Four Corners TB & HIV ConferenceNational Native American AIDS Prevention Center

October 24, 2012

Social Marketing in Native Communities

Objectives

By the end of the presentation, participants will be able to…1. Define the key concepts of social marketing

in health promotion;2. Use research to identify the target

audience, and inform the dissemination of the message;

3. Name three social marketing strategies when working in Native communities

National Native American AIDS Prevention Center (NNAAPC)

To address the impact of HIV/AIDS on AmericanIndians, Alaska Natives, and Native Hawaiians

through culturally appropriate advocacy, research,education, and policy development in support of

healthy Indigenous people.

In fulfillment of that mission…NNAAPC helps organizations that serve

Native communities to plan, develop and manageHIV/AIDS prevention, intervention, care and

treatment programs.

HIV in Native Communities:

• Native Hawaiians and American Indian/Alaskan Native had the 3rd and 4th highest overall rate of new HIV infections per 100,000 respectively, among other races/ethnicities.

• The number of new HIV infections among American Indian or Alaska Native people has increased by 8.7% from 2007 to 2010. – This is the greatest percent increase in new infections when compared to all

other races/ethnicities.

• 35% of Native women who acquired the virus did so through injection drug use. – This is the highest percentage of IDU acquisition amongst women of all other

races and ethnicities.

Centers for Disease Control and Prevention (2012)

HIV in Native Communities, Cont.

Of persons who were diagnosed with HIV,fewer American Indian/Alaskan Natives

survived, with only 88% living longer than 3

years,

…this is the shortest survival rate out ofevery racial/ethnic category

Centers for Disease Control and Prevention (2012)

A New paradigm in HIV/AIDS Prevention

National HIV/AIDS Strategy (NHAS)

High Impact Prevention (HIP)

• Increase focus on high risk populations– Reflects a shift from just high risk populations to

high risk communities

• Reaching more people with fewer resources

Components of High Impact Prevention

HIP

Cost effectiveness

PrioritizationFull Scale

Implementation Interaction

HIP Activities

• Risk Reduction Interventions– Scalable interventions (can reach larger

populations)• Brief interventions• Computer driven interventions • Community level interventions

– Routine HIV testing– Condom distribution interventions– Less emphasis on behavioral interventions

Social Marketing

“A process for influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than for commercial profit.”

Bill Smith, W.A. Academy for Educational Development Washington, D.C., 1999

“Take It Outside Campaign.” Inter-Tribal Council Of Michigan, Inc. & G&G Marketing

This is Social Marketing

Social Marketing is:

• Research-based and driven• A social or behavior change strategy• Strategic• Uses media communication strategies and

tools

Adapted from: R. Craig Lefebvre, PhD. “Health Communications, Social Marketing and Coke.” www.socialmarketingblogs.com& “The Basics of Social Marketing: How to Use Marketing to Change Behavior”Turning Point Social Marketing National Excellence Collaborative.

Social Marketing and HIP:

• Stimulates change with limited resources – Cost effective

• Identifies the priority population for targeted messages-Prioritize

• Impacts a significant portion of the priority population-Scalable

• Encourages community partnerships-Interaction

Including Culture

• Do the research• Understand the community• Get input from priority population• Test drive a prototype• Be willing to make changes

Recognize Native Diversity

Cultural humility…

Buffalo Advertising

Respect…

• Ask permission• Be truthful• Protect privacy• Avoid being offensive• Do more good than harm• Practice cultural humility

Who determines “public good?”

Who’s permission should be sought before addressing social issues• Elders?• Tribal Council?• Others?

Do the research!

Avoid unintended consequences that can impact the delivery of your message or damage the reputation of your agency.

Social Marketing & Community Engagement Model

Community Assessment

DesignDisseminatio

n

Evaluation

Further Information/Capacity Building

Elton Naswood or Vicki PetersonNNAAPC720 S. Colorado Blvd., Ste. 650-SDenver, Colorado 80246720-382-2244