142nd APHA Annual Meeting and Exposition

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312053
Social Marketing for HIV Prevention: Development of the Better Boink Campaign

142nd APHA Annual Meeting and Exposition (November 15 - November 19, 2014): http://www.apha.org/events-and-meetings/annual
Sunday, November 16, 2014

Jason D. Coleman, PhD , University of Nebraska-Omaha, Omaha, NE
Christopher M. Fisher, PhD , Department of Health Promotion, Social & Behavioral Health, College of Public Health, University of Nebraska Medical Center, Omaha, NE
Vincent Marasco, BA , School of Health, Physical Education, and Recreation, University of Nebraska at Omaha, Omaha, NE
Matthew Bross , Delinea Design, Omaha, NE
Chad Eacker , Delinea Design, Omaha, NE
Issues:  Men who have sex with men (MSM) continue to have the highest rates of HIV in the US.  The National HIV/AIDS Strategy calls for scalable community-level interventions to reduce new infections. To that end, a social marketing intervention for HIV prevention among MSM was developed in a Midwestern city using community-based participatory research (CBPR) principles.

Description:  Researchers, health department officials, AIDS Service Organization employees, and marketing professionals developed and implemented a social marketing demonstration project for HIV prevention.  The project aimed to provide free condoms, increase HIV testing, and provide HIV prevention information using a sex-positive approach. The team reviewed best practices for HIV prevention, and developed and tested materials through focus groups with MSM.  Social media and community events were used to promote the website.  Final products included an interactive website, with maps directing people to socially marketed condom distribution boxes and HIV testing locations, HIV/AIDS information, and tips for finding the right condom and practicing safer sex.

Lessons Learned:  The partnership facilitated the development of a relevant locally-driven, research-based social marketing campaign. Focus groups with members of the priority population guided project development and implementation.  Outcome evaluation examined reach within the priority population, condom distribution and preferences, and provided guidance on sustainability of social marketing projects.

Recommendations: Organizations seeking innovative HIV prevention campaigns should consider a partnership model which combines community-based participatory research principles with social marketing methods to meet the demands of local relevance and scalability.

Learning Areas:

Program planning
Public health or related education
Social and behavioral sciences

Learning Objectives:
List strategies for the development of an internet-based social marketing campaign. Explain the social marketing process.

Keyword(s): HIV/AIDS, Social Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am the lead investigator for the social marketing campaign.
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.

Back to: 2033.0: Community-Based HIV Prevention