Syphilis Awareness Campaign: “Did You Take syPHILis Home Last Night?”

Background:
Kansas City, Missouri experienced a 300% increase in the number of syphilis cases reported in the first quarter of 2005.
Kansas City, Missouri Health Department partnered with a local public relations firm, Fleishman-Hillard Inc. to develop a syphilis public awareness campaign. “Did you take syPHILis home last night?”

Objective:
Increase awareness of syphilis. Educate high-risk populations about the importance and ease of testing and treatment. Increase the amount of testing and treatment

Method:
Print, Internet and radio advertising, peer spokesperson and outreach teams, targeted on–site testing in bars and nightclubs.

Result:
Media presence generated more than 8,000,000 media hits, including USA Today, the Kansas City Star and the Associated Press. Delivered materials and campaign messages to 65 target venues in areas most at risk for generating new cases of syphilis. The completion of 178 on-site syphilis tests among high-risk populations over a two-month period resulting in a 62 % increase in testing. Of 229 respondents 49.4% MSM felt that overall the campaign was effective. MSM respondents who rated their knowledge of syphilis as Excellent or Good increased 23.3% by the end of the campaign. Campaign was recognized nationally winning a 2006 Silver Anvil Award, PRWeek Awards 2007 winner in the category of Public Sector Campaign, finalist for the 2007 SABRE Awards (Gold SABRE) from the Holmes Report in the area of Social Marketing.

Conclusion:
At-risk peers were the most effective in delivering our message. By enlisting peers, we enhance credibility and emphasize the importance of testing and treatment among at-risk populations.

Implications:
Focus educational and testing efforts where target audiences live, work, and participate in risky activities. Reach target audiences through peer voices, community venues, local organizations, and urban-based physicians. Assure confidentiality when publicizing testing and treatment opportunities.