242573 Racial Identification and the Reach of National Latino AIDS Awareness Day

Monday, October 31, 2011

Miriam Vega, PhD , Latino Commission on AIDS, New York, NY
Emily A. Klukas, MPH , Capacity Building, Latino Commission on AIDS, New York, NY
Background: HIV/AIDS continues to devastate Latino communities across the US. Few effective prevention-interventions reflect the reality of Latino/Hispanic cultural and linguistic needs. National Latino AIDS Awareness Day (NLAAD) is a national social marketing campaign (October 15) to encourage HIV awareness and testing. To be effective, local campaigns with culturally-appropriate messages are implemented. Methods: Street intercept interviews were conducted 2007 to 2010 across ten cities to determine awareness, subsequent actions, and reach of the campaign along with potential moderators of that awareness. The ten cities were long-standing Latino communities (NYC, El Paso, Santa Fe, San Antonio) or emerging Latino communities (DC, Atlanta, Houston, North Charleston, Rock Hill, Charlotte). Intercepts were conducted a week prior and after NLAAD. Results: 1589 street intercept interviews were conducted. 32% of all respondents indicated NLAAD awareness. 85% indicated they were Latino/Hispanic. A plurality self-identified as Mexican (44%). Respondents indicated 4 racial groups: Caucasian (35%), Black (13%), API (3%), and “other” (53%). A majority of Hispanic respondents self-identified as “other” mirroring census 2000 data. Self-identification differed by city (x2= .53, df =1080 p=.000), with over 90% in Charlotte identifying as “other”, while 0% did in San Antonio. In San Antonio, over 70% identified as Caucasian. Lastly, there were significant differences in reported NLAAD-awareness by racial self-identification with those identifying as Caucasian reporting higher NLAAD-awareness than others (p=.000). Conclusions: In creating local campaigns that center around specific ethnic groups we have to take into account nuances in racial and ethnic identification in order to mobilize and engage.

Learning Areas:
Conduct evaluation related to programs, research, and other areas of practice
Diversity and culture
Planning of health education strategies, interventions, and programs

Learning Objectives:
Participants will be able to define and describe street intercept processes as an evaluation mechanism. Participants will be able to differentiate the varying racial identifications Hispanics/latinos in the US self report Participants will be able to explain the importance of target segmentation when designing a social marketing campaign

Keywords: Hispanic, Social Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am very familiar with the collection and analysis of the data being presented.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.