Developing and Evaluating Santa Clara County's HIV/STD Prevention Social Marketing Campaign

Dates: 2015-2016

State: California

Client(s): Santa Clara County, Public Health Department

Services: Health Communication, Applied Research & Evaluation

Technical Expertise: Adolescent Health, Family Planning & Reproductive Health, Healthy Communities, HIV & Infectious Diseases, Lesbian, Gay, Bisexual, and Transgender (LGBT) Health

Thirty years into the epidemic, HIV continues to impact the lives of many people in Santa Clara County (California), across the U.S., and around the world, disproportionately affecting certain communities. Using social marketing campaigns to link people to testing services is one strategy in helping to prevent the spread of HIV and other STDs.

JSI is using a community-based social marketing approach as the strategic planning framework for developing outreach campaigns to promote HIV and STD testing in several target communities in Santa Clara County. JSI is conducting formative research (e.g., focus groups and key informant interviews) and incorporating diverse marketing techniques to reach target communities (Latino and Black/African American (AA) men who have sex with men (MSM), Black/AA women, and youth). Marketing techniques include social media, designs for print media, adoption and customizing of existing materials, and technical assistance to reinforce messaging and to counter barriers in reaching the target communities.

Check out a photo essay “HIV Test? I’m on it!” Using Social Marketing to Reach a Diverse Population in Santa Clara County, CA.


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