allison friedman: dstdp's infertility prevention social marketing effort

DSTDP’s Infertility Prevention Social Marketing

Effort

Allison Friedman, MSHealth Communication Specialist

CDC UPDATE

Project Background & Status

Purpose: Develop and implement a campaign to promote chlamydia (CT) screening among sexually active African American, Caucasian & Hispanic females, ages 15-25 years.

Project Activities Literature Review (2007)   Exploratory Research (2007-2008)

Phone interviews (n=80) In-person interviews (n=45)

Concept & Message Testing (Nov-Dec ‘09) 18 Focus Groups in 4 cities

Product testing (early 2010) Mall intercept interviews (N= 200) Online surveys (N=500)

Campaign Implementation (2010)

Exploratory Research: Summary of Findings

Very few were knowledgeable about CT; most were unaware of: CT’s asymptomatic nature, potential to cause infertility Recommendation for routine CT testing Urine test for CT

Perceived Barriers & Benefits to Screening

Barriers Benefits

• Fear (testing, positive results, parents finding out)

• Knowing one’s STD status

• Privacy concerns; peer stigma • Ability to take action if positive

• Access • Confirm neg. status (reassurance)

• Embarrassment • Being responsible

• Lack of symptoms/perceived susceptibility

• Lack of awareness

Concept and Message Development: Strategic Approach

Based on exploratory research findings, and guided by theoretical frameworks (Health Belief Model & Theory of Planned Behavior)

Three concepts designed to:1. Diminish identified barriers:

Overcome stigma Emphasize ease of testing

2. Empower women3. Emphasize women’s health and infertility, in relation to broader aspirations

Messages also designed to:- Increase perceived susceptibility to, severity of CT- Increase perceived benefits, self-efficacy re. CT testing- Reframe perceived ‘norm’ (i.e., normalize testing)- Provide cues to action

Concept & Message Testing Focus Groups

Segmented by age, race/ethnicity, and school/work status (adults).

Exploring: Approaches (concept, tone) that resonate with, and motivate audiences Framing/language (“STD” vs. “Chlamydia”) Dissemination preferences (source, channel, products)

Testing: 6 posters (3 concepts) Information (print content) Video PSAs (existing/past campaigns) Logos (existing campaigns & new)

Overcoming Stigma

Ease of Testing

Women’s Health & Infertility

Empowerment

Logos

(Very) Preliminary Top-Level Findings

Leading concepts normalize testing & emphasize fertility (aspirations) Infertility = important motivator across age segments

Peer stigma = less of a concern for older segments

Audiences want: Scary statistics w/easy solution (to prompt action)

Direct/upfront messages about STD testing

Real-life stories of women like them (age, race/ethnicity); diversity also good.

Humor attracts attention, but message must be thought-provoking to prompt further action

Mixed reactions re: STD vs. CT messaging

Female-targeted vs. male and female targeted

Campaign Implementation (2010)

National implementation: Primarily online Possibly through magazines, among other channels

Campaign messages may be extended through national media & other partners MTV/Kaiser Family Foundation NCC??

2-3 select pilot sites: Heightened media & social marketing efforts at local level