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M94A2229.TXT
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1994-10-25
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Document 2229
DOCN M94A2229
TI The CDC prevention marketing initiative: targeting a generation of young
people.
DT 9412
AU Shepherd MB; Gentry EM; CDC, Atlanta, GA 30333.
SO Int Conf AIDS. 1994 Aug 7-12;10(1):351 (abstract no. PD0010). Unique
Identifier : AIDSLINE ICA10/94370346
AB The Centers for Disease Control and Prevention (CDC) has launched a new
Prevention Marketing Initiative utilizing a social marketing framework
which integrates consumer marketing principles with traditional health
communications. The initiative targets young adults and has four
behavioral objectives which promote two primary prevention strategies;
delaying sexual activity and using latex condoms. Consistent with social
marketing methodology, process and outcome evaluation measurements are
interactive with program design. Some early process evaluation measures
indicate a 91% increase in CDC National AIDS Hotline calls during the 48
hours after the launch of the initiative compared with the previous 48
hours; 4,600 media placements about the initiative translating to over 1
billion audience impressions; public service advertising resulting in
more than 3 million in donated broadcast time. This positive response is
the result of a pro-active news media strategy that involved ongoing
positioning of the health communication messages, additional outreach to
health and science reporters, and implementation of activities that
improved CDC's access to the media. Also consistent with social
marketing methodology, CDC formed partnerships with over 200
organizations, which generated more than 2 million audience impressions.
These organizations are currently taking part in creating guidelines and
strategies for community participation in the Prevention Marketing
Initiative. Another method that CDC is using to gain insight into
relevant community participation is the planning and implementation of
five local prevention marketing demonstration sites. All of these
strategies work together under the 5-year prevention marketing framework
to prevent HIV infection and other STDs among a generation of young
people.
DE Adolescence Adult *Centers for Disease Control and Prevention (U.S.)
Condoms *Health Education/METHODS Hotlines Human HIV
Infections/*PREVENTION & CONTROL Mass Media Sex Behavior Sexually
Transmitted Diseases/*PREVENTION & CONTROL United States MEETING
ABSTRACT
SOURCE: National Library of Medicine. NOTICE: This material may be
protected by Copyright Law (Title 17, U.S.Code).