Santa Clara County Social Marketing for HIV/STD Prevention
Goal: To promote HIV and STD testing among at-risk groups in Santa Clara County (California)
Overview: For five years, JSI worked with Santa Clara County Public Health Department’s STD/HIV Prevention & Control unit to develop, implement, and evaluate three HIV/STD social marketing campaigns. In 2014, JSI developed I’m on It!, a novel HIV testing campaign geared toward adults ages 18-44, with a focus on Latino men who have sex with men (MSM), African-American MSM, and African-American women. I’m On It! was revamped in 2016 to focus on young, Latino MSM and include STD testing. JSI also adapted the GYT (Get Yourself Tested) campaign, a national, youth-focused STD testing campaign from CDC. For each campaign, JSI conducted interviews and focus groups to inform the design and development of messages, materials, and communication channels. JSI then developed social marketing and evaluation plans, along with digital and social media, print materials, outdoor media, and radio PSAs.
Results: JSI’s three social marketing campaigns have helped connect Santa Clara County residents to STD and HIV testing services.
- Across all media channels, the estimated total reach of I’m On It! in Santa Clara County was over 32 million impressions.
- The I’m On It! campaign received an Honorable Mention in the NPHIC 2017 Berreth Awards for Excellence in Public Health Communication.