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

Abstract #72197

Jacqueline Siller, BA¹, Les Pappas, MPA², Larry Hanbrook, BA³, Kate Steiner, MPH³, and Jeffrey D. Klausner, MD, MPH⁴. (1) STD Prevention & Control Services, San Francisco Department of Public Health, 1360 Mission Street, #401, San Francisco, CA 94103, 415.554.8476, Jacque.Siller@sfdph.org, (2) Better World Advertising, 870 Market Street #1205, San Francisco, CA 94102, (3) STD Prevention and Control, San Francisco Dept. of Public Health, 1360 Mission Street, Suite 401, San Francisco, CA 94103, (4) STD Prevention and Control Services, San Francisco Dept. of Health, 1360 Mission Street, Suite 401, San Francisco, CA 94103

As the rates of HIV and STDs continue to rise among gay and bisexual men, traditional HIV/STD intervention efforts must be challenged. It is essential that public health officials inform the community of the relationship between HIV and syphilis infection. Innovative strategies and messages are necessary to reach the target audience in an effective manner. A multi-component (over-sized penis and chancre costumes, stress grips, billboards, transit ads, website, street outreach, print ads, posters and palm cards) social marketing campaign was created to increase HIV/STD awareness among gay and bisexual men. The goal of the campaign was also to promote syphilis testing and the connection between HIV and STDs. This campaign takes a sex positive approach to achieving overall health for gay and bisexual men. It was informed by epidemiological data, qualitative information from focus groups with the target population, discussions with community leaders and field-testing on the streets, sex-related venues and in the STD clinic waiting room. All of the basic concepts of social marketing were utilized to plan, implement and evaluate an HIV/STD prevention awareness campaign. The results of the initial evaluation surveys of 502 gay/bisexual men, showed that over 70% were aware of the campaign and 55% of those who attended the STD clinic to get tested, reported they were influenced as a result of the campaign. Additionally, there was a 29% increase in STD clinic visits among gay and bisexual men.

Learning Objectives:

By the end of the session, participants will be able to:
• Identify the basic steps to develop a social marketing campaign.
• Recognize the importance of using social marketing to address HIV/STD awareness.
• List three methods of evaluating social marketing interventions.

Keywords: Social Marketing, Health Promotion

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.