Document 2229
 DOCN  M94A2229
 TI    The CDC prevention marketing initiative: targeting a generation of young
       people.
 DT    9412
 AU    Shepherd MB; Gentry EM; CDC, Atlanta, GA 30333.
 SO    Int Conf AIDS. 1994 Aug 7-12;10(1):351 (abstract no. PD0010). Unique
       Identifier : AIDSLINE ICA10/94370346
 AB    The Centers for Disease Control and Prevention (CDC) has launched a new
       Prevention Marketing Initiative utilizing a social marketing framework
       which integrates consumer marketing principles with traditional health
       communications. The initiative targets young adults and has four
       behavioral objectives which promote two primary prevention strategies;
       delaying sexual activity and using latex condoms. Consistent with social
       marketing methodology, process and outcome evaluation measurements are
       interactive with program design. Some early process evaluation measures
       indicate a 91% increase in CDC National AIDS Hotline calls during the 48
       hours after the launch of the initiative compared with the previous 48
       hours; 4,600 media placements about the initiative translating to over 1
       billion audience impressions; public service advertising resulting in
       more than 3 million in donated broadcast time. This positive response is
       the result of a pro-active news media strategy that involved ongoing
       positioning of the health communication messages, additional outreach to
       health and science reporters, and implementation of activities that
       improved CDC's access to the media. Also consistent with social
       marketing methodology, CDC formed partnerships with over 200
       organizations, which generated more than 2 million audience impressions.
       These organizations are currently taking part in creating guidelines and
       strategies for community participation in the Prevention Marketing
       Initiative. Another method that CDC is using to gain insight into
       relevant community participation is the planning and implementation of
       five local prevention marketing demonstration sites. All of these
       strategies work together under the 5-year prevention marketing framework
       to prevent HIV infection and other STDs among a generation of young
       people.
 DE    Adolescence  Adult  *Centers for Disease Control and Prevention (U.S.)
       Condoms  *Health Education/METHODS  Hotlines  Human  HIV
       Infections/*PREVENTION & CONTROL  Mass Media  Sex Behavior  Sexually
       Transmitted Diseases/*PREVENTION & CONTROL  United States  MEETING
       ABSTRACT

       SOURCE: National Library of Medicine.  NOTICE: This material may be
       protected by Copyright Law (Title 17, U.S.Code).