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

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.