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

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.