Stop the Sores: The Making and Evaluation of a Successful Social Marketing Campaign

被引：23

作者：

Plant, Aaron ^{[1
]}

Montoya, Jorge A. ^{[2
]}

Rotblatt, Harlan ^{[1
]}

Kerndt, Peter R. ^{[1
,3
,4
]}

Mall, Karen L. ^{[5
]}

Pappas, Les G. ^{[6
]}

Kent, Charlotte K. ^{[7
]}

Klausner, Jeffrey D. ^{[8
,9
]}

机构：

[1] Los Angeles Cty Dept Publ Hlth, Sexually Transmitted Dis Program, Los Angeles, CA 90012 USA

[2] Univ South Calif, Dept Psychol, Los Angeles, CA 90007 USA

[3] Univ Southern Calif, Dept Med, Div Infect Dis, Los Angeles, CA 90007 USA

[4] Univ Calif Los Angeles, Sch Publ Hlth, Dept Epidemiol, Los Angeles, CA 90095 USA

[5] AIDS Healthcare Fdn, Prevent & Testing Dept, Los Angeles, CA 90028 USA

[6] Better World Advertising, San Francisco, CA 94111 USA

[7] San Francisco Dept Publ Hlth, STD Serv, Epidemiol Unit, San Francisco, CA 94102 USA

[8] San Francisco Dept Publ Hlth, STD Serv, San Francisco, CA 94102 USA

[9] Univ Calif San Francisco, Med, Div Infect Dis & AIDS, San Francisco, CA 94143 USA

来源：

HEALTH PROMOTION PRACTICE | 2010年 / 11卷 / 01期

关键词：

social marketing; men who have sex with men; syphilis; sexually transmitted disease; evaluation; intervention; branding;

D O I：

10.1177/1524839907309376

中图分类号：

R1 [预防医学、卫生学];

学科分类号：

1004 ; 120402 ;

摘要：

Los Angeles County has experienced a rapid increase in early syphilis among men who have sex with men (MSM) in recent years, with the number of cases rising from 126 in 2000 to 809 in 2005. As part of the public health response to this outbreak, a sustained social marketing campaign was launched in 2002, with the objectives of increasing syphilis testing, knowledge, and awareness among MSM in Los Angeles. This campaign, as implemented, exemplified key principles of social marketing, including market research, audience segmentation, and branding. A cross-sectional study conducted in 2004 to evaluate the campaign found that those MSM who were aware of the campaign were nearly twice as likely to have tested for syphilis in the past 6 months as those MSM who were not aware of the campaign. Those MSM who were aware of the campaign also had more syphilis awareness and knowledge in key areas.

引用

页码：23 / 33

页数：11

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