Transcript Gender Responsive Approaches to HIV Prevention

Social Marketing in
Native Communities
Four Corners TB & HIV Conference
National Native American AIDS Prevention Center
October 24, 2012
Objectives
By the end of the presentation, participants
will be able to…
1. Define the key concepts of social marketing
in health promotion;
2. Use research to identify the target
audience, and inform the dissemination of
the message;
3. Name three social marketing strategies
when working in Native communities
National Native American AIDS
Prevention Center (NNAAPC)
To address the impact of HIV/AIDS on American
Indians, Alaska Natives, and Native Hawaiians
through culturally appropriate advocacy, research,
education, and policy development in support of
healthy Indigenous people.
In fulfillment of that mission…
NNAAPC helps organizations that serve
Native communities to plan, develop and manage
HIV/AIDS prevention, intervention, care and
treatment programs.
HIV in Native Communities:
• Native Hawaiians and American Indian/Alaskan Native had the 3rd and 4th
highest overall rate of new HIV infections per 100,000 respectively, among
other races/ethnicities.
• The number of new HIV infections among American Indian or Alaska
Native people has increased by 8.7% from 2007 to 2010.
– This is the greatest percent increase in new infections when compared
to all other races/ethnicities.
• 35% of Native women who acquired the virus did so through injection
drug use.
– This is the highest percentage of IDU acquisition amongst women of
all other races and ethnicities.
Centers for Disease Control and Prevention (2012)
HIV in Native Communities, Cont.
Of persons who were diagnosed with HIV,
fewer American Indian/Alaskan Natives
survived, with only 88%
living longer than 3
years,
…this is the shortest survival rate out of
every racial/ethnic category
Centers for Disease Control and Prevention (2012)
A New paradigm in HIV/AIDS
Prevention
National HIV/AIDS Strategy (NHAS)
High Impact Prevention (HIP)
• Increase focus on high risk populations
– Reflects a shift from just high risk populations to
high risk communities
• Reaching more people with fewer
resources
Components of High Impact Prevention
Prioritization
Full Scale
Implementation
Cost
effectiveness
Interaction
HIP
HIP Activities
• Risk Reduction Interventions
– Scalable interventions (can reach larger
populations)
• Brief interventions
• Computer driven interventions
• Community level interventions
– Routine HIV testing
– Condom distribution interventions
– Less emphasis on behavioral interventions
Social Marketing
“A process for influencing human behavior
on a large scale, using marketing
principles for the purpose of societal
benefit rather than for commercial
profit.”
Bill Smith, W.A.
Academy for Educational Development
Washington, D.C., 1999
This is Social Marketing
“Take It Outside Campaign.” Inter-Tribal Council Of Michigan, Inc. & G&G Marketing
Social Marketing is:
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Research-based and driven
A social or behavior change strategy
Strategic
Uses media communication strategies and
tools
Adapted from:
R. Craig Lefebvre, PhD. “Health Communications, Social Marketing and Coke.” www.socialmarketingblogs.com
& “The Basics of Social Marketing: How to Use Marketing to Change Behavior”
Turning Point Social Marketing National Excellence Collaborative.
Social Marketing and HIP:
• Stimulates change with limited resources –
Cost effective
• Identifies the priority population for
targeted messages-Prioritize
• Impacts a significant portion of the priority
population-Scalable
• Encourages community partnershipsInteraction
Including Culture
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Do the research
Understand the community
Get input from priority population
Test drive a prototype
Be willing to make changes
Recognize Native Diversity
Cultural humility…
Buffalo Advertising
Respect…
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Ask permission
Be truthful
Protect privacy
Avoid being offensive
Do more good than harm
Practice cultural humility
Who determines “public good?”
Who’s permission should be sought
before addressing social issues
• Elders?
• Tribal Council?
• Others?
Do the research!
Avoid unintended consequences
that can impact the delivery of
your message or damage the
reputation of your agency.
Evaluation
Community
Assessment
Dissemination
Design
Social Marketing &
Community Engagement Model
Further Information/Capacity Building
Elton Naswood or Vicki Peterson
NNAAPC
720 S. Colorado Blvd., Ste. 650-S
Denver, Colorado 80246
720-382-2244