Background:
Chicago ranked first of U.S. cities for syphilis case rates in 2000 - 2001. A community coalition, the Syphilis Elimination Task Force (SETF), was formed to devise a strategy to combat syphilis. Through focus groups, a media campaign was created including posters, palm cards, television spots, and restroom and public transportation advertising.

Objective:
To determine the ability of persons at highest risk for syphilis in Chicago to recall viewing health promotion material, where viewed, and if action was taken as a result of the campaign.

Method:
A street intercept survey was conducted in 2003 and a survey placed on the gettestedchicago.com website for visitors to voluntarily answer.

Result:
Campaign materials focused on encouraging syphilis testing in men who have sex with men, the group most affected by syphilis in Chicago. Intercept surveys were randomly administered to men. Results indicate 79% of respondents saw the campaign and 52% were tested for syphilis because of campaign messages. The online survey was taken 284 times between March and June, 2004. Eighty percent of respondents had seen the ads and 43% indicated a high probability of getting tested for syphilis because of campaign messages. Demographics of respondents indicate the campaign reached a wider audience than intended. Respondents in both surveys had seen campaign materials in a variety of settings, primarily on public transportation.

Conclusion:
Health promotion messages are more effectively communicated and subsequently acted upon by members of the target audience when representatives of the affected groups are actively involved in campaign design and dissemination.

Implications:
Target audience should be involved in media messages.