Social Marketing Techniques for Public Health Communication: A Review of Syphilis Awareness Campaigns in 8 US Cities

OBJECTIVES: To describe the social marketing approaches used to increase syphilis awareness in 8 US cities. METHODS: We reviewed the typical academic approach for developing social marketing campaigns and interviewed health department staff responsible for social marketing campaigns in each city. RESULTS: Using social marketing techniques such as target segmentation, concept testing of materials, and formative evaluation, campaign planners throughout the 8 cities developed a variety of approaches to reach their target audiences. Preliminary results suggest 71% to 80% of men who have sex with men interviewed were aware of the campaigns, and 45% to 53% of them reported they were tested due to the campaigns. CONCLUSIONS: Campaigns should address the local epidemic and target audience with culturally appropriate messages.