Marketing HIV Prevention for Heterosexually Identified Latino Men Who Have Sex with Men and Women: The Hombres Sanos Campaign
Marketing HIV Prevention for Heterosexually Identified Latino Men Who Have Sex with Men and Women: The Hombres Sanos Campaign
复制标题
DOI：
10.1080/10810730.2011.635766
复制
发表时间：
2012-01-01
影响因子：
4.4
通讯作者：
Hovell, Melbourne
中科院分区：
文献类型：
--
作者：
Fernandez Cerdeno, Araceli;Martinez-Donate, Ana P.;Hovell, Melbourne
本文介绍了Hombres Sanos的发展过程，这是一个社会营销活动，旨在促进异性恋身份的拉丁美洲男性与男性和女性发生性关系的艾滋病毒检测和安全套的使用。这些步骤包括定性的形成性研究和社会营销分析框架，以更好地了解我们的目标受众，确定降低风险的激励措施和障碍，指导产品开发，确定最佳促销活动，并为活动平台的选择提供信息。更好地把握作者的目标受益者的需求和价值观，导致了一个创新的受众细分和目标定位双重战略。这场运动有以消费者为中心的、文化敏感的和理论驱动的传播材料。作者发现沟通材料和活动是有吸引力和有效的。该运动在更广泛的社区中受到好评，评估显示，在拉丁美洲男子中，特别是在与男女发生性关系的异性恋拉丁美洲男子中，取得了可喜的成果。作者提供了该项目的形成性研究的一步一步的概述，包括研究方法和研究结果，以及如何将这些转化为社会营销活动。此外，作者还讨论了在这一过程中遇到的挑战和社会营销的潜力，以减少拉丁美洲人的艾滋病毒风险。
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.