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Learning Objectives for this Presentation:
By the end of the presentation, participants will be able to:
1. Describe a multi-phased study to increase HAV and HBV vaccination among MSM; 2. Identify message and campaign preferences of MSM; and
3. List recommended concepts to include in vaccination promotion campaigns for MSM.
Background:
Men who have sex with men (MSM) are at increased risk of hepatitis A (HAV) and hepatitis B (HBV) infection and should strongly consider vaccination. However, vaccination levels in this population are inadequate. As part of an online investigation and intervention to increase awareness of and intention to receive HAV and HBV vaccination among MSM online, formative evaluation was conducted to assess messages and web-based campaign strategies.
Methods:
Three hepatitis vaccination promotional campaigns were selected for evaluation by a panel of hepatitis experts. Participants who completed an electronic survey were recruited from an online baseline survey and a snowball sampling technique. Data were both qualitative and quantitative in nature. Respondents were staged for readiness to receive hepatitis vaccinations, reviewed three campaigns, and answered questions about their message and campaign preferences.
Results:
Preliminary survey data were content analyzed and quantified. The majority (48%) preferred National Minority AIDS Council's “Protect Yourself from Hepatitis” campaign, followed by a Seattle-King County campaign (28%), and GayHealth.com's “Hepatitis Resource Center” (24%). Participant preferences were based on information provided (68%), graphics (68%), and simple format or layout (64%). Participants also identified appropriate messages for each stage of vaccination readiness and provided recommendations for websites on which to launch a campaign.
Conclusions:
The electronic survey methodology was effective for collecting data from MSM at various stages of change regarding HAV and HBV vaccinations. Compelling campaigns need to include sufficient, easily accessible information, eye-catching graphics, and simple formats, as well as an appropriate balance of text and graphics, diversity among models, and clear, proactive messages about vaccination.
See more of B2 - Hepatitis Prevention Campaigns for Men Who Have Sex With Men
See more of The 2005 National Viral Hepatitis Prevention Conference