healthy penis san franciscos social marketing campaign to increase syphilis testing among gay and bisexual men健康的阴茎旧金山的社会营销活动增加梅毒测试在同性恋者或双性恋者.pdfVIP

Health in Action Healthy Penis: San Francisco’s Social Marketing Campaign to Increase Syphilis Testing among Gay and Bisexual Men * Katherine Ahrens , Charlotte K. Kent, Jorge A. Montoya, Harlan Rotblatt, Jacque McCright, Peter Kerndt, Jeffrey D. Klausner The Problem: Sharp Increase in Syphilis among Men Who Have Sex with Men San Francisco experienced a sharp rise in early syphilis between 1999 and 2002, with the number of cases rising from 44 to 494 per year (Figure 1). Rates continued to rise through 2004. Since 1999, most syphilis cases have been among men who identifi ed as gay or bisexual (88%), were white (60%), and were infected with HIV (61%) (Figure 1). In June 2002, the San Francisco Department of Public Health (SFDPH), STD Prevention and Control Services launched a social marketing campaign, called Healthy Penis, designed to increase syphilis testing and awareness among gay and bisexual men. doi:10.1371/journal.pmed.0030474.g001 Social marketing, like marketing in the private sector, is a research- Figure 1. Proportion of Early Syphilis Cases among Gay/Bisexual Men in San Francisco, driven approach to behavior change 1995–2005 [1]. Unlike commercial marketing, however, it is truly consumer-centered manner will ensure that the health health behavior possible at a time and designed to increase the health behavior (product) is appealing and when it will most likely be sought out. of the consumer [2]. The success of applicable to each subgroup. The fi fth component is the promotion any social marketing campaign can The third component is price . In of the health behavior through be attributed to the net effect of its social marketing, price is the social,