scholarly journals Sólo Se Vive Una Vez: Evaluation of a Social Marketing Campaign Promoting HIV Screening and Prevention for Immigrant Latinxs

2021 ◽  
Author(s):  
Harita S. Shah ◽  
Suzanne M. Dolwick Grieb ◽  
Alejandra Flores-Miller ◽  
Karine Yenokyan ◽  
Jimena Castellanos-Aguirre ◽  
...  
Keyword(s):  
Hiv Testing ◽  
Social Marketing ◽  
Sexual Behaviors ◽  
Delayed Diagnosis ◽  
Health Department ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Outreach Team ◽  
Number Of Sexual Partners ◽  
Screening And Prevention

AbstractLatinxs in the U.S. are disproportionately affected by HIV and more likely to have delayed diagnosis than their non-Latinx peers. We developed and implemented Sólo Se Vive Una Vez (You Only Live Once), the first Spanish-language campaign aimed at improving HIV testing and prevention among Latinx immigrants in Baltimore, Maryland. Sólo Se Vive Una Vez featured a website (www.solovive.org) and social marketing campaign promoting free HIV testing through the Baltimore City Health Department (BCHD) clinic and Latinx outreach team. The campaign was not associated with a change in the overall number of Latinxs obtaining HIV testing. However, Latinx HIV testers who reported being exposed to the campaign had significantly higher rates of high-risk sexual behaviors, mean number of sexual partners, and substance use. The campaign was also associated with increased PrEP referrals through the BCHD Latinx outreach team.

Exploring African American Women's Perceptions of a Social Marketing Campaign to Promote HIV Testing

2011 ◽  
Vol 17 (3) ◽  
pp. 39-60 ◽  
Author(s):  
Kevin C. Davis ◽  
Jennifer Uhrig ◽  
Carla Bann ◽  
Doug Rupert ◽  
Jami Fraze
Keyword(s):  
African American ◽  
Hiv Testing ◽  
African American Women ◽  
Social Marketing ◽  
Online Survey ◽  
Perceived Effectiveness ◽  
Marketing Campaign ◽  
American Women ◽  
Social Marketing Campaign ◽  
Hiv Aids

We tested the reliability of a new perceived effectiveness scale for HIV testing media messages and examined whether perceived effectiveness of the Take Charge. Take the Test campaign is predictive of downstream outcomes. We used data from an online survey of young, single, African American women ( N = 428), collected from October 2007 to March 2008. Participants were recruited from online web panels maintained by Knowledge Networks and Survey Sampling International. The survey included a baseline and two longitudinal follow-ups at 2 and 6 weeks post-baseline. African American women aged 18 to 24 years, with annual incomes of less than $20,000, children at home, 3 or more sexual partners, and who only occasionally use condoms were more receptive to the materials. Perceived ad effectiveness significantly predicted 6- and 12-month HIV testing intentions at wave 3 of the survey. Perceived ad effectiveness is an important upstream indicator of ad success beyond impact that may occur from exposure alone. Measures of perceived ad effectiveness should be used to quantitatively pretest future HIV/AIDS-focused social marketing campaign messages. This study is also informative for media planning and other similar future interventions in terms of which types of messages and ads may be effective in promoting HIV/AIDS testing intentions and eventual behaviors.

Sólo Se Vive Una Vez: The Implementation and Reach of an HIV Screening Campaign for Latinx Immigrants

2020 ◽  
Vol 32 (3) ◽  
pp. 229-242
Author(s):  
Harita S. Shah ◽  
Suzanne M. Dolwick Grieb ◽  
Alejandra Flores-Miller ◽  
Adena Greenbaum ◽  
Jimena Castellanos-Aguirre ◽  
...  
Keyword(s):  
Social Marketing ◽  
Community Outreach ◽  
Health Department ◽  
The United States ◽  
Hiv Stigma ◽  
Hiv Screening ◽  
Baltimore City ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Social Media Platforms

Latinxs in the United States are disproportionately affected by HIV and present with more advanced disease than their non-Latinx peers, due to numerous barriers to care including HIV stigma. We describe the adaptation, implementation, and reach of Sólo Se Vive Una Vez (You Only Live Once), Baltimore's first social marketing campaign promoting HIV screening among Spanish-speaking Latinxs. The 6-month campaign promoted free HIV testing by addressing HIV stigma. The campaign included a website, a social marketing campaign, community outreach events, and advertisements via radio, billboards, local partners, and buses. During the campaign, there were 9,784 unique website users, and ads were served to over 84,592 people on social media platforms. Among Latinx HIV testers at the Baltimore City Health Department, 31.6% reported having seen or heard of Sólo Se Vive Una Vez and 25.3% of Latinx HIV testers reported that the campaign influenced them to get tested.

scholarly journals You Have Options: Implementing and evaluating a contraceptive choice social marketing campaign

2021 ◽  
Vol 5 ◽  
pp. 239920262110034
Author(s):  
Beth Sundstrom ◽  
Andrea L DeMaria ◽  
Merissa Ferrara ◽  
Stephanie Meier ◽  
Kerri Vyge ◽  
...  
Keyword(s):  
Social Marketing ◽  
Survey Design ◽  
Full Range ◽  
The United States ◽  
Student Health Services ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Campaign Messages ◽  
Long Acting ◽  
Social Marketing Campaigns

Background: Up to two-thirds of pregnancies among young, unmarried women in the United States are unintended, despite increased access to highly effective contraceptive options. Aim: This study implemented and evaluated a social marketing campaign designed to increase access to a full range of contraceptive methods among women aged 18–24 years on a southeastern university campus. Methods: Researchers partnered with Choose Well and Student Health Services to design, implement, and evaluate You Have Options, a 10-week multi-media social marketing campaign. The campaign aimed to raise awareness, increase knowledge, and improve access to contraceptive options, including long-acting reversible contraception (LARC) methods among college women. A pretest-posttest web-based survey design measured campaign awareness and recognition, as well as attitudes, subjective norms, and behavior. Results: Participants demonstrated a significant increase in knowledge about intrauterine devices (IUDs) between pretest ( M = 2.66, SD = 1.30) and posttest ( M = 3.06; SD = 1.96); t(671) = −2.60, p < .01). Analysis revealed that frequent exposure to the campaign prompted participants to engage in discussions about LARC with friends ( p < .05). In addition, 20- to 24-year-olds who reported seeing the campaign messages were more likely to seek out information ( p < .01) and adopt a LARC method ( p = .001) than 18- or 19-year-olds who saw the campaign messages. Conclusion: Findings from the study offer practical recommendations for implementing social marketing campaigns aimed at increasing access to LARC and reducing unintended pregnancy.

The Science of Goal Setting

2012 ◽  
Vol 19 (1) ◽  
pp. 13-25 ◽  
Author(s):  
Daniel Hayden ◽  
Fangzhou Deng
Keyword(s):  
Goal Setting ◽  
Diffusion Of Innovation ◽  
Social Marketing ◽  
Collective Behavior ◽  
Great Influence ◽  
Environmental Conservation ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Social Marketing Campaigns ◽  
The Impact

Goal setting within social marketing campaigns is art and science. An analysis of Rare Pride conservation campaigns shows the quantitative, replicable relationship among the impact of these conservation campaigns with diffusion of innovation theory, and collective behavior theory that can guide marketers to set better goals. Rare is an environmental conservation organization that focuses on reducing community-based threats to biodiversity through a social marketing campaign called Pride. Pride campaigns work by removing barriers to change (whether they are technical, social, and political or something else) and inspiring people to make change happen. Based on the analysis of historical Pride campaign survey data, we found that the starting percentage of engagement has a great influence on the percentage change at the end of the campaign: The higher the initial adoption level of knowledge, attitude, and behavior change, the easier these measures are to improve. The result also suggests a difference in the potential of change with different audience segments: It is easiest to change influencer, then general public, and finally resource user who are the target of the social marketing campaign. In this article, we will analyze how to use diffusion of innovation and collective behavior theories to explain the impact of campaigns, as well as how to set more attainable goals. This article is consistent with similar research in the field of public health, which should help marketers set goals more tightly, allocate resources more effectively, and better manage donor expectations.

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