Online Program

Lessons learned from a community-based social marketing campaign

Wednesday, November 6, 2013

Aaron Diehr, MA, Department of Health & Recreation Professions, University of Toledo, Toledo, OH
Tavis Glassman, PhD, MPH, MSEd, MCHES, CCPH, School of Population Health, University of Toledo, Toledo, OH
Matthew Rodnicki, AIDS Resource Center Ohio, Toledo, OH
Jerry Kerr, Toledo-Lucas County Health Department, Toledo, OH
Marlon Barbour, Toledo-Lucas County Health Department, Toledo, OH
Richard Meeker, Prevent Blindness Ohio, Toledo, OH
Issues. This study describes a social marketing campaign for African American men who have sex with men (MSM). Despite an overall decrease in HIV incidence, new HIV infections continue to increase among young African American MSM (13 to 29 years old). Locally, African Americans were twice as likely to have been diagnosed with HIV as Caucasians in 2011.

Description. Individuals from a HIV resource center, health department, university, and African American men formed a committee to address HIV infection in the community. After reviewing prior local and statewide materials, original messages were created using cultural and context-specific images and language. Two sets of central intercept interviews were conducted with African American MSM (n = 53) to determine effectiveness and appropriateness of messages. Final revised materials included posters, radio advertisements, drink coasters, and advertisements on sexual “hook-up” websites. Print and electronic materials included contact information of locations for free HIV testing along with a QR code linked to

Lessons Learned. Input from community members revealed multiple strategies for addressing HIV incidence, and interviews helped facilitate culturally appropriate and effective messages. Using diverse forms of media increased reach, especially with hard-to-identify targets like non-identifying MSM. Data collection remains ongoing at HIV testing sites to determine campaign effectiveness.

Recommendations. Interventions should conduct evaluation examining not only material reach, but also the extent materials affect behavior, and members of the target community should remain adequately represented throughout the intervention process. Diverse materials with neutral language can help reach both identifying and non-identifying MSM.

Learning Areas:

Assessment of individual and community needs for health education
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs

Learning Objectives:
Differentiate previous community social marketing efforts from the current marketing campaign. Identify important considerations when creating social marketing messages for specific populations. Discuss lessons learned from a community based social marketing campaign.

Keyword(s): Community Preventive Services, HIV/AIDS

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have been a contributing member of an HIV/AIDS prevention social marketing committee since its inception, and I have been involved in all aspects of the social marketing campaign. My specific interests include minority health, sexual health, and social marketing in public health, specifically with regard to HIV/AIDS prevention.
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.