247321 Lessons learned in implementing a hepatitis B social marketing campaign in Asian American communities in NYC

Monday, October 31, 2011

Simona Kwon, DrPH, MPH , Center for the Study of Asian American Health, New York University School of Medicine, New York, NY
Shao-Chee Sim, PhD , Charles B. Wang Community Health Center, New York, NY
Kay Chun, MD , Public Health & Research Center, Korean Community Services, New York, NY
Kevin C. Lo, MPH , Medicine, New York Unversity School of Medicine, New York, NY
Henry Pollack, MD , Division of Pediatric Infectious Diseases, Department of Pediatrics, New York University School of Medicine, New York, NY
Isha Weerasinghe, MSc , Center for the Study of Asian American Health, New York University School of Medicine, New York, NY
Background: An estimated 10-15% of Asian Americans and Native Hawaiian and Other Pacific Islanders (AA & NHOPIs) are infected with hepatitis B (HBV) compared to 0.3% of the general U.S. population. Purpose: Despite being a significant health disparity, little information exists in the peer-reviewed literature on evidence-based or evaluated HBV campaigns. Methods: Using a community-based participatory approach (CBPA) and principles of social marketing, NYU B Free CEED: National Center of Excellence in the Elimination of Hepatitis B Disparities has developed a low budget social marketing campaign to encourage target segment communities of two limited English proficient (LEP) groups -- the Korean and Chinese immigrant populations in NYC -- to get screened and vaccinated for HBV. The campaign has been developed and evaluated with the intent to create a model that can be adapted, tailored, and disseminated to organizations who serve high risk AA and NHOPI populations. Results: Challenges and lessons learned in designing and implementing the campaign will be presented. Multi-method formative research was conducted to guide and inform the development of the campaign. Conclusions: Discussion points will include balancing the needs of diverse subgroups to create a messaging that is both specific and broad enough to resonate with multiple subgroups, overcoming the constraints of conducting a low budget campaign during an economic climate marked by a lack of public and private funding for HBV screenings, and reconciling the need to address widespread misinformation and discrimination associated with HBV in the target segment groups.

Learning Areas:
Assessment of individual and community needs for health education
Communication and informatics
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs
Public health or related education
Public health or related research

Learning Objectives:
Discuss the health disparities and the contextual factors of hepatitis B and AA & NHOPI populations. Identify the key principles of social marketing and its relevancy to reaching AA & NHOPI groups.

Keywords: Social Marketing, Immigrants

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am the project coordinator working on the social marketing campaign discussed in this abstract.
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.