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Developing, Designing and Disseminating a Syphilis Awareness Campaign Targeting MSM

Developing, Designing and Disseminating a Syphilis Awareness Campaign Targeting MSM. Eric Roland Director of Education Montrose Clinic Houston, Texas. Project Goals. Increase awareness of syphilis signs & symptoms among MSM in Houston

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Developing, Designing and Disseminating a Syphilis Awareness Campaign Targeting MSM

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  1. Developing, Designing and Disseminating a Syphilis Awareness Campaign Targeting MSM Eric Roland Director of Education Montrose Clinic Houston, Texas Montrose Clinic

  2. Project Goals • Increase awareness of syphilis signs & symptoms among MSM in Houston • Increase awareness of the modes of transmission of syphilis • Inform MSM about existing syphilis prevention, screening & treatment services in Houston and motivate MSM to utilize those services Montrose Clinic

  3. Need for Campaign • 200% increase in syphilis cases among MSM in an 18-month period (Jan 01-Jun 02) • As much as 60% of those cases were in HIV-positive MSM • Trend seen in other large urban areas in the United States, Europe Montrose Clinic

  4. Development of Campaign • Rapid community assessment • Gain insight on high-risk MSM • Analyze assessment • Determine focus of campaign materials • Conceptualize design ideas • Write potential slogans/messages • Sketch potential graphic designs Montrose Clinic

  5. Rapid Community Assessment • Snapshot of anonymous sex venues • Utilized website www.cruisingforsex.com • Identified over 70 anonymous sex venues • Adult video stores, bathhouses, public parks/restrooms, fitness centers, internet • Conducted site observations at venues • Availability of condoms, lube, prevention info • Description of surroundings and clientele Montrose Clinic

  6. Rapid Community Assessment • Administered short survey to MSM • Conducted at 7 different locations • Utilized outreach staff workers • 94 surveys in a 2-week period • Aimed to measure attitudes, knowledge, community norms, and risk behavior • 28 questions long • Anonymous and self-administered Montrose Clinic

  7. Analysis of Assessment Syphilis is treatable and curable? Survey Question #15 8% 21% 37% 34% Montrose Clinic

  8. Analysis of Assessment Clear or milky discharge from the penis is a symptom of syphilis? Survey Question #18 19% 20% 30% 31% Montrose Clinic

  9. Analysis of Assessment My friends always use condoms for anal sex. Survey Question #11 8% 12% 36% 44% Montrose Clinic

  10. Conceptualize Campaign • 2 of 4 designs focused on behavior at anonymous sex venues • Images needed to grab attention of men in sexually charged environments • Slogans: • “You think it always hurts to pee when you have an STD? Think again!” • “You may get more than just a kiss behind closed doors! You may get syphilis” Montrose Clinic

  11. Conceptualize Campaign • 2 of 4 designs focused on all MSM • Images needed to focus less on images, more on prevention messages • Slogans: • “Syphilis…take action, get tested, it’s free and easy” • “What you should know about syphilis” Montrose Clinic

  12. Testing of Preliminary Material • Conducted focus groups • “I really like the message” • “I can relate to the message” • “The information is useful to me” • “Made me think about my own actions” • “Images are appealing” • Overall ratings ranged from 6.4 to 9.5 (10 point scale) • Adjustments made to material based on results of focus groups Montrose Clinic

  13. Campaign Review & Approval • Unanimously approved by Clinic Program Materials Review Panel • Reviewed and endorsed by both Houston HIV Prevention Community Planning Group and East Texas HIV Prevention Community Planning Group • Unanimously approved by Texas Department of Health Program Materials Review Panel Montrose Clinic

  14. Montrose Clinic

  15. Dissemination of Materials • 11x17 posters – full color, gloss poster stock • Print quantities (3 designs) • 300 in Spanish; 600 in English • Locations • 2 bathhouses, 1 sex club, adult video stores, bars and clubs, retail stores, CBOs • Timeframe – November 2002-current Montrose Clinic

  16. Montrose Clinic

  17. Dissemination of Materials • 4x6 maxi cards – printed on both sides, full color, gloss card stock • Print quantities (2 designs) • 10,000 in Spanish; 20,000 in English • Locations • 2 bathhouses, 1 sex club, adult video stores, bars and clubs, retail stores, CBOs • Timeframe – November 2002-current Montrose Clinic

  18. Dissemination of Materials • 1x3 mini cards – printed on both sides, full color, gloss card stock • Print quantities (3 designs) • 2500 in Spanish; 7500 in English • Used in condom packs, locations same as other plus special events (circuit parties) • Timeframe – November 2002-current Montrose Clinic

  19. Montrose Clinic

  20. Dissemination of Message • Ran full-page cover advertisements in 5 different gay publications • OutSmart – monthly magazine, Houston • Texas Triangle – weekly newspaper, Austin/San Antonio/Dallas/Houston • Houston Voice – weekly newspaper, Houston • Q Texas – weekly entertainment guide, Austin/San Antonio/Dallas/Houston • Eclipse – weekly entertainment guide, Atlanta/New Orleans/Houston Montrose Clinic

  21. Outcome Indicators Increase in syphilis testing at Montrose Clinic Montrose Clinic

  22. Resources • Community Based Assessment: A Guide for HIV Prevention Workers by Kim Batchelor and Anne Freeman • PDF available online at: www3.utsouthwestern.edu/preventiontoolbox • Vilven Design Group, Houston • www.vilven.com • Bold Face Design, Los Angeles • www.boldfacedesign.org Montrose Clinic

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