Impact of the Texas Love Your Kidneys Social Marketing Campaign

Objective:  To evaluate the impact of a multi-level social marketing campaign targeted to Texans at-risk for chronic kidney disease (CKD).

Methods:  In 2008, the Texas Department of State Health Services (DSHS) contracted with the University of Texas Medical Branch (UTMB) to conduct an evaluation to determine the effectiveness of a campaign designed to increase awareness of CKD, its precursors and the importance of getting tested for kidney disease. The evaluation focused on three short-term outcomes:  (1) exposure to public service announcements (PSAs); (2) impact on awareness of risk factors for CKD; and (3) change in behavior.  The evaluation was conducted in Lubbock, Laredo and the Rio Grande Valley.  UTMB developed a survey with 22 items assessing exposure to media, perception of like/dislike of PSAs, awareness of risk factors, and population demographics.  Surveys were administered through DSHS funded Community Diabetes Projects in the target sites.

Results:  The survey response rate was 73.5%; 515 individuals completed the survey.  Of those who completed the survey, roughly half reported seeing or hearing the PSAs an average of 2.26 times.  Nearly all respondents who were exposed to the PSAs (97.9%) reported at least one change in their awareness of risk factors, knowledge of CKD, or behaviors.

Conclusion:  DSHS created and implemented a social marketing campaign to raise awareness of CKD and prompt a call to action for preventive steps.  The campaign across four market areas was proven effective.  As a result, DSHS received additional funding to disseminate the campaign to other areas of the state.