Journal article
Marketing HIV Prevention for Heterosexually Identified Latino Men Who Have Sex with Men and Women: The Hombres Sanos Campaign
Journal of health communication, v 17(6), pp 641-658
01 Jan 2012
PMID: 22500921
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
This article describes the development process of Hombres Sanos, a social marketing campaign to promote HIV testing and condom use for heterosexually identified Latino men who have sex with men and women. The steps included qualitative formative research and a social marketing analytic framework to understand our target audience better, identify incentives and barriers to risk reduction, guide product development, define an optimal promotional campaign, and inform the selection of campaign platforms. A better grasp of the authors' target beneficiaries' needs and values led to an innovative dual strategy for audience segmentation and targeting. The campaign had consumer-centered, culturally sensitive, and theory-driven communication materials. The authors found communication materials and events to be appealing and effective. The campaign was well received among the wider community, and evaluation showed promising results among Latino men in general and among heterosexually identified Latino men who have sex with men and women in particular. The authors provide a step-by-step overview of the project's formative research, including research methods and findings, and how these were translated into a social marketing campaign. In addition, the authors discuss the challenges encountered in this process and the potential of social marketing to reduce HIV risk among Latinos.
Metrics
Details
- Title
- Marketing HIV Prevention for Heterosexually Identified Latino Men Who Have Sex with Men and Women: The Hombres Sanos Campaign
- Creators
- Araceli Fernandez Cerdeno - Populat Council Mexico, Mexico City, DF, MexicoAna P. Martinez-Donate - University of Wisconsin–MadisonJennifer A. Zellner - San Diego State UniversityFernando Sanudo - Vista Community ClinicHector Carrillo - Northwestern UniversityMoshe Engelberg - ResearchWorks (United States)Carol Sipan - San Diego State UniversityMelbourne Hovell - San Diego State University
- Publication Details
- Journal of health communication, v 17(6), pp 641-658
- Publisher
- Taylor & Francis
- Number of pages
- 18
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Community Health and Prevention
- Web of Science ID
- WOS:000306320100003
- Scopus ID
- 2-s2.0-84864032159
- Other Identifier
- 991020100081704721
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- Collaboration types
- Domestic collaboration
- International collaboration
- Web of Science research areas
- Communication
- Information Science & Library Science