Social Marketing Efforts in San Francisco: The Healthy Penis Campaign


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Social Marketing Efforts in San Francisco: The Healthy Penis Campaign

  1. 1. Social Marketing Efforts in San Francisco: The Healthy Penis Campaign Jacqueline McCright, MPH Community STD Services Manager San Francisco Department of Public
  2. 2. Campaign Goals <ul><li>Increase syphilis testing </li></ul><ul><li>Create awareness about syphilis </li></ul><ul><li>Create a social norm of getting an STD check up every three to six months </li></ul><ul><li>Build off success of infrastructure of first HP Campaign 2002-2006 </li></ul><ul><li>Outcome was to focus on routine screening for syphilis to identify new cases and decrease duration of infectivity </li></ul>
  3. 3. Target Population <ul><li>Gay and bisexual men who reside in San Francisco </li></ul><ul><li>Epidemiological data determined the target group </li></ul>
  4. 4. Key Campaign Messages <ul><li>Syphilis is on the rise among gay and bisexual men in SF </li></ul><ul><li>If you are a sexually active gay or </li></ul><ul><li>bisexual man in SF, get tested for syphilis every 3 –6 months </li></ul><ul><li>Meth use increases your risk of acquiring syphilis </li></ul>
  5. 5. Campaign Promotion Items <ul><li>Palm cards </li></ul><ul><li>Magnets </li></ul><ul><li>Photo taken with one of three (7 ft ) Healthy Penis costume characters and appearance on Healthy Penis social networking websites i.e. Facebook, MySpace and Twitter </li></ul>
  6. 6. Campaign Promotion Items
  7. 7. Message Delivery <ul><li>Developed by input from focus groups, community members and evaluation data </li></ul><ul><li>Messages were delivered via – banner ads, gay newspaper ads, radio ads, bus ads, costume outreach and posters </li></ul><ul><li>Messages were targeted by neighborhood, venues where gay men frequent, favorite local newspaper, and during hours when we could reach the largest amount of men </li></ul>
  8. 8. Evaluation <ul><li>Goals are achieved by assessing: </li></ul><ul><li>Clinic testing data </li></ul><ul><li>Clinic survey data – preliminary results show that 276 men completed the survey </li></ul><ul><li>194 (70.3%) saw the HP campaign </li></ul><ul><li>40.7% of those who saw it, agreed it influenced them to come into clinic to get tested, saw it most on posters and buses </li></ul>
  9. 9. Evaluation Cont’d <ul><li>Goals are achieved by assessing: </li></ul><ul><li>Street intercept survey data – Number of hits on website, and number of friends on HP Facebook, MySpace and Twitter social network site </li></ul>
  10. 10. Evaluation Cont’d <ul><li>HP website hits – 52,345 </li></ul><ul><li>28,316 of the “hits” were searching to learn about the basics of syphilis </li></ul><ul><li>Approximately 2,348 individuals became friends of one of the HP characters on these sites </li></ul>
  11. 11. Evaluation and Costs <ul><li>Evaluation costs totaled approx. $11,360 – with in-kind BA level intern performing data entry for street intercept survey </li></ul><ul><li>Evaluation includes: data entry, data analysis, 13 survey interviewers </li></ul><ul><li>Campaign cost was approximately - $104,130 for one year of re-launching a previous campaign </li></ul><ul><li>The STD Section is currently in the process of assessing cost effectiveness </li></ul>
  12. 12. Summary <ul><li>HP Campaign is reaching the target population </li></ul><ul><li>Methods of delivery are effective </li></ul><ul><li>Further evaluation data is essential to determine overall effectiveness and cost effectiveness </li></ul>
  13. 13. Contact information <ul><li>Jacqueline McCright, MPH </li></ul><ul><li>(415) 355-2015 wk </li></ul><ul><li>Email: </li></ul>