HIV Test? STD Test? I’m On It! Lessons Learned from Implementing a Latino-focused HIV and STD Testing Social Marketing Campaign in Santa Clara County, California

Presented by: Clancey Bateman, MS, MPH

August 24, 2016

Who is JSI? JSI is a public health research and consulting firm with over 35 years of experience working to improve the health of underserved populations.

Social marketing / behavior change communication

Strategic communication

Training and TA

Materials development

The problem 1 in 5 people living with HIV in the U.S. is unaware of his/her HIV status

Diverse county of 1.2 million

Disproportionate percentage of new HIV cases in Santa Clara County among Latinos and African Americans

What is Social Marketing?

Use of commercial marketing principles and techniques to promote adoption of behaviors that will improve health or wellbeing of a target audience or society as a whole.

Adapted from: Social Marketing: Influencing Behaviors for Good Phil Kotler & Nancy Lee

Formative Research

Environmental scan of relevant HIV prevention campaigns

Two rounds of focus groups with MSM to test campaign concepts, messaging, and channel preferences

• Including English & Spanish-speaking Latino MSM

Focus Group Findings

Key messages:

Focus on HIV Testing is quick/easy Testing is free Clear language Treatment is available It’s better to know

Images:

Diverse Relatable/real stories People getting tested

Campaign Development

Audience: Adults, MSM,18-44 yo

Tagline:

HIV Test? I’m On It!

Call-to-action:

Get tested for HIV

Visit www.HIVtest.org

HIV & STD Trends over time

41% of new HIV infections among Latinos

Highest rates of STDs among Latinos

Tailoring I’m On It 2.0 for Latinos

Included HIV and STDs

Images featuring Latino MSM

Spanish language ads

Communication channels:

Univision mobile app Spanish language radio Social media (Facebook)

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Campaign Results

Over 4.6 million impressions

Increased web traffic to www.GetTestedSCC.org

Increased testing during campaign period

Channel Estimated Reach/Impressions (non-unique) and Total Clicks

Facebook 215,736 impressions 12,270 clicks

Grindr 3,553,569 impressions* 14,964 clicks

Pandora 277,812 impressions 1,306 clicks

Univision 206,962 impressions 3,031 clicks

Radio 349,401 impressions aired 322 times on two local radio stations

Outreach Events 3 outreach events 2,000 I’m On It!-branded bags other items include t-shirts, hats, and coasters

Targeting Ability by Channel Channel Location Language Age Gender Sexual

Orientation

Facebook

Grindr

Pandora

Univision

Radio

Outdoor ads (billboard, bus)

Key Takeaways

Digital marketing enabled robust targeting to Latinos

Facebook and Grindr generated significant traffic to the website

Consider limitations of some channels in terms of targeting and evaluation

Thank you!

Clancey Bateman, MS, MPH

cbateman@jsi.com