determine campaign messaging and marketing mix. Based on the results of these focus groups, campaign messaging was developed focusing on (1) the consequences of untreated syphilis, and (2) access to local testing and treatment, encouraging individuals to “get tested, get cured”. Campaign messaging was then tested with additional focus groups. Minor adjustments were recommended by the focus groups. Message placement, determined by a media preferences survey (n=400) and focus groups, included radio, outdoor billboards, bus shelters, and in bars and clubs. The media campaign launched January 2003. Recall of the media campaign by those in the target age group was 76%. As a result of the campaign, clinic numbers increased 14-17% for 3 months of the 6 month campaign. Those diagnosed with late latent syphilis and neurosyphilis more than tripled during the year of the campaign.

Learning Objectives: At the conclusion of the session, the participant in this session will be able to

• Describe a process for creating a media campaign to decrease the incidence of a sexually transmitted disease in an urban county.
• Articulate the importance of audience segmentation and formative research in the development of the messaging to the target audience.
• Recognize the challenges in evaluation methods for media campaigns.

Keywords: Social Marketing, STD

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.