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Social Marketing Efforts in San Francisco: The Healthy Penis Campaign

Social Marketing Efforts in San Francisco: The Healthy Penis Campaign






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

    • Social Marketing Efforts in San Francisco: The Healthy Penis Campaign Jacqueline McCright, MPH Community STD Services Manager San Francisco Department of Public
    • 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
    • Target Population
      • Gay and bisexual men who reside in San Francisco
      • Epidemiological data determined the target group
    • 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
    • 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
    • Campaign Promotion Items
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Contact information
      • Jacqueline McCright, MPH
      • (415) 355-2015 wk
      • Email: Jacque.McCright@sfdph.org