Social Marketing Efforts in San Francisco: The Healthy Penis Campaign
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Social Marketing Efforts in San Francisco: The Healthy Penis Campaign Presentation Transcript

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