Background: As part of a larger community-based intervention study, a multimedia campaign was designed and implemented in Harlem, NY, to raise awareness about the importance of going for a health care check-up. Print materials and a website were developed as part of a collaborative effort between community-based organizations and a multi-intervention research study.
Methods: Over 75 businesses and youth organizations participate in the campaign by displaying and/or giving out print materials. There are a series of 8 different posters; 2 new ones are released quarterly, as are new health information-based articles on the website. Local resources, such as peer educator groups, assist in the dissemination of materials using a systematic distribution schedule. Detailed records are kept on the number of materials and frequency of distribution. Materials are replenished as needed, and are distributed at local community events. Website traffic is monitored weekly. Street intercept interviews were conducted at baseline (n=250) in both Harlem and a control community, and every three months (n=75 for each wave) since the first series release. One year follow-up surveys will be conducted.
Results: Results to date indicate that after the 6-month wave, awareness of the campaign materials has increased significantly. Awareness in Harlem was 14% at baseline, 18% at 3 months, to 34% at 6 months (p=0.004) Process evaluation findings provide valuable insight on strategies necessary to create and sustain community awareness.
Conclusion: A community-based campaign implemented with partnering community organizations is an effective means of increasing recognition of preventive health messages in urban communities.
Learning Objectives: The participant will be able: 1. to identify key strategies in increasing campaign awareness in urban communities 2. to describe the implementation of a community-based multimedia campaign to raise awareness among adolescents and young adults about the importance of seeking regular health care
Keywords: Community-Based Health Promotion, Evaluation
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
Disclosure not received
Relationship: Not Received.