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Learning Objective:
By the end of the presentation participants will be able to better understand the use of social marketing in promoting perinatal hepatitis B prevention.
Background:
The Hillsborough County Health Department (HCHD) Perinatal Hepatitis B Prevention Program received funding from the Florida Department of Health to establish the Hillsborough County Perinatal Hepatitis B Prevention Project. The objective of the project is to sustain ongoing outreach efforts and stimulate the development of new initiatives.
Setting:
The Tampa Bay metropolitan area.
Population e.g. API Youth, MSM, IDU:
Women of childbearing age from all racial and ethnic backgrounds.
Project Description:
The Hillsborough County Perinatal Hepatitis B Prevention Project has applied the concept of social marketing (the use of traditional marketing strategies to “sell” the promotion of healthy behaviors) to improve the quality and outcome of perinatal Hepatitis B prevention efforts within the community. This social marketing strategy includes the development of a marketing plan, the construction of a well-defined message, and the utilization of mass media to deliver the message
Results/Lessons Learned:
As part of the project, the HCHD established a Hepatitis B information phone line. Since January 2005 the phone line has received 40 to 70 calls per month seeking Hepatitis B information. Ongoing trainings for public healthcare providers and community organizations have been implemented. The sites for these trainings include substance abuse treatment centers, hospitals, clinics, and facilities serving homeless persons, pregnant women, and runaway teens. In the first quarter of 2005, 16 sites were visited, reaching nearly 200 members of the community. Two television ads have been produced and aired, which will be followed by radio spots and billboard messages.
The HCHD Perinatal Hepatitis B Prevention Program is evaluating the effectiveness of this project through client surveys and evaluations, as well as monitoring the use of the information phone line and requests for community training and education.
See more of Poster Session #1
See more of The 2005 National Viral Hepatitis Prevention Conference