The Social Marketing of Project Aries

Overcoming Challenges in Recruiting Gay and Bisexual Males for HIV Prevention Counseling

Datos Bibliográficos

ID3658870
AutoresDouglass S Fisher (a Director of Marketing for Project ARIES), Douglass Fisher (University of Washington), Rosemary Ryan (University of Washington), Anne Esacove (0000-0003-4279-2969), Anne W Esacove, Steven Bishofsky (c Research Consultant), J Marc Wallis (0000-0001-7964-202X, c Research Consultant), Roger A Roffman (University of Washington)
Año1996
Volumen31
Número1-2
Páginas177-202
Fecha de publicación1996-06-21
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaJournal of Homosexuality (JOURNAL)
Identificadores de la revistaISSN: 0091-8369 • E-ISSN: 1540-3602
EditorialInforma UK Limited (PUBLISHER • GB)
DOI10.1300/j082v31n01_11
PMID8827499
OpenAlexW1481812361
IdiomaEN
Citas recibidas7

This paper reports on the development, implementation, and evaluation of a social marketing campaign designed to recruit clients Project ARIES, and AIDS prevention study funded by the National Institute of Mental Health. Marketing channels employed for the campaign included advertising in the gay press, generating coverage in the mainstream press, distributing materials to HIV testing centers and other health and social service providers, and displaying posters in gay bars and baths. While these approaches all succeeded in eliciting inquiries from individuals engaging in high risk sexual behaviors, they differed in several respects, including their ability to reach specific subgroups that are often underserved by more traditional programs, such as men of color, younger men, and men who self-report as being closeted. Promotional materials displayed in gay bars and baths resulted in the highest percentage of callers who, after inquiring about the program, decided to participate in the counseling. Coverage in the mainstream press was the most successful in reaching closeted men, men who were less active in the gay community, and individuals who did not self-identify as gay. Display and classified ads in the gay press produced the highest number of initial inquiries. Finally, recruitment of participants via materials distributed to HIV test sites and other service providers was the most effective in reaching men who were HIV-positive

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