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APHA Scientific Session and Event Listing

Recorded presentation

Laura K. Lee Dellinger, Metropolitan Group, 519 SW Third Avenue, Suite 700, Portland, OR 97204-2519, 503-223-3299, ldellinger@metgroup.com and Beth L. Beck, MA, CHES, Department of Health, National Youth Advocacy Coalition, 1638 R Street, NW Suite 300, Suite 300, Washington, DC 20009.

A key aspect of social justice is ensuring that traditionally underserved audiences have access to health information and services. Engaging the audience members in campaign research, planning and implementation is extremely effective in connecting and motivating key audiences.

In 2005, NYAC (the national's only GLBTQ youth advocacy organization) and Metropolitan Group developed and piloted a campaign to increase HIV testing and test retrieval among African American GLBTQ youth ages 13-24. Audience research revealed a lack of authenticity of current HIV messages with this audience, and a disconnect between the audience and existing HIV campaigns (due to not seeing “people like me”).

The You Know Different campaign used low-cost, direct, interactive strategies that youth told us were most effective. Messages were tested with and shaped by the target audience. The campaign pilot results received to date are extraordinary: One site reported a 300 percent increase in testing and retrieval in only a five-day window of time. Another saw a 15 percent increase in calls for testing before the campaign was even fully launched. Another, which did not offer testing but was a referral site, launched a testing program based on community demand. Youth surveys during intake reflect that campaign materials and peer outreach were the drivers for getting tested.

This project also developed mechanisms for long-term public will building beyond the campaign period by changing normative behaviors and expectations around HIV testing and test retrieval among the target audience. Again, participatory audience engagement was crucial.

Learning Objectives:

• Understand how to use participatory audience research to shape messages and define effective strategies that reach and motivate traditionally underserved audiences
• Understand how direct outreach and interactive strategies can be more effective than media-based social marketing campaigns with certain audiences

Keywords: Social Marketing, Underserved Populations

Related Web page: www.metgroup.com

Presenting author's disclosure statement:

Any relevant financial relationships? No

Recorded presentation