Using theory to inform practice: The role of formative research in the construction and implementation of the acceptance journeys social marketing campaign to reduce homophobia

TY - JOUR

T1 - Using theory to inform practice

T2 - The role of formative research in the construction and implementation of the acceptance journeys social marketing campaign to reduce homophobia

AU - Hull, Shawnika J.

AU - Gasiorowicz, Mari

AU - Hollander, Gary

AU - Short, Kofi

N1 - Funding Information: The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This study was conducted with financial support from the Wisconsin Division of Public Health AIDS/HIV Program supplemental funding (grant PS10-1001) and M·A·C AIDS Fund Viva Glam Campaign.

PY - 2013/9

Y1 - 2013/9

N2 - We describe the use of formative research in the construction and dissemination of the Acceptance Journeys campaign. This campaign aims to increase acceptance of gay men of color as a means to combat the broad disparities in HIV/AIDS experienced by this group in Milwaukee County, Wisconsin (United States). A situation analysis and systematic formative research in the form of a readiness assessment, in-depth interviews, preproduction focus groups, and postproduction concept testing were used to inform our conceptualizations of the problem (homophobia), product (acceptance), promotion (Acceptance Journeys branding), and channel selection. Implications for the application of social marketing techniques to social determinants of health are discussed.

AB - We describe the use of formative research in the construction and dissemination of the Acceptance Journeys campaign. This campaign aims to increase acceptance of gay men of color as a means to combat the broad disparities in HIV/AIDS experienced by this group in Milwaukee County, Wisconsin (United States). A situation analysis and systematic formative research in the form of a readiness assessment, in-depth interviews, preproduction focus groups, and postproduction concept testing were used to inform our conceptualizations of the problem (homophobia), product (acceptance), promotion (Acceptance Journeys branding), and channel selection. Implications for the application of social marketing techniques to social determinants of health are discussed.

KW - Campaign

KW - Hiv/aids

KW - Homophobia

KW - Lgbt

KW - Media

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U2 - 10.1177/1524500413496717

DO - 10.1177/1524500413496717

M3 - Article

SN - 1524-5004

VL - 19

SP - 139

EP - 155

JO - Social Marketing Quarterly

JF - Social Marketing Quarterly

IS - 3

ER -