Formative Research to Inform the i Know Campaign

Theoretical Background and research questions/hypothesis:  African American youth represent 14% of youth aged 13-29 yet half of all new HIV infections among young people in this age group in the U.S.   According to CDC 2007 surveillance supplemental report on race/ethnicity, African American youth were disproportionately affected by HIV infection; accounting for 62% of all HIV infections diagnosed in 2007 among persons aged 13-24 in the 34 states with long-term, confidential name-based HIV reporting. Despite these statistics, the Kaiser Family Foundation reports the number of African Americans aged 18-29 who reported being “very concerned” about becoming infected with HIV declined from 54% in 1997 to 40% in 2009. In an effort to address HIV prevention among African American youth, CDC embarked on the i know campaign.  Originally, the goal of the campaign was to increase knowledge and dispel myths and misconceptions about HIV among African Americans ages 18-29.  However, the formative research process provided feedback that caused us to narrow our target audience and change the outcome to HIV-related dialogue with partners, peers, and family.  This presentation will detail the formative research process undertaken to arrive at the new target audience, theoretical framework, and outcome for the campaign phase.  That process included: 1) a review of secondary data/literature review to identify knowledge/misconceptions; 2) Message/logo testing of key knowledge items; 3) storyboard testing; 4) a key informant consultation with Global Business Coalition partners; and 5) a review of literature to identify research on the impact of HIV-related communication. The formative research process transformed i know into a multi-year initiative to raise awareness and increase dialogue related to HIV and how to prevent it among African Americans age 18-24. These issues include (but are not limited to) HIV testing, condom use, and HIV related myths & misperceptions. References Hall HI, Song R, Rhodes P, et al Estimation of HIV incidence in the United States. JAMA 2008; 300(5): 500-529 CDC HIV/AIDS Surveillance Report, 2007. Vol. 19 Atlanta: US Department of Health and Human Services, Center for Disease Control and Prevention; 2009:1-63.   Kaiser Family Foundation Survey of Americans on HIV/AIDS (conducted Jan. 26-March 8, 2009).

Methods: To be discussed by Daniels and Kim

Results: To be discussed by Fraze

Conclusions: Will be ready in time for presentation

Implications for research and/or practice: will be ready in time for presentation