Lessons learned from a community-based social marketing campaign

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 HIVtest.org.

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.