The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #56638

Beau J. Mitts, MPH, HIV Projects Department, Harris County Hospital District, 2525 Holly Hall Street, Houston, TX 77054-4124, (713) 566-6512, beau_mitts@hchd.tmc.edu, Ricardo Mendiola, Bureau of HIV/STD Prevention, Houston Department of Health and Human Services, 8000 N. Stadium Drive, 5th floor, Houston, TX 77054-1823, Tracy L. Torma, Torma Communications, 2222 Bissonnet, Houston, TX 77005-1510, and Karen H. Russell, Incremental Marketing, Inc., 310 Clear Lake Road, Clear Lake Shores, TX 77565-2361.

Six out of 10 new reports of HIV infection in Houston/Harris County are among African Americans. On World AIDS Day, December 1, 2002, the Harris County Hospital District (HCHD) and the Houston Department of Health and Human Services (HDHHS) launched a social marketing campaign to raise awareness and increase HIV testing among this population. Creation of the campaign began with a focus group comprised of target audience members from which evolved the message: “We look just like you, but you don’t have to be like us.” Campaign materials included: 1) brochures targeting African American women distributed in beauty salons, 2) posters distributed in barber and music shops, 3) large stickers distributed in bars, 4) small stickers distributed in condom packets, 5) bus placards displayed on local public transportation, and 6) radio spots on two local African American stations. An HIV information line was established, which is answered 24 hours a day/7days a week by the United Way Helpline. Members of the target audience who are HIV positive were willing to share their stories and put a face on the issue, which strengthened the campaign impact and generated intense media interest. During December 2002, the HCHD performed 144 HIV tests with a 4.2% rate of positivity, and the HDHHS performed 1,434 HIV tests with a 1.7% rate of positivity. The HDHHS has a long-standing HIV/STD information line that receives approximately 120 calls per month. The newly established HIV information line received 79 calls during December 2002 and 44 during January 2003.

Learning Objectives:

• At the conclusion of the session, the participant (learner) in this session will be able to:
• 3. Outline the steps of developing a social marketing campaign.
  6. Identify the challenges and opportunities presented by working within the limitations of large bureaucratic agencies in relation to successfully implementing a social marketing campaign.
  9. List ways to broaden the reach of a social marketing campaign.

Keywords: HIV/AIDS, Social Marketing

Awards: Excellence in Abstract Submission among All Presenters--Award Winner - Honorable Mention

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.

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