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Fighting Syphilis in Texas Houston’s  Don’t Sleep On It!   Campaign Eric Roland Sr. Director of Marketing & Communications
Syphilis Elimination in Houston <ul><li>1999 – U.S. launched national syphilis elimination plan </li></ul><ul><li>2000 – H...
Partners <ul><li>Texas Department of State Health Services </li></ul><ul><li>Houston Department of Health & Human Services...
National Syphilis (P&S) Trends <ul><li>In 2000, the P&S syphilis rate was the lowest since reporting began.  </li></ul><ul...
Houston Syphilis (P&S) Trends <ul><li>1991-2001 – P&S syphilis cases decreased 95% </li></ul><ul><li>1999-2009 – Harris Co...
Source: Houston Department of Health & Human Services
Source: Houston Department of Health & Human Services
Source: Houston Department of Health & Human Services
Houston Campaigns 2002-2004
Houston Campaigns 2004-2006
Campaign Development <ul><li>S.E.A.C. members brainstormed campaign names/slogans </li></ul><ul><li>Discussed need to targ...
 
Don’t Sleep On It! 2007-2008
Campaign Development II <ul><li>Need to revise campaign: use edgier photos/different color scheme </li></ul><ul><li>Need c...
Houston Campaigns 2002-2010
 
Campaign Dissemination Plan <ul><li>Determine billboard locations </li></ul><ul><li>Compile list of venues/locations to po...
 
 
Don’t Sleep On It!  Youth Health Expo <ul><li>Event aimed at African-American teens/young adults </li></ul><ul><li>Locatio...
Source: Houston Department of Health & Human Services Kashmere Multiservice Center 4802 Lockwood Drive Houston, TX 77026
 
Event Exposure thru Media <ul><li>Radio spots before/after event </li></ul><ul><li>Live streaming on website </li></ul><ul...
Event Vendors
Campaign Budget <ul><li>Billboards (7 months) $12,000 </li></ul><ul><li>Printed materials $4,000 </li></ul><ul><li>Print A...
Impact Evaluation <ul><li>Evaluation will occur in 3 rd  quarter 2010 </li></ul><ul><li>Currently developing tool to asses...
Thank you! <ul><li>Eric Roland </li></ul><ul><li>Senior Director of Marketing & Communications </li></ul><ul><li>Legacy Co...
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Fighting Syphilis in Texas

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This presentation demonstrates how syphilis epidemiology and trends influenced the development and dissemination of syphilis awareness campaigns in Houston over the past decade. There is a specific focus on the current campaign - "Don't Sleep On It".

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Fighting Syphilis in Texas

  1. 1. Fighting Syphilis in Texas Houston’s Don’t Sleep On It! Campaign Eric Roland Sr. Director of Marketing & Communications
  2. 2. Syphilis Elimination in Houston <ul><li>1999 – U.S. launched national syphilis elimination plan </li></ul><ul><li>2000 – Houston’s Syphilis Elimination Advisory Council (S.E.A.C.) formed </li></ul><ul><li>1999-2001 – SE activities focused on African-Americans in Third Ward </li></ul><ul><li>2001-2006 – SE activities turned focus to gay, bisexual and other MSM </li></ul><ul><li>2007-present – SE activities focused on young African-Americans both MSM and heterosexual males/females. </li></ul><ul><li>2009-2010 – S.E.A.C. hosts health expo </li></ul>
  3. 3. Partners <ul><li>Texas Department of State Health Services </li></ul><ul><li>Houston Department of Health & Human Services </li></ul><ul><li>Harris County Hospital District </li></ul><ul><li>Community members </li></ul><ul><li>Community-based organizations </li></ul><ul><ul><li>CCM Foundation  Bee Busy </li></ul></ul><ul><ul><li>Planned Parenthood  NAACP </li></ul></ul><ul><ul><li>Triangle AIDS Network  Positive Efforts </li></ul></ul><ul><ul><li>Houston Area Community Services </li></ul></ul>
  4. 4. National Syphilis (P&S) Trends <ul><li>In 2000, the P&S syphilis rate was the lowest since reporting began. </li></ul><ul><li>Due to low rates in the 1990s, a National Plan to Eliminate Syphilis was announced in 1999. </li></ul><ul><li>From 2001 to 2008, the rate increased every year. Overall increases in rates were predominantly among men who have sex with men (MSM). </li></ul><ul><li>The rate in 2008 was 18.4% higher than the rate in 2007. </li></ul>Source: CDC STD Surveillance Report, 2008
  5. 5. Houston Syphilis (P&S) Trends <ul><li>1991-2001 – P&S syphilis cases decreased 95% </li></ul><ul><li>1999-2009 – Harris County ranked 1st or 2nd in Texas for cases of P&S syphilis </li></ul><ul><li>2006-2007 – Harris County ranked 2nd in U.S. for number of cases of P&S syphilis </li></ul><ul><li>2006-2009 – 62.7% of the P&S syphilis cases were in African-Americans </li></ul><ul><li>2006-2009 – 51.9% of the P&S syphilis cases were among MSM </li></ul><ul><li>2006-2009 – 49.6% of MSM with P&S syphilis were African-American </li></ul><ul><li>2006-2009 – approximately 55% of MSM with P&S syphilis were also HIV-positive </li></ul>Source: Houston Department of Health & Human Services
  6. 6. Source: Houston Department of Health & Human Services
  7. 7. Source: Houston Department of Health & Human Services
  8. 8. Source: Houston Department of Health & Human Services
  9. 9. Houston Campaigns 2002-2004
  10. 10. Houston Campaigns 2004-2006
  11. 11. Campaign Development <ul><li>S.E.A.C. members brainstormed campaign names/slogans </li></ul><ul><li>Discussed need to target young African-Americans </li></ul><ul><li>Reviewed morbidity trends, DIS case interview reports, surveillance reports </li></ul><ul><ul><li>Sex, race/ethnicity, age, risk behavior </li></ul></ul><ul><ul><li>Zip codes and area hot spots </li></ul></ul><ul><ul><li>Types of venues where OP met partner </li></ul></ul><ul><li>Gathered input from community/ S.E.A.C. members </li></ul><ul><ul><li>behaviors in high-risk zip codes </li></ul></ul><ul><ul><li>Venues/locations to distribute campaign materials </li></ul></ul><ul><ul><li>Community partners to distribute campaign materials </li></ul></ul>
  12. 13. Don’t Sleep On It! 2007-2008
  13. 14. Campaign Development II <ul><li>Need to revise campaign: use edgier photos/different color scheme </li></ul><ul><li>Need campaign website – www.dontsleeponit.org </li></ul><ul><li>Gathered input from S.E.A.C. members </li></ul><ul><li>Conducted focus group with 18 recently released men at a halfway house </li></ul><ul><li>Gathered input from community members </li></ul><ul><li>Photos were controversial </li></ul>
  14. 15. Houston Campaigns 2002-2010
  15. 17. Campaign Dissemination Plan <ul><li>Determine billboard locations </li></ul><ul><li>Compile list of venues/locations to post posters, distribute cards </li></ul><ul><li>Determine best radio stations to reach target population </li></ul><ul><li>Determine best print publications to reach target population </li></ul><ul><li>Develop PR plan to include traditional press release, social networking sites, blogs </li></ul><ul><li>Determine types of promotional items to order </li></ul>
  16. 20. Don’t Sleep On It! Youth Health Expo <ul><li>Event aimed at African-American teens/young adults </li></ul><ul><li>Location in high prevalence zip code </li></ul><ul><li>Entertain attendees – local hip-hop artists, step groups </li></ul><ul><li>Invite vendors to perform health tests (syphilis, HIV, pregnancy, HPV vaccines) </li></ul><ul><li>Door prizes </li></ul><ul><li>Collaborate with local schools </li></ul><ul><li>Promotional giveaway items </li></ul>
  17. 21. Source: Houston Department of Health & Human Services Kashmere Multiservice Center 4802 Lockwood Drive Houston, TX 77026
  18. 23. Event Exposure thru Media <ul><li>Radio spots before/after event </li></ul><ul><li>Live streaming on website </li></ul><ul><li>Teamed up for club promotion </li></ul><ul><li>Live remote day of event </li></ul><ul><li>Press release to hip hop websites, bloggers, entertainment outlets, social networking sites </li></ul><ul><li>Published on allhiphop.com, vibe.com, Hot 108 JAMZ blog, 718unlimited .com and more </li></ul>
  19. 24. Event Vendors
  20. 25. Campaign Budget <ul><li>Billboards (7 months) $12,000 </li></ul><ul><li>Printed materials $4,000 </li></ul><ul><li>Print Advertising (7 months) $20,000 </li></ul><ul><li>Radio Advertising (2 months) $9,500 </li></ul><ul><li>Promotional items $5500 </li></ul><ul><li>Event $1700 </li></ul><ul><li>TOTAL $52,700 </li></ul>
  21. 26. Impact Evaluation <ul><li>Evaluation will occur in 3 rd quarter 2010 </li></ul><ul><li>Currently developing tool to assess impact </li></ul><ul><ul><li>Interview people in areas where campaign was disseminated </li></ul></ul><ul><ul><li>Conduct focus group of community groups </li></ul></ul><ul><ul><li>Use survey monkey tool to assess Internet users </li></ul></ul>
  22. 27. Thank you! <ul><li>Eric Roland </li></ul><ul><li>Senior Director of Marketing & Communications </li></ul><ul><li>Legacy Community Health Services </li></ul><ul><li>(713) 830-3068 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.legacycommunityhealth.org </li></ul>

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