Allison Friedman: DSTDP's Infertility Prevention Social Marketing Effort

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A presentation on DSTDP's Infertility Prevention Social Marketing Effort by Allison Friedman, MS, Health Communications Specialist, Division of STD Prevention, CDC

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Allison Friedman: DSTDP's Infertility Prevention Social Marketing Effort

  1. 1. DSTDP’s Infertility Prevention Social Marketing Effort Allison Friedman, MS Health Communication Specialist CDC UPDATE
  2. 2. Project Background & Status <ul><li>Purpose: Develop and implement a campaign to promote chlamydia (CT) screening among sexually active African American, Caucasian & Hispanic females, ages 15-25 years. </li></ul><ul><li>Project Activities </li></ul><ul><li>Literature Review (2007)   </li></ul><ul><li>Exploratory Research (2007-2008) </li></ul><ul><ul><li>Phone interviews (n=80) </li></ul></ul><ul><ul><li>In-person interviews (n=45) </li></ul></ul><ul><li>Concept & Message Testing (Nov-Dec ‘09) </li></ul><ul><ul><li>18 Focus Groups in 4 cities </li></ul></ul><ul><li>Product testing (early 2010) </li></ul><ul><ul><li>Mall intercept interviews (N= 200) </li></ul></ul><ul><ul><li>Online surveys (N=500) </li></ul></ul><ul><li>Campaign Implementation (2010) </li></ul>
  3. 3. Exploratory Research: Summary of Findings <ul><li>Very few were knowledgeable about CT; most were unaware of: </li></ul><ul><ul><li>CT’s asymptomatic nature, potential to cause infertility </li></ul></ul><ul><ul><li>Recommendation for routine CT testing </li></ul></ul><ul><ul><li>Urine test for CT </li></ul></ul><ul><li>Perceived Barriers & Benefits to Screening </li></ul>Barriers Benefits <ul><li>Fear (testing, positive results, parents finding out) </li></ul><ul><li>Knowing one’s STD status </li></ul><ul><li>Privacy concerns; peer stigma </li></ul><ul><li>Ability to take action if positive </li></ul><ul><li>Access </li></ul><ul><li>Confirm neg. status (reassurance) </li></ul><ul><li>Embarrassment </li></ul><ul><li>Being responsible </li></ul><ul><li>Lack of symptoms/perceived susceptibility </li></ul><ul><li>Lack of awareness </li></ul>
  4. 4. Concept and Message Development: Strategic Approach <ul><li>Based on exploratory research findings, and guided by theoretical frameworks (Health Belief Model & Theory of Planned Behavior) </li></ul><ul><li>Three concepts designed to: </li></ul><ul><ul><li>1. Diminish identified barriers: </li></ul></ul><ul><ul><ul><li>Overcome stigma </li></ul></ul></ul><ul><ul><ul><li>Emphasize ease of testing </li></ul></ul></ul><ul><ul><li>2. Empower women </li></ul></ul><ul><ul><li>3. Emphasize women’s health and infertility, in relation to broader aspirations </li></ul></ul><ul><li>Messages also designed to: </li></ul><ul><li>Increase perceived susceptibility to, severity of CT </li></ul><ul><li>Increase perceived benefits, self-efficacy re. CT testing </li></ul><ul><li>Reframe perceived ‘norm’ (i.e., normalize testing) </li></ul><ul><li>Provide cues to action </li></ul>
  5. 5. Concept & Message Testing Focus Groups <ul><li>Segmented by age, race/ethnicity, and school/work status (adults). </li></ul><ul><li>Exploring: </li></ul><ul><li>Approaches (concept, tone) that resonate with, and motivate audiences </li></ul><ul><li>Framing/language (“STD” vs. “Chlamydia”) </li></ul><ul><li>Dissemination preferences (source, channel, products) </li></ul><ul><li>Testing: </li></ul><ul><li>6 posters (3 concepts) </li></ul><ul><li>Information (print content) </li></ul><ul><li>Video PSAs (existing/past campaigns) </li></ul><ul><li>Logos (existing campaigns & new) </li></ul>
  6. 6. Overcoming Stigma
  7. 7. Ease of Testing
  8. 8. Women’s Health & Infertility
  9. 9. Empowerment
  10. 10. Logos
  11. 11. (Very) Preliminary Top-Level Findings <ul><li>Leading concepts normalize testing & emphasize fertility (aspirations) </li></ul><ul><ul><li>Infertility = important motivator across age segments </li></ul></ul><ul><ul><li>Peer stigma = less of a concern for older segments </li></ul></ul><ul><li>Audiences want: </li></ul><ul><ul><li>Scary statistics w/easy solution (to prompt action) </li></ul></ul><ul><ul><li>Direct/upfront messages about STD testing </li></ul></ul><ul><ul><li>Real-life stories of women like them (age, race/ethnicity); diversity also good. </li></ul></ul><ul><li>Humor attracts attention, but message must be thought-provoking to prompt further action </li></ul><ul><li>Mixed reactions re: </li></ul><ul><ul><li>STD vs. CT messaging </li></ul></ul><ul><ul><li>Female-targeted vs. male and female targeted </li></ul></ul>
  12. 12. Campaign Implementation (2010) <ul><li>National implementation: </li></ul><ul><ul><li>Primarily online </li></ul></ul><ul><ul><li>Possibly through magazines, among other channels </li></ul></ul><ul><li>Campaign messages may be extended through national media & other partners </li></ul><ul><ul><li>MTV/Kaiser Family Foundation </li></ul></ul><ul><ul><li>NCC?? </li></ul></ul><ul><li>2-3 select pilot sites: </li></ul><ul><ul><li>Heightened media & social marketing efforts at local level </li></ul></ul>

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