Effectiveness of HIV Prevention Social Marketing With Injecting Drug Users
Effectiveness of HIV Prevention Social Marketing With Injecting Drug Users
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DOI：
10.2105/ajph.2009.181982
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发表时间：
2010-10-01
影响因子：
12.7
通讯作者：
Kegeles, Susan M.
中科院分区：
文献类型：
--
作者：
Gibson, David R.;Zhang, Guili;Kegeles, Susan M.
社会营销涉及应用营销原则来促进社会商品。在健康行为方面，它已成功地用于减少与酒精有关的车祸、青年吸烟和疟疾传播等目标。社会营销的特点，如受众细分和重复接触预防信息，使其有别于传统的健康促进计划。最近的一项审查发现，10项严格评估的社会营销干预措施中有8项对艾滋病毒相关行为或行为意图的变化负责。我们研究了479名注射吸毒者，以评估一项以社区为基础的社会营销活动，以减少加州萨克拉门托吸毒者的注射风险行为。在全世界130多个国家，注射毒品与艾滋病毒感染有关。(Am J公共卫生。2010;100：1828-1830. doi：10.2105/AJPH.2009.181982.）
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. (Am J Public Health. 2010;100:1828-1830. doi:10.2105/AJPH.2009.181982.)