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.

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.

Impact of the California Project LEAN School Board Member Social Marketing Campaign

2005 ◽  
Vol 11 (2) ◽  
pp. 18-40 ◽  
Author(s):  
Robert J. McDermott ◽  
Victoria Berends ◽  
Kelli R. McCormack Brown ◽  
Peggy Agron ◽  
Karen M. Black ◽  
...  
Keyword(s):  
School Board ◽  
Social Marketing ◽  
The United States ◽  
School Nutrition ◽  
Overweight And Obesity ◽  
Board Members ◽  
School Board Members ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Food And Beverage

The prevalence of overweight youth in the United States has increased remarkably over the last two decades. Overweight and obese youth are at elevated risk for chronic diseases and other adverse health conditions. The foods and beverages that youth access at school (e.g., in a la carte food lines, in vending machines, and in school stores) contribute to overweight and obesity. Enacting policy to ban or restrict unhealthy food and beverage products at school can play a role in managing the epidemic of obesity. School board members are, therefore, a priority audience for introducing healthier food and beverage alternatives through articulation of specific policy initiatives. Under the leadership of California Project LEAN (Leaders Encouraging Activity and Nutrition), a social marketing campaign was directed at California school board members to motivate them to advance nutrition-related policy issues at school board meetings, and to enact and enforce school policies that support healthy eating. In less than two years after implementing the campaign, a significant increase in nutrition-related issues on school board meeting agendas occurred, more favorable nutrition-related policies became enacted, and school board members reported greater readiness to support school nutrition-related issues. Details of campaign development, implementation, and impact are reported.

Using a Randomized Voucher Experiment to Determine Demand for Carbon Monoxide Alarms in a Social Marketing Program

2015 ◽  
Vol 21 (1) ◽  
pp. 14-22
Author(s):  
David Bishai ◽  
Adria Haimann ◽  
Elise Perry ◽  
Wendy Shields ◽  
Andrea Gielen ◽  
...  
Keyword(s):  
Older Adults ◽  
Carbon Monoxide ◽  
Health Education ◽  
Social Marketing ◽  
Community Outreach ◽  
Price Sensitivity ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Price Point ◽  
The Impact

Background: We report on a social marketing campaign conducted in Baltimore homes to promote carbon monoxide (CO) alarms including the use of community outreach, vouchers, and a mobile van to increase availability. This article focuses on the impact of the vouchers and measures the price sensitivity of individuals in their willingness to obtain a CO alarm. Methods: The study provided all 712 participants a health education message about the importance of CO alarms. Then each received one of five randomly selected vouchers that would make the price of a CO alarm US$0, US$5.50, US$11.00, US$16.50, or US$22.00 and that could be redeemed at mobile van that was parked in their neighborhood. Results: The study found that the more the CO alarm was discounted, the more likely the voucher was to be redeemed. Discounting the price to US$0 had a larger effect than any other price point. Individuals who already owned CO alarms were more influenced by the free price point than individuals who did not have CO alarms at baseline, and some of these individuals appear to have installed more than one CO alarm in their dwelling. Homes with children were less likely and homes with older adults were more likely to redeem the vouchers. Conclusion: Making CO alarms free has the largest impact on the total number of CO alarms distributed. Individuals who already had CO alarms are more attracted to free CO alarms than individuals with no CO alarm.

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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