Effectiveness of HIV prevention social marketing with injecting drug users.
Social marketing involves applying marketing principles to promote social goods. In the context of health behavior, it has been used successfully to reduce alcohol-related car crashes, smoking among youths, and malaria transmission, among other goals. Features of social marketing, such as audience segmentation and repeated exposure to prevention messages, distinguish it from traditional health promotion programs. A recent review found 8 of 10 rigorously evaluated social marketing interventions responsible for changes in HIV-related behavior or behavioral intentions. We studied 479 injection drug users to evaluate a community-based social marketing campaign to reduce injection risk behavior among drug users in Sacramento, California. Injecting drugs is associated with HIV infection in more than 130 countries worldwide.
Gibson
David R
DR
Center for AIDS Prevention Studies, University of California, San Francisco, USA. drgibson@ucdavis.edu
Zhang
Guili
G
Cassady
Diana
D
Pappas
Les
L
Mitchell
Joyce
J
Kegeles
Susan M
SM
D002140:California; D015658:HIV Infections / Q000517:prevention & control*; D015438:Health Behavior; D006266:Health Education / Q000379:methods*; D006801:Humans; D007407:Interviews as Topic; D016485:Needle Sharing; D018671:Needle-Exchange Programs / Q000706:statistics & numerical data; D010043:Outcome and Process Assessment, Health Care; D012309:Risk-Taking; D040241:Social Marketing; D015819:Substance Abuse, Intravenous