Wrap Test Treat - STD Prevention Campaign

W rap T est T reat STD Prevention Campaign by Roy Nelson, M.S. Information and Media Specialist

Campaign Purposes:
Encourage Information Seeking:
Drive audience to campaign microsite
Utilize statewide STD Hotline
Raise Awareness:
How to prevent the spread
Importance of getting tested
Importance of informing partners if infected

Campaign Development Strategies
Involve affected communities through formative research strategies
Request for proposal process to select ad agency
Design campaign to reach highest risk communities
Develop some campaign materials that can be used statewide

Formative Research
Imperative to social marketing campaign development
Cornerstone for message development and delivery strategies
Used to test concepts, message design and pre-test materials with target audience
Involves quantitative and qualitative data collection

Formative Research Methods
Literature searches
Needs assessments
Surveys
Interviews
Focus groups
Field testing
Other

Campaign Development
Russell Herder Advertising
Obtain Community Input (49 African American Youth and Young Adults):
2 Focus Groups
2 Field Testing Groups
Logan Community Center (2 groups) and Summit Academy in Minneapolis and Face to Face in St. Paul

Focus Group Findings
Top Concerns:
School 6. Popularity
Work 7. Peer pressure
Getting shot 8. Police
Being fit 9. Playing sports
STDs 10. Pregnancy
↓
13. AIDS

Focus Group Findings Message Recommendations
Use facts
Scary stuff
Graphic images
No celebrities
Bright colors
Bling
Sexy
Hip Hop
Real
Humor
Use peers

Focus Group Findings Condom Use - The Obstacles
Not having condoms available
Reduced pleasure
Perception (condoms symbolize lack of trust and respect from partner)
Stopping use of condoms is a relationship milestone
Wanting to become pregnant

Focus Group Findings Placement Recommendations
Hip Hop radio stations
TV
Night Clubs
Malls
Bus shelters
Hang outs
Light rail
Schools
Web site
Include hotline phone number

Dining Schools Work Transportation Friends ENGAGEMENT WAS KEY Community Centers Indoor Posters Street media Transit Posters Street Media Radio Street Media Online Indoor Community Centers Radio Street Media Posters Brochures Teachers Indoor Community Centers Street Media

Sample Campaign Materials
Radio Hip Hop Ad – By Tremayne Williams

Street Media
Events
-Teen Poetry Slam
-Latin Dance Night
Night Clubs
-Club Nitro
-First Avenue
-Stargate Nightclub
Hang Outs
-Downtown Block E
-Loring Park
-Frogtown
Neighborhood Media:
Lyn-Lake area
Franklin Avenue
Cedar Riverside
Central and Broadway
Arcade/Payne Ave.
Selby/Dale area
Lake Street
St. Paul Midway

Hits on Campaign Web Site

Testimonials
“ This is what needs to happen around here. You guys are doing a great job.”
“ This is how we prevent unexpected pregnancies.”
“ Our community needs to learn more about safe sex. I’ll definitely mention this Website on my radio show.”
“ This is a great campaign. Good luck!”

Campaign Reach Highlights April 2007
3,000 one-on-one street media outreach
137,500 listeners for the radio Hip Hop ad
8,388 impressions for the bus shelter ads
300,000 impressions for the rest room ads
1.5 million impressions for the light rail ads
2,334 hits on MDH STD Month web pages
2,216 hits on STD news release

LESSONS LEARNED
NO MATTER WHAT YOUR BUDGET, LET YOUR AUDIENCE DRIVE YOUR CAMPAIGN
FORMATIVE RESEARCH STRATEGIES EFFECTIVE IN OBTAINING AUDIENCE INPUT
UTILIZE PARTNERSHIPS BETWEEN PRIVATE, GOVERNMENTAL AND COMMUNITY RESOURCES
CAMPAIGNS NEED TO BE SUSTAINED OVER TIME

Wrap Test Treat - STD Prevention Campaign

by CDC NPIN

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