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The New Faces of HIV in Houston: A Social Marketing Campaign

The New Faces of HIV in Houston: A Social Marketing Campaign. Beau J. Mitts, MPH Harris County Hospital District Ricardo Mendiola Houston Department of Health and Human Services Tracy L. Torma Torma Communications Karen H. Russell Incremental Marketing American Public Health Association

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The New Faces of HIV in Houston: A Social Marketing Campaign

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  1. The New Faces of HIV in Houston:A Social Marketing Campaign Beau J. Mitts, MPH Harris County Hospital District Ricardo Mendiola Houston Department of Health and Human Services Tracy L. Torma Torma Communications Karen H. Russell Incremental Marketing American Public Health Association San Francisco, CA November 18, 2003

  2. Developing the Campaign • Establish a Timeline • Formative Research • Determine Target Audience • African American Women, Hispanic Men, Caucasian MSMs, etc. • Use Quantitative, Epidemiological Data • Local or state health department • Focus Group Research • 8-12 people for 1 to 1 ½ hours • Representative of Target Audience

  3. Developing the Campaign • Develop a Theme or Central Message • “We look just like you, but you don’t have to be like us” • Determine Methods of Evaluation • Number of phone calls, number of tests, etc. • Determine Appropriate Media • Print, radio, television, billboards, transit • Develop Campaign Materials • Brochures, posters, hotline, radio spots, billboards, etc.

  4. New Faces Materials • Brochures (8,000) • Specifically targeting African American women distributed in beauty salons • Posters (1,500) • Distributed in barber and music shops • Large Stickers (2,000) • Distributed in bars and community restrooms • Small Stickers (2,000) • Distributed in condom packets

  5. New Faces Materials • Transit Placards (1,100) • Displayed on every METRO bus • Radio Spots (200) • Aired on two local African American stations • HIV Information Line Established • 281-HIV-INFO (281-448-4636) • Contracted with the United Way Helpline • 24 hours a day/7 days a week

  6. Bureaucratic Obstacles • Purchasing Policies • Purchase Order vs. Contract • At what dollar amount will a bid process have to be initiated? • Does your agency have contracted vendors? • Public Relations Policies • Photo releases from participants • Telecommunication Policies • Hotline/information line establishment • Grant Funds vs. General Funds • Separate accounting/signature requirements

  7. Broaden the Campaign Reach • Collaborate with Another Agency • Harris County Hospital District (HCHD) and Houston Department of Health and Human Services (HDHHS) • HCHD paid for print development and printing, some radio air time, and HIV Information Line ($70,000) • HDHHS paid for radio development and radio air time ($30,000)

  8. Broaden the Campaign Reach • Generate Media Interest • Launch campaign on a date of interest such as Worlds AIDS Day • Have a press conference • Invite prominent community members such as the mayor, county commissioner, city council members, HIV community leaders, etc. • Have ONE person assigned to coordinate contact with the media!!! • Develop an informative press kit • Pitch the story to local news outlets • A nationally recognized day with a local tie-in • Send press releases

  9. New Faces Media Coverage • Front page coverage by the Houston Chronicle on Sunday, December 1, 2002 • Five television stations provided news coverage (CBS, Fox, WB, KXLN, and News 24) • Three radio stations provided news coverage • HIV Plus Magazine – May 2003

  10. Campaign Monitoring & Evaluation • Determine a Distribution Method • Who will distribute the campaign materials? Will this be an added expense? Will a specific area/location be targeted? • Keep a Materials Inventory • Know to whom and how many of the materials are distributed • Have Established Evaluation Criteria • Determined during the campaign development • Such as number of HIV tests, number of calls to hotline, number of brochures distributed, etc.

  11. New Faces Evaluation • Number of HIV Information Line calls

  12. New Faces Evaluation • Number of HCHD HIV Tests

  13. New Faces Evaluation • Number of HDHHS HIV Tests

  14. Update • World AIDS Day – December 1, 2003 • Direct Mail Postcard • 87,000 Postcards • Seven Houston Zip Codes • Highest Prevalence of HIV/AIDS among African Americans • Additional Radio Spots (81) • Aired on one local African American station

  15. Contact Information Beau J. Mitts, MPH Harris County Hospital District HIV Projects Department 2525 Holly Hall Street Houston, TX 77054 713.566.6512 beau_mitts@hchd.tmc.edu http://www.hchdonline.com/hivprojects Ricardo Mendiola Houston Department of Health and Human Services Bureau of HIV/STD Prevention 8000 N. Stadium Drive, 5th floor Houston, TX 77054 713.794.9092 ricardo.mendiola@cityofhouston.net

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