Best Practices in HIV Prevention Social Marketing

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1 Lessons Learned On The Ground... USF 2007 Social Marketing in Public Health Susan Starbird, Social Marketing Consultant Best Practices in HIV Prevention Social Marketing Four Case Studies in California s HIV Prevention High-Risk Behavior-Change Campaign susan@starbirdcreative.com Page 1

2 Best Practices in HIV Prevention Social Marketing City of Long Beach Sacramento County San Diego County Sonoma County In the beginning... Funding: $280,000 per year Training and technical assistance CDCynergy/Social Marketing Reporting standards Page 2

3 Populations and Objectives POPULATION BEHAVIORAL OBJECTIVES Long Beach HIV-infected men who have sex with men (MSM), particularly men of color. (a) use condoms with HIV negative or unknown status partners, (b) disclose HIV status to partners, and (c) get tested. Sacramento Sexually active African-American MSM (gay and nongay identified). (a) reduce risk of HIV infection by using a condom during every sex act; (b) communicate sexual risk and history, negotiating with sexual partners; and (c) get tested for HIV. San Diego HIV-positive and high-risk negative MSM between the ages of who are primarily Caucasian, acculturated Latino, or African American. (a) disclose HIV and STD status, (b) develop and follow a safer sex plan, (c) get tested for HIV and other STDs, and (d) enter into medical care if HIV positive. Sonoma Gay and bisexual HIV-positive men who have multiple partners. (a) Increase utilization of services; (b) reduce risk of HIV transmission by increasing the use of safer sex practices. City of Long Beach susan@starbirdcreative.com Page 3

4 Sacramento County Sacramento County Page 4

5 San Diego County Sonoma County Page 5

6 Sonoma County Learning By Doing... Lessons from the Social Marketing School of Hard Knocks Page 6

7 Best Practices/Lessons Learned Don t try to do too much with too little. Capacity? (staff, financial resources, political support, marketing know-how...) You can t do this alone. (partners: agencies, nonprofits, contractors, evaluators...) Best Practices/Lessons Learned Timetable? Realistic + generous + flexible. Plan way ahead. Way, way ahead. Relationships. (collaborators: stakeholders, volunteers, audiences...) susan@starbirdcreative.com Page 7

8 Best Practices/Lessons Learned Be an audience insider. Ask and listen. Competitors. Opposing forces, alternative solutions. FEP: fun, easy, popular. Best Practices/Lessons Learned Actionable research. Adapt program as research and planning progress. Segmentation: focus. Focus. Focus. Then define. Page 8

9 Best Practices/Lessons Learned Prepare for the tough questions (from stakeholders, media, funders...). Embrace critics. Communicate the product-price exchange! Brand your product. Stay consistent. Best Practices/Lessons Learned Adapt as pre-testing progresses. Know the rules (community, agency, funder, media standards) Learn what s negotiable (fees, rules ) Unintended consequences. susan@starbirdcreative.com Page 9

10 Best Practices/Lessons Learned Budget 1/3+ for program management, coordination, and monitoring. Plan for evaluation. Line up systems, protocols in advance. Plan for everything taking longer, and costing more, than you hope. Best Practices/Lessons Learned Engage others to help monitor. Motivate, prepare, train, and support them. Creative monitoring. Plan for longevity, sustainability. Page 10

11 Contacts: County of San Diego Health and Human Services Agency, HIV, STD, and Hepatitis Branch of Public Health Services, Community Health Program Specialist Lori Jones: (619) City of Long Beach Health Department Prevention Services Officer Cheryl Barrit: (562) Sacramento County Dept. of Health & Human Services Communicable Disease Prevention program AIDS Director Staci Syas: (916) County of Sonoma Department of Health Services Prevention & Planning division Health Information Specialist Anthony Taylor: (707) , Presenter and author: Susan Starbird, social marketing consultant: (707) , California Department of Health Services Office of AIDS African American Policy and Program Coordinator Reggie Caldwell: , For a copy of the full report: Reggie Caldwell African American Policy and Program Coordinator CA Department of Health Services Office of AIDS Rcaldwe2@dhs.ca.gov susan@starbirdcreative.com Page 11

Lessons Learned on the Ground:

Lessons Learned on the Ground: Four Case Studies in California s HIV Prevention High-Risk Behavior Change (Social Marketing) Campaign 2004-2007 Arnold Schwarzenegger State of California Kimberly Belshé