270281 HIV STOPS WITH ME: The long-term impact of a social marketing campaign on HIV secondary prevention

Wednesday, October 31, 2012

Les Pappas, President/Creative Director, Better World Advertising , Creative Director, Better World Advertising, San Francisco, CA
John Leonard, Sr Vice President, Better World Advertising , Sr. Vice President, Better World Advertising, San Francisco, CA
Background: Secondary prevention of HIV, also called “Prevention with Positives (PwP),” has been shown to improve clinical outcomes for persons infected with HIV and to reduce HIV transmission. PwP interventions have generally been delivered in clinical settings with an emphasis on skills building. HIV STOPS WITH ME (HSWM) is a PwP intervention that promotes secondary prevention at the community level using social marketing to change community norms. The campaign has been implemented in 16 U.S. jurisdictions. The goals of HSWM include increasing condom use and status disclosure by HIV positive people and reducing the stigma of HIV/AIDS. Methods: Seven evaluations of HSWM were conducted. Outputs measured were level of campaign exposure, message comprehension, impact on knowledge, attitudes and behavioral intentions. Quantitative data were analyzed using statistical tools, while thematic analysis was performed on qualitative data. Findings were then compared in order to assess the impact of the social marketing campaign over time. Results: Reach and comprehension of the campaign were high in all evaluation cities. Majorities of respondents reported that as a result of the campaign, they were more likely to use condoms (57-63%), to disclose their HIV status before sex (50-55%) and to think there is a strong, supportive HIV positive community (52-66%). Conclusions: Sustained social marketing efforts can promote secondary prevention of HIV by supporting norms and behaviors among HIV positive individuals that reduce transmission.

Learning Areas:
Administer health education strategies, interventions and programs
Communication and informatics
Planning of health education strategies, interventions, and programs

Learning Objectives:
1. Explain how social marketing efforts can promote secondary prevention of HIV. 2. Describe how Prevention with Positives interventions can be used to promote HIV prevention at the community level.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: Founded national social marketing agency to provide high quality, results-oriented public health prevention and awareness campaigns. Expertise in a wide range of health and social issues, including HIV/AIDS, STDs, tobacco awareness, alcohol/drug use & harm reduction, child welfare, social justice and environmental concerns. Formerly the Director of Education Campaigns for the San Francisco AIDS Foundation for ten years and a background in state government. Mr. Pappas received his MPA from the University of San Francisco.
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.