Stop the sores: the making and evaluation of a successful social marketing campaign

Health Promotion Practice
Aaron PlantJeffrey D Klausner

Abstract

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.

References

Jan 1, 1993·Health Affairs·D C WalshT W Moloney
Jun 26, 2001·AIDS·W McFarland, C F Caceres
Mar 12, 2005·Annual Review of Public Health·Sonya Grier, Carol A Bryant
Mar 25, 2005·Sexually Transmitted Diseases·Ian SimmsMaria Solomou
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Citations

Mar 18, 2009·Journal of Sex Research·Jose E NaninJeffrey T Parsons
Jul 21, 2015·Perspectives on Sexual and Reproductive Health·Aaron PlantPeter R Kerndt
Jan 21, 2015·American Journal of Public Health·Shauna StahlmanPeter R Kerndt
Oct 24, 2012·Health Promotion Practice·Julia LechugaAndrew E Petroll
Apr 19, 2017·Clinical Infectious Diseases : an Official Publication of the Infectious Diseases Society of America·Jeffrey D Klausner
Apr 5, 2014·Qualitative Health Research·Alisa E PedranaMark Stoovè
Dec 12, 2013·Sexually Transmitted Diseases·Aaron PlantPeter R Kerndt
Aug 18, 2017·American Journal of Community Psychology·Kathryn McAlindon
Apr 27, 2017·Archives of Sexual Behavior·Kathryn DrumhillerJose Nanin

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