Allison Friedman: DSTDP's Infertility Prevention Social Marketing Effort
-
Upload
national-chlamydia-coalition -
Category
Health & Medicine
-
view
848 -
download
0
description
Transcript of Allison Friedman: DSTDP's Infertility Prevention Social Marketing Effort
DSTDP’s Infertility Prevention Social Marketing
Effort
Allison Friedman, MSHealth Communication Specialist
CDC UPDATE
Project Background & Status
Purpose: Develop and implement a campaign to promote chlamydia (CT) screening among sexually active African American, Caucasian & Hispanic females, ages 15-25 years.
Project Activities Literature Review (2007) Exploratory Research (2007-2008)
Phone interviews (n=80) In-person interviews (n=45)
Concept & Message Testing (Nov-Dec ‘09) 18 Focus Groups in 4 cities
Product testing (early 2010) Mall intercept interviews (N= 200) Online surveys (N=500)
Campaign Implementation (2010)
Exploratory Research: Summary of Findings
Very few were knowledgeable about CT; most were unaware of: CT’s asymptomatic nature, potential to cause infertility Recommendation for routine CT testing Urine test for CT
Perceived Barriers & Benefits to Screening
Barriers Benefits
• Fear (testing, positive results, parents finding out)
• Knowing one’s STD status
• Privacy concerns; peer stigma • Ability to take action if positive
• Access • Confirm neg. status (reassurance)
• Embarrassment • Being responsible
• Lack of symptoms/perceived susceptibility
• Lack of awareness
Concept and Message Development: Strategic Approach
Based on exploratory research findings, and guided by theoretical frameworks (Health Belief Model & Theory of Planned Behavior)
Three concepts designed to:1. Diminish identified barriers:
Overcome stigma Emphasize ease of testing
2. Empower women3. Emphasize women’s health and infertility, in relation to broader aspirations
Messages also designed to:- Increase perceived susceptibility to, severity of CT- Increase perceived benefits, self-efficacy re. CT testing- Reframe perceived ‘norm’ (i.e., normalize testing)- Provide cues to action
Concept & Message Testing Focus Groups
Segmented by age, race/ethnicity, and school/work status (adults).
Exploring: Approaches (concept, tone) that resonate with, and motivate audiences Framing/language (“STD” vs. “Chlamydia”) Dissemination preferences (source, channel, products)
Testing: 6 posters (3 concepts) Information (print content) Video PSAs (existing/past campaigns) Logos (existing campaigns & new)
Overcoming Stigma
Ease of Testing
Women’s Health & Infertility
Empowerment
Logos
(Very) Preliminary Top-Level Findings
Leading concepts normalize testing & emphasize fertility (aspirations) Infertility = important motivator across age segments
Peer stigma = less of a concern for older segments
Audiences want: Scary statistics w/easy solution (to prompt action)
Direct/upfront messages about STD testing
Real-life stories of women like them (age, race/ethnicity); diversity also good.
Humor attracts attention, but message must be thought-provoking to prompt further action
Mixed reactions re: STD vs. CT messaging
Female-targeted vs. male and female targeted
Campaign Implementation (2010)
National implementation: Primarily online Possibly through magazines, among other channels
Campaign messages may be extended through national media & other partners MTV/Kaiser Family Foundation NCC??
2-3 select pilot sites: Heightened media & social marketing efforts at local level