264915 Evaluation of a Community-based Social Marketing Campaign to Increase Hepatitis B Screening Among Asian Americans in New York City

Tuesday, October 30, 2012

Shijian Li, PhD , School of Medicine, New York University, New York City, NY
Simona Kwon, DrPH, MPH , Center for the Study of Asian American Health, New York University School of Medicine, New York, NY
Kay Chun, MD , Public Health and Research Center, Korean Community Services of Metropolitan New York, Inc., New York, NY
Shao-Chee Sim, PhD , Charles B. Wang Community Health Center, New York, NY
Weerasinghe Isha, MSc , School of Medicine, New York Unviversity, New York
Henry Pollack, MD , Division of Pediatric Infectious Diseases, Department of Pediatrics, New York University School of Medicine, New York, NY
Chau-Trinh Shevrin, DrPH , Department of Population Health, NYU School of Medicine, New York, NY
Mariano Rey, MD , Center for the Study of Asian American Health, NYU Institute of Community Health and Research, New York University School of Medicine, New York, NY
Background: Asian Americans have the highest prevalence of hepatitis B virus (HBV) infection compared to other racial/ethnic groups. However, Asian Americans have low rates of HBV screening and vaccination, especially among the foreign-born. To increase HBV awareness and screening, the B Free CEED: National Center of Excellence in the Elimination of Hepatitis B Disparities has launched a HBV social marketing campaign in New York City, targeting the at-risk Chinese and Korean American communities.

Objectives. The current study is a comprehensive evaluation of the process and the short-term impact of the HBV social marketing campaign.

Methods. Documentation review and interviews with key stakeholders of the campaign are being conducted to assess the fidelity of implementation. Venue-based surveys and focus groups with the target community will be conducted to assess the short-term impact of the campaign. Impact measures include exposure to campaign materials (e.g. brochures, PSA), aided/unaided awareness, changes in perceptions of HBV(e.g. stigma, attitudes, opinions, & values), intent to screen for HBV, and overall satisfaction with the campaign.

Results: The mixed methods data will identify: 1). the challenges and facilitators in conducting a social marketing campaign among Asian American populations; 2) the appropriateness of the campaign message and channel dissemination; and 3). core campaign components that may be replicated and scaled up.

Conclusions/Discussion: The evaluation, one of the first of its kind, will inform the utility of HBV social marketing campaign among the Asian American population in an urban setting.

Learning Areas:
Administer health education strategies, interventions and programs
Conduct evaluation related to programs, research, and other areas of practice
Planning of health education strategies, interventions, and programs
Public health or related public policy

Learning Objectives:
Audiences will learn 1). How a social marketing campaign was launched? 2). 2). What are the methods used to evaluate a social marketing campaign? and 3). What are the findings of the process and outcome evaluation of the campaign?

Keywords: Community-Based Health Promotion, Hepatitis B

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am one of the investigators for this evaluation and I am responsible for the content in this presentation.
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.

Back to: 4272.0: Evaluation in Practice