Wrap Test Treat - STD Prevention Campaign
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Wrap Test Treat - STD Prevention Campaign

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Presentation from Health Communication & Social Marketing Workshop

Presentation from Health Communication & Social Marketing Workshop

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Wrap Test Treat - STD Prevention Campaign Presentation Transcript

  • 1. W rap T est T reat STD Prevention Campaign by Roy Nelson, M.S. Information and Media Specialist
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. Formative Research Methods
    • Literature searches
    • Needs assessments
    • Surveys
    • Interviews
    • Focus groups
    • Field testing
    • Other
  • 6. 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
  • 7. 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
  • 8. Focus Group Findings Message Recommendations
    • Use facts
    • Scary stuff
    • Graphic images
    • No celebrities
    • Bright colors
    • Bling
    • Sexy
    • Hip Hop
    • Real
    • Humor
    • Use peers
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. Sample Campaign Materials
    • Radio Hip Hop Ad – By Tremayne Williams
  • 13.  
  • 14.  
  • 15.  
  • 16.  
  • 17. 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
  • 18.  
  • 19.  
  • 20.  
  • 21. Hits on Campaign Web Site
  • 22. 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!”
  • 23. 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
  • 24. 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