The Social Marketing of Project Aries

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

Advertising · Business · Family medicine · Homosexuality · Human immunodeficiency virus (HIV · Lesbian · Mainstream · Mental health · Political science · Psychiatry · Public relations · Service (business · Service provider · Social marketing · Sociology · Test (biology · Adolescent Sexual and Reproductive Health · Gender Studies · HIV/AIDS Research and Interventions · LGBTQ Health, Identity, and Policy · Marketing · Medicine · Psychology · Social Psychology · Gerontology

• Lesbian, Gay, Bisexual, and Transgender Health

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• Factors Associated with Attrition from an HIV-Prevention Program for Gay and Bisexual Males

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• HIV-Prevention Group Counseling Delivered by Telephone

  Open Access•Roger A Roffman, Joseph F Picciano et al.•AIDS and Behavior•1997

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• HIV Prevention and Attrition

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• Development of a Marketing Campaign to Recruit Non-adjudicated and Untreated Abusive Men for a Brief Telephone Intervention

  Open Access•Lyungai Mbilinyi, Lyungai F Mbilinyi et al.•Journal of Family Violence•2008

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• Anonymous Enrollment in Aids Prevention Telephone Group Counseling

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