King R, Nelson F, McGhee V, Rooker L, Myada E; National HIV Prevention Conference (2003 : Atlanta, Ga.).
Abstr Book 2003 Natl HIV Prev Conf July 27 30 2003 Hyatt Regency Atlanta Hotel Atlanta Ga Natl HIV Prev Conf 2003 Atlanta Ga. 2003; abstract no. TP-178.
DC Department of Health, Washington, DC
ISSUE: Several studies have found that there are high levels of knowledge about HIV prevention among gay/bisexual Men of Color (MOC) in the District of Columbia, including Asian and Pacific Islanders, Blacks, and Latinos. However, those same studies indicate that many individuals continue to engage in high-risk sexual behavior. Because there is a broad level of HIV/AIDS awareness and knowledge among gay and bisexual MOC in the District, developing a campaign to produce changes in the attitudes that keep Gay/Bisexual men of color from adopting or maintaining low-risk sexual behavior made the most strategic sense.SETTING: Social Marketing Campaign targeting Asian/Pacific Islander, Black and Latino MSM in the District of Columbia PROJECT: In developing a campaign that is culturally sensitive and applicable to the diverse population of MSM of color in the District of Columbia, the DC Department of Health, HIV/AIDS Administration (HAA) in collaboration with Ogilvy Public Relations Worldwide (Ogilvy) and community-based organizations, including The Bloomingdale Boys Club, Acuarela and the Asian & Pacific Islander Partnership for Health designed a social marketing campaign targeting the District's Gay/Bisexual men of color. The campaign components consisted of primary and secondary research, message and materials development, dissemination of materials and community outreach. RESULTS: Research findings showed that there are many similarities across all three-target audiences (API, Black and Latino) in terms of attitudes and behavior that influence safer sex practices. These similarities included: low-self esteem, stigma, family issues and lack of knowledge about where to go or with whom they should speak regarding HIV/AIDS concerns, information and safe-sex education. Though the research identified overlapping issues, due to culturally and linguistic differences, it was difficult to craft one central message to reach all three target audiences. Therefore, messages specific to each target audience were developed and then incorporated into transit advertising. A soft launch was conducted in May during Black Pride Weekend events. Mint dispensers and imitation VIP party invitations containing HIV/AIDS prevention messages were distributed via outreach workers at clubs, bars and community events. Posters with HIV prevention messages were hung in bathroom stalls at various clubs participating in Pride weekend events. Transit and print advertisements ran October 2002 through January 2003 in both gay-targeted and general publications targeting each subgroup. A Web site to complement the transit and print advertising is in development. The site will provide information about HIV/AIDS prevention; serve as a resource for Gay/Bisexual of color regarding the District's HIV/AIDS services; provide a mechanism for the DC Department of Health, HIV/AIDS Administration to conduct surveys and research on behavior, and allow opportunities for chat sessions with health officials and community-based and AIDS service organizations.LESSONS LEARNED: The multi-partnership approach between HAA, Ogilvy and the CBOs/ASOs presented both opportunities and challenges. Although campaign development was lengthened, the unique approach strengthened message and ad concept development, enhanced community outreach and facilitated buy-in and community support.
Publication Types:
Keywords:
- Acquired Immunodeficiency Syndrome
- Advertising as Topic
- African Americans
- Bisexuality
- District of Columbia
- HIV Infections
- HIV Seropositivity
- Hispanic Americans
- Homosexuality
- Homosexuality, Male
- Humans
- Male
- Safe Sex
- Sexual Behavior
- Social Marketing
- organization & administration
Other ID:
UI: 102262282
From Meeting Abstracts