期刊
SEXUALLY TRANSMITTED DISEASES
卷 32, 期 10, 页码 S30-S36出版社
LIPPINCOTT WILLIAMS & WILKINS
DOI: 10.1097/01.olq.0000180461.30725.f4
关键词
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资金
- OHS HRSA HHS [T-16/16-STP02-007] Funding Source: Medline
Objectives: To describe the social marketing approaches used to increase syphilis awareness in 8 US cities. Methods: We reviewed the typical academic approach for developing social marketing campaigns and interviewed health department staff responsible for social marketing campaigns in each city. Results: Using social marketing techniques such as target segmentation, concept testing of materials, and formative evaluation, campaign planners throughout the 8 cities developed a variety of approaches to reach their target audiences. Preliminary results suggest 71% to 80% of men who have sex with men interviewed were aware of the campaigns, and 45% to 53% of them reported they were tested due to the campaigns. Conclusions: Campaigns should address the local epidemic and target audience with culturally appropriate messages.
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