CONDOM SOCIAL MARKETING INTERVENTION FOR AFRICAN AMERICAN MEN

年轻的非洲裔美国人感染艾滋病毒的风险不成比例， 没有得到有效的艾滋病毒预防干预措施。 虽然 一些艾滋病预防计划针对非洲裔美国人，大多数努力集中在 对于那些感染艾滋病毒的风险通常由其行为所决定的女性， 而不是自己的行为。 一个有效的， 对非洲裔美国男性进行文化上适当的艾滋病毒预防干预 急需的。 社会营销，市场营销的应用 公共卫生技术，已成功地用于促进许多 与健康有关的行为，但需要进一步研究作为一种干预措施 在美国增加使用避孕套预防艾滋病。 我们建议制定、实施和评估社区一级的社会 采取营销干预措施，增加避孕套的使用，改善态度， 18至29岁非洲人使用避孕套的社会规范， 美国男人 我们将： . 制定全面的安全套社会营销干预措施 根据我们之前的研究定义， 通过对年轻的非裔美国人的广泛的形成性研究。 . 采用准实验设计评价干预措施， 避孕套使用的变化，对避孕套使用的态度，社会规范， 在干预社区和一个社区， 社区比较 . 通过确定态度和其他相关因素， 行为改变，进一步描述社会和心理机制 社会化营销可以改变人们的行为。 我们将通过广泛使用形成性的 研究，包括调查、焦点小组和媒体反应访谈。 干预措施将包括利用电视进行广告宣传， 广播、广告牌和购物点展示，以增加安全套的使用， 改善关于使用避孕套的社会规范和态度， 安全套销售。 它将包括零售商的干预，以增加 通过促进以非洲人为中心的 安全套品牌。 我们将使用横断面评估干预措施， 电话调查，包括两次作为基线，一次是在 一个是干预，一个是12个月后。 我们将评估零售商 通过分析销售数据和其他观察技术进行干预。 我们将在2008年跟踪可报告的性传播疾病的趋势， 干预和比较社区，以评估整体公共卫生 我们干预的影响。

Young adult African-Americans are at disproportionate risk for HIV and have not been reached with effective HIV prevention interventions. Although some HIV prevention programs target African-Americans, most efforts focus on women whose risk for hIV is often conferred by the behavior of their male sexual partners rather than their own behavior. An effective, culturally appropriate hIV prevention intervention for African-American men in urgently needed. Social marketing, the application of marketing technology to public health, has been used successfully to promote many health-related behaviors but needs to be further studied as an intervention to increase condom use for HIV prevention in the United States. We propose to develop, implement, and evaluate a community-level social marketing intervention to increase condom use and improve attitudes and social norms related to condom use among 18- to 29- year old African- American men. We will: . Develop a comprehensive condom social marketing intervention specifically tailored to the needs, as defined by our previous research and through extensive formative research, of young African-American men. . Evaluate the intervention with a quasi-experimental design comparing changes in condom use, attitudes regarding condom use, social norms, and perceived accessibility of condoms in the intervention community and in a comparison community. . Through the identification of attitudinal and other correlates of behavior change, further describe the social and psychological mechanisms whereby social marketing works to change behavior. We will develop the intervention with the extensive use of formative research, including surveys, focus groups, and media reaction interviews. The intervention will include an advertising campaign using television, radio, billboards and point-of-purchase displays to increase condom use, improve social norms and attitudes regarding condom use, and stimulate condom sales. It will include a retailer intervention to increase the availability and attractiveness of condoms by promoting an Afroentric condom brand. We will evaluate the intervention using cross-sectional telephone surveys, including two as baseline, one right after the intervention and one 12 months later. We will evaluate the retailer intervention by analyzing sales data and other observational techniques. We will follow trends in reportable sexually transmitted diseases in the intervention and comparison communities to assess the overall public health impact of our intervention.