Social Marketing Techniques for Public Health Communication: A Review of Syphilis Awareness Campaigns in 8 US Cities

Vega, Miriam Y.; Roland, Eric

doi:10.1097/01.olq.0000180461.30725.f4

Cited by 50 publications

(24 citation statements)

References 8 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…A key method used over the past 10 years to improve knowledge about syphilis has been social marketing including the 'Dogs Are Talking' [71] and the 'Healthy Penis' [72] campaigns in San Francisco, 'Stop the Sores' campaign in Los Angeles [73], 'Got Syph' and 'Don't Be a Sore Loser' in Florida [74]. Some of these campaigns have demonstrated improved awareness of syphilis and how it can be acquired [73,75] and are of particular use in alerting MSM who serosort.…”

Section: Confirmed Diagnosismentioning

confidence: 99%

The Intersection Between HIV and Syphilis in Men Who Have Sex with Men: Some Fresh Perspectives

Drummond¹,

Guy

Kaldor

et al. 2010

HIV Ther.

View full text Add to dashboard Cite

Syphilis is increasing in men who have sex with men and disproportionately affects HIV-infected men. Here we review the epidemiology, diagnostic techniques, treatment guidelines, follow-up procedures and control of syphilis. The difference in these factors in HIV-infected men and uninfected men and evidence for this is reviewed. We explain that HIV-infected men are at higher risk of syphilis acquisition as a result of different behavioral factors. Thus, some control strategies may be different for HIV-infected men owing to these factors and also because HIV-infected men are more closely linked with medical care. There is no strong evidence to suggest there should be any differences in diagnostic techniques, treatment guidelines or follow-up procedures between HIV-infected and uninfected men.

show abstract

Section: Confirmed Diagnosismentioning

confidence: 99%

The Intersection Between HIV and Syphilis in Men Who Have Sex with Men: Some Fresh Perspectives

Drummond¹,

Guy

Kaldor

et al. 2010

HIV Ther.

View full text Add to dashboard Cite

show abstract

“…A 1998 article by Lamptey and Price, although not addressing syphilis specifically, offers a good overview regarding the application of social marketing principles to STD campaigns. More recently, in a review of syphilis social marketing efforts in eight U.S. cities, Vega and Roland (2005) report that 71% to 80% of MSM were aware of the campaigns, with 45% to 53% reporting syphilis testing because of the campaigns. Because the authors do not explain the methodology employed by each jurisdiction, however, these results should be viewed with caution.…”

Section: Elements Of Successful Social Marketing Campaignsmentioning

confidence: 99%

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

Plant

Montoya

Rotblatt

et al. 2008

Health Promotion Practice

View full text Add to dashboard Cite

Although syphilis is a serious disease with long-term consequences if untreated, this increase is particularly worrisome because syphilis is known to facilitate the transmission of HIV (Fleming & Wasserheit, 1999). In Los Angeles, approximately 60% of MSM diagnosed with early syphilis in 2005 were also HIV positive (STDP, Los Angeles County Department of Public Health, 2006). Furthermore, a recent study suggests that acquisition of syphilis and HIV may be occurring concurrently among MSM (Taylor et al., 2005). As part of its public health response to this syphilis outbreak, the Los Angeles County Department of Public Health STDP partnered with AIDS Healthcare Foundation (AHF) and five other community-based organizations (CBOs) in 2001 to support a social marketing campaign. This article outlines the development, implementation, and evaluation of Stop the Sores, a social marketing campaign designed to increase syphilis testing, knowledge, and awareness among MSM in Los Angeles County. Special attention will be given to the role of social marketing principles in the success of the campaign. The evaluation was conducted to assess the impact of the campaign, if any, on syphilis testing behavior among MSM. Specifically, MSM who were exposed to the campaign should be more likely to have had a syphilis test. 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.

show abstract

“…The research described in this paper is exploratory in nature, limited to a small number of participants and limited to two Australian states; it is likely that different barriers and facilitators will exist in other regions. For example, in a review of formative research conducted for syphilis awareness campaigns in eight US cities, Vega and Roland (2005) concluded that the different messages developed demonstrated the need for culturally appropriate messages to be tailored for each city.…”

Section: Is There a Role For Social Marketing?mentioning

confidence: 98%

‘Just don't eat chicken’: the challenge of engaging Australian adults in appropriate preventive behaviours for bird flu

Jones

Iverson

Waters

2009

J of Philanthropy and Mktg

View full text Add to dashboard Cite

Leading medical experts have cautioned about the risk of inappropriate behavioural responses as a result of fear of avian influenza (bird flu) even before a pandemic emerges, and have emphasised the need for appropriate risk communication strategies. There is a paucity of in‐depth qualitative research into the general public's understanding of, and reactions to, such potential health crises. Four focus groups were conducted in April 2006 and a further eight focus groups in July 2006, to examine people's knowledge, beliefs and behaviours in relation to avian influenza, with the primary aim being to inform the development of future communication strategies. It was clear from the focus groups that avian influenza is not a disease the participants perceive they are likely to acquire; it was not simply that Australia was far from mind when thinking of avian influenza, but that they also saw Australia as a haven protected from avian influenza. We found that, in general, participants see avian influenza as yet another example of media sensationalism—not as a disease that poses any real risk to Australia—and are clearly unprepared for a potential outbreak. Governments and health authorities should conduct further research to understand consumer perceptions of avian (or other pandemic) influenza, and attitudes towards the recommended protective behaviours, in order to pro‐actively develop communication strategies to rapidly inform the public and encourage appropriate behavioural responses in the event that the potential risk is realised. Copyright © 2009 John Wiley & Sons, Ltd.

show abstract

Social Marketing Techniques for Public Health Communication: A Review of Syphilis Awareness Campaigns in 8 US Cities

Abstract: Campaigns should address the local epidemic and target audience with culturally appropriate messages.

Cited by 50 publications

References 8 publications

The Intersection Between HIV and Syphilis in Men Who Have Sex with Men: Some Fresh Perspectives

The Intersection Between HIV and Syphilis in Men Who Have Sex with Men: Some Fresh Perspectives

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

‘Just don't eat chicken’: the challenge of engaging Australian adults in appropriate preventive behaviours for bird flu

Contact Info

Product

Resources

About