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Social Marketing and Media Campaigns PTB Program Improvement Webinar September 8, 2009
 
Media, Advertising, Health Communication &  Social Marketing Campaigns (oh my) Allison L. Friedman, MS Health Communicatio...
Media or Advertising Campaign <ul><li>“A planned program using (the mass media or) advertising aimed at a particular targe...
Health Communication (HC) <ul><li>“The study & use of communication strategies to inform and influence individual & commun...
Health Communication   <ul><li>Based on an understanding of the needs & perceptions of intended audiences.  </li></ul><ul>...
Considerations for HC efforts <ul><li>Measurable goals </li></ul><ul><li>Identified target audience(s) </li></ul><ul><li>C...
Special Considerations for STD/ Sexual Health Campaigns <ul><li>Findings from consumer research should be applied strategi...
Social Marketing (SM) <ul><li>“ The use of commercial  marketing * concepts, tools and programs designed to influence indi...
Marketing Tools: The 4 P’s <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Promotion </li></ul><ul><li>Place </l...
Redefining the Public Health Product <ul><li>“ Good marketers do not seek to persuade target audiences to do what the mark...
SM Example:  GYT  <ul><li>Product :  STD information & test seeking </li></ul><ul><ul><li>Price :  </li></ul></ul><ul><ul>...
 HC & SM: Similarities & Differences <ul><li>Both are audience-centered , research-based (strategy-driven), & use segmenta...
Idaho Family Planning, STD  ճ HIV Program   Prevention Campaign nakedtruth.idaho.gov
Formative Research <ul><li>Telephone interviews </li></ul><ul><ul><li>Sampled 433 15-24-year-olds in 32 counties across Id...
<ul><li>Measure awareness of STDs, including HIV and Hepatitis </li></ul><ul><li>Gauge levels of knowledge of STDs </li></...
Summary of Research Facts from 2005 and 2007 Telephone Surveys <ul><li>Target population (15-24) prefers to get facts on-l...
2008 Naked Truth Website Promotion <ul><li>Website began May 1 st  2008 & was promoted using  </li></ul><ul><li>Search eng...
 
“ The Call 1” <ul><li>SFX: [ Dialing of voicemail ] </li></ul><ul><li>MACHINE:  To hear new messages, press 1. </li></ul><...
“ The Call 2” <ul><li>MACHINE:  Please enter your patient code to receive your message. </li></ul><ul><li>SFX: [ Four beep...
Cost <ul><li>Formative Research   $30,000 </li></ul><ul><li>Radio  $66,000 </li></ul><ul><li>Website  $34,000 </li></ul><u...
NakedTruth: Website Visitors  <ul><li>During the last 12 months: </li></ul><ul><ul><li>22,570 absolute unique visitors to ...
NakedTruth: Idaho Visitors <ul><li>38% of visits are from Idaho (545 per month) </li></ul><ul><li>Idahoans view on average...
NakedTruth Pay-Per-Click Advertising <ul><li>Pay-Per-Click (PPC)Overview </li></ul><ul><ul><li>Purchasing sponsored links ...
NakedTruth Pay-Per-Click Advertising <ul><li>Targeted </li></ul><ul><ul><li>Idaho only </li></ul></ul><ul><ul><li>Research...
NakedTruth PPC Ad Examples
Nakedtruth Pay-Per-Click <ul><li>During the last 6 months: </li></ul><ul><ul><li>61,010 people viewed the ads on Google </...
Summary <ul><li>Response has been positive </li></ul><ul><li>Need for more evaluation </li></ul><ul><ul><li>Does viewing s...
Contacts <ul><li>Annabeth Elliott, RN.  STD Program Coordinator </li></ul><ul><li>Idaho Division of Health </li></ul><ul><...
Chlamydia & Gonorrhea Prevention Campaign and Home Test Kit: Targeting Young Women of Color Los Angeles County Department ...
Communication Strategy <ul><li>Marketing Target </li></ul><ul><ul><li>Women </li></ul></ul><ul><ul><li>Age 15- 25 </li></u...
Communication Strategy (Cont.) <ul><li>3 Funding Cycles </li></ul><ul><li>07-08 </li></ul><ul><li>08-09 </li></ul><ul><li>...
Formative Research
Results From Development Focus Groups <ul><li>General </li></ul><ul><ul><li>STDs are not a “top of mind” issue, even when ...
Results From Development Focus Groups <ul><li>Testing Behavior </li></ul><ul><ul><li>More likely to test if… </li></ul></u...
Results From Development Focus Groups <ul><li>Media Consumption </li></ul><ul><li>Online consumption important in all grou...
Syndicated (Secondary) Research <ul><li>Spend a lot of time online </li></ul><ul><ul><li>Consume news/info. like everyone ...
Results From Concept Testing For  I Know <ul><li>Key Findings </li></ul><ul><li>Many women responded strongly to the empow...
“I Know” Key Messages <ul><li>CT is common/affects YOU: “over 30,000 women in LA get chlamydia every year” </li></ul><ul><...
The Campaign & Home Test Kit
Web Site
Ordering A Kit
Home Test Kit Contents
Home Test Kit Instructions Brochure
Find a Clinic
Find a Clinic – Google Map
Television Ad  On Targeted Cable
>>> Aaron Plant 9/3/2009 3:31 PM >>> http:// www.youtube.com/watch?v =8NWXkXekATE   Aaron Plant, MPH
Online Advertising
Online Advertising
8-Sheets Outdoor
Bus Kings
Interior Bus Cards
Magazine Print Ads
Postcards
Ordered Kits <ul><li>1,877 total orders </li></ul><ul><li>1,770 kits ordered 10 days ago or more </li></ul><ul><li>882 kit...
Campaign Evaluation Plan N = 300 N = 150 N = 150 Total Pre N = 300 50% Ages 21-25 50% Ages 18-20 African American Females ...
DTK Costs <ul><li>Design $81,485 </li></ul><ul><li>:30 TV Spot $130,000 </li></ul><ul><li>Media Buy $298,518 </li></ul><ul...
Contact <ul><li>Jorge A. Montoya, Ph.D. </li></ul><ul><li>Director of Outreach, Research, Communications, & Assessment (OR...
Catch the Answers <ul><li>HIV, STD, Viral Hepatitis Prevention Program </li></ul><ul><li>Bureau of Epidemiology </li></ul>...
Campaign Committee Members <ul><li>Utah Department of Health </li></ul><ul><ul><li>Division Director Teresa Garrett, RN, M...
Council of Community Clinics <ul><li>Project SMART : Social Marketing as a Resource Tool  </li></ul><ul><li>CDC funded to ...
Campaign Timeline <ul><li>Epidemiological Profile </li></ul><ul><li>Determined Target Audiences </li></ul><ul><li>Collabor...
Campaign Goal <ul><li>Increase knowledge and awareness about chlamydia and gonorrhea among Utah: </li></ul><ul><li>Young A...
Campaign Funding:  House Bill 15 <ul><li>House Bill 15 requires the Department of Health to  provide information   </li></...
Utah Epidemiological Data for  Chlamydia & Gonorrhea <ul><li>Chlamydia is the number one most frequently reported communic...
Preliminary Surveys <ul><li>Surveys (Hard Copy) </li></ul><ul><ul><li>457 young adult surveys were collected  (age 18 and ...
Preliminary Survey Data <ul><li>What is the BEST way for you to get information about chlamydia and gonorrhea? (Choose onl...
Preliminary Survey Data <ul><li>Which of the following would you be willing to do to get more information about chlamydia ...
Focus Groups <ul><li>Young Adults </li></ul><ul><ul><li>3 groups of 8 participants (24) </li></ul></ul><ul><li>Parents </l...
Campaign Messages:
Campaign Messages:
Campaign Messages:
Campaign Messages:
Campaign Messages: <ul><li>Can I catch gonorrhea in a hot tub?  </li></ul><ul><li>What does a chlamydia look like?  </li><...
Campaign Products <ul><li>Public Relations </li></ul><ul><ul><li>News Release </li></ul></ul><ul><ul><li>Radio & Newspaper...
Radio PSA
<ul><li>www.CatchTheAnswers.com </li></ul>
Website Analytics <ul><li>From April 28, 2009 – June 30, 2009 </li></ul><ul><ul><li>5,032 Visits  4,488 People </li></ul><...
Campaign Budget <ul><li>Agency Labor $21,375 </li></ul><ul><li>Media – Radio $34,000 </li></ul><ul><li>Media – Outdoor $15...
Limitations <ul><li>Analysis of post-campaign surveys is pending </li></ul>
Contact Information <ul><li>Marcee W. Mortensen, BS, CHES </li></ul><ul><li>Campaign Coordinator </li></ul><ul><li>Utah De...
 
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Social Marketing and Media Campaigns

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Social Marketing and Media Campaigns

  1. 1. Social Marketing and Media Campaigns PTB Program Improvement Webinar September 8, 2009
  2. 3. Media, Advertising, Health Communication & Social Marketing Campaigns (oh my) Allison L. Friedman, MS Health Communication Specialist Behavioral Interventions & Research Branch Centers for Disease Control & Prevention The findings and conclusions in this presentation are those of the authors and do not necessarily represent the views of the Centers for Disease Control and Prevention.
  3. 4. Media or Advertising Campaign <ul><li>“A planned program using (the mass media or) advertising aimed at a particular target market or audience over a defined period of time for the purpose of increasing sales or raising awareness of a product or service.” </li></ul><ul><ul><li>-BNET Business Dictionary </li></ul></ul>
  4. 5. Health Communication (HC) <ul><li>“The study & use of communication strategies to inform and influence individual & community decisions that enhance health.” </li></ul><ul><li>– National Cancer Institute </li></ul>
  5. 6. Health Communication <ul><li>Based on an understanding of the needs & perceptions of intended audiences. </li></ul><ul><li>4 stages of HC process: </li></ul><ul><ul><li>1. Planning & Strategic Dev </li></ul></ul><ul><ul><li>2. Concept & Message Dev/Testing </li></ul></ul><ul><ul><li>3. Implementation </li></ul></ul><ul><ul><li>4. Evaluation & Refinement </li></ul></ul><ul><li> </li></ul><ul><li> Source: NCI. Making Health Communication Programs Work ( 2002) </li></ul>
  6. 7. Considerations for HC efforts <ul><li>Measurable goals </li></ul><ul><li>Identified target audience(s) </li></ul><ul><li>Consumer research, continuous assessment, evaluation </li></ul><ul><ul><li>Messages & products (design, format, tone, source) </li></ul></ul><ul><ul><li>Channels & settings </li></ul></ul>
  7. 8. Special Considerations for STD/ Sexual Health Campaigns <ul><li>Findings from consumer research should be applied strategically & with caution </li></ul><ul><ul><li>Attention-getting vs. stigmatizing </li></ul></ul><ul><li>Efforts should not stigmatize or perpetuate myths, stereotypes. </li></ul><ul><li>What works in one community may not work in another. </li></ul>
  8. 9. Social Marketing (SM) <ul><li>“ The use of commercial marketing * concepts, tools and programs designed to influence individuals’ behavior to improve their well being and that of society.” </li></ul><ul><li>– Social Marketing Institute </li></ul><ul><li>* Marketing = human activity directed at satisfying needs and wants through exchange process (i.e., transfer between two parties of something that has value to each party).” </li></ul><ul><li>- Kotler, 1976 </li></ul>
  9. 10. Marketing Tools: The 4 P’s <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Promotion </li></ul><ul><li>Place </li></ul><ul><li>These strategies evolve from consumer research (needs, desires, core values, perceived benefits) </li></ul><ul><li>Requires changing the offering to meet audience’s needs & wants; reframing the desired behavior to reinforce core values </li></ul>
  10. 11. Redefining the Public Health Product <ul><li>“ Good marketers do not seek to persuade target audiences to do what the marketer believes they ought to do…Rather, they recognize that customers only take action when they believe it is in their interests…They recognize that they must often change their social marketing offerings & the way these are presented…” </li></ul><ul><li>Andreasen, 1995 (p.14-15) </li></ul>
  11. 12. SM Example: GYT <ul><li>Product : STD information & test seeking </li></ul><ul><ul><li>Price : </li></ul></ul><ul><ul><ul><li>Financial: free/low-cost testing </li></ul></ul></ul><ul><ul><ul><li>Time: expedited testing </li></ul></ul></ul><ul><ul><ul><li>Psychological/physical: routine, quick & easy testing </li></ul></ul></ul><ul><li>Promotions : </li></ul><ul><ul><li>On-air, online, SMS sweepstakes, & clinic/community programs </li></ul></ul><ul><ul><li>Celebrity spokespersons </li></ul></ul><ul><li>Place : </li></ul><ul><ul><li>Campaign website; Participating PPFA & other clinics </li></ul></ul><ul><ul><li>Bring testing to them (mobile vans in select locations) </li></ul></ul><ul><ul><li>Link consumers to local STD testing centers (SMS & online) </li></ul></ul>
  12. 13. HC & SM: Similarities & Differences <ul><li>Both are audience-centered , research-based (strategy-driven), & use segmentation for more effective targeting. </li></ul><ul><ul><li>By definition, SM efforts target more than awareness/attitude change; focus is on behavior or social change. </li></ul></ul><ul><ul><li>In addition to communication strategies, SM applies strategic marketing principles to repackage, reposition & reframe the public health product. </li></ul></ul><ul><ul><ul><li>Make it ‘fun, easy, popular” (Smith) </li></ul></ul></ul>
  13. 14. Idaho Family Planning, STD ճ HIV Program Prevention Campaign nakedtruth.idaho.gov
  14. 15. Formative Research <ul><li>Telephone interviews </li></ul><ul><ul><li>Sampled 433 15-24-year-olds in 32 counties across Idaho </li></ul></ul><ul><ul><li>Supplemental sampling used to target Hispanics; 26 surveys completed with Hispanic adolescents and young adults </li></ul></ul><ul><li>Focus Groups gave feedback on: </li></ul><ul><ul><ul><li>Website and PSAs before launch </li></ul></ul></ul><ul><ul><ul><li>Language and radio stations used </li></ul></ul></ul>
  15. 16. <ul><li>Measure awareness of STDs, including HIV and Hepatitis </li></ul><ul><li>Gauge levels of knowledge of STDs </li></ul><ul><li>Identify factors that drive target population to make healthier decisions regarding STD prevention </li></ul><ul><li>Determine sources and types of information that will effectively reach and motivate 15-24-year-olds </li></ul><ul><li>Provide insights / information to aid in short- and long-range planning </li></ul>Purpose of Survey
  16. 17. Summary of Research Facts from 2005 and 2007 Telephone Surveys <ul><li>Target population (15-24) prefers to get facts on-line </li></ul><ul><li>A large percentage believe all STD/HIV are curable </li></ul><ul><li>Do not believe consistent use of condoms prevents STD </li></ul><ul><li>Do not believe they are at risk </li></ul><ul><li>15-17-year-olds are least informed </li></ul>
  17. 18. 2008 Naked Truth Website Promotion <ul><li>Website began May 1 st 2008 & was promoted using </li></ul><ul><li>Search engine optimization </li></ul><ul><li>Pay per click </li></ul><ul><li>Radio PSAs </li></ul><ul><ul><li>To drive traffic to website </li></ul></ul><ul><ul><li>To increase awareness of STD in Hispanic community </li></ul></ul><ul><li>Palm cards </li></ul><ul><li>&quot;Don't be Condumb&quot; condoms </li></ul><ul><li>&quot;Don't be Condumb&quot; frisbees d </li></ul><ul><li>On-line interactive quiz </li></ul><ul><li>Posters </li></ul>
  18. 20. “ The Call 1” <ul><li>SFX: [ Dialing of voicemail ] </li></ul><ul><li>MACHINE: To hear new messages, press 1. </li></ul><ul><li>SFX: [ Sound of number 1 being pressed ] </li></ul><ul><li>MACHINE: First message. </li></ul><ul><li>DOCTOR: ( Concerned) Hello, Cathy, this is Doctor Ryan. I have the results of your STD and HIV tests. (Sound fades) Please call me immediately to schedule an appointment. </li></ul><ul><li>VO: You got this message over the radio. Don’t get it over the phone. If you have sex, don’t be condumb. Use one, every time. Or just don’t do it. </li></ul><ul><li>VO: This message is from the Idaho Department of Health and Welfare. For more information, dial the Idaho Careline at 2-1-1 or visit nakedtruth.idaho.gov. </li></ul>
  19. 21. “ The Call 2” <ul><li>MACHINE: Please enter your patient code to receive your message. </li></ul><ul><li>SFX: [ Four beeps ] </li></ul><ul><li>MACHINE: Message for (Doctor’s voice) Chad. </li></ul><ul><li>DOCTOR: Chad this is Doctor Chang. Your lab tests have confirmed that you have contracted Chlamydia. (Sound fades) Please contact us immediately to schedule an appointment. </li></ul><ul><li>VO: You got this message over the radio. Don’t get it over the phone. If you have sex, don’t be condumb. Use one, every time. Or just don’t do it. </li></ul><ul><li>VO: This message is from the Idaho Department of Health and Welfare. For more information, dial the Idaho Careline at 2-1-1 or visit nakedtruth.idaho.gov. </li></ul>
  20. 22. Cost <ul><li>Formative Research $30,000 </li></ul><ul><li>Radio $66,000 </li></ul><ul><li>Website $34,000 </li></ul><ul><li>On-line Quiz $6,000 </li></ul><ul><li>Frisbees $1,300 </li></ul><ul><li>Posters $1,650 </li></ul><ul><li>Condoms $1,800 </li></ul><ul><li>Website Conversion into Spanish $9,500 </li></ul><ul><li>Pay per click and Search Engine Optimization $8,400 </li></ul><ul><li>Total $158,650 </li></ul>
  21. 23. NakedTruth: Website Visitors <ul><li>During the last 12 months: </li></ul><ul><ul><li>22,570 absolute unique visitors to the site </li></ul></ul><ul><ul><li>92.43% of visitors have never visited the site before </li></ul></ul><ul><ul><li>Average 2,030 visitors per month </li></ul></ul><ul><ul><li>Visitors looked at an average of 3.2 pages </li></ul></ul><ul><ul><li>Time spent on average, two minutes </li></ul></ul>
  22. 24. NakedTruth: Idaho Visitors <ul><li>38% of visits are from Idaho (545 per month) </li></ul><ul><li>Idahoans view on average 5.64 pages </li></ul><ul><li>Stay at site for 3.39 minutes </li></ul><ul><li>Bounce rate is only 31.02% </li></ul><ul><li>84.76% of visitors have never visited the site before </li></ul>Map Overview of Idaho Visitors
  23. 25. NakedTruth Pay-Per-Click Advertising <ul><li>Pay-Per-Click (PPC)Overview </li></ul><ul><ul><li>Purchasing sponsored links on search engine results pages can be an integral, ongoing part of any search engine optimization (SEO) campaign. </li></ul></ul><ul><ul><li>Advertisers pay their host only when their ad is clicked. </li></ul></ul><ul><ul><li>Research keyword phrases relevant to their target market. </li></ul></ul><ul><li>Benefits of PPC </li></ul><ul><ul><li>Target audience based on geographic, language, and demographics. </li></ul></ul><ul><ul><li>PPC listings can be launched very quickly. </li></ul></ul><ul><ul><li>Set budget limits – per day, per click, etc. </li></ul></ul><ul><ul><li>Adjust keywords and keyword click costs as necessary 24/7. </li></ul></ul>
  24. 26. NakedTruth Pay-Per-Click Advertising <ul><li>Targeted </li></ul><ul><ul><li>Idaho only </li></ul></ul><ul><ul><li>Researched relevant keywords </li></ul></ul><ul><ul><li>The following keyword groups developed: </li></ul></ul><ul><ul><ul><li>STD’s </li></ul></ul></ul><ul><ul><ul><li>Testing Facility </li></ul></ul></ul><ul><ul><ul><li>Condoms </li></ul></ul></ul><ul><li>$700/month budget set </li></ul>
  25. 27. NakedTruth PPC Ad Examples
  26. 28. Nakedtruth Pay-Per-Click <ul><li>During the last 6 months: </li></ul><ul><ul><li>61,010 people viewed the ads on Google </li></ul></ul><ul><ul><li>1,520 ad clicks – linked to website </li></ul></ul><ul><ul><li>Average click-through-rate of 2.5% per month </li></ul></ul><ul><ul><li>Google ad position between 2 and 3 </li></ul></ul><ul><ul><li>Average cost-per-click of $1.23 </li></ul></ul>
  27. 29. Summary <ul><li>Response has been positive </li></ul><ul><li>Need for more evaluation </li></ul><ul><ul><li>Does viewing site motivate behavior change? </li></ul></ul><ul><ul><li>Does site increases STD testing and treatment of positives </li></ul></ul>
  28. 30. Contacts <ul><li>Annabeth Elliott, RN. STD Program Coordinator </li></ul><ul><li>Idaho Division of Health </li></ul><ul><li>[email_address] </li></ul><ul><li>208-334-6605 </li></ul><ul><li>Jessica Waldorf </li></ul><ul><li>CLM Northwest; Account Coordinator </li></ul><ul><li>[email_address] </li></ul><ul><li>208-342-2525x227 </li></ul>
  29. 31. Chlamydia & Gonorrhea Prevention Campaign and Home Test Kit: Targeting Young Women of Color Los Angeles County Department of Public Health STD Program September 2009
  30. 32. Communication Strategy <ul><li>Marketing Target </li></ul><ul><ul><li>Women </li></ul></ul><ul><ul><li>Age 15- 25 </li></ul></ul><ul><ul><li>SPA 4 & 6 (Urban) </li></ul></ul><ul><ul><li>African-American </li></ul></ul><ul><ul><li>English & Spanish Dominant Latinas </li></ul></ul><ul><li>Communication Objectives </li></ul><ul><li>Primary- </li></ul><ul><ul><li>Test for CT/GC every 12 months (routine testing) </li></ul></ul><ul><ul><ul><li>Sooner if symptomatic </li></ul></ul></ul><ul><ul><li>Ask for test by name </li></ul></ul><ul><li>Secondary- </li></ul><ul><ul><li>Increase awareness about CT/GC </li></ul></ul><ul><ul><li>Increase knowledge about CT/GC </li></ul></ul>
  31. 33. Communication Strategy (Cont.) <ul><li>3 Funding Cycles </li></ul><ul><li>07-08 </li></ul><ul><li>08-09 </li></ul><ul><li>09-10 </li></ul><ul><ul><li>Drive target to web site and hotline for CT/GC home test kit </li></ul></ul>} Drive target to web site and hotline for clinic location
  32. 34. Formative Research
  33. 35. Results From Development Focus Groups <ul><li>General </li></ul><ul><ul><li>STDs are not a “top of mind” issue, even when asked about staying healthy </li></ul></ul><ul><ul><li>Health is more about eating right, exercising, vitamins, etc. </li></ul></ul><ul><ul><li>Articulated many future goals beyond relationships with men </li></ul></ul><ul><ul><li>Some steady relationships but also “Friends with benefits” </li></ul></ul><ul><ul><li>Did not see themselves as victims </li></ul></ul><ul><ul><li>Presented themselves as confident and self-possessed </li></ul></ul><ul><li>CT/GC Knowledge </li></ul><ul><ul><li>Most had heard of CT/GC, but little to no knowledge </li></ul></ul><ul><ul><li>Some believe they are well informed about STDs </li></ul></ul><ul><ul><li>Associated “nasty” and “dirty” with CT/GC </li></ul></ul><ul><ul><li>Surprised about LT consequences (i.e., infertility) </li></ul></ul><ul><ul><li>Distressed that could pass it on to infant (esp. Latina groups) </li></ul></ul><ul><ul><li>Surprised/shocked that disease could occur w/o symptoms </li></ul></ul><ul><ul><li>Unplanned pregnancy a bigger fear </li></ul></ul>
  34. 36. Results From Development Focus Groups <ul><li>Testing Behavior </li></ul><ul><ul><li>More likely to test if… </li></ul></ul><ul><ul><ul><li>Partner cheated </li></ul></ul></ul><ul><ul><ul><li>End of relationship </li></ul></ul></ul><ul><ul><ul><li>Symptoms emerge </li></ul></ul></ul><ul><ul><ul><li>As part of regular check-up </li></ul></ul></ul><ul><ul><li>Many assume annual pap includes STD testing </li></ul></ul><ul><li>CT/GC Testing Locations </li></ul><ul><ul><li>Clinics received most favorable response </li></ul></ul><ul><ul><li>Mobile testing unit not well received </li></ul></ul><ul><ul><ul><li>Too public/exposed </li></ul></ul></ul><ul><ul><ul><li>Not a place they would trust </li></ul></ul></ul><ul><ul><li>Mixed results for the Home Test Kit (about ½ liked the idea) </li></ul></ul><ul><ul><ul><li>Practical but concerns over using it correctly </li></ul></ul></ul>
  35. 37. Results From Development Focus Groups <ul><li>Media Consumption </li></ul><ul><li>Online consumption important in all groups </li></ul><ul><ul><li>Social Networking sites (i.e., Facebook, MySpace) </li></ul></ul><ul><ul><li>Gossip sites (PerezHilton) </li></ul></ul><ul><li>Spanish dominant Latinas consume media differently from English speaking counterparts </li></ul><ul><ul><li>Telenovelas are a mainstay </li></ul></ul><ul><ul><li>Internet used less </li></ul></ul><ul><ul><li>Radio consumed more </li></ul></ul><ul><li>Message Delivery </li></ul><ul><li>Ads should speak their language – not preach/talk down to them </li></ul>
  36. 38. Syndicated (Secondary) Research <ul><li>Spend a lot of time online </li></ul><ul><ul><li>Consume news/info. like everyone else </li></ul></ul><ul><ul><li>But lots of time on social networking sites </li></ul></ul><ul><ul><li>Content creation (i.e., video/pic downloads/uploads) </li></ul></ul><ul><li>Tune into primetime broadcast television </li></ul><ul><ul><li>But also pay-TV like BET, MTV, Comedy Central, E! </li></ul></ul><ul><li>Less time on radio and more on Digital Devices (i.e., iPod) </li></ul><ul><li>Lots of text messaging for socializing and coordinating meeting places </li></ul><ul><li>Simultaneous media consumption </li></ul>
  37. 39. Results From Concept Testing For I Know <ul><li>Key Findings </li></ul><ul><li>Many women responded strongly to the empowerment idea and viewed models in each ad as aspirational but also like “everyday” people </li></ul><ul><li>Ideas like confidence, assuredness, and pride were key “takeaways” </li></ul><ul><li>Certain expressions like “friends with benefits” and “hooking up” felt timely, relevant, and appreciated – in the language that youth are actually using today </li></ul><ul><li>The mantra of “Don’t think. Know.” suggests something new to people and caused them to think about their behaviors in a different way </li></ul><ul><li>Staying on track for the future and being able to realize goals, and not being hindered by STDs was a motivating factor </li></ul><ul><li>This concept was most easily extendible across different media platforms including print, TV, radio, online, etc. </li></ul>
  38. 40. “I Know” Key Messages <ul><li>CT is common/affects YOU: “over 30,000 women in LA get chlamydia every year” </li></ul><ul><li>CT/GC as sexual issues: </li></ul><ul><ul><li>“ getting busy can mean trouble later” </li></ul></ul><ul><ul><li>“ some friends with benefits can be friends with drawbacks” </li></ul></ul><ul><ul><li>“ hooking up is more fun when you know where you stand” </li></ul></ul><ul><li>Link to personal goals: </li></ul><ul><ul><li>Getting tested </li></ul></ul><ul><ul><ul><li>“ keeps me on track for the future” </li></ul></ul></ul><ul><ul><ul><li>“ keeps me healthy” </li></ul></ul></ul><ul><ul><li>CT can “mess with having babies when I want to” </li></ul></ul><ul><li>Linked to empowerment: </li></ul><ul><ul><li>“ One word to describe the I Know girl is informed. I would like to be informed” </li></ul></ul><ul><ul><li>You can have CT/GC “and not know it” and “to know for sure” </li></ul></ul><ul><li>Test because: </li></ul><ul><ul><li>CT/GC are curable </li></ul></ul>
  39. 41. The Campaign & Home Test Kit
  40. 42. Web Site
  41. 43. Ordering A Kit
  42. 44. Home Test Kit Contents
  43. 45. Home Test Kit Instructions Brochure
  44. 46. Find a Clinic
  45. 47. Find a Clinic – Google Map
  46. 48. Television Ad On Targeted Cable
  47. 49. >>> Aaron Plant 9/3/2009 3:31 PM >>> http:// www.youtube.com/watch?v =8NWXkXekATE Aaron Plant, MPH
  48. 50. Online Advertising
  49. 51. Online Advertising
  50. 52. 8-Sheets Outdoor
  51. 53. Bus Kings
  52. 54. Interior Bus Cards
  53. 55. Magazine Print Ads
  54. 56. Postcards
  55. 57. Ordered Kits <ul><li>1,877 total orders </li></ul><ul><li>1,770 kits ordered 10 days ago or more </li></ul><ul><li>882 kits returned (50%) </li></ul><ul><li>75 positives (8.9%, adj. for rejected specimens, n=42) </li></ul><ul><li>Plurality of orders from high morbidity areas </li></ul>
  56. 58. Campaign Evaluation Plan N = 300 N = 150 N = 150 Total Pre N = 300 50% Ages 21-25 50% Ages 18-20 African American Females 33% Less Acculturated Ages 18-25 N = 300 33% Acculturated Ages 21-25 33% Acculturated Ages 18-20 Latina Females N = 600 Total Post Segments
  57. 59. DTK Costs <ul><li>Design $81,485 </li></ul><ul><li>:30 TV Spot $130,000 </li></ul><ul><li>Media Buy $298,518 </li></ul><ul><li>Evaluation </li></ul><ul><ul><li>Baseline $26,668 </li></ul></ul><ul><ul><li>Endline $52,850 </li></ul></ul><ul><li>Total (est.) $589,521 </li></ul>
  58. 60. Contact <ul><li>Jorge A. Montoya, Ph.D. </li></ul><ul><li>Director of Outreach, Research, Communications, & Assessment (ORCA) </li></ul><ul><li>STD Program </li></ul><ul><li>Department of Public Health County of Los Angeles </li></ul><ul><li>2615 S. Grand Ave., Rm. 500 </li></ul><ul><li>Los Angeles, CA 90007 </li></ul><ul><li>Office: 213.744.5958 </li></ul><ul><li>Fax: 213.749.9606 </li></ul><ul><li>E-Mail: JAMontoya@ph.lacounty.gov </li></ul>
  59. 61. Catch the Answers <ul><li>HIV, STD, Viral Hepatitis Prevention Program </li></ul><ul><li>Bureau of Epidemiology </li></ul><ul><li>Division of Disease Control & Prevention </li></ul><ul><li>Utah Department of Health </li></ul>www.CatchTheAnswers.com
  60. 62. Campaign Committee Members <ul><li>Utah Department of Health </li></ul><ul><ul><li>Division Director Teresa Garrett, RN, MS </li></ul></ul><ul><ul><li>Bureau Director Jennifer Brown, JD, MS </li></ul></ul><ul><ul><li>Program Manager Lynn Meinor, RN, MS </li></ul></ul><ul><ul><li>STD Program Staff </li></ul></ul><ul><ul><ul><li>Emily Holmes, BA </li></ul></ul></ul><ul><ul><ul><li>Matthew Mietchen, MPH </li></ul></ul></ul><ul><ul><ul><li>Marcee W. Mortensen, BS, CHES </li></ul></ul></ul>
  61. 63. Council of Community Clinics <ul><li>Project SMART : Social Marketing as a Resource Tool </li></ul><ul><li>CDC funded to provide social marketing capacity building assistance </li></ul>
  62. 64. Campaign Timeline <ul><li>Epidemiological Profile </li></ul><ul><li>Determined Target Audiences </li></ul><ul><li>Collaboration with Project SMART </li></ul><ul><li>Preliminary Surveys </li></ul><ul><li>Request for Proposal (Ad Agency) </li></ul><ul><li>Focus Groups </li></ul><ul><li>Campaign Launch </li></ul><ul><li>Post-Campaign Surveys </li></ul>
  63. 65. Campaign Goal <ul><li>Increase knowledge and awareness about chlamydia and gonorrhea among Utah: </li></ul><ul><li>Young Adults (15 – 29) </li></ul><ul><li>Parents </li></ul><ul><li>Health Care Providers </li></ul>
  64. 66. Campaign Funding: House Bill 15 <ul><li>House Bill 15 requires the Department of Health to provide information </li></ul><ul><li>No funding for testing or treatment </li></ul>
  65. 67. Utah Epidemiological Data for Chlamydia & Gonorrhea <ul><li>Chlamydia is the number one most frequently reported communicable disease in Utah. </li></ul><ul><li>In 2007, 66% of the total number of reported cases were diagnosed in individuals between the ages of 15 and 24. </li></ul><ul><li>Gonorrhea was ranked the fourth most frequently reported communicable disease in Utah in 2007. </li></ul><ul><li>In 2007, 70% of the total number of reported cases were diagnosed in individuals between the ages of 15 and 29 . </li></ul>
  66. 68. Preliminary Surveys <ul><li>Surveys (Hard Copy) </li></ul><ul><ul><li>457 young adult surveys were collected (age 18 and older) </li></ul></ul><ul><ul><ul><li>Male 186 40.7% </li></ul></ul></ul><ul><ul><ul><li>Female 266 58.2% </li></ul></ul></ul><ul><ul><ul><li>Transgender 4 0.9% </li></ul></ul></ul><ul><ul><ul><li>Missing 1 0.2% </li></ul></ul></ul><ul><ul><ul><li>Age Groups </li></ul></ul></ul><ul><ul><ul><ul><li>18 to 24 333 72.9% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>25 to 29 92 20.1% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>30 and older 32 7% </li></ul></ul></ul></ul>
  67. 69. Preliminary Survey Data <ul><li>What is the BEST way for you to get information about chlamydia and gonorrhea? (Choose only ONE) </li></ul><ul><ul><li>Print Material(s) 153 33.5% </li></ul></ul><ul><ul><li>Web site 161 35.2% </li></ul></ul><ul><ul><li>Parent(s) 21 4.6% </li></ul></ul><ul><ul><li>Other 22 4.8% </li></ul></ul><ul><ul><li>Missing 100 21.9% </li></ul></ul>
  68. 70. Preliminary Survey Data <ul><li>Which of the following would you be willing to do to get more information about chlamydia and gonorrhea? (Check ALL that apply) </li></ul><ul><ul><li>Talk to a doctor or nurse 292 63.9% </li></ul></ul><ul><ul><li>Talk to my parent(s) 80 17.5% </li></ul></ul><ul><ul><li>Talk to my teacher(s)/professor(s) 73 16% </li></ul></ul><ul><ul><li>Go to a Web site 301 65.9% </li></ul></ul><ul><ul><li>Read print materials 268 58.6% </li></ul></ul><ul><ul><li>I do not want more information </li></ul></ul><ul><ul><li> on STDs 51 11.2% </li></ul></ul><ul><ul><li>Other 13 2.8% </li></ul></ul><ul><ul><li>Missing 11 2.4% </li></ul></ul>
  69. 71. Focus Groups <ul><li>Young Adults </li></ul><ul><ul><li>3 groups of 8 participants (24) </li></ul></ul><ul><li>Parents </li></ul><ul><ul><li>3 groups of 6 participants (18) </li></ul></ul><ul><li>Health Care Providers </li></ul><ul><ul><li>1 group of 5 participants (5) </li></ul></ul><ul><li>As a result of the focus groups it was determined: </li></ul><ul><li>that a website was the best channel to deliver chlamydia and gonorrhea information to young adults. </li></ul><ul><li>that sparking curiosity through campaign messages would drive people to a website . </li></ul>
  70. 72. Campaign Messages:
  71. 73. Campaign Messages:
  72. 74. Campaign Messages:
  73. 75. Campaign Messages:
  74. 76. Campaign Messages: <ul><li>Can I catch gonorrhea in a hot tub? </li></ul><ul><li>What does a chlamydia look like? </li></ul><ul><li>If I can't see the gonorrhea, is it still there? </li></ul><ul><li>Can I kiss someone with chlamydia? </li></ul><ul><li>Can I get chlamydia from sharing an ice cream cone? </li></ul>
  75. 77. Campaign Products <ul><li>Public Relations </li></ul><ul><ul><li>News Release </li></ul></ul><ul><ul><li>Radio & Newspaper Interviews </li></ul></ul><ul><li>Media: </li></ul><ul><ul><li>Radio spots, billboards, busboards, and web banners </li></ul></ul><ul><li>Outreach Events </li></ul><ul><ul><li>Outdoor Concerts; campaign cards </li></ul></ul>
  76. 78. Radio PSA
  77. 79. <ul><li>www.CatchTheAnswers.com </li></ul>
  78. 80. Website Analytics <ul><li>From April 28, 2009 – June 30, 2009 </li></ul><ul><ul><li>5,032 Visits 4,488 People </li></ul></ul><ul><ul><li>Average Time on Site 00:03:01 Minutes </li></ul></ul><ul><ul><li>Bounce Rate: 32.35% </li></ul></ul><ul><ul><li>Visitors looked at an average of 5.69 pages per visit </li></ul></ul><ul><ul><li>Over 200 free text questions submitted </li></ul></ul>
  79. 81. Campaign Budget <ul><li>Agency Labor $21,375 </li></ul><ul><li>Media – Radio $34,000 </li></ul><ul><li>Media – Outdoor $15,000 </li></ul><ul><li>Media – Online $4,000 </li></ul><ul><li>Collateral Production $5,125 </li></ul><ul><li>Radio Production $1,500 </li></ul><ul><li>Miscellaneous Hard Costs $500 </li></ul><ul><li>Focus Groups $1,000 </li></ul><ul><li>Survey Evaluations Free </li></ul><ul><li>Total $82,500 </li></ul>
  80. 82. Limitations <ul><li>Analysis of post-campaign surveys is pending </li></ul>
  81. 83. Contact Information <ul><li>Marcee W. Mortensen, BS, CHES </li></ul><ul><li>Campaign Coordinator </li></ul><ul><li>Utah Department of Health </li></ul><ul><li>288 North 1460 West </li></ul><ul><li>Box 142104 </li></ul><ul><li>Salt Lake City, Utah 84114-2104 </li></ul><ul><li>Phone: (801) 538-6042 </li></ul><ul><li>Fax: (801) 538-9913 </li></ul><ul><li>E-mail: [email_address] </li></ul>

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