Social Marketing Efforts in San Francisco: The Healthy Penis Campaign

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

Social Marketing Efforts in San Francisco: The Healthy Penis Campaign

by CDC NPIN on Feb 04, 2010

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