A social marketing campaign to reduce homophobia in Milwaukee, WI

HIV incidence increased among gay and bisexual men ages 13-29 years in Milwaukee during 2000-2008. A 2009 epidemiologic investigation suggested that community-level homophobia contributed to behaviors that increased HIV risk in this population. Through a partnership that included a community-based organization, two universities, a state and local health department, and a federal agency, we designed a social marketing intervention to address homophobia experienced by young gay and bisexual men in Milwaukee. Results from a community readiness assessment and focus groups suggested that a community-wide social marketing campaign emphasizing the journey toward “acceptance” might be the best strategy to decrease homophobia in Milwaukee. The campaign, “Acceptance Journeys,” displays professional photographs of accepting heterosexual family members, friends, and coworkers with their lesbian, gay, bisexual, and transgender loved ones. These photographs are featured on story cards and billboards and are accompanied by radio advertisements disseminated throughout the city. The campaign frames overcoming homophobic attitudes as a journey that can take a variety of forms. To measure the efficacy of the campaign, we used pre- and post-test surveys to assess temporal changes in attitudes regarding homosexuality. Baseline data were collected from African American and Caucasian adult residents of Milwaukee and, for comparison, St. Louis and Cleveland (N=1180). Analyses of these data are ongoing and will help determine if the campaign was efficacious in reducing homophobic attitudes. Given increasing incidence of HIV infection among young gay and bisexual men throughout the United States, other jurisdictions might consider similar or other interventions to reduce homophobia.