Resist Meth A Public Health Department Advertising Agency
Resist Meth: A Public Health Department, Advertising Agency, and Community Work Collaboration Das-Douglas, M. 1, 2, Paquette, M. 1, Boland, M. 3 Leonard, J. 3, Pappas, L. 3, and Colfax, GN. 1, 2 1 HIV Prevention Section, AIDS Office, San Francisco DPH 2 Department of Medicine, UCSF. 3 Better World Advertising
Meth Use and HIV Risk ↑ Sex partners ↑ Unprotected sex ↑ Risk STDs ↑ Risk of HIV infection
Prior anti-meth campaigns
Table 1: Demographic Characteristics of Men in the Resist Meth Target Audience (N=177) Demographic Characteristics N (%) Age 19 -29 30 -39 40 -66 Sexual Orientation Gay Bisexual Ethnicity White/Caucasian Latino/Hispanic Asian/Pacific Islander Black/African-American Other (Mixed Race) Education Post-Graduate College Degree Some College High School Diploma Some High School Income Less than $40, 000/yr $40, 000 to $79, 000/yr $80, 000 or more/yr 69 (39%) 62 (35%) 46(26%) 166 (94%) 11 (6%) 112 (63%) 25(15%) 24 (14%) 11 (6%) 5 (3%) 35 (20%) 101 (57%) 35 (20%) 4 (2%) 2 (1%) 49 (28%) 73 (41%) 55 (31%)
Table 2: Recall, Reach, and Repetition Recall “Any Crystal Meth Advertising Campaign in the past 6 months” Describe the Campaign(n=150) Reach Posters Bus Shelters Magazines Stickers T-shirts Chalk sidewalk stencils Repetition 1 -5 times 6 -10 times 11 -20 times 21 or more times N=177* 150/177 (85%) 141/150 (94%) recalled Resist Meth; 9/150 (6%) recalled with prompting 119 (69%) 115 (65%) 43 (24%) 32 (18%) 9 (5%) 31 (17%) 59 (33%) 25 (14%) 62 (35%)
Table 3: Understanding the Message Understanding of Message Agree with Message Strongly agree and agree Neutral Disagree and strongly disagree Liked the Campaign Liked very much and liked Neutral Disliked and strongly disliked Agree that the Campaign was: Clear Memorable Cool Empowering Preachy Visited the website Discussed campaign with someone else Of those who hadn’t discussed it (n=120), how many planned to discuss w/ others? 174 (98%) 149 (86%) 9 (5%) 19 (11%) 117 (67%) 41 (23%) 20 (11%) 152 (86%) 149 (84%) 117 (66%) 81 (46%) 25 (14%) 23 (13%) 57 (32%) 17/120 (14%)
Table 4: Attitudes and Behaviors “Crystal Meth is a Problem Among Gay/Bi Men in SF” N=177 Strongly agree and agree Neutral Disagree and strongly disagree “Meth Use is Less Socially Acceptable in the community” Strongly agree and agree Neutral Disagree and strongly disagree “The Community is Coming Together to Confront the Meth Problem” Strongly agree and agree Neutral Disagree and strongly disagree “I am more likely to talk to a friend about meth” Strongly agree and agree Neutral Disagree and strongly disagree “I am more likely to get involved to deal with the meth problem” Strongly agree and agree Neutral Disagree and strongly disagree “I am more likely to seek out more information about crystal meth” Strongly agree and agree Neutral Disagree and strongly disagree “I am less likely to use meth” Strongly agree and agree Neutral Disagree and strongly disagree 140 (79%) 18 (10%) 21 (12%) 102 (58%) 52 (29%) 23 (13%) 127 (72%) 34 (19%) 16 (9%) 105 (59%) 50 (28%) 22 (12%) 56 (11%) 72 (41%) 49 (28%) 82 (46%) 57 (32%) 38 (21%) 103 (58%) 48 (27%) 26 (15%)
Lessons Learned • We collaboratively developed a campaign that increased community awareness and sparked discussion about meth use • The campaign earned media attention with local television/radio coverage, national and international websites featuring Resist Meth, and an Excellence in Media award for Methifesto, the Resist Meth pamphlet
Next steps • Customization efforts are underway for different geographic areas and communities (e. g. ex-users, current users, and friends& families of users) using similar SFDPHcommunity collaborative methods
Gracias! We’d also like to thank all the members of the SF community who provided input during the development and evaluation of the campaign
Any Questions? For further questions, pls. contact: Moupali Das-Douglas, MD, MPH Moupali. das-douglas@ucsf. edu
Extra Slides • Methifesto
- Slides: 27