allison friedman: dstdp's infertility prevention social marketing effort
DESCRIPTION
A presentation on DSTDP's Infertility Prevention Social Marketing Effort by Allison Friedman, MS, Health Communications Specialist, Division of STD Prevention, CDCTRANSCRIPT
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